Flight booking experience made easy
Air India Website Redesign
Context and Overview
Air India is a government-owned enterprise is one of the prominent airline of India. It started as an electronic ticket compliant in 2008 and even after giving their services online by both website and mobile application it gives bad user experience to people who book flights through its online platforms.
Coming up with the idea
On a mundane day, my friend started discussing how flight booking experience is tough and even time consuming on government-owned websites and that's how Air India came into the picture so as my first project I tried my best here to solve this problem.
My main competitors include Qatar airways and Singapore airlines. The conclusion I drew from this research were:
A flight booking option on the home page.
Latest Deals on the front page.
More payment options.
Consistent and clean interface to keep the user connected.
Paired up information.
I started by collecting data through surveys. I did survey on approximately 10-15 people. My survey included data collection from mainly three sources.
2.Phone call interviews.
3.Online data through reviews on google play store and general reports
Do you typically fly for business, personal reasons, or some other reason?
Do you typically purchase your plane tickets directly from an airline, through an online travel discount site (e.g., Expedia, Kayak, Priceline, etc.), or some other way?
How often do you pack less than you would like in order to avoid baggage fees when travelling on our airline?
How often do you pay an additional fee to choose your own seat on the plane when you fly with our airline?
When choosing an airline, which of the following factors is the most important to you?
How satisfied are you with the look and feel of this website?
What could your least favourite airline do to get your business?
From the data, I collected through my research the students and working professionals needed the best price while searching for flights with a fast booking process and less confusing interface. Along with they needed to stay updated in the changing prices and more promising options according to their travel needs.
Why redesign the airline website when most of the users book from other travel discount sites?
The data showed that price, dates and more customisation were the prominent needs of the users that led them to use the travel discount sites like Expedia, gobibo etc. Keeping this fact in consideration booking directly from airline looks much more promising and serves best to their needs as it gives the lowest price available, provides more leverage in case of changes and cancellation and more customisation options in booking seats and rooms.
I usually start the design process with low fidelity wireframes. This is the way I iterate through many design options quickly.
My main purpose of drawing sketches was to brainstorm new ideas. The data I collected by user research helped me to create wireframes which focused on more clean and user-friendly interface.
Approximately 3-5 iterations were done in wireframes to finally get to the point which best matches our user needs. The more design options I tried the more pain points and possibilities I got to know from the user's perspective.
While making layouts I was focusing on how can I make the environment more hassle-free for users.
Once I tried out possible design options I finally converted my low fidelity wireframes into high fidelity user interface design.
The colour palette that I decided to keep was a soft gradient of orange and red to keep the brand guidelines intact as of Air India.
The font used is nunito a Sans-Serif font with different weights. Only one type of font is used in entire website to maintain consistency, for quick navigation, to reduce the loading time of such a large website and to build a reliable and trustworthy connection between the users and the company.
Let's start with the home page.
The previous home page of Air India contained in total of 8 options on his menu which are more than a user can remember and grasp on. There were options like HOME which were neither working nor we needed it as clicking on the logo is self-sufficient to trackback user to the homepage.
Rest of the options were segregated according to user needs and instead of reducing the options to the user I wrapped them up in four main options Explore, Flyting with us, Travel info and GST
Toll free number is covered in help option taking up less space in the website. A notification option is provided to let the users know the latest information and deals from the airline to keep them updated.
The former homepage throws vast information on the user in an unorganised way making navigation confusing and time consuming for users.The website is made more breathable and user friendly by pairing up the scattered data according to the user needs thus giving a clean user experience
The main problem
The main problem
In the original version of Air India no flight booking option is provided on the home page. The first and most important part of the airline needed time-consuming navigation in the cluttered website and an additional click to finally book the flight. By giving the flight booking option on the very homepage user saves time and the airline gets more conversions.
Flight search result page
Grouping up the vast information
The flight search result page is made for informative by adding details of the selected flights. The information like day,date,time,flight duration etc which were scattered around the page was grouped together so that user don't feel missing out something.
More information like price breakdown,terms and conditions and fare rules are added under the price umbrella.The choices the user makes will be mentioned on each and every step so that the user not loses his track and stay updated with the information based on his selection.This reduces the chances of booking wrong flights and filling of wrong information.
Step by step process to let the user know on which step they are on their flight booking journey
Grouped information and more informative flight result bar
Concluded version of the user selections
Review page to recheck about your flight selection.
The testing round was done at the last stage of the process. Users were made to book a flight on selected date and class.
The main aim of this process was to get feedback from users and possible pain points that can arise in the product.
I conducted unmoderated user testing to get insights about user behaviour patterns. The test subjects were students and working professionals.
Future scope of the project
The project doesn't end here the feedback I got from testing demands for more good visual interface and more personalised recommendations according to their travel history.
What I have learned from this project?
The main problems I faced was in the starting of the project what approach should I take in my research, what are the factors that I need to keep in mind while making user-centric design. I also learnt that there is no perfect design that fits for all user as you need to keep iterating and updating constantly according to the changing user and industry needs to best serve them both.
This was my first UX project I know it's not the best one but I will keep on learning and improving to make best usable digital products in the coming future.