Task

The purpose of the task is to research and review 3 mobile applications already established within the Airline industry this is to highlight the pro’s to Emulate and the
cons to avoid in the process of the production of the FlyUX mobile application.

The three mobile applications will later become the benchmark for the production of the FlyUX application.

Case Study

To ensure consistency when reviewing each application I will aim to successfully complete booking the following holiday:

From: Manchester (MAN)

To: Barcelona (BCN)
Departing: 21 - 08 - 2020
Returning: 28 - 08 - 2020
Adults (16+): 2
Children (2-15): 1
Hand Luggage: 3
Cabin Bag: 2

When completing the task on each application I will be accessing the features / displays available creating screen comparisons / testing comparisons on the following:

Home page
Booking Process
Up selling
Payment details

(All comparisons will be complete in review section).

Objectives

Learn from the best in class on how they create user-friendly tasks specifically: searching, booking and proceeding with payments.

Highlight the pro’s to emulate and the cons to avoid in the process of the production of the
FlyUX mobile application.
 easyJet
EasyJet
- Web : https://www.easyjet.com/en
- Affiliated airlines: EasyJet UK, EasyJet
Switzerland and EasyJet Europe.
- Established – March 1995
- Apple App Rating (Cat: Travel) - #9
- UK based airline, which operates as a
low-cost
European point-to-point airline.
- Operates with a fleet of approximately
331 aircrafts across 34 countries and
approximately 159 airports.
- Workforce includes over 10,000
employees including 2,865 pilots and
6,516 cabin crewmembers.
Wizz Air
- Web :https://www.esky.co.uk/airlines/al/
w6/wizz-air?gclid=Cj0KCQjwvIT5BRC-
qARIsAAwwD-Tp3w0ohYk4_II72nEFx-
UZy0m27oQakCU2qPXpJNs29aQRivJs-
fLz8aAtnCEALw_wcB
- Established – September 2003
- Apple App Rating (Cat: Travel) - #27
- Parent company of Buzz, Lauda, Malta
- United Kingdom-based Airline Company.
- Provides low-cost air transportation services
on
scheduled short-haul and medium-haul
point-to-point routes across Europe and into
the Caucasus and the Middle East.
- Fleet of 120 aircraft’s with an average age
of 4.7 years.
- Workforce of 4500+ aviation professionals
- 710 routes avliable
Ryanair
- Web: https://www.ryanair.com/gb/en/
useful-info/about-ryanair/about-us
- Established – November 1984
- Apple App Rating (Cat: Travel) - #10
- Europe’s largest airline group
Air and Ryanair DAC
- Fleet of 470+ aircraft’s
- Workforce of 19,000 highly skilled
aviation professionals
Kayak
- Web: https://www.kayak.co.uk/
- Established – January 2004
- Website launch Febuary 2005
- Apple App Rating (Cat: Travel) - #102
- Travel agency and metasearch engine
owned and operated by Booking Holdings
- App currently avliable in over 18 lan-
guages and 30+ countries
- With every query, KAYAK searches
hundreds of travel sites to show travellers
the information they need to find the right
flights, hotels, car hire, and holiday deals.
- Over 1,00 travel loving employees
across 7 internation brands; KAYAK ,
SWOODOO, checkflix, momondo,
cheapflights, Mundia and
HotelsCombined.
easyJet
 START PAGE

Initially, on opening the application the app seems very

aesthetically pleasing although the layout is arguably
overcrowded. The sheer volume is crowded in with
multiple directions available to source the information 1
swiping up and down to find main categories left and
right for subcategories.
2 5
1 The top bar is minamul housing the branding and
additionally the setting for the application. Iso-type for
setting to keep this clear and simple.

2 Clear marketing visuals advertising what offers are

available at the moment. The imagery used breaks up
the strict design guidelines colours.

3 Clear sections which discuss the who, what and why 5

questions. This limit’s the need for a ‘Live chat’ and 3
provides the answers to what’s frequently asked both
as general and legal advise. Clear use of CTA’s
highlighting how you can read further into this subject.

4 The clarity between the subject could be made 4

clearer as is this is titled ‘Holiday & Travel Essential’
the subtitles should be made a lot clearer with two titled
the same. This relies on the iso-type and doesn’t do
3
these designs justice.

5 Added a marketing value’s also expresses the customer

care values when you invest in the company. 3
6 The bottom bar is a very useful element of the home 5
page making it easy and way of navigating through the
application. The iso-type works well keeping it clear also
having this anchored making it always available.
7

6
7 Connect with us is great for marketing value clear with
the application branding, connected with hyperlinks
creating an easy way of getting to the pages but the
only fault is that this this seems a little squeezed on.
But shows clearly they are actively avliable to contact.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

easyJet
 SEARCH FOR FLIGHTS AND AIRPORTS
A very clearly and user friendly design face and the first
pop up notifications to help clarify what the unique
features are and also to help speed up the process. 1
2 1 2 6
1 Pop up display made dominant on the display of the
screen advertising the new unique feature available. 3 5
Although they have created this alternative more
modern way of searching by ‘image’ this seems
unconventional and adds an unnecessary element. 4
2 Clear displayed titles indicating the user’s current
position within the application for booking their
travel journey.

