The ‘choose extras’ process was often very long and confusing for users. While more information may be needed and made available via a link, a brief overview of the fare inclusions on the page would help the user and potentially increase conversion. You are often provided a link to read more but the explanation is long and unclear plus takes you away from the booking. There is a lack of explanation on most apps on the difference between the fares. The key points to identify are origin and destination airports, layovers, fare inclusions and total price. The flight results pages are relatively clear but we need to identify all important flight information and inclusions in the limited space available. The main problem areas were: Choosing flights The main issues were when selecting flights and completing the booking, with frustrations around hidden fees and the length of the process. The flight search process was quite smooth on all apps tested. There may be internal reasons for the different options on the homepage all having the same prominence but the app should be built for the most common use cases not for internal politics. This created a negative impression of the brand before the user has even started using the app. One user referred to it as a ‘way to make money’ rather than being useful to the user. Too much irrelevant and confusing content on the app homepageĪir Asia in particular had many different options on the homepage which users did not understand. Task: book a return flight for 2 people from London to Barcelona in June 2020ġ. Users will often share the flight/price details with the group with a screenshot Users will avoid layovers wherever possible Price tends to be the most important factor when booking short haul flights, but flight time and comfort is more important for long haul flights Often one person will book the flight for the whole party – both business and personal flights Users did not book flights over the phone or in person How users book flights: interview findingsĪlthough users mainly use their phone to access the internet, flight bookings are primarily conducted on desktop I also reviewed existing user testing recordings conducted by colleagues on Aer Lingus and Eurowings apps. All testers signed a consent form agreeing to be recorded for the session. For the in-person example below I used Android screen recording software to record the screen and tester’s reactions. ![]() Due to Covid 19, some of the tests were conducted remotely over Zoom. I conducted user testing consisting of an initial interview and completing tasks on 2 Airline apps (easyJet and Air Asia). Limited information on the different price points of flights ![]() Too much content on the app homepage, distracting from the main tasks (booking or managing a flight) ![]() Problem areas identified in competitor anaylysis included: This helped me understand how other airline apps operated and where there are areas for improvement. I created a report highlighting the differences between the apps, things the apps did well and problem areas. I analysed 4 existing airline apps (Ryanair, British Airways, Air Asia & easyJet) on the booking process from flight search through to entering passenger details.
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