Fly UX

Design process

The diploma work encompassed 16 comprehensive modules that spanned the entire design process, from conducting usability interviews and surveys to performing competitive benchmarking, designing navigation structures, wireframing, prototyping, and finalizing the visual design.

1. User research

Preperation

The user research process involved preparing all the necessary documents for the user interviews, including the usability screener (which identified the target audience for the app), usability tasks, and permission to record documents. These documents were crucial for ensuring that the usability tests were conducted smoothly and effectively. In addition to the interviews, I also conducted an online survey and did a competitive benchmarking. As part of my role, I was responsible for preparing the survey and ensuring that it effectively captured the feedback and opinions of the participants.

1.1 Online survey

Defining the right questions to elicit the most informative responses proved to be a more challenging task than initially anticipated. In light of this, I highly recommend reading The Mom Test, by Rob Fitzpatrick that provides invaluable guidance on how to ask effective questions and receive genuinely useful feedback.

To conduct the quantitative research, I designed an online survey via TypeForm and disseminated it through my social media networks, primarily comprising Hungarian connections. Given my residence in Switzerland and association with fellow immigrants, I anticipated that the survey participants would have similar preferences in terms of utilising airlines' apps or websites.

Results

Out of 83 views, I received 31 responses, primarily from my Hungarian friends, as anticipated.

1.2 Competitive Benchmarking

Based on the survey results, I conducted an analysis of the apps, such as WizzAir, Swissair, EasyJet, Skyscanner. Additionally, I also analysed AirBnb and out of curiosity, the iFlyA380 app, which has received numerous prestigious awards. However, upon testing it, I found myself perplexed as to why it had won such acclaim. The app has some visually impressive features, but in my opinion, its usability is severely lacking. Not surprisingly the app isn't available anymore on the App Store.

1.3 Usability tests

Usability interviews or tests represent a crucial component of qualitative research, providing invaluable insights into user behavior. This particular module was divided into two initial steps. Firstly, I had to prepare the necessary documentation to conduct the interviews, followed by setting up the appropriate environment for the interviews, and finally conducting the interviews with the participants.

1.3.1 Preparation

Before scheduling the interviews, I had to determine which user flows to examine, how to conduct the interviews, and identify the individuals to test the apps with. To achieve this, I developed a recruitment screener, defined the usability tasks, and wrote a usability test script to assist in the interviews. Once I had completed this phase, I approached my neighbours and colleagues for assistance, and scheduled appointments with them. I am grateful to them for their participation in this research.

1.3.2 Conducting the user interviews

I practiced the usability interview process beforehand by conducting a self-interview and refining the script to ensure it would fit within an hour and not include any extraneous questions. Six different participants were recruited for the usability tests, where they were asked to complete two tasks on a single application. The entire process took a couple of days to complete. I used ScreenFlow for recording the sessions, allowing me to simultaneously record the interviewee's actions on the mobile device and monitor their behaviour on an external monitor.

After collecting both qualitative and quantitative data from the survey, competitive benchmarking, and user interviews, I was able to analyse the users' pain points, gains, and suggested ideas.

2. Analysis

After conducting the user interviews and survey, my next task was to analyse the data and create an affinity diagram and a customer journey map based on the gathered insights. This process allowed me to synthesise the information and identify key patterns, pain points and suggested ideas.

2.1 Affinity diagram

I gathering over 200 data points from the surveys, usability tests, and depth interviews which I organised them into 35 categories. My post-its weren't sticking properly onto the wall which led to me having to redo the organising a few times until I was able to finish the task.

2.2 Customer Journey map

After completing the affinity diagram, my next objective was to craft a customer journey map that would encompass the entire experience of the users, from start to finish.

Findings

Here are the main findings from my research on users' experiences with mobile airline applications:

1. Users prioritise functionality and ease of use over flashy UI design. In fact, the app with the best UX according to my research, EasyJet, had a less visually appealing UI but was faster and more intuitive to use.

2. Most participants preferred using desktop websites over mobile apps for booking flights, except for those who didn't have a personal computer at home. Tablet usage for booking flights was minimal.