3 Tab’s indications highlighting the user’s current selection

and additionally showing alternative options available.
5
6
4 Data collection form limited to the essential information
required at this point in the process with a spacious lay-
out keeping instructions clear with a well displayed DTA
to proceed.

5 Pop up notification acquiring user permission to assist

in narrowing down selection with pre predicted answer
based on location. (Automated selection)

6 Search engine available allows the user to filter by

through available location through a manual selection.
An option could be displayed more obviously to the
user.

7 ‘Tap bar’ remains static and continuously displayed at

the bottom of the page retaining the same shortcuts al-
though highlighting where the user is at the current point
in the journey.
7

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

easyJet
 SEARCH FOR FLIGHTS AND DATES

Initial Thoughts

Clear simple and relatable design layout including clear

1 1
features throughout.
2 2
1 Clear title providing clear instruction (Select Dates) and
summarising the current stage. 3
2 Highlighted tabs signposting the current required input,
retaining information upon completion.

3 Design layout using the conventional grid layout used 4

with calendars. Giving user familiarisation while
providing all necessary information.

4 Selection display highlighting the significant date of

travel (Departure & Return) in orange and greying out
the days between.

5 Highlighted summary (11-day trip)providing reassurance

within your actions.

Well displayed DTA’s beside the selection summary

offering the option to restart the process (Clear) and
proceed onto the next stage (Done). Forcing the user to
review their actions before proceeding.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

easyJet
 FLIGHT AND PASSENGER RESERVATIONS

1 Returning to the data form as previously displayed with 6 5

information being retained from the previous stages of
selection.

2 Options available brought to the forefront of the screen

directing the user’s focus. The display is spacious and
informative with Conventional use of steppers to adjust
passenger information. 1

3 Clear CTA’s to help the client access infformation or

process into further stages.

4 Clear CTA display to proceed.

1
5 PLUS BUTTON - ‘book a flight instantly using your
photo’s’. Is an irrelevant function with the destinations
already being established at this point. 2
6 Clear display of titles and additional information applied
with tab icons to further inform the user of the current
stages. (Highlighted tab to indicate the stage 3
on display).

7 ‘Tap bar’ remains static and continuously displayed at

the bottom of the page retaining the same shortcuts al-
though highlighting where the user is at the current point 4
in the journey.

3
7

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

easyJet
SEARCH FOR FLIGHTS AND RESERVATIONS

1 1 1
1 Well designed iso-type offering key functions (Home,
Search and currency).

Clear display of titles and subtitles displaying the

2 2 8
2
current stage.
3 6
3 Using limited space although providing all essential
information. Information provided day (abbreviation)
with the price displayed with a left to right motion 4
offering price comparisons.

4 A clear and well-displayed layout of information with

clear CTA’s to select from. Options for additional
information made available if required. Fees & Charges
(break down) and What is FLEXI? (description).

5 Small print information displayed out of the way and

discrete providing uncertainty in the information the app
chooses to display.

6 Well layed out elemnt which is clearly titled including

including small printed information (break downs of
costings) and an information icon on the topright further
accist you. Clever use if a ‘progress bar’ to show what 7
remains of the luggage allowance.

7 Small essential criteria ensuring all users are

considered in the services.
8
Clear titled DTA which launches a drop-down selection
to select your requirements. 5
8 Clear CTA to proceed onto the next steps. 9

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE easyJet

 PASSENGER DETAILS AND RESERVATIONS

1 Minimalist top bar with simple but effective iso-type 1 5 3

(Home option and user login). 2

2 The user login could be made more prominent at this

3 9
stage to help speed up the process using the customers
retained information.
10
3 Clear display of titles and subtitles displaying the stage 4
which the user is in the journey.
7

4 User-friendly functionality using drop bars selections

where manual information is needed (Name) caps could
be applied initially to ensure basic grammar is applied.
9
6
5 Adding ‘extras’ again creates unnecessary repetition
with an option to retain all relevant ‘extra’ options
together in a complete category.
8
6 Suttle offers which could benefit the client with a little
Information icon to offer additional information discretely
ensuring it’s available if needed. Clear CTA’s displayed
for the user to proceed onto the next stages.

7 Clear CTA’s displayed for the user to proceed onto the

next stages.

8 Well placed advert in the client journey. A little prompt to

consider car rental as the user is at the point where car
rental can be considered within the budget.

9 Very clear and informative iso-type making seat

selection clear. Coloured coded with additions add
additional information where relevant.

