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Fly UX


UX Design Institute


Figma, Adobe XD, Camatasia, Survey Monkey, Wix


During my 6 month certification at the UX Design Institute, I was tasked with researching and designing a competing airline desktop website. I led the research and design of FlyUX, a fictitious airline startup seeking to improve the experience of price searching and booking flights online


UX Design Institute - Professional Diploma in UX Design  

The Process


Competitive benchmark

Depth interview

User testing 

Online survey


Affinity Diagram

Customer Journey map

Flow Diagram 






 User Testing 

Tools: Camtasia 

I completed a user testing session with two users on two major airline websites to reveal possible usability issues which I could take into consideration when building my own website. I created a script with a few questions to ask during the session and also recorded the users journey using Camtasia which was a brilliant tool to capture the users user journey and also their facial expressions. 

The aim of this user testing was to find out how different users navigate through the site and what their thought process is demonstrating.  Throughout the journey the users would verbalise what their thoughts were and what their next steps would be, giving me an insight into their their thought process. 


Key findings:

  • I gained a better understanding of the value of user interviews and usability tests. I focused on the goals, behaviours, context, positive interactions and pain points for each participant.
  • From assessing the users I was able to see their frustrations and pain points on certain parts of their booking journey which differed with each user and each website. 
  • After this project not only did I have a much better understanding of how to conduct my own user interviews and usability tests but I had some rich insights that I could use towards the analysis section of the UX process.
 In depth interviews 

At the discovery phase of my project, I conducted user interviews in order to gain a better understanding of a different set of users thoughts on a booking process. It allowed me to learn more about the main goals for the users, what they're trying to do, who they are and what devices they're using. I created a set of questions which would allow me to gain an insight into the participant's profile including, location and occupation for context.

two people interviewing

 Competitive Benchmarking 

The aim of this task was to compare different airline websites and testing them to see if they provided a positive or negative experience. Some of the benefits of competitive benchmarking is understanding the competitors user flows, comparing your business to other competitors and identify areas that need improvement. 

competitive benchmarking research

Tools: Survey Monkey - 41 answers

The following research step involved creating an online survey to gain a better understanding of users' goals, contexts and behaviours. Scripting a mixture of quantitative and qualitative questions allowed me to gain insights into:

  • What user's goals are when visiting airline websites, what device they use, which website they prefer, and other factors when booking a flight.

 Key findings 

  • Majority of users prefer to use a desktop to book their flights

  • From the survey I found that the majority of users (82.5%) opted for an airline aggregator (e.g Skyscanner) to search for their flights compared to searching directly on an airline website (17.5%).

  • The users feedback also demonstrated that the price was at the highest factor while booking flights. 


 Customer Journey Map 

I mapped out the users’ steps to identify how I could simplify their journey to help them reach their goals. 

  • The analysis of all the research data uncovered various pain points and allowed me to plan improvements.

  • The users faced unexpected total prices and found that the site felt mislead and confusing.

  • Starting from the pain points, I tried to find the solutions to solve them and introduce new features to improve the user experience.

customer journey map
 Flow Diagram 

Tools: Figma


A flow diagram is a visual representation of the steps a user takes to complete a task or achieve a goal within a website.  I gained valuable insights into how users interact with the website and it was also an opportunity to identify areas for improvement.  

Although the flow looks pretty straight forward, there could be some issues during the flow which would hinder the users experience. 

Flow diagram
 Card Sorting 

I ran a card sorting session in person with a few users. 

My objectives were:

  • Use research results from usability testing - depth interview

  • Learn how to put structure on qualitative research data

  • Learn the power of collaborative analysis

Key findings:

  • This allowed me to add structure to a lot of qualitative data by sorting individual data points into logical groups/themes.

  • This allowed me to identify recurring patterns and highlight areas that needed focus and improvement. 



 Low-fidelity wireframes 

Wireframing allowed me to get a visual understanding of the design process and make changes early on without compromising the final design. 

  • It allowed me to test different layouts quickly and decide on a final design. ​

  • From my user research I decided to go for a simple and clean design which would allow the user to navigate through the website with ease.

  • I created two rough sketches and merged them both together.

 Mid-fidelity Wireframes 

Tools: Figma


For the mid-fidelity wireframes I used Figma which involved adding further detail such as padding, call to action and icons. Creating the designs provided me with a better understanding of sizing, layout and continuously iterating the design to ensure placement and key elements were defined.

Wireframes Figma



I designed the high fidelity wireframes in Figma which made it easier to test out colour themes before starting on the prototype.The prototype was then built using Wix where I was able to make the website come to life and continue improving the design and flow. 

Website Prototype Figma
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phone images
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