๐ŸŽŸ๏ธ

Fares

๐Ÿค• Problem

๐Ÿค•
At the moment it is not clear to users how they should compare between different fares to find the most value for money
โš ๏ธ
1. Our current UX doesn't make it easy to compare 2. A lot of things that may or may not be included in a fare appear later in the funnel as extras (lack of transparency) 3. Data-content accuracy (often data is missing or incorrect)

๐Ÿ‘ฑโ€โ™€๏ธ User Story

As a traveller I need to be able to clearly see what is included in a fare and what can be added as an extras and be able to compare across different fares so that I can pick the best fare for me

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๐ŸŽฏ Goals

๐ŸŽฏ
By improving clarity around the fares available for each flight as well as clarity around extras that can be added onto each fare we expect users to find a suitable fare faster and increase our Look to Select %
๐ŸŽฏ
Increase the number of bookings as an ancillary metric because we are being more transparent around the offerings

๐Ÿงช Research / Context

โš ๏ธ
Fares and extras came up during the Generative Research we conducted, so we started to dive a little deeper into Fares & Extras with further research.
๐Ÿ’ฌ
Research Script here โ†’ (initial script here โ†’)
Screenshot of the affinity map we created after the user interviews
Screenshot of the affinity map we created after the user interviews

๐Ÿ‘จโ€๐ŸŽจ Design Review

๐Ÿ’ก
After the user interview sessions, I put together some designs together into a prototype and shared with the rest of the design team to get some early feedback

The marker bubbles are where other stakeholders have left comments
The marker bubbles are where other stakeholders have left comments

โšก๏ธ Prototype One

๐Ÿ’ก
This is the first iteration of the fares prototype

๐Ÿ‘จโ€๐Ÿ”ฌ Testing

๐Ÿ”ฌ
The above prototype was tested on the 5 users below
๐Ÿฅท
Please note I've removed the actual names of the companies for privacy reasons

Untitled

NameDateTypeStatus
User A
May 5, 2021
Testing Session
Complete
User B
May 7, 2021
Testing Session
Complete
User C
May 10, 2021
Testing Session
Complete
User D
May 6, 2021
Testing Session
Complete
User E
May 6, 2021
Testing Session
Complete
Recommendations we came up with after this round of testing
Recommendations we came up with after this round of testing

๐Ÿ‘จโ€๐ŸŽจ Second Design Review

๐Ÿ’ก
Based off the previous prototype testing recommendations I iterated on the design and put it up for another round of design review.

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โšก๏ธ Prototype Two

๐Ÿ’ก
This is the second iteration of the fares prototype

๐Ÿ‘จโ€๐Ÿ”ฌ Testing (round two)

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๐Ÿ’ก
The second round of testing was based purely on the usability of the new design. Do users instinctively know how to interact with it? Can they find the information they need?
โš ๏ธ
The biggest concern of this design I had was what Guillem commented in the design review. Releasing this untested was a risk and I wanted to test this to be able to move forward confidently or change course.

๐Ÿ‘ป Unmoderated Usability Testing

๐Ÿ’ก
We used Userlytics so we could do an unmoderated test for this round. We tested it on 5 people who had previously booked flights. Because it was solely a usability test we didn't need much segmentation on the participants.

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Results

๐ŸŽฏ
100% Success Rate
โœ…
Confident to move forward with the designs

๐Ÿ”ง Engineering Roll Out

Currently working with the engineers to roll out the new design in steps
Currently working with the engineers to roll out the new design in steps