10 Once selected the passengers initial is clearly

highlighting that the user has confirmed their seat.
Dedicated client tabs are automatically filled in with
allocated seat information.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

easyJet
PASSENGER DETAILS AND RESERVATIONS

1 1 1
1 On initial thoughts would this option not be more
appropriate earlier on? Could make regular users 2 3
journey quicker by retaining information reducing the
time taken to provide personal information. (limited
audience) Clear display of titles and subtitles displaying
the stage that your at within the process with optional 5
back buttons.

2 Clear tab options on display offering efficient

navigation. 4
3 An easy sign-in process requiring minimal effort.
Including pre predicted information where possible.
(Email address displayed example).

4 Clear DTA’s with direct title information.

5 Well placed opportunity to gather user research and

permission to use client details for marketing values.
Multiple choice options for direct feed back. Check Box
selection. 6
6 Hyperlinks added to make additional information
available without overcrowding the layout.
5

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

easyJet
 CHECK OUT AND FLIGHT RECIEPT

1 Clear display of titles and subtitles indicating the exact 1 1 1

point in the journey. Optional ‘Back’ button in a simple
iso-type design.
2 6
2 Clear DTA’s. Example apply discounts prior to checkout.
Added information to keep things informative and clear.
4
3 T&C’s made minimal with hyper links to reduce the
space required and ensuring that the information is still
made accessible and maintaining business legal
security. Check box applied to ensure that the user has 2
acknowledged the relevant information.

4 Clear and simple instructions, reduced payment

methods. Switch buttom allowing the application to
retain information for future application visits.

5 Information point highlighting where points of confusion 3

could be made although providing curtomer reasurance
in the process.

6 A clear breakdown of cost, making sure that the

customer has full understanding before the commitment
of the payment.

6 Clear line breaks making a clear break between

information sources.

6 Drop button applied to provide further information if 2

required although not overwhelming the display at the
current stage.

2
5

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE easyJet

 START UP NOTIFICATION

1 Aesthetically very pleasing straight away. Giving

Confidence in the professionalism of the application.

2 Pop-up notifications applied before you enter the

application, ensuring that your device is set up in
advance utilising mobile technology.

3 Push notification allowing the app to keep the users

engaged and aware throughout the process of booking
their flight.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 START PAGE

1 4 4
1 Clear menu bar displayed containing direct short cuts
categorised as Booking, Planning, Services, Support
and account all diplayed behind the ‘Hamburger
5 5
butoon’.

2 Bold DTA for searching flights straight away. prioritising

the main purpose behind the application. 2
3 Sign-in options made available straight away so that the
client has a user profile.

4 Top bar anchored at the top of the application displaying

a clear menu bar, branding and a search engine. The
search engine is clearly labelled not strictly relying on 3
iso-type.

5 Clear display of services available with the application

for all areas of travel. The design kept simple and clear
with high-quality imagery to ensure everything is clear
for all users.

6 Only require an up and down motion to navigate

throughout the application.
5
7 Simple and direct display using clear imagery and good
use of ISO type

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS
6
Simple clear user face creating minimal confusion and
providing little room for error.
5
1 Clear labelled DTA displaying how to proceed with your
search made clear with a bold colour (within the design
specification).
4
2 Clear display and use of ISO Type 2
3 DTA made to stand out is the only colour which is dis-
played on this page to ensure that it’s noticed.

3 By the DTA only offering to go ‘Back’ to the previous

step suggests that on selection it would automatically
proceed onto the next step. If this is the case it if you
miss selecting something it could cause a frustrating 1
cycle for the user.

4 Alphabetical order display. Picker Selection.

5 Search engine offering a direct search source

6 Unsure to why the pop up “Allow Wizz Air to access

this device’s location?” after giving the authorisation to
access the mobiles GPS you’d assume the app would
utilize this.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

2
Clear user face retaining the same structure keeping the
familiarity.

1 The text used for the title could be made more

prominent. ie: using an alternative colour or a bold
typeface.
2
2 Options limited specifically to the available routes 4
categorised in an alphabetical arrangement. search
relevant to the country and specified by the city.

3 Highlighting routes which have recently become

available with the airline. Shows development in the
business and draws the clients attention to this having
this clearly labelled.

4 Retaining information previously selected and displaying 5

this what’s the user has selected.

Icon could be made avlaible if this is only a one way

flight or is this service not avliable?
3 6
5 Next stage in the process now being displayed with the
instruction “select date” temporatily added instructing
the next step.
10
Spacing still very clear and the layout continues to be
very minimul.

9 Clear DTA again with specific colour to highlight this.

6
10 DTA providing the oppertunity to ‘restart’ the process.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

1 1
1 Clear title display although again could be made more
evident on display (Suggestion: Bold Text)
3 6
2 The layout is clear and spacious using a traditional grid
system (Traditional calendar) which offers familiarisation
to everyday users.
2
3 Clear tabs displayed highlighting providing the user with
certainty on the current stage.

