Brief: defining the user flow,the navigation and interactions of the single use case (Booking a flight on the FLY UX mobile app).
Target audience's motivations: be able to book a flight effortlessly in just few clicks from the comfort of their own homes or on the go.
Business vision: increase conversion, costumer retention and satisfaction.
In order to discover and understand the problem as well as the users main goals I started by gathering as much as qualitative and quantitative data possible.
User testings were conducted on 2 competitive airlines websites and apps while recording the users actions and thoughts.
In fact I asked the users to verbalise their honest thoughts when they were trying to use the product.
PLAYBOOK: USER INTERVIEWS, USER TESTING BY USING COMPETITIVE AIRLINE COMPANIES, COMPETITIVE BENCHMARKS .
The softwares used for the process were “Reflector3” in order to mirror the mobile phone’s screen on the pc and “Silverback” in order to record the whole process.
I ran an affinity map and costumer journey map in order to interpret and analyse the unstructured data gathered.
I detected that the main pain points were:
flights informations not very clear.
too many different pages showing extras items to add or skip (it is a waste of time and not necessary).
the costumer doesn't like to discover the total amount of the price only at the end of the process, the lack of the Paypal payment method is restrictive.
The main users goals :
Check for flight availability and prices
Get it done quickly
Be able to login on own user account
With structured data on hand I defined the possible information architecture and the ideal user journey in booking a flight.
I stated that the navigation should have been linear; the user flow should have been easy and effortless.
I defined the number of different screens that really matter.
To test out my assumptions I ran an online survey.
Special focus was given to the creation of a single " Add Extras" page by trying to render it less cumbersome and to the payment process as it is stated that 80% of mobile users abandon checkout related to card issues or security fears.
PLAYBOOK: ASSUMPTION MAP, THE GOLDEN PATH, DESIGN PRINCIPLES
I sketched many variant solutions as possible such as different interactions and microinteractions:
how the system behaves, how it respond to actions, how communicates results and how it helps to fulfil intentions.
PLAYBOOK: CRAZY 8'S, SOLUTION SKETCH
In this phase I decided to narrow down the various choices to one solution; based on this
I created high fidelity wireframes:
I reduced the number of screens
I added a little tab with the price that automatically updates when items are added.
I decided to incorporate a progress bar in order to validate user's actions.
I made sure that the Paypal and Login options were available and at the same time increase the perception of security ( limited inputs, asking what actually is required, use auto format for number fields, use of credit card logos).
I set the "info details" as clickable link to view in a separated page.