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CASE STUDY: AIRASIA BOOKING JOURNEY

This is a case study for Air Asia Booking Journey done in 2016.

THE PROBLEM

AirAsia aimed to enhance its website booking journey's usability and engagement, focusing on organizing information, content hierarchy, navigation, and user excitement. 

The target audience was budget-conscious travellers seeking short weekend getaways.

HIGH LEVEL TIMELINE

UX Research for 3days case studies evaluate the website

MAKE OF THE TEAM

UX Designer (Me)

KEY GOAL

Improve usability through usability testing, user insights, journey mapping, and wireframing for a seamless booking experience.

MY ROLE

I'm a UX Designer in this case study.

Based on the research, the biggest problem area for airline customers was identified as search and navigation, with 37% of negative feedback referencing it. With this in mind, the key goal was to improve the user booking journey to make it faster and easier for users. Competitors' websites were also analyzed and compared. The focus was on organizing and categorizing information in a structured manner, applying a hierarchy to content, creating an intuitive navigation paradigm, and making the content engaging and contextual. Usability testing was conducted to gain insights from users and identify pain points in the user journey map, leading to the design of wireframes aimed at improving the booking journey.

 

From the findings, 

“Search and Navigation largest problem area for airline customers” with 37% of negative feedback specifically referencing it. - http://blog.usabilla.com/

UNDERSTANDING THE USER

To enhance the booking journey, I proposed adding pricing comparison data to search results, aiding budget-conscious travelers in quickly finding suitable flights. I also recommended seasonal pricing options to cater to varying budgets.

Additionally, you suggest that the website should offer different pricing options based on peak and low seasons, allowing users to choose the best option for their budget. Overall, these improvements should help users to navigate the website more easily and find the information they need to make a booking quickly and efficiently.

SOLUTION:
The price comparison by peak season and off-peak season.

Once the user keyed in the date and destination, there will be price comparison (monthly). Which user can choose accordingly.

SOLUTIONS: BREAKING DOWN THE PROCESS...

So once the user selected the month that they prefer to go, there will be daily price comparison to be shown.

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1. After selecting the travel month on the AirAsia website, a daily price comparison (7 days) appears instantly upon clicking "Search Flights."

* Efficiency and Simplicity: Users can quickly assess and choose cost-effective options, reducing the effort required.

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2. Users were informed if flights were sold out or selling fast for specific days, eliminating the need for individual date checks

* Feedback and Communication: Users receive real-time feedback, improving decision-making.

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3. Flight details, including flight number, airports, and terminals, were displayed on the left side, with options to choose from: Basic, Value, or Premium. Icons summarized differences, with expanded details available on demand.

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* Clarity and Transparency: Users have easy access to comprehensive information, reducing confusion.

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4. After selecting flight details, users were prompted to log in or capture their information for booking, with the possibility of receiving reminder emails for abandoned searches.

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* User-Centered Design: The process caters to both registered and potential users, ensuring a personalized experience.

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5. AirAsia BIG members had their details auto-filled for convenience.

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* Efficiency and Consistency: Returning users experience a streamlined process, promoting user retention.

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6. The add-ons page maintained a minimalist design, simplifying the user experience. Users proceeded to make payments once all selections were made.

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* Simplicity and Minimalism: A clutter-free interface enhances user focus and reduces cognitive load.

THESE WERE SOME MAJOR LEARNINGS OR POINTS WANTED TO CALL OUT:-

Other added values can implement in the mobile app. 

85%

PASSENGERS

want to check flight status

58%

PASSENGERS

want to know the waiting time at customs.

50% 

PASSENGERS

want to track their luggage bag once checked in

51%

PASSENGERS

want to know the waiting time at the security border control.

Passengers want airlines and airports to keep them informed throughout their journey. 

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- source by communicationsweek.com

TITLE OF THE CALLOUT BLOCK

LESSONS LEARNED

A Set of Key Features That Help User to Shape The Travel Plan.

When creating an app for budget flights, it's important to include key features that help users shape their travel plans. Consider adding the following features:

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  • User Profile: Allows users to store their personal information and booking history for easy access.
     

  • Price Tracking: Users can track the prices of their desired flights and receive notifications when prices drop.
     

  • Search & Buy Cheap Flights: A feature that allows users to search and purchase the cheapest flights available.
     

  • Push Notifications & Reminders: Users can receive push notifications and reminders about their upcoming flights.
     

  • Secure Online Payments: A feature that provides users with secure online payment options.
     

  • Luggage Bag Tracker: Users can track their luggage bags and receive notifications when they are loaded onto the plane or reach their destination.
     

  • Smart Travel Tips: A feature that provides users with smart travel tips such as local customs, language, weather, and transportation.
     

  • Security and Customs Border Waiting Time (Peak/Off-Peak): Users can view estimated wait times at security and customs borders based on peak and off-peak hours.
     

  • Online Support: A feature that allows users to connect with customer support representatives online for assistance with their travel plans.

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