Understanding fares and bundles

Challenge:

To provide better usability for the booking flow, and thus decrease the number of complaints and refund requests in our customer service center.

Kick-off meeting:

For this project a team was assembled consisting of 2 UX/UI designers, a UX researcher and a product manager. It was agreed to work in 2-week sprints, as far as possible. At the beginning of each sprint the whole team met to define the agenda for the following weeks, the tasks of each person and the milestones to be achieved in the calendar. At the completion of each sprint, the successful designs were to be handed over to the team manager.

Research plan:

Execution of research:

• Concept Testing: In terms of the content of the benefits of each tariff, in each of the developed concepts I explored their understandability, helpfulness in making a decision, clarity, comparability and quality of information. On the other hand, I also explored user preferences in terms of layout of visual elements and other design issues.

• User tests: Since the time to recruit real customers for the studies was extremely limited, unmoderated user tests were conducted via the Maze platform. I defined a couple of simple tasks to observe users' interaction with the prototypes and then asked a series of questions (open and closed) depending on their results in the tasks defined in the tests. These tests allowed me to know the time on tasks, decision time, misclick rate and heatmaps. With this data I could compare each of the prototypes and see what worked better or worse in each of them.

• Interviews within business: At per stakeholder's request, I conducted a series of short, open-ended interviews to get feedback from key managers (finance, inflight, marketing, sales and operations) on the new designs and prototypes that we refined over several sprints.

Results:

The results of each proof of concept, user test and interview were analyzed and presented to the team immediately, so that we could discuss possible solutions to the problems encountered, and continue to improve the concepts and designs in the next sprint, without wasting time.

Reports contained an executive summary (thought for the stakeholder) and detailed results for the rest of the team. These reports are confidential and cannot be published outside the company.