Project Overview
Aero365 is a start-up airline looking to create an online experience that is fast, efficient, and user-friendly. The goal was to design a booking platform that simplifies the flight search and reservation process while providing a visually appealing interface that builds trust with potential customers.
This case study explores the UX design process from research and wireframing to high-fidelity prototypes and user testing, highlighting key decisions and solutions implemented to address user pain points in airline booking experiences.
The Challenge
The airline industry is highly competitive, with established players dominating the market. Aero365 needed a booking platform that would:
- Simplify the flight search and booking process
- Build trust with first-time users
- Provide clear information about flights, pricing, and policies
- Optimize the mobile booking experience
- Differentiate from competitors through user experience
Project Details
- Client: Aero365
- Category: UX/UI Design
- Tools: Adobe XD, Photoshop
- Timeline: 8 Weeks
- Role: Lead UX/UI Designer
Research & Discovery
The project began with extensive research into user behaviors and pain points when booking flights online. This included:
User Interviews
Conducted interviews with 12 frequent travelers to understand their booking preferences and frustrations.
Competitive Analysis
Analyzed 5 leading airline booking platforms to identify industry standards and opportunities for improvement.
Survey Data
Collected responses from 150 participants about their online booking experiences.
Key Findings
- Users found most airline websites cluttered and overwhelming
- Hidden fees were the top frustration when booking flights
- Mobile booking experiences were often compromised and difficult to navigate
- Users valued clear information about baggage policies and seat selection
- Trust indicators were important for users booking with a new airline
Design Process
1. Wireframing
Based on research insights, I created low-fidelity wireframes focusing on a clean, intuitive interface with a streamlined booking flow.
2. Visual Design
The visual design focused on creating a professional, trustworthy appearance with a color palette of deep navy blue and gold accents to convey reliability and premium service.
3. High-Fidelity Prototype
The final prototype incorporated user feedback and featured a simplified booking process, transparent pricing, and mobile-optimized interfaces.
User Testing & Iterations
The prototype underwent three rounds of user testing with 8 participants per round. Key improvements made based on feedback included:
- Simplified the search form by reducing required fields
- Added price transparency features showing all fees upfront
- Improved mobile calendar selection for date picking
- Enhanced seat selection visualization
- Added progress indicators throughout the booking flow
Results
The final design achieved:
- 92% task completion rate in usability testing (up from 68% in initial testing)
- Average booking time reduced by 40% compared to competitor benchmarks
- User satisfaction scores of 4.7/5 for the booking experience
Conclusion
The Aero365 booking platform successfully addresses key user pain points in the airline booking experience through a clean, intuitive interface, transparent pricing, and a mobile-optimized design. The project demonstrates how thoughtful UX design can create competitive advantage in a crowded market by focusing on user needs and pain points.
The platform is currently in development for launch, with the design system and UI components being implemented by the development team.