Overview of Project
This project was the main piece of my UX diploma. The task was to create a webpage for an airline - Cloud 9 Airwaves.
The main objective; to experience the full UX process:
Research > Understand the Problems > Find the Solutions
Breaking it down -
1. To analyse two market competitors (competitive benchmarking), based on price and location; create an interview script with simple tasks and conduct usability tests on 5-6 users.
2. Analyse research data; create user flow diagrams, user goal analysis, navigation analysis, customer journey map, identify any pain points on the sites, card sorting, affinity map, mental models and language.
3. UX Design; develop prototypes using various design patterns - call to action, digital affordances, alignment, chunking, visual hierarchy, visibility of system status and micro tasks. Paper work flows and happy path wireframe in Adobe XD, adding annotations for coding handover.
Analysis of Qualitative Data
During the usability tests some excellent qualitative data was recorded. Users offered great insights into improving the design, legibility and creating a smoother flow.
I identified the key tasks as well as their emotional states at each stage of the journey. Some key points towards the design were noted and best practices of the competitive benchmarking were incorporated into Cloud 9 Airwaves final design.
One user demonstrated there's a definite gap in the market for 'frequent flyers', a persona whose needs were not being met, too many pain points on the site were not meeting her goals quickly enough. I would definitely suggest a 'frequent flyers' path to secure this end of the market and create a path whereby they are adequately acknowledged and rewarded. Dealing with the usual baggage pop ups which she never requires was like watching her trudge through mud. It's a repeat process of having to go through the same rigmarole each time she visits and whilst she has become familiar with making it a seamless process for herself, her needs were not being met easily. In order to keep the time at a minimum whilst visiting, she'd be more likely to return to this site again, rather than have to traverse an unknown site, but price is definitely a factor and she could be swayed to another site. If there was a frequent flyer benefit package this would definitely go some way to secure her custom; something for stakeholders to consider. Further more, if she recognised she was being acknowledged this would really be seen as honourable and that recognition would I believe be responded to as a devoted customer.
Flow Diagrams
Workflows
Prototype in Adobe XD
Here is a link to the final Happy Path created in XD for a desktop. Click the link below and move the cursor around the page to find the rollovers / interactivity and track through the screens.
Wireframe Annotations
Conclusions
During the usability tests one user looking at the first competitors site commented on how much she loved the automatic calendar option yet on the second site she input her date manually. This demonstrated the importance of listening to what they say but noticing what they actually do. Usability tests offer great insights into the design structure and this project demonstrated the importance of UX research for any online business to improve and grow.
Each step of the process offered its own challenges, but all added to understanding the whole product story. Recognition of continued updated iterations required in the product lifecycle, relating to user personas that change over time. The users needs change and websites are continually evolving. Each website sits in a herd of other sites where affordances are always shifting and renewing. I think it would be sensible to do usability tests at least quarterly in order to keep on top of the site.
Branding and interactivity really go hand in hand as a high fidelity prototype is created. Graphics and UX need to work together at the final stages before it all goes to coding. This can really push the UX experience to another level. But it certainly has shown the importance of UX design is as important as the graphic design, they both reflect on the business ability to see their customer. Being SEEN by the business represents understanding their users needs and who their users are, why they come to their particular brand for the values it offers. Understanding what added value means for their customer! Customers are expecting more and more from their brands, that they have their backs, it's also about being eco savvy, showing they care about diversity and inclusion. This is all on the table in our current day and age.