Overview

The mobile airline application project, flAIR, was my chosen case study for the professional diploma in user experience (UX) design. My decision was based on the following;

• In 2024, 72% of people prefer to book their flights online.*
• In 2023, 68% of online traffic for travel came from mobile, However desktop still accounted for 62% of sales.*

I led the design process and was responsible for conducting user research, identifying UX problems through in-depth analysis, visual and interactive design, prototyping and testing.

Sources: Statista

Goal

Design a product that could capitalise on the many poorly designed airline applications that fail to highlight critical user needs. Key objectives:

• Streamlined Booking Process - Quickly book flights, select seats, and add services directly from a mobile device.
• Loyalty Program Integration - Making it easier for frequent flyers to access and use their loyalty rewards and points.
• Payment Integration - Simplifying payment methods by integrating various and secure payment options
• User-Friendly Design - Ensuring the app is easy to navigate, with a smooth, intuitive interface for travelers of all ages and tech skills.

Direct User Quote

To build on my research and better understand user perspectives, I selected two (2) airlines from the benchmarking study and conducted usability testing.

I recruited, briefed, and interviewed three (3) independent participants, each testing both airline apps. I set up and recorded high-level remote mobile usability tests. My objectives:

• Understand user goals
• Identify what parts were clear
• Uncover pain points for improvement

User goals: Price, dates/times, loyalty programs

What worked: Flight options, clear details, all-inclusive pricing, filters, navigation, progress bar, feedback

What didn't: Clutter, lack of critical info, repetitive pop-ups, upsell screens that couldn’t be skipped

A follow-up interview revealed a major pain point. During the final stages of the booking, the user discovered an unexpectedly long layover that had not been made clear earlier, which caused frustration and led them to state: "I would have abandoned the booking process".

Takeaway: Users responded well to search and selection screens but became frustrated in the mid-to-final stages due to repetition and deal breaker pain points. Streamlining these stages presents a clear opportunity to minimise user frustration, prevent drop-off and improve conversion.


Next Up: Analysing the Research

Collaborating with another UX researcher, we independently analyzed the research data. Afterward, we consolidated our findings in Miro, organizing the insights into four (4) key themes.

Takeaway: Affinity diagramming helped me transform raw data into organized insights. The resulting thematic clusters informed the user journey map, shaped the problem definition, and guided subsequent design decisions.


Next Up: Designing a User-centered Solution

Affinity Diagram: Identifying Themes/Patterns

Next, I created a series of low-fidelity sketches and wireframes to accelerate decision-making through rapid visualization. These sketches outlined the key screens and controls for the booking process and laid the foundation for a functional prototype.

I began by defining the Information Architecture (IA), which provided the foundation for screen structure, content hierarchy, and consistent language. My initial sketches were quick and iterative, allowing me to quickly explore layout concepts and interaction patterns. This approach resulted in a structured, bare-bones low-fidelity interface that captured core functionality without the distraction of visual details.

User feedback highlighted the value of clear visual cues; especially progress bars, labeled steps, and prominent CTAs. I incorporated these into the sketches to improve clarity and build user confidence, offering a replicable approach for multi-step experiences.

With the core layout in place, I integrated the predefined user flow to ensure each screen supported a clear, seamless task progression. User interviews showed that reducing the number of fields per screen reduced cognitive load and abandonment rates, so I designed layouts with minimalism in mind; focusing on one task per screen to streamline the experience.

I reused sketch templates and applied overlay cut-outs, which helped save time and effort. I learned that I could easily sketch, modify, or discard ideas allowing for quick iterations.

Takeaway: I came back to the sketches throughout the entire design process. The sketches acted as a living reference to ensure that the evolving UI remained grounded in user behavior, task flows, and validated design principles.


Next steps: Prototyping with Figma & UI Design

UX Sketches:
Progress Bar, Labeled Steps & Prominent CTA's

Learnings

A key takeaway is the importance of centering user goals in both design and research. Too often, user intent; like quickly finding the right flight at the right price, is assumed rather than deeply understood.

This process reinforced that user goals must be actively explored through research and not be overlooked or treated as secondary.

For something as universally goal-driven as booking a flight, even small barriers can create frustration or drop-off. By grounding decisions in real user needs, we’re better equipped to build experiences that feel seamless, relevant, and ultimately more successful.

Next Steps

With major usability issues addressed, the next phase is about refining the experience further.

I'll move non-flight extras; like car rentals and travel insurance, to the end of the booking flow, after payment.

This keeps the core journey focused and friction-free, while still offering add-ons at a more appropriate moment.

I will also be looking at ways to further minimise touchpoints across the process; streamlining interactions without sacrificing clarity. The aim is to reduce cognitive load and maintain a fast, intuitive flow from start to finish.