To make sense of the research data I used the following analyses methods;
Affinity Diagram
Why
to collaboratively organise research data into meaningful clusters or themes to identify patterns and insights.
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6 airlines
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114 post it notes
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24 sub groups
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Key Insights
The affinity diagram revealed that similar pain points were experienced by user at the beginning of the process with navigation and towards the end with fare selection and seating information.
Collaborative Affinity Diagram
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19 participants
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60 mins
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200+ notes to sort
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Key Insights
The resulting affinity diagram revealed that similar pain points were experienced by users at the beginning of the process with challenges in navigation and towards the end with fare selection and seating information.
Customer Journey Mapping
Why
To visually illustrate the end-to-end experience of users as they interact with the airline booking apps.
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6 airlines
- Booking Flight Process
- Welcome, Flight Search, Flight Selection, Seats & Luggage selection
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Key Insights
The Customer Journey Map showed that the users experience is at its lowest ebb at the beginning and and toward the end as they navigate through the seats and luggage selection part of the process.