Ranked issues

The next step was to identify the following:

• The number of occurrences in similar issues.
• Issues ranked based on impact towards revenue.
• Issues ranked based on impact towards user efficiency.

Going back to my observation notes, I gathered relevant insights that were meaningful for the business. An excel table was created to rank the information based on the level of importance.

Identifying the priority issue

A 2×2 Matrix was generated from the table which highlighted the main impact to revenue and user efficiency was the date selection issue. 3 out of 5 users preferred more options when choosing a date.

Revisiting the observations, 3 out of 5 users responded for more date options. This became the priority issue to address.

 

Users wanted to be able to choose a specific range of dates and not be limited to one month or any month option.

Ideate

Addressing priority issues:

During a brainstorm sketch, the following considerations for quality with saving time for the business were made.

• Is it user-friendly and informative?
• Is it in line with the lean Anywhere Search concept?
• Can we make use of what currently exists on Webjet website and is working? E.g. in line with current/existing UI functions and visuals.
• Is it implementable within a reasonable amount of time to save cost? 
• How does the solution adapt towards Desktop and Mobile view? 
• Is the solution low maintenance?
• Can this be scaled up easily if needed?

Utilising Webjet’s existing ‘Flight Search’ widget allows selecting a custom date range and flight prices for different days to display. This could replace the “Months’ filter as a potential solution from the user’s feedback on both issues of date selection and price comparisons on different days.

Ideas for the business requirement in regards to travel restrictions

Part of the business requirement is to include visibility on travel restrictions where domestic travel could be affected due to Covid.  I brainstormed UI ideas in how the solution could fit into Anywhere Search concept. Questions that came to mind while sketching were:

• • How can we share an important message about restrictions yet not cause any restraint to people booking a flight?
  • What is the tone of the visual message?
  • It is informative yet not intrusive?
  • Can cautious information come across as being secure or protective for our customers?

Ideas for product cross-selling opportunities

Without intruding on the Anywhere concept. Questions that came to mind were:

• How can we invitingly bring customer awareness to other products?
• How do we help customers understand they could benefit from other products?

Usability observations showed one person navigating and scrolling around the page beyond the map and focus areas. “What if we made use of the screen space below the map in desktop mode?”

I also wanted customers to know they could benefit from other products based on statistics. Borrowing the existing ‘Special’ ribbon concept from Webjet’s packages product, we could display the total number of customers that had booked Packages in a chosen time period. Providing feedback could give customers the confidence to discover other products.

The ribbon and banner does not compete with the map because they are on a different visual hierarchy and are positioned away from the focal point of Anywhere Search concept. Creating a visual contrast may bring interest to the customer.

Unlike desktop view mode, the mobile view for Anywhere Search did not have space below for the ribbon and banner idea. Another way to cross-sell was to include a checkbox just before the customer clicks on the search flight button. The search flight pop-up appears on both desktop and mobile once customers are ready to search for the flight.

The checkbox gives customers the option to search flights as the original concept or check the tickbox to search for flight and hotel packages.

 

Low fidelity sketch

Desktop solution

Mobile solution

Other findings

Positive feedback

I thought it might be worth noting the positives because these had influenced my UI solution. It is also helpful to learn about the users preferences and behaviours based on what they have shared and by observing their navigation. Extra information might serve later down the track for other types of research. This may also save a bit of time for the business too.

Here are some positives:

User action steps

Some user action steps observed:

Research Summary

Webjet’s Anywhere Search concept was iterated based on usability testing feedback. A solution was proposed for the identified issues that impacted business goals and user efficiency. The UX manager reviewed my solution and was impressed with my research, findings and solving the perceived usability problems.