INFORMATION GATHERING
Objectives
Discover Opportunities for Innovation or Differentiation
Understand User Mental Models
METHODOLOGY
Interviews
Interviews with frequent flyers
“How do you usually evaluate your overall experience with an airline?”
“What do you typically look for when choosing or using an airline company?”
"Walk me through the last time you used Hawaiian Airlines — from booking your flight to arriving at your destination?"
"Have you used other airlines recently? How does your experience with Hawaiian compare, if at all?"
Card Sorting
Affinity Mapping
This research method used color coded key words tags system in order to organize the data from Card Sorting and Interviews stages
Thematic Analysis
Thematic analysis was done to identify recurring patterns in user feedback and uncover deeper insights into their needs, behaviors, and pain points.
SPEED
the top frustration because slow load times disrupted users’ expectations for a quick, seamless booking experience.
USER FLOW
Users were frustrated by the lengthy flow, as too many steps made the booking process feel tedious and overwhelming.
INDICATORS
Users rely on clear progress indicators to stay informed and feel in control during the booking process.
SCANNING
Users prioritize efficiency by quickly scanning pages to avoid unnecessary information.
THE PROBLEM STATEMENT
GOALS
Targets
The current Hawaiian Airlines booking flow is slowed down by poor performance, excessive steps, and lack of clarity, leading to a disjointed and inefficient user experience that can frustrate users and increase drop-off rates.
01
Efficient Booking
Increase the user flow speed and reduce friction for a smoother, more efficient booking experience.
02
Flow Update
Improve navigation clarity to help users move confidently through the booking flow.
03
Conversion
Driving more completed bookings through improved usability.
04
Satisfaction
Creating a smooth experience that reflects in better user ratings
05
Transparency
Providing clear, upfront information throughout the booking flow to build user trust and reduce uncertainty
RESEARCH
Personas
A closer look at our users.
Competition Analysis
Researching other airlines informed design decisions and helped identify best practices for creating an effective and user-friendly flow.
User Flow
Research shows the current user flow is overly complex. The proposed userflow simplifies navigation to create a smoother, more intuitive flight booking experience.
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After
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SOLUTIONS
Design Strategy
Prior research directly informed enhancements made to the user flow.
Re-writing the new indication signs and general information for a clear display of info.
Amount of pages and different sections of frames were reduced to improve the flow.
DESIGN SHOWCASE
Design Flow
The final flow represents the final design with the implementation of necessary changes and upgrades
RESULTS
Usability Testing
Measuring Interface Effectiveness through User Behavior
Booking Speed Before
Booking Speed After
Booking Abandonment Before
Booking Abandonment After
Satisfaction Survey average Before
Satisfaction Survey average After
Survey Records Showed
Further Business Research
The results of this case project can be used in order to improve the company strategies in variety of different areas
