MY ROLE
Product Design, Ideation, Wireframing, Prototyping, Research, Analysis,
TIMELINE
2018 – 2024
TOOLS
Sketch + InVision, Figma, Figjam.
Overview
The high-level objectives for this project were to simplify the interface for comparing flight options, comply with accessibility standards and improve usability across devices. This case study outlines the process and results of this comprehensive redesign.
Defining the problem
The flight search results page is a crucial component of any airline’s website, serving as the primary interface where users find and compare flight options. For Aer Lingus, the existing search results page faced several challenges:
· Accessibility – the old UI was not accessibility compliant
· Mobile friendly – the old UI was not responsive
· Complexity and Clutter: Users reported that the page was overwhelming due to excessive information and lack of visual hierarchy.
· Usability – users found comparing flight options difficult
· Drop-off rates – these seemed high? Can we identify the reason for that? Can we improve conversion?
User Research
To gain a deeper understanding of user needs and pain points, a comprehensive user research strategy was implemented:
Surveys and Feedback Forms
Aer Lingus Voice of the Guest (VoG) research programme provides real-time feedback from Aer Lingus guests on a daily basis. Known issues are usually highlighted here first.
Benchmarking
In-depth interviews were conducted with different groups of users, including frequent flyers, couples, families and business travelers.
Usability Testing
Usability tests were carried out with participants using the existing search results page and on some main competitors’ websites. This helped identify specific areas of friction and confusion.
Analytics
Website analytics were reviewed to track user behavior, identify drop-off points, and understand how users interacted with the page.
Key insights from this research included:
· Users desired a cleaner, more organised layout with clear separation of flight options
· Mobile users required a more responsive and user-friendly interface
· Easier comparison – Users wanted the ability to easily compare multiple flights on key attributes without navigating away from the search results page.
Research outcomes
Hierarchy
Users want to know 3 key pieces of information 1. Where am I going? 2. When am I going? and 3. How much is it costing?
Accessibility
Improve font sizes and legibility of all text.
States & Behaviours
The updated flight results page has 5 states:
1. Default display
2. Outbound flight card open
3. Outbound flight selected
4. Departure flight card open
5. Departure flight card selected
This sequence of progressive disclosure gives users information in stages when appropriate.
Design
Based on the research findings, the design team set out to create a new flight search results page that addressed the identified problems and met user needs. The design process involved several stages:
Workshops
This project involved a number of teams, so we invited a group of wider team members to take part in ideation sessions which involved affinity mapping, card sorting, sketching exercises and HMW (How might we…?) statements.
Ideation & Wireframing
Preferred ideas from our workshops advanced to initial wireframes to establish the basic structure and layout of the new page. These wireframes focused on reducing clutter, improving information hierarchy, and enhancing usability.
Prototyping
Interactive prototypes were developed to simulate the user experience. These prototypes included new features, new states and a mobile-first design approach.
User Testing
The prototypes were tested with users to gather feedback and refine the design. Iterative testing ensured that the final design was both intuitive and effective.
Results
Higher Conversion Rates
Conversion rates improved as the simplified layout and enhanced filtering options made it easier for users to find and book flights.
Positive User Feedback
Post-launch surveys and feedback forms indicated high levels of user satisfaction, with many users praising the improved usability and design.
Improved Mobile Experience
The mobile usability enhancements led to a substantial increase in mobile bookings, reflecting the effectiveness of the responsive design.
Overall, the redesign of the Aer Lingus flight search results page successfully addressed the known problems, resulting in a more user-friendly, efficient, and visually appealing interface. This case study highlights the importance of user-centered design and iterative testing in creating a digital product that meets both business goals and user needs.
