UX CASE STUDY
Designing a Seamless Flight Booking Experience

THE CHALLENGE
Existing flight booking apps frustrate users with hidden fees, complex navigation, and inefficient search flows. This project applied a full UX process, from research through high-fidelity prototyping, to design a simpler and more transparent mobile booking experience.

THE PROCESS

Benchmarking
Evaluated leading airline and travel apps across usability, features, and pricing transparency. This analysis revealed consistent gaps in booking flexibility and navigation efficiency, which directly informed the design priorities.

Survey
Distributed targeted surveys to gather quantitative data on traveller behaviours and pain points. Key priorities identified were price transparency, booking speed, and mobile usability.

User Interviews
Conducted one-on-one interviews with frequent travellers to uncover emotional pain points and unmet needs. Participants highlighted frustration with last-minute price changes and a strong desire for personalised itinerary management.

Journey Mapping
Mapped the end-to-end flight booking experience to identify friction points and emotional highs and lows across the journey. The process highlighted key challenges during fare comparison and seat selection.

Wireframing
Designed user-centred wireframes and low-fidelity screens that addressed the key pain points, including persistent fare comparison and streamlined booking flows.

Prototyping
Built a fully functional high-fidelity prototype covering the complete booking journey, from flight search to seat selection and booking confirmation.

Usability Testing
Tested the prototype with target users to identify and resolve friction points. Insights from testing informed several iterative improvements before the final prototype was completed