Hikitia Air UI & UX Design
During my educational program at The UX Design Institute, I undertook an academic case study focused on perfecting the online airline booking experience. Prioritizing speed, simplicity, and intuition, I crafted a UX design deeply anchored in user-centric principles.
I took an active role in all facets of the project, from user research to competitive benchmarking, ensuring that every design decision was informed and effective. This wasn't just an exercise in aesthetics; it was a comprehensive journey to understand and cater to our target audience's genuine needs and preferences.
Expertise
UX & UI Design
Year
2023
Competitive Benchmark
I conducted a competitive benchmarking analysis, comparing industry leaders and identifying best practices to inform and elevate my design strategy.
✦ What strategies are top apps/websites employing successfully in their booking process that I can adopt?
✦ Where are they falling short, offering opportunities for enhancement?
✦ Which recognized standards should I adhere to? (Detailed in the Workflow section)
Usability Testing
I carried out usability testing on existing websites during my UX research to gain a deeper understanding of the real-world user experience—identifying what is working, uncovering pain points, and discerning both the strengths and weaknesses inherent in current design solutions.
✦ Often, users look up flights on their phones, yet prefer to complete the purchase on a desktop.
✦ Users often find themselves at a standstill if they can’t view all the necessary information simultaneously on their screen.
✦ Had reservations about the fare prices.
Affinity Diagram
After completing the research phase, it was essential to structure the findings. The goal was to streamline the information into primary categories, which would then be utilized in the subsequent Customer Journey.
✦ Review competitive benchmarks, surveys, and usability tests and write down any kind of observation on a post-it note.
✦ Organize all observations from the post-it into groups.
✦ Finalize groupings in Miro.
Customer Journey Map
The Customer Journey Map simplified the visualization of the user path. It also aided me in determining which areas of the journey required immediate attention and rectification.
User Flow
This user flow’s objective is to fix the issues I have uncovered during my research, which are highlighted in the affinity diagram and customer journey map.
✦ Define the high-level booking flow for the new website.
✦ Address all the issues highlighted in your customer journey map.
✦ Lay the groundwork for the prototype.
High Fidelity Prototype with Annotations
After exhaustive UX research and assimilating all the insights gathered, I moved forward with crafting a high-fidelity prototype, ensuring it was a true reflection of the user needs and design solutions identified through the research process.
Results:
After diving deep into my UX research, all the insights and hard work came together in this fully interactive high-fidelity prototype. I invite you to explore and experience it!