Agenda

• Pain points
• User flow analysis
• Benchmarking
• User needs / Hypothesis
• What we want to achieve
• Proposed solutions
• Chosen solution
• Prototype
• What to do next

Pain points identified

Tone of voice Notifications UI consistency

Patterns consistency

User flow analysis

• baggage section should be equal in visual hierarchy as other sections

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• adding passengers should be a separate screen
• the limit of how many people one can add (their age etc.) is not shown

User flow analysis

• Seat selection heading not at an equal visual hierarchy as other equally important headings

• Copy connotes a negative TOV, can be more personal and positive.

User flow analysis

• Logical enough, however needs slight reduction of space, too much white space

• Here, booking confirmation section deserves greater visual hierarchy

User flow analysis

04 - Ending process

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• may be redundant, as it is mentioned below as well

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• Tone of voice is a bit panicked, “fare may rise”

= negative reinforcement

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• Good part, users can see how much they are saving

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• Emphasis on secure payment is necessary to mention somewhere, this is a good place for it

User flow analysis

• good part here, another chance/reminder to add bags may be good for forgetful users

to

User flow analysis

• Use of continuous negative reinforcement conveys a negative tone of voice, thus a negative user experience

Benchmarking

Google Flights

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Choose location + budget = added to google schedule

The booking is handled directly through airline provider itself

Pros

• Visual representation of flights as info cards
• Example of professional TOV “Carry- on bags restricted.”

Cons

• Portal handles pre-booking only

Benchmarking

Expedia

• If you choose location, hotel, car service, and/or bundles, the cheapest flight offerings for your parameters will display

Pros

• Example of informal/informative TOV “Don’t forget... ; 6749 customers protected…”

Neutral

• Use of contractions “Don’t”
• Cons

Info overload on info cards

Benchmarking

Ryanair

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• Choose location, and cheapest flight offerings will display Pros
• Example of minimal/concise TOV “Already have a booking?”
• Portal handles full booking

process

• Use of 1-word prompts/signifiers “return” “one-way”
• Cons

Strange visual hierarchy on booking screen (1st screen)

Tone of voice

User needs

Users feel a lack of empathy / trust because of the tone of voice of the copy.

Hypothesis

If we use a simpler and warmer tone, then we will generate more trust among users.

Notifications

Hypothesis

If we optimize notifications, then the journey will feel easier.

User needs

Users feel annoyed by redundant notifications.

Concept Ideation

Adding Passengers

What we want to achieve

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EPIC - As a traveler, I would like to add passengers while I am booking my flight, so I don’t need to add them separately for the same flight.

Proposed solutions

A/B/C test survey | 25 people voted

The original

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Not flying solo? Add another adult passenger.

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Do you want to add a passenger?

Receive special offers for group trips.

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Add a travel buddy! Travel in a group to benefit from our travel packages

Option 2

Option 1

1 Vote

22 Votes

2 Votes

Chosen solution

A/B/C Test result | Our proposal

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Do you want to add a passenger?

Receive special offers for group trips

Iterating on passenger flow

Final prototype: passenger screen

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• change of visual hierarchy
• change of text (TOV)

Adding Baggage

What we want to achieve

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EPIC - As a traveler, I would like to be aware for which flight I am adding check-in baggage to.

Adding Baggage

Chosen solution

UI Consistency | Our proposal

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Seat selection screen is near the passenger flow to accomplish the epic established earlier:

“I would like to be aware for which flight I am adding check-in baggage to.”

Proposed solutions

A/B/C test survey | 25 people voted

The original

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You’ve got no bags Adding check-in-baggage at the airport can cost up to 50% more!

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Would you like to add baggage?

Adding baggage here is up-to 50% cheaper than checking-in baggage at the airport!

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You might want to add baggage!

Sales in London start in June 12

Option 2

Option 1

4 Votes

19 Votes

1 Votes

What we want to achieve

EPIC - As a traveler, I would like to see how much I am saving if I am adding my luggage while booking my flight, so that I can control my budget.

