Type of Project
- User Experience Design Master of Arts
- Industry Project
- 2020
- Industry Project
- 2020
About the Project
The project tackled the challenge of personalising the flight booking experience for customers. The goal was to create a more tailored and efficient process.
Challenge
To meet this challenge, we employed various research methods, including usability studies, interviews, card sorting, and competitor research. Co-creation with customers using journey maps and wireframes played a pivotal role.
Process
Our research discovered four crucial insights, guiding the development of wireframes and a prototype for a digital booking system. This solution was tested and designed through user feedback, and integrated with client feedback to transform the linear, single-device at a time process into a personalised, collaborative, omnichannel experience.
Understanding Users With Personas
Creating and Grouping Insights
Prioritising 'How Might We' Statements
Ideation
Initial Wireframes
Prototype UI
Prototype UI
Prototype UI
Prototype UI
Prototype UI
Achievements
The concept: "BA Personal" improved group bookings, AI-driven recommendations enhanced the customer experience, and streamlined trip planning was especially valuable to time-sensitive business customers. The client were very impressed with the concept and rapid creation of designs.