4 Both DTA’s displayed at the bottom seem to be kept

separate and discrete at the bottom until relevant.

DTA’s highlight at the point in which they become

relevant to the to help the user proceed with there
5
decisions. Options avlaible cater to all users both those
how are are a one way flight and a return.

5 Selection display highlighting the significant date of

travel (Departure & Return) in Pink and highlighted the
days between.

6 Tabs automatically retaining the information gathered

and replacing what was previously a direct instruction.

4 4

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 FLIGHT AND PASSENGER RESERVATIONS

5 5
A very clear miniamlal user face utalising the avliable
space. Colour kept minimul to highlight where actions
can be made.

1 Clear and informative information. (Bold title which

includes a breakdown of what this is specifically).

2 The conventional use of stepper to add and deduct 1 2 1 2

passenger quantity where required.

3 Additional support to assist with a larger audience.

Direct information using a hyperlink to redirect
the customer.

4 Clear DTA again with a specific colour to highlight this.

5 Information retained and displayed in a visual format

with the use of Iso-type providing an alternative visual
display of the customer information.
3 3

4 4

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 FLIGHT AND PASSENGER RESERVATIONS

Sub Title is clear and personal to the client’s journey, 1 5

1
although slightly washed out with the colour contrast to
the imagery.

Selective colour uses - The colour blue highlights the

2 significant information/service (Family Bundle) provided
and draws the users attention easily toward the informa-
tion provided.
4
3 A variety of selection/navigational methods available,
giving the user the freedom and power to have full 2
control of the mobile application. (Check Box Selection -
Navigation arrows)
3
Very informative display of the information break down
4 where the literature is supported with well-designed iso-
type. Information point added for additional information
if required to ensure the user can get a full understand-
ing independently.

Flight overview where only essential information is dis-

5 played to support the user’s journey.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 PASSENGER DETAILS AND RESERVATIONS

Consistency in the general layout gives the user 3 1 3 3 1

familiarisation and confidence in the navigation.

1 Share icon added and made avliable to increase

4
communication where possible. This keeps
communication concistant.

2 Continuous price updates provided and updated upon 6

each transaction to keep the user aware of there
budget. Drop button provided if the user requires a
further breakdown of the transactions made and the
opportunity to change the currency making the
information provided adaptable to the users prefernce.

3 Clear instructed opportunities for the user to go back on

themselves. This ensures that the user has complete
control of the application and the opportunity to recon-
sider previous decisions.

4 Small literate notes and questions which are provided

to ensure there is no small print to benefit the company
and to addtionally support the user with the services
avliable.
4 5
5 Clearly defined where selections have been made by
the user the eliminates any uncertainty. (Green Glow
and Green Tick added to the section selected).

6 The layout of the ‘flight breakdown’ made clear with

significant breaks between each flight, informative with
essential information made available and adaptable with 4
a ‘CHANGE’ option. Again the user has full control of
the mobile application.
2 2 2

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 CHECK OUT AND FLIGHT RECIEPT

1 Grid display with the information required providing

shadowed within each boxed to reduce the space
necessary although still provide essential details.
1 5
Drop buttons provided where the application can assist.

2 Company T&C’s and Policies provided with hyperlinks

to ensure that they are present/accessible to the user,
although not requiring significant space.
3

Small literate notes and questions which are provided 5

3 to ensure there is no small print to benefit the company
and to addtionally support the user with the services
avliable.

4 Clear display of DTA’s using a limited colour palette to

ensure essential information stands out.

5 Strong use of iso-type assisting the literature.

6 Check box sections giving the user notice of available

options and additionally ensuring they have complete
ownership on the decisions made.

6 6
2

4 4

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 START PAGE AND NOTIFORCATIONS

Push notifications notifying the user certain policies

1 have been updated, and they want to make sure that 3
the user is aware of these updates.

Utilising product technology to assist with the useability. 4

‘Tap bar’ with essential information to assist the user
2 navigating the essential elements of the application.

User profile access point - Allows the user to have a

3 personal platform within the application.

Limited options - A good variety of both iso-type and

1
4 imagery to assist literature. This provides a clear
aesthetic divide.
1
Negative Applied draws the attention of the user to the
5 desired areas without any distractions.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

3
1 Picker selection - Alphabetical ordered content with a
search bar narrows down the search further.
4 1 1
2 Utilizing the mobile phones technology to pre predict
the ‘nearby’ options on the user’s behalf.
5
3 User profile access point - Allows the user to have a 2
personal platform within the application.

4 DTA’s - Using selective colour (Yellow) makes these

stand out within the display. Showing clear points of
action.

‘One Way’ and ‘Return’ options made avliable for the

start of the booking process.

