PORTFOLIO
PORTOverview
UX research, analysis and design for an academic project about the experience of booking a flight via an airline website. The goal was to identify user objectives, patterns, and behaviors — and deliver an enhanced experience through sound UI design principles.
Role & Responsibilities
End-to-end UX process: online surveys, competitive benchmarking, user interviews, usability testing, customer journey mapping, affinity diagrams, flow diagrams, and UI design in Adobe XD.
Process
A better booking experience starts with understanding why people abandon the one they have.
Conducted online surveys and competitive benchmarking to establish a baseline. Ran user interviews and usability testing to reveal pain points. Synthesized findings through affinity diagrams and journey maps. Moved from sketches to interactive prototypes in Adobe XD, testing and refining at each stage.
