Project 6 Customer Journey Map - Airlines
Stage Usage
Experience
Rating
• Most common reason for
using an airline website or
app was to check price
• Second most common goal
Goals
was to actually book a flight
• 1/3 of people surveyed
used a mixture of airline
apps & websites.
Behaviours
• 2/3 of people only used
websites. None exclusively
used apps.
• From both the survey and
user testing sessions it is
clear users are very price
sensitive and this dictates
users’ behaviours.
• When surveyed a number
of users expressed that
they felt no improvements
Positives
could be made to airline
apps & websites.
• 10% of surveyed users were
unable to complete their
task on their chosen airline
app/website.
Paint Points
• This figure is far too high
showing massive room for
improvement.
Home Screen
• Users will be using the home
screen to access common tasks
like search and checking in
• Users may sign in from a button
or menu on the home screen
• The home screen provides a
first impression.
• Users attitude to towards an
app was partly dictated by their
first impressions
• Clean layouts with prominent
buttons for the most commons
tasks
• The home screens of both
easyJet and Eurowings were
very cluttered.
• “This app is a lot more
cluttered, straight away”
Searching
• To find flights based on criteria
like destination, dates and price
• Users increasingly want to multi-
city searches
• To find relevant flights as quickly
as possible
• To secure the best deal
• Users want honesty and
transparency
• Users in the survey wanted a less
rigid search experience, making it
easier to ‘discover’ fares.
• Search forms are generally well
structured
• Key options have been listed in
all apps
• It has been clear in every apps
whether a search was for a one-
way or return flight.
• “It’s really good it has
remembered my dates”
• Date selectors, especially using a
calendar view were confusing for
users. There is no industry
standard as to how these should
work.
• Low fare calendar added
unnecessary duplication of
information.
• “That’s something I do find
frustrating when clicking on
calendars. For flights
particularly”
Search results
• Sort through the displayed
results and find the best flight
for the user
• Users do not like ‘advertising
prices’
• Users like to have flat pricing
with luggage included in the
search result price]
• Users want to easily see
prices for other dates with a
calendar view.
• Flight time data points
understood and clear in all
apps
• In Eurowings it was clear in
the search results what extra
benefits there were with more
expensive ticket options
• Search results loaded quickly
• The Eurowings app did not
communicate to both users
that flights involved
stopovers.
• “If I can’t book it I don’t need
to know about it”
• User wanted result prices in
their own currency
• luggage and add-ons
Luggage selection
• To ensure their ticket has
enough luggage allocation for
their bags, whether that is
included through the original
price or via an extra/addon
• The app testers wanted the
luggage fee to be included in
the first price you see.
• Users want transparency when
it comes to luggage costs
• In the ‘details’ screen of BA app • In all apps it was clear which
the user wants to see luggage
information displayed fully.
• Luggage dimensions and
weights labelled clearly
• In the BA app it was clear what
the included luggage
allowance was in different fares
• A user of the easyJet app was
so annoyed with the luggage
add-on process they
• “If I hadn’t left before, I would
have left now” – easyJet app
extras screen
• In the survey a number of users
explained they struggled with
Seat Selection
• Select seats
• Book seats with extra legroom
• Not all users were bothered
about picking a seat
seats were available and which
were not.
• It was clear which seats
featured extra leg room.
• The Eurowings app is giving
ticket/seating options to the
user that are not available.
• In the Eurowings app a user felt
the app needed to be clearer
about seat options.
• A user felt the seat selection
process was confusing in the
easyJet app due to the number
of tiers and different prices
Alexander Foster