5 Clear display of information using negative space to

distinguish the different inputs required.
1

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

1 Information retention - Upon the completion of each

stage, the user is always presented with an updated
breakdown. 2 2

2 Iso-type creates slight confusion, not fulfilling

1 4
its purpose. 3

3 The layout is clear and spacious using a traditional grid

system (Traditional calendar) which offers familiarisation
to everyday users.

4 The information displayed literately below each

landmark destination. “X” markings so the user can
quickly alter this information providing the user with
complete control of there actions.

5 Yellow - marking highlighting the significant date

selected by the user with.
5
Blue - Highlighted display to display the days
of vacation.

This provides the user with a full visual breakdown with

the days of ravel.

6 DTA displayed but only became available when

relevant.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 FLIGHTS AND PASSENGER RESERVATIONS

3
1 Each stage returns to a the ‘Find Flights’ user face
retaining the information upon completion of each stage
taking the journey with the user providing a point of 4 5
refernce after each stage.
1 1
Small disclaimer notice made suttle although present
2 with a hyper link to provide full indepth information if
required. (Hyper Link)

3 The title becomes out of sync with the set

design guidelines.

Clear, bold titles with category breakdowns

4 also provided.

The conventional use of stepper to add and deduct

5 passenger quantity where required.

2 2

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 FLIGHTS AND PASSENGER RESERVATIONS

1 1
1 Clear display of each titled stage with with subtitles with
established information. This provides a personal touch
to each user showing that the app is engaging with the 2 5
user.
6
Price difference on the surrounding alternative days
2 displayed along the top. Providing alternative options 3
from the date of preference. (Honouring the best price
guarantee).

All essential information displayed made legible for the

3 user layout, line breaks, Type scale and alternative
colours to categorise the data.
6
4 Continuos coast updates with additional options
available throughout the process where relevant.
(Drop Button to change the currency displayed -
‘Continue’ DTA process your actions.)

5 ‘Information’ notification applied to ensure that the user

is well informed to limit confusion.

6 Packages available are very informative, providing a

break down showcasing everything which is included.
Colour Categorised, Literate breakdown, Iso-type, line
breaks and using a check box selection. Very clear and
easy to establish information from.

Additonal point of ‘Information’ allowing to further 7

7 reasearch the ‘fare opions’ avliable. Information
added with a drop box to limited the required space.
4 4 4

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 FLIGHTS AND PASSENGER RESERVATIONS
1 1
1 Clear display of each titled stage with with subtitles with
established information. This provides a personal touch
to each user showing that the app is engaging with the 2
user.
3
Repetition of the design layout gives the user added
confidence on how to complete the task ahead.

2 ‘Information’ notification applied to ensure that the user

is well informed to limit confusion.

3 Shadowing the unavailable options. As this is no

longer available, should it be present? Or should the
application provide an opportunity to alter this?

Additonal point of ‘Information’ allowing to further

4 reasearch the ‘fare opions’ avliable. Information
added with a drop box to limited the required space.

Continuous updated total costings are keeping the user

aware when working towards a budget.

5 5

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 PASSENGER RESERVATIONS

1 Clear line breaks where information is to be applied and

checkboxes to assist with the process where possible.
Positive use of negative space to provide a break
between information requirements. 1

Total-cost break down provides beside the DTA to

2 proceed, ensuring the user is aware of coating before
proceeding.

3 Pop-up notification - Informing the user that the service

is included within the package deal.

DTA used to ensure that the user acknowledges the

notice.

Refreshing use of imagery to breaking up the strict de-

sign specification.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 PASSENGER RESERVATIONS
1 1
Clear display of each titled stage with subtitles with
1 established information. This provides a personal touch
to each user showing that the app is engaging with the 2 3 2
user. Added information point for further information if
required.

Static top bar - This includes a key which shows the

2 definition of each icon. This should include the seats
3 3
which already reserved and the aisle information to
ensure everything is applied.

Obvious and direct display of the aeroplane’s floor plan

3 with the above key applied through all available seats.
Additional information provided to show where exits are
allocated on the aircraft.

Clear and direct allocation system. Using pop-up

information previously implemented in an earlier stage.

Colour coded (green) selected seating made

personal with client initials to indicate who the
reservation is made on behalf of.
4
4 Additional pop up applied on completion - Providing the
opportunity to use the current preferences on the return
flight. Pre-prediction made on behalf of the client to
speed up the user journey.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 PASSENGER RESERVATIONS

1 Clear title display - Providing navigation points,

personal account access and a full brief overview of 1 1
the selected travel. - Retaining the within specification,
keeping the selected typeface although adding colour
and bold type to highlight information. 2
2 Information point - Kept minimal although made
available if required using a ‘drop button’ to access 3
the information.
4
3 Negative space - Being used to its full potential 6
breaking up information and applying subtitles to
categorise infromation. 7

4 Refreshing aesthetic - Using imagery takes the sole

source of graphic illustrations (Iso-type) away. - Utilising
colour to make significant information stand out.
- Simple used again to select data.

