PROYECT 1/4

Flyaway

"I need to book my flights as quickly as possible".

Objective

The applications for purchasing airplane tickets have a much lower conversion rate than other types of online shopping applications. The goal of this project was to identify the reasons behind this and create an application that simplifies the process for the user, thus facilitating the sale.

SERVICE

UX/UI

TIME

6 months

Objective

The applications for purchasing airplane tickets have a much lower conversion rate than other types of online shopping applications. The goal of this project was to identify the reasons behind this and create an application that simplifies the process for the user, thus facilitating the sale.

SERVICE

UX/UI

TIME

6 months

Process

EMPATHIZE

Reference analysis and usability testing + User interviews

DEFINE

Affinity diagram + User journey

IDEATE

User flow + Sketches

PROTOTYPE

Wireframes + UI Design + Prototype

TEST

Usability testing + Iterate

Challenge

During the research phase, problems were identified in other existing applications, especially confusion among users in selecting between flight results and in selecting the type of fare.

Solution

The priority was to eliminate any secondary elements that could be more of a distraction than a value add, carefully maintain hierarchies and consistency between screens, and only leave the most relevant information for the main action: booking a flight. I also focused on minimizing the number of steps to make a purchase, reducing between 4 and 6 screens compared to the analyzed applications.

Conclusions

When I tackled this project, I initially thought that flight search was already a well-developed area with little room for improvement. However, during user interviews, it became clear that what they wanted was to be able to purchase their flights quickly and easily, and I was surprised to see that it wasn't so straightforward with existing applications. I decided to set aside secondary services and cross-selling and focused my project on making the experience in the primary task as agile and frictionless as possible.