(01)
UX RESEARCH
I began with a comprehensive mixed-methods research approach to understand both the problems and opportunities within CemAir's current booking experience.
Heuristic Evaluation: Conducted a comprehensive audit of the
existing CemAir site against Nielsen's 10 usability heuristics,
identifying critical pain points around navigation consistency,
error prevention, and visual hierarchy.
Competitive Analysis: Benchmarked against leading airlines
(FlySafair, British Airways, Kulula) and booking platforms
(Travelstart, Booking.com) to identify industry standards and
innovative patterns.
User Interviews: Conducted 5 remote interviews with frequent
domestic travelers. Key insight: users abandon bookings due to
unclear pricing and complex multi-step flows.
Analytics Review: Hypothetical data showing 68% drop-off at
payment, 4.2-minute average booking time versus 2.5-minute industry
standard.
RESEARCH
METHODOLOGY
My research methodology combined qualitative and quantitative approaches to build a holistic understanding of user needs, pain points, and opportunities.
User Personas: Created three primary personas representing
business travelers, leisure travelers, and budget-conscious
students.
Journey Mapping: Mapped the current state journey identifying
emotional highs and lows. Biggest frustration points occur during
seat selection and payment.
Key Findings: Users want transparent pricing upfront,
simplified navigation, mobile optimization, faster load times, and
moments of delight.
(02)
MID-FIDELITY
The 8-Screen Journey:
• Homepage/Search - Simplified hero with flexible date
picker, autocomplete, recent searches
• Flight Selection - Clear pricing, filters, comparison cards
with visual hierarchy
• Passenger Details - Progressive disclosure, autofill, error
validation, saved profiles
• Seat Selection - Interactive visual map, color-coded
availability, feature indicators
• Add-ons - Optional extras with skip option, visual cards,
bundle pricing
• Payment - Multiple methods, security badges, order summary,
promo codes
• Confirmation - Success state, mobile boarding pass,
calendar integration
• My Bookings - Trip management, check-in, rebooking, support
access
DESIGN
PRINCIPLES
The prototype was built in Figma with interactive components and transitions to test flow logic and validate navigation structure.
Progressive Disclosure: Information revealed in digestible
chunks to prevent overwhelming users.
Clear Progress: Persistent progress bar showing completed,
current, and upcoming steps.
Error Prevention: Real-time validation, helpful messages,
smart defaults reduce friction.
Mobile-First: Thumb-friendly interactions, appropriate touch
targets, simplified navigation.