Chosen solution

A/B/C Test result | Our proposal

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Would you like to add baggage?

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Adding baggage here is up-to 50% cheaper than check-in-baggage at the airport!

Final prototype: baggage screen

What we want to achieve

EPIC - As a traveler, I want to be able to pick my own seats, so that I can feel comfortable.

Proposed solutions

A/B/C test survey | 25 people voted

The original

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Avoid the middle seat! Choose the exact seat you’d like for a more enjoyable trip.

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Your connection flight from Singapore to Bali is 9 hours!

Be comfortable! Pick your seat!

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Get comfortable! Pick your seats

You have a long trip from Singapore to Bali

Option 2

Option 1

7 Votes

5 Votes

13 Votes

Chosen solution

A/B/C Test result | Our proposal

Get comfortable! Pick your seats You have a long trip

from Singapore to Bali

What we want to achieve

EPIC - As a traveler, I want to seamlessly finish my booking process, yet get notified if my session is about to time out.

Proposed solutions

A/B/C test survey | 25 people voted

The original

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10 minute remaining Remember, we can only hold fares for a limited time. Book now before it’s too late.

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Almost done!

Your session will end in 10 minutes, continue booking you’re almost done!

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Need more time to decide?

We can hold these fares for only 10 more minutes

Option 2

Option 1

4 Votes

14 Votes

7 Votes

Chosen solution

A/B/C Test result | Our proposal

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Almost done!

Your session will end in 10 minutes, continue booking you’re almost done!

When the user is still in the beginning of process

When the user is in the end of the process

When the user’s session has ended

What we want to achieve

EPIC - As a traveler, I want to know are the taxes and services included, so that I can control my spending.

Proposed solutions

A/B/C test survey | 25 people voted

The original

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Pay securely

All taxes and service charges included

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What you see is what you get!

No hidden fees or charges

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Secure pay

All taxes and service charges included

Option 2

Option 1

10 Votes

9 Votes

6 Votes

Chosen solution

A/B/C Test result | Our proposal

Pay securely

All taxes and service charges included

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Original Solution Chosen

What we want to achieve

EPIC - As a traveler, I would like to see how many seats are available for my flight, so that I can decide if I should buy my ticket right away.

Proposed solutions

A/B/C test survey | 25 people voted

The original

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Only 3 seats left

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Limited seats still available

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Only 3 seats left at this price

Option 2

Option 1

16 Votes

0 Votes

9 Votes

Chosen solution

A/B/C Test result | Our proposal

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Only 3 seats left

What we want to achieve

EPIC - As a traveler, I would like to have a transparent view of all costs, so that I can control my spending during my flight.

Proposed solutions

A/B/C test survey | 25 people voted

The original

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Your trip is 16% cheaper than the average for this route.

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You are saving 16% on this flight from it’s usual price.

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Your trip to Barcelona usually costs 16% more at this time of the year.

Option 2

Option 1

8 Votes

12 Votes

5 Votes

Chosen solution

A/B/C Test result | Our proposal

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You are saving 16% on this flight from it’s usual price.

What we want to achieve

EPIC - As a traveler, I want to know are my personal information secured, so that I can feel safe while purchasing.

Proposed solutions

A/B/C test survey | 25 people voted

The original

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This website is 100% secure.

We use secure transmission and encrypted storage to protect your personal information

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You are safe with us We are protecting your personal information

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100% Secure

All personal information is encrypted and uses secure transmission

Option 2

Option 1

10 Votes

8 Votes

7 Votes

Chosen solution

A/B/C Test result | Our proposal

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This website is 100% secure.

We use secure transmission and encrypted storage to protect your personal information

Original Solution Chosen

What we would do next

Next steps

• Implement a new Tone of Voice as potential benefits were discovered.

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• Test the proposed UI flow. If it gets positive feedback, implement it into the existing one.

Thank you.