User Path Analysis

Air Canada, Expedia and Priceline

Created for NewTravel Travel Agency by

Christina Hough and Associates

Path analysis - NewTravel

Christina Hough

Summary!

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The challenge for travel booking websites is how to (a) present the user with the large amount
of information that might be relevant to their decision (prices, airlines, departure and arrival
times, etc.) and make this information easily digestible, and (b) guide the user through a multistage process to enter their dates, choose departure and return flights, enter passenger
information, and check out. There are a few important ideas to take away from a user path
analysis of our competitors:"

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1. Make the process and the current step clear to the user on each page: If their stage of
the process isnt made clear to the user on each page, it is easy to become confused and
forget which flight they should be choosing. Headings indicating the immediate task (eg.
choosing a departure flight) should be prominent."
2. Show the most important information, and hide the rest until the user needs it: This
makes sure the user has access to all the relevant information, but isnt overwhelmed by it."
3. Allow users to refine or change their search as they go: There are a few ways to do this.
Having a filter your results pane is useful, as is an option to go back and chance any
previous selections."
4. Make sure the steps are presented in the most common order so the user isnt
surprised: For example, if other travel websites begin with the search fields for airline
tickets by default, dont have your website default to hotel bookings.

Path analysis - NewTravel

Christina Hough

User Path Analysis - Air Canada

Task: Select a return ticket for 1 adult from Toronto to Istanbul departs November 10 and returns November 17.

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Page 1 A - Home

The interface looks clean and uncluttered, and positioned so as to draw the eye to the book a
flight area. The third tab, Flights, is selected by default when I arrive on the homepage. "

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(1) Clicking on the from field reveals a drop-down box indicating the type of information I can
search under. This is a useful hint that I can search by different types of criteria."

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(2) As promised, entering the first three letters reveals an auto-complete list with matching
airports. When I choose Pearson International, the focus moves immediately to the to field,
where the same instructions as before appear."

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Air Canada

Task: Select a return ticket for 1 adult from Toronto to Istanbul departs November 10 and returns November 17.

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Page 1 B - Home

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3

Again, the focus moves immediately to the departure date, where a calendar is revealed (unable to capture screen
shot)."

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(1) When I have chosen the date and the calendar disappears, I can see the checkbox that allows me to search
within 3 days of my date. It would have been nice to know I would have this option before I chose my dates. Why is
this field only revealed after? (2) I also now see I have a new option below the field where I choose the number of
passengers: where I previously saw only a link reading 9+ passengers I now also see a link called Infant (<2).
Clicking on either brings up (3) a popup window with additional information covering both situations. This is a nice
way to hide information until its needed, though again Im not sure why the second link only appeared after I had
chosen dates."

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Air Canada

Task: Select a return ticket for 1 adult from Toronto to

Istanbul - departs November 10 and returns
November 17.

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Page 2 - Home > Select Flights (dates)
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Since Ive chosen to search within 3 days of my dates, I am now asked to choose my departure and return dates
based on price. This is an extra step compared to some competitors, but it is a useful option."

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Note how the buying process is laid out for us in the upper right corner; this is useful because it allows the
customer to see what stage theyre on. It might be more useful if the customer were able to use it to navigate back
to an earlier stage. As it is, at least they can use the browsers back button without losing the information theyve
already entered."

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(1) This and subsequent pages prominently display a timer indicating when the page will time out if not completed.
If a page has to time out, warning the user in advance may save frustration."

"

Path analysis - NewTravel

Christina Hough

User Path Analysis - Air Canada

Task: Select a return ticket for 1 adult from Toronto to
Istanbul - departs November 10 and returns
November 17.

"

Page 3 - Home > Select Flights (dates) > Select

Flights (departure)

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Here were presented with more information, such as airlines, departure/arrival times, connections, and levels of
service/amenities. Hovering over the name of the service/amenity level (Tango, Flex, etc.) reveals details (1) while
hovering over the price breaks it down to show taxes and fees (2). This is a useful way to present information while
avoiding a cluttered chart. For flights that are operated by a partner airline, however, it is necessary to scroll down
to the bottom to understand the symbol + footnote number (3)."

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Air Canada

Task: Select a return ticket for 1 adult from Toronto to Istanbul departs November 10 and returns November 17.

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Page 4 - Home > Select Flights (dates) > Select Flights (departure)
> Select Flights (return)

Similar to selecting departure flight. For a moment I lost track of what stage I was on, and it took me some time to
get my bearings: the main heading was Select Flights, and the more useful sub-heading - Select return flight was not as prominent. Selecting the flights has taken three pages, so it would be helpful if the main heading was as
specific as the sub-heading in telling the customer exactly where they are in the process."
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Path analysis - NewTravel

Christina Hough

User Path Analysis - Air Canada

Task: Select a return ticket for 1 adult from Toronto to Istanbul departs November 10 and returns November 17.

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Page 5 - Home > Select Flights (dates) > Select Flights (departure) >
Select Flights (return) > Review Flight Details

Reviewing the final itinerary, price, and terms and

conditions. I must scroll to the bottom of the terms and
conditions and click accept to continue to the sign-in
screen (1)."

Path analysis - NewTravel

Christina Hough

User Path Analysis - Expedia

Task: Select a return ticket for 1 adult from Toronto to Istanbul departs November 10 and returns November 17.