3. Users dislike ads and any irrelevant content that distracts from their primary goal of booking a flight.

4. Affordability and speed were the most important factors for users when booking flights, with little interest in business class or layovers.

5. Covid-related cancellations were the most common reason for flight cancellations, and users generally felt well-supported by airlines in this regard.

6. A significant pain point for users was coordinating and sharing flights with family members or travel companions, with many spending a lot of time researching and comparing flight options.

The solution

After analyzing the research data, we identified the key features that our mobile airline application should possess:

1. Simplicity and minimalism should be the driving force behind the app design.
2. The app should provide the users with the cheapest available flights for their preferred travel dates.
3. The app should focus solely on flight booking and avoid unnecessary features like hotel bookings or car rentals.
4. The booking process should be streamlined, quick, and easy for the users.
5. The app should display the total price clearly throughout the booking process.
6. The users should be able to share their flight information easily with others.

3. Interaction Design

Interaction design is where the fun begins! After several iterations, I came up with the first version of the user flow. Keeping in mind that simplicity is key, users should be able to accomplish their goals quickly without confusion. I also made sure to include real-life elements like privacy concerns (e.g. cookies). Hand-in-hand, I started sketching out screens for validating my user flow.

3.1 User flow

After completing the affinity diagram, my next objective was to craft a customer journey map that would encompass the entire experience of the users, from start to finish

3.2 Navigation

In parallel with the customer journey, I sketched out the key screens to validate my navigation concept. Initially, I had some doubts about its effectiveness, but through numerous iterations, I eventually reached a stage where I felt confident in its usability and functionality.

3.3 Prototyping

Prototyping is undeniably one of the most enjoyable aspects of the design process. Witnessing the product come to life and observing its functionality is truly rewarding. Throughout this task, the key lies in embracing flexibility and adapting swiftly when things don't work as intended or lack clarity and just continuously iterating and refining the prototype.

4. Wireframes

Lastly, we embarked on the final task of gathering the completed designs and meticulously annotating each screen. Our aim was to provide comprehensive descriptions of the various motions, functions, and interactions, treating it as a thorough hand-off to the development team. This meticulous attention to detail ensures a smooth transition from design to implementation, empowering the developers to bring the envisioned experience to life.

The outcome

Upon submitting my files and successfully passing my final theory test, I was elated to receive my certification in User Experience. It marked the culmination of my dedicated efforts and served as a testament to my knowledge and proficiency in the field.  

This achievement brings a sense of personal fulfillment but I think, it is crucial to acknowledge that the successful creation of exceptional user-centric designs hinges upon the client or company's receptiveness and commitment to prioritizing user needs. By fostering a culture that values user feedback and actively incorporates it into the design process, organizations can ensure that their products and experiences resonate with users on a profound level. This collaborative approach enables the delivery of user-centric solutions that go beyond egoistic visions, resulting in designs that are truly effective, intuitive, and meaningful to the end users.

Takeways

This project has been an enlightening experience for me personally, and I wholeheartedly recommend it to anyone involved in product development. In particular, I encourage founders who are passionate about their ideas but may have neglected to validate their assumptions. While it's admirable to possess contrarian perspectives and lofty expectations, the harsh reality can sometimes be a humbling and arduous journey. Embracing criticism and setting aside our egos allows for personal growth and facilitates a smoother path forward. By doing so, we can alleviate anxiety, foster a more effortless existence, and ultimately reap the benefits of a more enlightened approach to life and work.

  As a UI designer, it's important to remind myself that the intricacies of design, such as button corner radius or label color, may not hold significant weight in the eyes of most users. While striving for universal satisfaction is a noble pursuit, it's essential to acknowledge that there will always be differing preferences and opinions, including those of individuals who may not resonate with certain design choices. Instead of aiming for perfection that pleases everyone, I focus on creating designs that align with the project goals, target audience, and overall user experience. By embracing this mindset, I can maintain a realistic perspective and channel my energy into delivering impactful designs that resonate with the intended user base.