In-flight search website
The Project Overview
ComfyFly is a user-friendly flight search and booking platform that simplifies the entire process, from searching and comparing flights to selecting and booking the best option. It offers an intuitive interface, transparent pricing, and the ability to edit personal details before finalizing bookings, prioritizing user convenience and satisfaction.
What is ComfyFly?
ComfyFly is a platform for flight booking that aims to stand out from other websites. To provide a unique experience, ComfyFly offers users the ability to compare flights and find the best options for their amazing trips. Additionally, users will have access to in-flight service insights, which will make their experience feel more exclusive.
Secondary Research on
‘How do consumers choose airlines?’
“ The main factor I consider when choosing airlines - definitely the comfort level and if there’s a direct flight.” (The study of U.S. consumers, by Christoph Trappe - 01-30-2023)
51% choose their airline by price,
17% want a direct route
14% make comfort a priority
9% choose airlines based on the schedule
8% mentioned the loyalty program
I learned from this secondary research that besides price, direct routes, flight schedules, and loyalty programs, 14% of customers prioritize comfort. This indicates that in-flight details are a significant factor that affects customer decision-making.
Competitive Analysis
Competitive analysis of flight search websites helps us understand the market. oojo.com has a user-friendly interface but lacks flight details. smartfare.com offers extensive options but needs better design. trip.com provides personalized recommendations but can improve search details. ComfyFly aims to combine the best features: a user-friendly interface, extensive options, personalized recommendations, transparent pricing, accurate information, and appealing design.
User Interviews
Participant Recruiting Process
For this project, I focused on users who value in-flight service as a top priority. My goal was to understand their expectations, needs, and decision-making process when booking flights.
After conducting a screening survey, I virtually interviewed 5 participants who fit our target user profile.
Average 4-5 times/year of traveling
Concern about the Airlines, in-flight service selection, Flight attendant performance
1 male, 4 females
Age during 32-47 Years old
4 out of 5 participants are the loyalty program memberships
What do Target users expect Before, During, and After the Flight?
Now, let's explore what these users expect and discover valuable insights from their perspective...
Assurance of Reliable Service − The airline staff is committed to service and the highest customer satisfaction. The quality of service is always up.
Timeliness in Service − Delays at baggage counters and in flight departure create a lasting negative impact on the passengers.
Comfort − Adequate knee and leg room around the seat.
Meals − Free in-flight meals of satisfactory quality.
The Interview Findings
The user interviews uncovered some interesting findings.
Firstly, the participants expressed a strong desire for more flight details when making their bookings.
Moreover, 4 out of 5 participants shared their frustration with the amount of time it took to complete the booking process.
Interestingly, participants currently rely on a manual comparison method, Capture flight options, compare them outside of the platform using tools like Word Share the information on chat platforms to facilitate group decision-making.
Users suggested two improvements:
They would like a built-in flight comparison feature on the website a platform for easier decision-making.
They desire more personalized suggestions during the booking process to assist them in making informed choices.
Problem Statement
Existing flight search platforms often lack comprehensive and easily accessible in-flight service details, making it challenging for travelers to consider this important aspect when choosing their flights. This lack of information hinders travelers from evaluating crucial factors such as in-flight services, amenities, and comfort during the flight search process.
Additionally, there is a lack of options to compare different flight options within the platform,
leaving users to manually compare and evaluate flights using external tools or methods.
HMW
After conducting secondary research, competitive analysis, as well as understanding the user journey from the user interview process, I have formulated the following questions:
"How might we assist users who prioritize in-flight service when booking flights for their
trips, enabling them to easily search for options and make informed decisions?"
Persona
Storyboard
After gathering information through user interviews, a distinct pattern emerged in user priorities for flight booking. The users consistently prioritize professional comfort and convenience throughout their flights.
This preference is particularly prominent among individuals in management positions who can afford more comfortable services and value the ability to conserve their energy during travel.
Among these users, Anna stands out as the quintessential representation of ComfyFly's target audience.
Site map
User Flows
Style Guide
My Style Guide inspiration
My inspiration for ComfyFly came from modern travel websites and successful flight search platforms are known for their user-friendly interfaces and seamless booking processes.
I chose the color blue for ComfyFly to create a feeling of comfort, travel, and
relaxation. Blue is known to evoke these emotions and aligns well with our
brand image and the experience we want to provide to users.
Sketches
Medium - fidelity
Desktop
Medium - fidelity
Mobile
Hi Fidelity - Desktop
Hi Fidelity - Mobile
Test Results
Iteration based on recommendations
Make the ‘compare X flight to be more visible
I made adjustments to improve the message 'Compare X flight' visibility and clickability. Previously, the message may not have been easily noticeable or engaging for users. By modifying its appearance or placement, I aimed to make it more prominent and enticing, encouraging users to click on it. These changes were implemented to enhance the overall user experience and increase the likelihood of users interacting with the 'Compare X flight' message.
Information and details are editable on the View&Pay page
I added an 'edit' option for personal details on the view and pay page. This addition provides users with the ability to modify their information, ensuring they feel comfortable and confident before proceeding with the payment. By offering this option, users have the flexibility to review and update their details, which can contribute to a smoother and more satisfactory user experience during the payment process.
Task 1 and Task 3 are 100% completed by the users.
All users love the UI design.
Even Task 2 is not 100% completed by users, but they are happy with the flight comparison but need a bit clearer process to compare the flights.
Success metrics
I will keep the UI design style and stay consistent.
I will iterate the design as the user suggests.
I will improve the prototype to be more realistic.