Travelink

An airline travel websites. This case study explores the redesign of a travel website platform aimed at simplifying the travel planning process while increasing booking conversions and user satisfaction.

Process Summary

This is a high-level view of the design process, from early research and testing of similar travel apps with users to gather pain points, to analysing the data, as well as designing and testing the design with users.

To tackle this challenge, I began by thoroughly researching similar travel and booking websites. I conducted a comparative analysis to uncover pain points and areas for improvement.

I used four different type of research methods, including:

competitive benchmarking

online surveys

Interviews

usability testing

.

Affinity Diagraming

After gathering extensive data from all the research I have done, it is now time to make use of this data by analysing it, finding patterns, and creating an affinity diagram to group similar data patterns together. After making sense of the data, I created a customer journey map to visualise the customer’s booking process journey, considering their pain points, goals, context of use, and behaviours. In collaboration with fellow UX designer Moon Abdul Rahman based in Germany.

Key themes and patterns that emerged from this Affinity diagraming includes

Customer Journey Mapping

The most common feedback I received during user testing was that the steps felt lengthy and that the summary page could be more prominent. Users pointed out that they will like to review the details one more before proceeding to payment