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Page 1 - Home

Like Air Canada, Expedias home page interface is clear and uncluttered. Though it lacks Air Canadas hints
on filling out the flying from and flying to fields, it also reveals a drop-down predictive menu based on the
first few letters (1) and a drop-down calendar for the dates (2). In this case there is no option for flexible dates
- I would have to search for each one separately and compare them from different windows."

Path analysis - NewTravel

Christina Hough

User Path Analysis - Expedia

Task: Select a return ticket for 1 adult from Toronto to Istanbul departs November 10 and returns November 17.

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Page 2 A - Home > Select your departure

Cards appear and

slide down the list
as the results load.

As the search results load, a prominent indicator bar clearly explains what the system is doing. As
flights load, new cards appear and slide down the list. I like that this animation gives me a tangible
sense of whats happening."

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Expedia

Task: Select a return ticket for 1 adult from Toronto to Istanbul departs November 10 and returns November 17.

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Page 2 B - Home > Select your departure

Information for each flight is displayed on a large card, rather than Air Canadas narrower chart rows - this
means I cant see as many flights at one time, but the information is very easy to scan. More detailed flight
information is hidden, but can be easily revealed (1)."

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I like that the most prominent heading indicates that I am currently choosing a departure flight."
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(2) I can easily refine my search by airline, number of connections or departure time, and I can see at a
glance how refining my search will affect the price. I can also navigate back through my history to earlier
searches; this can save a user lots of time, and helps mitigate the lack of flexible dates option in the
search itself. They might have added other search filters, such as departure times.

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Expedia

Task: Select a return ticket for 1 adult from Toronto to Istanbul departs November 10 and returns November 17.

"

Page 3 - Home > Select your departure > Select your return

I like how prominently my chosen departure flight is

displayed; this and the heading leave me in no doubt as to
what my task on this page is. I also appreciate the fact that
Im offered a way to change my departing flight selection. "

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It would still be nice to have a visual representation of the

complete process. (1) This is how Air Canada showed the
complete process.

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Expedia

Task: Select a return ticket for 1 adult from Toronto to Istanbul - departs
November 10 and returns November 17.

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Page 4 - Home > Select your departure > Select your return > Review

The flight information is easy to review, laid out on large, easy-to-scan cards. Users do have to
scroll past hotels (1) and car rentals (2) in order to continue, which is inconvenient if theyre not of
interest to the customer, but not enormously inconvenient."

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Priceline

Task: Select a return ticket for 1 adult from Toronto to Istanbul - departs
November 10 and returns November 17.

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Page 1 A - Home

On travel websites, it is relatively

uncommon to have hotels rather than flights
on the first tab of the homepage. Using
Priceline in the past, I have often started
filling out information in the first tab before
stopping in confusion as I realized the fields
were wrong. I found myself doing the same
thing again this time before I remembered I
had to select the second tab (1)."

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Priceline

Task: Select a return ticket for 1 adult from Toronto to Istanbul - departs
November 10 and returns November 17.

"

Page 1 B - Home

This drop-down autocomplete menu uses coloured tags to denote airports vs. cities, which
makes it easy to choose my desired search criteria (1). I found, however, that the information
wasnt always consistent: while I could search for Toronto as a city, I could only search for
airports in Istanbul, including one option for Istanbul - all airports labeled airport (2)."

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Priceline

Task: Select a return ticket for 1 adult from Toronto to Istanbul - departs
November 10 and returns November 17.

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Page 2 A - Home > Departing flight

Like Expedia, Priceline ensures that the user sees that the system is working as the search
results load. Less elegant visually than Expedia, but the tone and humour matches the brand."

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(1) The the dots at the bottom feature a set of orange dots that slide along the row; as with
Expedia, the movement reminds us that something is happening, and reduces uncertainty over
whether further action is required of us at this time.

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Priceline

Task: Select a return ticket for 1 adult from Toronto to Istanbul - departs
November 10 and returns November 17.

"

Page 2 B - Home > Departing flight

The list of search results is quite cluttered compared to the other competitors; I preferred Expedias
cleaner cards, where more of the flight details were hidden by default."

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Theyve chosen to break down the results be airline and price across the top, even though the airline is
clearly indicated in each individual search result. Research would need to suggest that airline was a major
consideration when customers are choosing flights; if it is, this could be a great way for customers to
consider prices in relation to preferred airlines. Even so, Expedia addresses this need in a cleaner and
less cluttered way.

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Priceline

Task: Select a return ticket for 1 adult from Toronto to Istanbul - departs
November 10 and returns November 17.

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Page 3 - Home > Departing flight > Returning flight!

It is clear that I am selecting a returning flight. My previous selection is prominently displayed, and
I have the option to return to the previous page and change it. Again, it would be useful to know
how many more steps there are in this process."

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(1) Both search results pages include the option to refine the search by departure time using a
slider. This is a great way of visually representing the window of time the customer wishes to
select. "

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(2) Each card unfolds to reveal more detailed flight information,

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Path analysis - NewTravel

Christina Hough

User Path Analysis - Priceline

Task: Select a return ticket for 1 adult from Toronto to Istanbul - departs
November 10 and returns November 17.

"

Page 4 - Home > Departing flight > Returning flight > Confirm flight details

The itinerary is detailed but clearly laid out."

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(1) In this case, the price of my flight has

changed since I selected it. The warning is at
the top of the page, accompanied by a
commonly-recognized warning symbol and
the option to select another itinerary. I think
this symbol could be bigger: you would not
want a customer to miss this information.

If I scroll down I am prompted for my personal

information. There are no ads to scroll through
in order to continue.

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Path analysis - NewTravel

Christina Hough