PROJECT 6 | MOBILE APP
CUSTOMER JOURNEY MAP
DECISION-MAKING
MOOD
» To book flights that with the best
price and also with departure
times and connections that are
GOALS
convenient.
» Although price and convenient
departure times are the priority,
factors as extra luggage, can make
the user choose a higher fare.
» Consult family members or co-
works the details and dates of the
trip.
» Perform online searches
(Skyscanner) looking for the best
deals
BEHAVIOURS
» Searching in third parties web site
can lead to deals of low reputation
firms.
» Comparing details of results can be
very time-consuming.
PAIN POINTS
START / HOME PAGE
» To find and book the convenient
and most attractive priced flights
quickly and easily.
» In apps with a clean design, users
go straight to search for a flight
and have no difficulty finding the
essential information to start the
process.
» Screens asking for Login, or
showing Tutorials, are promptly
dismissed by the user.
» In home pages that are too
cluttered, the user takes long to
located where to start the booking
process.
» Too many options, like Low-Fare
Calendar (Eurowings), can be
confusing.
FLIGHT SEARCH /
DATE PICKER
» To see the available flight options
to the desired destination on the
chosen dates.
» The user easily recognises the
fields and options to start a search.
» User has the options to selected
the departure and destination
airports by typing or scrolling
down the list. The prefered option
is typing first, then taping on the
airport name as soon as it appears
on the list.
» User is more confidant when they
notice that the app is giving correct
feedback of their actions. A date
picker that displays the dated of the
selected flights; highlights the dates
between flights, and also indicates
the number of days of the trip, is
very well appreciated by the user.
» On date picker, when the selection
of Departure and Return dates
happens on the same screen,
the differentiation of the two
actions has to be well perceived.
Strong feedback indicating the
first action (selecting Departure
Flight) has bee completed, and
the user is now executing the
second action (selection of Return
Flight). Otherwise, the user can get
confused and frustrated.
FLIGHT
RESULT / SELECTION
» From a list of options, the user has
to compare the different flights and
choose the ones that have the best
price and also the most convenient
departure times, connections and
flight duration.
» User is primary looking for flights
with the best price and departure
times. When those pieces of
information stand-out, it is easier
for the user to select the flight.
» User has the flexibility of dates and
likes to see the flights options on
nearby dates.
» Depending on the number of
results, the amount of information
can be overwhelming. The clear
this page and better organise this
page is, the better it will be for the
user to navigate on it.
» Displaying unnecessary
information, like unavailable flights,
makes the page too cluttered and
wastes the user’s time.
» Omitting or not clearly
communicating crucial
information, like flight connections
and flight duration, is frustrating
and upsetting for the user.
» Fare comparison can disturb the
flow of the booking process, it has to
be displayed clearly so the user can
compare the prices and benefits
available on the selected flight.
JOSÉ MACIEL
OPTIONAL / EXTRAS FLIGHT SUMMARY
» Here is where the airline has an » To review the selected flights and
opportunity to sell higher price confirm a booking.
tickets. The user’s goal is to identify,
by comparing the different fares,
which one offers the best cost-
benefit.
» User reacts with surprise to see » This is an important step so the
different prices presented for the user pays extra attention to reading
same flight. the flights details and prices.
» After realising that the cheaper » Details well presented are easy to
fare does not include some items, be reviewed and appreciated by
the user studies the benefits of the user.
the other fares than acknowledges
that paying a bit more would make » Reviewing all the details and
more sense. confirming that everything is
correct shows that the booking
process was successful so far, a
relief for the user and an indication
that the process is near its end.
» Reading and analysing all pieces of » Finding a discrepancy at this stage
information takes an extra amount is very upsetting to the user.
of time and can be tyring and
frustrating if the information is not
clear.
» After a search prioritising prices,
learning that the original price does
not include benefits considered
important by the user, can be a bit
disappointing.