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Research and redesign for a flight booking app for IOS for Dutch airline KLM


In this 4 month project I conducted and analysed qualitative and quantative user research in order to define problems encountered by users during the flight booking process. Then I redesigned the IOS app from initial sketches, low fidelity wireframes to high fidelity prototypes ready for handover.


User Testing



Step 1 - Research

My research revealed users felt overwhelmed by too much information on certain screens, frustrated by a lack of sharing features and put off by distracting promotions. These delivered a poor user experience and became my goal to solve.



“I can’t stand all the add ons (cars, insurance) always in your face”

“Make the app better – make the prices clearer”

“Less cross selling”

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Users often returned to the app and website before making a booking, in order to share flight options with fellow travellers. Many felt frustrated they were not able to easily share within the app.

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Users found promotional
ads irritating. Many users lost their way, or were confused at some point along the journey due to vague labelling and too much information on one screen.



A benchmarking exercise with British Airways, EasyJet, Virgin and Expedia helped pinpoint approaches that were best-in-class and identify areas for improvement.

Step 2 - Analysis

I reviewed the research data and built an affinity diagram that contained 70 feedback points, which I grouped in to 6 categories that highlighted key insights.

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Key Insights & Observations
  • Trust was a crucial issue - users wanted transparency of price and clarity of all fees

  • Clarity of terminology - especially for labels - to ensure smooth, fast user flow through the app

  • Volume of information - users felt some screens were overloaded with information, and wanted additional explanations to enhance labels

  • Unsolicited promotions - users found these an irritating interruption

  • Lack of ability to share flight information easily - this was a frustration to users and increased the time required to book a flight

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Step 3 - User Flow

My research informed the creation of a revised user flow, in Sketch, showing screens and screen states from flight selection through to checkout. My use case was two adults taking a return trip with check in luggage and reserved seats. 

Step 4 - Wireframes

I introduced a new feature to help users share flight options with fellow travellers. I improved the legibility of flight options by improving how information was grouped and by rewriting labels to increase clarity.

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Labels are unambiguous and concise throughout to address users' clarity concerns.

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The new share feature addresses a pain point without adding unnecessary steps

Step 5 - Design

The new design system, built in Sketch, had both aesthetic and functional benefits – the colours identified different pricing tiers, seating plans and navigation – addressing the lack of clarity around pricing.

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Reusable components included a button system with interchangeable colour and icon states, icons suite and key information groups

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Colour is used as a key differentiator in the navigation system, across different pricing tiers and seating plans.

Step 6 - Prototyping

The redesign improved legibility through clear colour coding, clean typography and utilising progressive disclosure of information, to avoid users experiencing cognitive overload.

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  • Introduction of a feature that enabled sharing of information whilst shortlisting flight options

  • Removal of cross promotions that interrupted the flow and irritated users

  • Ensured all labels and terminology were clear

  • Presented additional costs clearly, such as charges for luggage with transparency to build trust

  • Improved the overall aesthetic to enhance the user experience

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