5 Total-cost break down provides beside the DTA to

proceed, ensuring the user is aware of coating before
proceeding.
3 3
6 Tap Bar - Containing all subcategories giving the user
complete power of the information available and limiting
the space required. Adds the sidewards motion for the
4
first time.
8

Simple DTA - advertising all information visually and

7 literally with an information icon available for additional
information. - Designed to stand out using the yellow
border. (Yellow is a significant colour in the design
specification indicating something beneficial to
the user). 5 5

8 Visual information with no significance adding an

alternative motion (Left to right) to see all info. This
should adopt the same design format as the ‘Add a
rental car’ and you’ be able to combine both adverts
on the same subject.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 FLIGHT RECIEPT

1 Clear title display - Providing navigation points,

personal account access and a full brief overview of 1 1 1
the selected travel. - Retaining the within specification,
keeping the chosen typeface although adding colour
and bold type to highlight information. - Navigational bar
added to allow the user to have full control of the
displayed information. 2 2 2
All information provided with only essential literate 3
2 information - Clear line break to create a divide - Well
photographed relevant imagery for visual reference.
3

Colour - Used with icon and literate information. They

3 are making it easy to see where this has already been
3
applied (Green) and how to modify (Blue) the decision
3 3 3
if needed. This helps highlight critical points easily.

4 Total-cost break down provides beside the DTA to

proceed, ensuring the user is aware of coating before 3 3
proceeding.
3 3

3
3
3

3
3
4 4 4

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 PAYMENT PROCESS

1 Adapted brand identity - Unique approach, although

initially a little confusing and tough to understand why. 1 1
2 Negative space - used to upsell the service further and
additionally direct the focus on the DTA’s. 1 7

3 Multiple DTA’s - (Sign up and Login) both made

2 4
available although ‘sign up’ made to stand out as
the user has had the ‘Login’ service available the
entire time.

4 Information implication - Using two alternative ways.

One - using two regular media’s to assist with the
information. Two - Manual way of implementing
information.

This is beneficial and makes things as simple as

possible without enforcing it.
6
Check box selection - this is a super simple way to 3
5 ensure that the company Policy is acknowledged.
Although where does the user find the documentation?
5

Hyperlinks - Useful and additionally suttle to support the

6 user. Link’s redirecting things on the application.
3

7 Email confirmations - This prevents any future miscom- 2

munication, ensuring that the contact information sup-
plied is correct from the beginning.
6

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 PAYMENT PROCESS

1 Email Receipt - Clear well-designed providing all formal 1

information, Data protection and a directional link to
ensure that the email has been acknowledged.

The link is more appropriate and provides more 2

confidence that this isn’t a spam email as a DTA
could hide a virus or direct the user to a website
which isn’t relevant/trusted.

2 Alternative payment methods - Providing a variety of

commonly used payment methods offers flexibility and
familiarization to the user. Including line breaks beween
each option.

3 Data retention - Using the information as provided

throughout the process at earlier stages to assist the
user. The application is speeding up the process for the 3
user.

Alternative methods - Using both the technology to scan

4 the card (assists those that are confident with technol-
ogy to speed up the process) and additionally adding a
manual option (Catering for those who don’t have the
technology available/not so confident using it). 4
Advanced financial options - To support and VAT returns
5 process easier for businesses. Using a switch button to
ensure that the selection is deliberate when applying.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 START PAGE

1 Membership benefits & Turn your alerts into holidays

- Bold, well titles and explained with minimal literature
keeping it direct to the point.

2 Application Assistance - Instructional support

provided from the app in a distinct colour (Dark Green) 2
and applied with the same typeface (maintaining 5
familiarisation).

3 Alternative registration process - Using a familiar

4 6
application ‘Google’ where the user information will
already be present to speed up the process. 1
Bold Graphic Illustrations - The imagery used is very
4 appealing to a specific audience.

DTA display - Consistency is applied with both the 4

5
typeface and shape, although inconsistent with colour.
It would be beneficial to make this more of a familiar
element.

Burger Button Display - Very clear spacious display -

6 Line breaks used to categorise sections - Well designed
iso-type to assist the literature where possible and if not
1
possible minimal subtitle descriptions. 5

2
3

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 START PAGE

1 Burger Button + User profile - Keeping significant

information available although ensuring that this
does over empower the display.

2 Personal message - Having a literate introduction 3 3

and not having the logo present makes a less 1
corporate experience.

Iso-type icons + search engine - The Iso-type used is 2

3 strong enough to work independently. However, the less
confident user would get more reassurance with text to
3 4
assist with this (Again emphasises on the target audi-
ence).

Using negative space around both actions, this draws

the users attention to the point of search to benefit the
user.

Benfitial to the user that this remains at the top of the

screen at all point to help with navigation.
5
Literature is engaging and the imagery used is strong
4 although the section looks lost. Something like a line
break is needed to emphasis where all the relevant 4
information is.

