The Challenge
This project brief documents a comprehensive end-to-end UX lifecycle undertaken to design a streamlined flight booking system. The primary objective was to move beyond the cluttered, high-friction patterns found in traditional aviation interfaces to create an organic, intuitive flow that prioritises user intent. The project scope encompasses every critical design milestone, starting with initial competitive benchmarking against industry leaders Aer Lingus and Ryanair to identify quantitative performance gaps and qualitative pain points.
By synthesising user interviews into detailed empathy maps and affinity diagrams, I mapped out the emotional and cognitive barriers that lead to page drop off. This data-driven foundation informed the creation of a working interactive prototype, validated through intensive usability testing and iterative prototyping. The resulting case study provides a deep dive into my process, from low-fidelity conceptualisation and user flow mapping to the final medium-fidelity design, showcasing a solution that balances business requirements with a seamless, stress-free passenger experience.
Usability testing performed on industry veterans Aer Lingus and Ryanair yielded surprising results, highlighting how even established platforms can suffer from significant friction points that impede user flow.
