UX Design Institute
Simplifying flight bookings
UI/UX design
2021
For my final project at the UX Design Institute, I reimagined the flight booking experience, addressing real-world usability issues common in airline apps. The goal was to create a seamless, intuitive and user-centric platform that simplifies travel planning while empowering users.
Over the course of this project, I conducted extensive user research, created iterative prototypes, and validated the solution with real users to ensure it met their needs.
My role & impact
Research
Conducted competitive analysis of four travel platforms to identify gaps in booking flows.
Used surveys and usability tests to uncover user frustrations, such as unclear pricing and complex seat selection.
Synthesized findings into affinity diagrams, highlighting key pain points and opportunities.
Design
Iteratively developed prototypes, refining flows based on usability testing feedback.
Simplified booking steps, clarified pricing with "Per Person" labels, and enhanced seat selection with color-coded tooltips.
Created comprehensive design documentation to guide developers, ensuring seamless implementation and consistency across the app.
A smoother way to book
Booking a flight should be straightforward, yet many airline apps struggle with common pain points like unclear pricing, clunky seat selection, and excessive upselling.
Through this project, I set out to address these challenges by refining an existing app (British Airways, chosen for its frequent user complaints about booking flow) with a focus on improving usability and enhancing the overall booking journey.
Desk research
Extensive research into booking platforms revealed key gaps in the user experience:
Confusing booking progress flow leaves users uncertain about next steps.
Limited personalization fails to adapt to user preferences, leaving booking options generic and impersonal.
Lack of clarity in pricing and seat selection leaves users frustrated and unsure.
Key challenges
How might we improve the booking process to address key user frustrations—such as unclear pricing, confusing seat selection, and a lack of personalisation—while creating a seamless and intuitive booking experience that meets the different travellers' needs?
Key features
The redesigned app provides a seamless and personalized experience, helping users navigate every step with confidence. From intuitive booking flows to tailored suggestions and transparent pricing, the new design empowers travelers to feel in control of their journey—simplifying decisions and making flight booking effortless.
A clear step-by-step progress indicator guides users through the booking process.
Adaptive fare options tailored to user preferences streamline booking and provide relevant choices.
An intuitive seat map uses color-coding and tooltips to help users quickly choose the right seats.
Desk research
Booking a flight should be straightforward, yet many airline apps struggle with common pain points like unclear pricing, clunky seat selection, and excessive upselling.
Through this project, I set out to address these challenges by refining an existing app (British Airways, chosen for its frequent user complaints about booking flow) with a focus on improving usability and enhancing the overall booking journey.
My role & impact
To identify user pain points and opportunities for improvement, I conducted the following:
Competitive analysis
Studied major platforms (Delta, Virgin Atlantic, Emirates, and Airbnb) to identify strengths and weaknesses. Key observation: platforms excelled in branding but often struggled with clarity in booking flows.
Surveys
Captured frustrations around pricing, seat selection, and upselling. A notable insight: “I don’t want to click endlessly just to find out what my ticket includes.”
External usability tests
Reviewed studies observing users booking flights. Common themes included confusion over seat maps and unclear baggage options.
Journey mapping & affinity diagramming
Synthesized findings into clear patterns and actionable insights, categorizing user pain points, mental models, and goals.
Developed user flows and low-fidelity wireframes to visualize and test navigation.
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