5 Tools - Unsure of why this is present.... It seems like

something more relevant to those which have registered
with the application within the user profile.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

1 Push notifications - Utilising product technology to assist

with the useability.

2 Tap Bar - using tab selection to specific user

requirements.
1
(First time within my research I have seen the option
‘Multi-City’). 2
Destination requirements - Obvious display with clear
3 breaks between information requirements, Iso-type 3
supporting literature and grey colour added to utilize
negative space.

4 Alternative options - ‘Include nearby airports’ (With a

check box selection) this should already be used as the
pop-up already utilizes the phones GPS. 4
‘Current Location’ is a duplicate of the above again
utilizing the GPS. 7
‘Anywhere’ add a spontaneous element, although it is
overly broad.

Suttle notes - Added to support the user and prevent

5 any confusion. 5
6 DTA’s - Clearly displayed and made present on display. 6 5
Added colour (orange) were relevant to proceed onto
the next stage.
6 6
The conventional use of stepper to add and deduct
7 passenger quantity where required.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS

1 Pop-up options - This is something which seems

unnecessary a date is something specific when
selecting. Makes things confusing for the user.

Layout - using the traditional grid system of a calendar 1 2 4 6

this gives the user familiarisation.

2 Colour-coded key - This is a unique dynamic, although

the key isn’t clear to what it means. On the assumption,
this is to offer the user the best pricing.

3 Date display - Clear and bold displayed type with a

drop button attached to further emphasise on flight 2
information if required.

4 DTA - Clear display with obvious instructions.

Updated measure - Very bold typefaces to emphasise

5 the point with addition type to show how this is being
addressed.

Clear Iso-Type used beside each point to keep the in-

struction clear.

Line Breaks - Used to put a break between each meas-

ure implemented.

Application Assistance - Instructional support 3

6 provided from the app in a distinct colour (Dark Green)
and applied with the same typeface (maintaining
familiarisation). 4 4

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

1 Save, Share and notifications - Both of the following

options (Save and share) allow the user the ability to
communicate between the relevant parties and store
information to be revisited. Notifications keeps the user
aware of any recent pop’s which involve the ‘saved’ 1 1 8
actions.

Both of the stop the user feeling restricted within the 2 6

application.

2 Price DTA’s - Kept minimul not over complicated

with a search option to further investigate on the
offers avliable.
3
3 Information Point - Further emphasising on the new
additional rules which have been introduced which
changes the way which we travel. This is added with
taking up limited space although still available a
drop button. 7
4
Package information - this provides all information
4 which would be required with a simple check box
selection and negative space to divide the packages
available. Keeping all choices separate and clear. 5
Additional deal - featured after the packages
5 seems misplaced. However, clear DTA and
additional information applied in the negative
to maximize the space. 8
6 Breakdown - Kept simple with minimal information
provided and the first refernce to “Ryanair”.

Policy information - Made to stand out, taking

7 advantage of the negative space. Using a drop button
to minimise the space required to withhold the data
(more minimalised appearance).

8 Flight overview - all information necessary to the

customer is provided. However, the data is difficult
to understand, with no clear information breaks.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

1 Browser Top Bar - Typical general information applied

company domain and back button, helping the user
establish where they are and navigate freely through
the wetsite.

Burger button applied to offer alternative commands

within the web browser. 1 1

2 Push notification - Notifying the user they are no

longer in the mobile application and now processing 2 7
through a website. In addition to this, the website is
utilizing cookies to learn more about the user keeping
the literature minimal but applying hyperlinks to supply
all additional information.

3 Website Top Bar - This applies the branding identity

your typical user profile and Burger button where the
3
user can have a personal service ad additionally can
adapt the application to them (Such as currency etc.).

Although also offer ‘Help option’ with customer service

4
and ‘Stared trips’ so that the user can save current
research to return too.

4 Progress bar - Notifies the user of the current point of

his journey. Super simple but so reassuring for the user.

5 Live Chat - Give the user the opportunity to voice any

current concerns/resolve any confusion.

6 Costing notification - Highlighlight live updates on the

user spendings. Additionally offers a drop button to
supply a more in-depth breakdown.
5 6 5 6
General Information - Simple and direct design format.
All forms of communication (literature and iso-type) and
an opportunity to find out more with a clear DTA display.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 FLIGHT RECIPT AND CHECK OUT

1 Browser Top Bar - Typical general information applied

company domain and back button, helping the user
establish where they are and navigate freely through
the wetsite.

Burger button applied to offer alternative commands 1 1

within the web browser.

2 Save and share - This allows the user to have a more 3 7

relaxed experience, having the opportunity to share 2
information and to save it to return too.

Flight breakdown - Very basic and clear breakdown with 3

3
all information displayed. It would be beneficial to
provide significant breaks (Line breaks and use
negative space), and additionally, apply more
interaction point, so the user has the axes to more
in-depth information if needed which could eliminate
the need for the live chat point.

