Client
Aer Lingus
Industries
Aero-transportation
Services
Visual Design, UX
Timeframe
2–year
Overview
The booking flow on the Aer Lingus website is responsible for accepting over 3 million bookings per year and generates over 60% of annual business revenue. Below is a high-level summary of the redesigned booking flow stages.
1. 'Flight Search Results' Redesign Process Example
Problem & Research
The flight search results page is a crucial component of any airline’s website, serving as the primary interface where users find and compare flight options. For Aer Lingus, the existing search results page faced several challenges:
Accessibility – the old UI was not accessibility compliant
Mobile friendly – the old UI was not responsive
Complexity and Clutter: Users reported that the page was overwhelming due to excessive information and a lack of visual hierarchy.
Usability – users found comparing flight options difficult
Drop-off rates – these seemed high. Can we identify the reason for that? Can we improve conversion?
Key insights from this research included:
Users desired a cleaner, more organized layout with a clear separation of flight options
Mobile users require a more responsive and user-friendly interface
Easier comparison – Users wanted the ability to easily compare multiple flights on key attributes without navigating away from the search results page.
Our Design Process
Based on the research findings, the design team set out to create a new flight search results page that addressed the identified problems and met user needs. The design process involved several stages:
Workshops
This project involved a number of teams, so we invited a group of wider team members to take part in ideation sessions which involved affinity mapping, card sorting, sketching exercises, and HMW (How might we…?) statements.
Ideation & Wireframing
Preferred ideas from our workshops advanced to initial wireframes to establish the basic structure and layout of the new page. These wireframes focused on reducing clutter, improving information hierarchy, and enhancing usability.
Prototyping
Interactive prototypes were developed to simulate the user experience. These prototypes included new features, new states, and a mobile-first design approach.
User Testing
The prototypes were tested with users to gather feedback and refine the design. Iterative testing ensured that the final design was both intuitive and effective.
2. Transforming 'Web' into 'App'.
As the other part of my role is transforming the web into a mobile application. The goal was to ensure seamless usability and maintain consistency across platforms.
Final Results
All design improvements that year resulted in a year-over-year revenue growth of €161 million, or approximately 8.7% compared to the previous year.