EasyJet
Application

Case Study: Optimize App

user research
personas
customer journey map
taskflow
wireframes
prototype

After conducting a thorough analysis of the application through various research methods, it was determined that the main issue lies in the initial start-up and navigation of the platform. However, the order process was found to be easily understandable. To address this problem, the focus was placed on redesigning the frontpage and navigation to improve the user experience for all types of users. Tools such as Figma, Google Forms, Microsoft Excel, and Google Chrome were utilized in the study.

01 Research

To gain insight into how competitors are utilizing technology to facilitate online flight bookings, I conducted extensive research by downloading and analyzing various airline apps on my mobile device. I specifically focused on evaluating the usability of the current application in comparison to that of EasyJet. This included analyzing key features such as navigation, booking process, and overall user experience. Through this research, I aimed to identify areas for improvement and redesign a better solution to enhance the user experience.
Concurrence analysis easyjet

01.1 Heuristic Evaluation

After completing my initial research on the usability of the current application, I then conducted a heuristic evaluation to further analyze the user interface and identify any potential usability issues. The heuristic evaluation method involves using a set of established usability principles to evaluate the interface and identify areas for improvement. This approach allows for a thorough and systematic analysis of the interface and helps to identify any issues that may be hindering the user experience. The results of this evaluation were then used to inform the redesign of the application and improve the overall user experience.
Download the whole evaluation

01.2 Analyze the target group

In addition to the usability analysis, I also conducted research to understand the target group for the application. This involved gathering information about the demographics, needs, and behaviors of the users. With this information, I created user personas, which are fictional characters that represent the different types of users that the application is designed for. These personas provided a clear and detailed understanding of the target group and helped to ensure that the redesign of the application would meet the specific needs of the users.By analyzing the target group and creating personas, I was able to ensure that the redesign would be tailored to the specific needs and behaviors of the users, resulting in a more effective and user-friendly application.
Target audience easyjet

01.2 Creating a customer journey map

After understanding the target group through persona creation, I then created a customer journey map. A customer journey map is a visual representation of the steps a user takes to accomplish a specific goal, such as booking a flight. It helps to understand the user’s perspective, their pain points and the touchpoints they interact with during the process.Creating a customer journey map allowed me to see the overall experience of the user, including any pain points or friction points they may encounter during the booking process. I was able to identify areas where the current application was falling short and where improvements could be made to enhance the user experience. Additionally, it helped me to understand where the redesign should focus on, in order to improve the overall user experience.By creating a customer journey map, I was able to gain a deeper understanding of the user's experience and identify specific areas for improvement in the redesign of the application.
Custmer journey easyjet

01.3 Create a task flow

After creating the customer journey map, I then created a task flow to further understand the user's interactions with the application. A task flow is a visual representation of the steps a user takes to complete a specific task, such as booking a flight. It shows the different screens and interactions a user goes through in order to complete the task.Creating a task flow allowed me to see the overall flow of the application and identify any areas where the flow was confusing or difficult to navigate. It helped me understand the user's interaction with the application and where improvements could be made to enhance the user experience.By creating a task flow, I was able to identify areas where the current application was falling short and where improvements could be made in the redesign of the application to improve the overall user experience. It helped me to understand how the redesign should focus on, in order to achieve the goal of enhancing the user experience.

Task Flow easyjet

02 Ideate and iterate

After identifying areas for improvement through the customer journey map and task flow, I then created wireframes to visualize the redesign of the application. Wireframes are simplified, low-fidelity sketches of the interface that show the layout and functionalities of each screen. They are used to communicate the design ideas and get feedback before moving to the final design.

Creating wireframes allowed me to experiment with different design ideas and layouts for the application. It helped me to visualize the redesign and get a better understanding of how the application would work and how the user would interact with it. I was able to get feedback on the wireframes and make adjustments before moving on to the final design. By creating wireframes, I was able to experiment with different design ideas and layouts, and get feedback on the redesign before moving to the final design. This helped me to ensure that the redesign would effectively address the issues identified in the usability analysis and improve the overall user experience.
I then created a mockup of the redesigned application. A mockup is a detailed, static representation of the design, showing the layout, typography, and visual elements of the application. It's a visual representation of the final product.

Creating a mockup allowed me to present a more polished and complete version of the redesign to stakeholders and get their feedback. It provided a clear visual representation of the final design and how it addressed the issues identified in the usability analysis.
By creating a mockup, I would be able to present a polished and complete version of the redesign to stakeholders and gather feedback. This helped me to ensure that the redesign would effectively address the issues identified in the usability analysis and improve the overall user experience before moving on to the development phase.
Creating low-fidelity prototypes is a key step in the design process, as it allows testing and iterating on the design before investing in the development of a high-fidelity version. It allows to make changes in an efficient way, before too many resources have been invested.

03 Testing

Once the low-fidelity prototypes are created, it would then be appropriate to conduct a usability test with the target group to gather feedback and identify any issues or areas for improvement.

By creating low-fidelity prototypes, I would be able to test and iterate on the design before investing in the development of a high-fidelity version, and then conduct a usability test with the target group to gather feedback and identify any issues or areas for improvement. This would help me to ensure that the redesign would effectively address the issues identified in the usability analysis and improve the overall user experience before moving on to the development phase.
*I do not own the rights of the easyJet logo and the background-pattern. I used it only for my case study.