4 Live Chat - Gives the user the opportunity to voice any 5

current concerns/resolve any confusion. Price updates
- Keeping the user aware of there spending with
continues updates 6

5 Hyperlink - allows the user to have the ability to

research the available services further to gain a full
understanding of what is available.

Negative space - Provides a break between the

6 information displayed, making it easier for the user
to navigate through.
4
Alternative registration - Using common used social
7 media platforms for the registration data, saving the
user the hassle of making a new account by just
attaching it to a media already used.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 CUSTOMER DETAILS AND CHECK OUT

1 Manual registration - To cater for those users that aren’t

using ethier Facebook or Google services. This ensures
all users are catered for.
5
2 Drop Button - This is applied to inform the user of all 1
age brackets with limited need for space. 7
Information point - Provided in a significant colour to
3 ensure that the user acknowledges this. They are
preventing mistakes before they occur.

4 Live Chat - Give the user the opportunity to voice any

current concerns/resolve any confusion. Price updates
- Keeping the user aware of there spending with
continues updates 8
5 Passenger details - Clear display of layout, bold titles,
Examples, box systems, and drop button added using
picker systems where possible. Direct and 2
straightforward. 9
6
6 Information Point - This is provided to benefit the user 3
although so suttle this would most likely be missed. 7
Check Box selection - Easy for the user to work with
7 and navigate through. The information provided is very
furlough and supported with clear iso-type.
4 4
Infotmation point - Made cliear an obvious as point no.6
8 should be so it can benefit the user.

DTA’s - Clear and obvious although it would be interest-

9 ing to test if these have been placed in the most ben-
eficial place for the user. Clear on the display with the
colours used.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 easyJet
EasyJet
- Very-strong aesthetic values. Consistency
maintained with strong design guidelines.
- Overwhelming amount of information,
making it easy for the user to get distracted
in the journey.
- Uses all ranged of motion (Up, down, left
and right) to manage the display of
information.
- Utilises mobile technology to assist the user
throughout the journey where possible.
- Offers new unique design features ‘booking
flights from photographs’ (unsure to how
beneficial although adds a spontaneous
element).
- Utilising negative space and line breaks to
ensure information is distributed clearly.
- Progress bar displayed on the home page
also used helping the user navigate through
application more efficiently.
- Wide variety of DTA visuals; Block text,
Imagery and Iso-type.
- Variety of button to assist the user (Check
box, drop button, steppers, etc.) in helping
the user where beneficial.
- User can only login after the booking is
completed.
Wizz Air
- Consistent use of imagery only relying on
iso-type where relevant to assist literature.
- Offers the ability to utilise mobile technology
although never seen to be used within the
user journey.
- Limite range of motion (Up and down)
- Minimalist layout display directing the user’s
focus. Example of how this is done is with
the use of the ‘burger button’ on the
home display.
- Clear layout and display, making sure the
information displayed easy to process.
- Using traditional grid systems (Calendar
layout) to give the user familiarisation.
- Lack of consistency with where the title is
displayed at the top of the screen. (Type
size, weight and points in which the type is
lost with the contrast of colour.
- DTA’s clearly stand out, helping the user to
navigate throughout the processes.
- User login only advertised on the home
display.
Ryanair
- Pop up notifications - “Company Policy’
is notifying the user of the rules set in place
by Ryanair to ensure the best service is
acknowledged before using the application.
Using mobile technology (GPS) to assist the
user in there journey.
- Minimalist display with limited options to
direct the user’s focus.
- Very strict design guidelines. they are
providing user familiarisation. (Yellow
action points).
- User profile made accessible throughout the
initial stages, maintaining the same location.
- Directional use (Up, down, left and right).
Could easily be limited to a strict up and
down motion.
- Consistent reference points. (‘Find Flights’
page. Maintaining information and creating
a full breakdown).
- Only essential information provided in
abbreviation although extensive version still
made available. (Example - ‘Hyper-links).
- DTA placement applied beside the total
cost update to ensure that the price is
always acknowledges by the user before
proceeding from the action.
- Selective buttons - Check box, dropbox,
burger button, etc. to assist the user
when possible.
- Iso-type used to assist and not as a feature.
Kayak
- Eye-catching graphics used to engage with
there target audience.
- Pop-up notifications - Allows the
application to engage at all times and
additionally the ability to utilise the mobile
technology to assist the user.
- Text is direct and engaging with the users.
(Hey there).
- Minimalistic aesthetic - Iso-Type used
independently and ‘’ burger button used to
house additional feature.
- No significant features applied between the
information display creating confusion.
- Overcomplicated something which is
already established with the calendar.
- Very information with the information
displayed.
- Progress line used to establish the point in
the user journey throughout.
- Interactive with the user offering; ive chat,
share, save and help options.
- Range of motion available limited to up
and down.