Fly UX - Flight Booking Concept
Designing a more intuitive flight booking experience for a start-up airline, simplifying search and reducing friction across a multi-step journey.
Context
A conceptual case study exploring how thoughtful UX and clearer information hierarchy could improve the airline booking experience. The project focused on reducing cognitive load, simplifying flight selection, and creating a more seamless booking flow across the desktop experience.
Problem
Booking flights online can often feel overwhelming, with complex search flows, too many competing options, and unclear information hierarchy creating unnecessary friction throughout the journey. FlyUX explored how a more thoughtful UX approach could simplify decision-making, reduce cognitive load, and create a smoother end-to-end booking experience. The challenge was to design a desktop-first experience that balanced business needs with user clarity, helping travellers search, compare, and book flights with greater confidence and less effort.
Key Design Moves
Competitive Benchmarking
Reviewed existing airline booking experiences to identify common patterns, usability issues, and opportunities to simplify the search and booking journey for FlyUX users.
Download PDFOnline Survey
Created and distributed a survey to understand user behaviours, frustrations, and expectations when booking flights online. Insights helped shape key design decisions and priorities.
Download PDFResearch Notes & Synthesis
Captured findings, observations, and ideas throughout the discovery phase, helping to identify recurring themes and inform design direction.
Download PDFAffinity Mapping
Organised research insights into themes and patterns to better understand user needs, pain points, and opportunities for improvement.
Download PDFCustomer Journey Mapping
Mapped the end-to-end booking experience to highlight user goals, emotional states, friction points, and areas where the experience could be improved.
Download PDFUser Flow Design
Defined the ideal booking flow from flight search through to checkout, ensuring the journey felt logical, efficient, and easy to navigate.
Download PDFInteraction Design
Designed clear and intuitive interactions that reduced friction across the booking process and supported faster, more confident decision-making.
Download PDFWireframing
Produced desktop wireframes to define page structure, layout, and content hierarchy, creating a strong foundation for the final experience.
Download PDFInteractive Prototype
Built a clickable prototype to simulate the full booking experience, allowing concepts to be tested, refined, and validated through user feedback before finalising the design.
View Prototype