Competitive Analysis

To gain a better understanding of the airline industry and the services they provide I began to research various contending American airlines. Through the research I was able to dive deeper into the backgrounds of this service industry. In addition, I looked into the strengths and weaknesses of competing companies and factors that would translate to design decisions later on.

KEY TAKEAWAYS:

• Airlines that offers great pricing shows a great increase in sales and recognition.

• Strong values and branding from airlines is reflecting in the influx of customers.

• Airlines that have greater distribution networks of location have greater sale output.

User Interviews

With a better grasp on the background of the airline industry, I look to understanding more about the potential customers. Through the series of interviews, I seek to understand the participant’s flying experiences, needs and pain-points. This data will help me determine high priority features that should be applied to the design.

KEY TAKEAWAYS:

• Promotions and deals are great motivators for customers and output of flight sales.

• Important flight information should be readily be accessible during the booking process.

• Membership benefits and loyalty program help retain customers and frequent flyers.

• Customers look to ticket pricing as a key factor when deciding which airlines to fly with.

• Clear and intuitive forms help streamline the booking process for users.

Persona

With the data I accumulated through research activities, I continue to funnel those data into defining our users. I created a persona that would reflect the obtained data while instilling the values of the airlines that customers may look for in Axis.

Site Map

With the user defined through the persona, I progress to design the layout of the site map. From the accumulated data of the researches, I translated the most significant findings into features that would populate the site map.

User Flow

To further define the website that would be designed, I created user flows that would indicate the direction in which users would take while booking their flight through the Axis site. To provide a more wholistic view of the high priority features, I also included the flow that users would potentially take to manage their flights.

Mood Board

To generate ideas and discover design elements for Axis’ site, I put together a mood board. This activity would represent the airline’s characteristics and provide ideas that would convert to design decisions.

Style Tile

There are many elements that are still missing before I begin to provide an initial design. Of the many includes typography, color palettes and icon layouts. Therefore, I created a style tile that would bring those elements together and provide consistency and direction to the design.

Responsive Lo-Fi Wireframes

Through the ideation stage I was able to generate the necessary elements to move forward with designing the website. After sketching the high priority screens of the website, I proceeded with the responsive low fidelity wireframes.

Responsive Hi-Fi Wireframes

To ensure the users are provided with the closest experience to the end product during testing, I move to complete the high fidelity wireframes.

High Fidelity Prototype

The created prototype is intended to test the usability of the website through a scenario-based story.

Feel free to follow the Axis scenarios to interact with the prototype.

Usability Testing

To test my assumptions on the data-driven design, I proceeded to conduct a usability testing. This will provide valuable feedback from the users on the functionality of the design, their expectations and pain points of the prototype. The results of the test will determine the necessary changes to the design to better suit the needs of Axis users.

High Priority Revisions

After analyzing the data I obtained from the usability testing, I sought the most crucial findings to provide revisions for the high fidelity prototype. The high priority revisions include:

• Homepage: Create a more intuitive departure/return date interaction by minimizing the amount of steps and confirmation in between.

• Available Flights Page: Provide a reminder for flyers of their previously selected flight options by modifying the information architecture.

• Trip Review Page: Provide additional information on seating comparison and reminder of current seating situation.