Optimizing the searching and booking process for an airline company with data analysis
The airline Iberia Express (Iberia's low-cost subsidiary) wanted to multiply its conversion through its searching and booking process, both desktop and mobile.
We carried out a benchmarking of several airlines and a heuristic test to get feedback on the current process.
As well, we analyzed the metrics the client provided to us and we did a redesign of both processes based on them with several flows and conceptual designs which we tested with guerrilla tests.
I took part in the project as a Project manager, leading a team of a Service Designer and two UX/UI designers (one of them was myself)
What I learned in this project
This was a great project to learn how to manage a little project with few people in order to share out the different tasks.
In addition to it, it was a great opportunity to explore the world of data and how to understand them to create iteratively the best experience.
From the beginning we had these goals:
- Obtain insights that help us to optimize the online purchasing process and turn it into the referent.
- Adjust the hiring process to the mental model of the user.
- Identify high-level insights that give coherence to the hiring process, for example, the Home and the search engine.
- Propose interaction solutions for specific and critical elements of the hiring process (such as tables, comparisons, forms...).