- Date: January 26, 2024
- Categories: Mobile APP
INTRODUCTION
Problem
Users have often reported encountering slow app performance and various glitches when trying to view search results for airline tickets using the Web-view interface. This has caused significant delays in loading content and a frustrating user experience. As a result, users may abandon the app or seek alternatives, impacting user engagement and satisfaction.
Objective
Develop and deliver a refined native app experience that caters to the needs of users while also capitalizing on untapped opportunities within the aviation product domain. By moving away from Web-view, the app can provide a more seamless and intuitive interface, with faster response times and fewer technical issues.
Key Results (OKRs)
Focus on retaining more users and reducing technical challenges within the app. Strive to offer a distinctive and enhanced app experience that includes smooth and efficient search result viewing, thereby increasing user satisfaction and loyalty. Through these improvements, the app aims to set itself apart in the competitive aviation market and strengthen its position as a top choice for users seeking airline ticket services.
DISCOVERY
User Pains and Opportunities
Through meticulous user research, we mapped all user pains based on existing research, aligning with the Product and Research teams to identify business opportunities. Iteratively prototyping solutions, we addressed each pain point, enhancing the user experience. Rigorous user testing ensured our final product effectively addressed pain points while capitalizing on business opportunities.
Benchmark
Through meticulous user research, we mapped all user pains, aligning with Product and Research teams to identify business opportunities. A competitor comparison focused on top travel apps was conducted, using their main features as a base for comparison. Iteratively prototyping solutions, we addressed each pain point, enhancing the user experience. Rigorous user testing ensured our final product effectively addressed pain points and capitalized on business opportunities.
DEFINITION
Success Metrics
In this product design project, the main objective is to enhance app user engagement for the flights vertical in alignment with stakeholders’ goal for this year. Two lagging objectives are to decrease reclamations and enhance app usage for the flights vertical. Lead objectives include developing a native flight experience, identifying user pain points, benchmarking with top travel apps, and crafting a unique flight experience.
Proposal Workshop
I organized a workshop with the tech and product teams to align on the first version MVP, exploring possibilities, suggestions, and implementation efforts. I presented a low-fidelity design solution to validate. We discussed technical feasibility, mapped MVP requirements, and identified key challenges to define a clear action plan, resulting in a refined MVP version.
DESIGN
Flow Improve
I significantly enhanced the navigation flow by streamlining the process, eliminating redundancies, and enhancing overall efficiency, based on user feedback and behavior data. By analyzing user feedback and behavior data, we identified key areas for improvement, resulting in a seamless and delightful experience. These optimizations have substantially boosted satisfaction and retention rates, ensuring a more user-friendly and efficient platform.
Medium Fidelity
To enhance focus and efficiency, I divided the project into phases. Initially, I presented a medium-fidelity version, focusing on the happy path, for validation by the development and product teams. This approach enables early feedback, streamlining the development process, ensuring alignment, and facilitating informed decision-making.
Usability Test
I conducted a usability test with medium-fidelity designs on a maze to assess the potential for significant changes in the product. By comparing the old and new projects with two user groups, the new version showed noticeably better results, validating the improvements for an enhanced user experience. This confirms the efficacy of the changes in enhancing the user experience.
FINAL SOLUTION
Our main goal was to transition from a webview version to a new native version from scratch. We established a new team components library, integrating the company’s updated design system. The outcome is a unique solution, distinct from the web responsive approach, achieving a seamless user experience.
Search Process
The search process in the web view was previously extensive, requiring users to navigate back and forth. To address this, I implemented a detailed and sequential process. Users can now easily select their departure and arrival locations, choose dates from a user-friendly calendar, and specify flight details such as baggage, layovers, and other filters.
Animations and Compact Solutions
One challenge was to create a minimalist product with concise solutions, as on web versions, one scroll only displayed one travel ticket option, disrupting the user’s flow. Simultaneously, I needed to reduce the results time, approximately 40 seconds, so I implemented an animation to cover this waiting time for flight results.
Flight details,
Filters and Tags
I enhanced a highly effective filter, addressing most user needs and resolving filter issues. We focused on key user priorities: Flight hours, prices, stops, duration, airline, and baggage. Upon clicking, users can access detailed information such as arrival times, itinerary, inclusions, and more, ensuring a seamless experience.
