GROUPING TICKETS BY AIRLINE
before
after
ROLE
UX Researcher
GOAL
Test the grouping by airlines and departure time like Aviasales, since grouping can help: view all airline flights, find out the best price for airlines, see flight schedules and quickly find a flight at the right time
REFERENCES
HYPOTHESIS
Grouping flights in search results will increase conversions to purchases for popular destinations because it will be easier for users to find the right ticket
CJM
DESIGN
one way
round trip
USABILITY TESTING
User story
I often fly within Kazakhstan and the time of departure and the airline are important to me
Research objectives
Find out if the grouping is clear when choosing tickets.
Understand the convenience of grouping when choosing tickets
Method
UX test, in-depth interview
Segment
15 customers who bought air tickets to Almaty - Nur-Sultan destinations
TEST CASE: to buy tickets from Almaty to Astana
UX TEST RESULTS
Completed the task
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15 out of 15 clients bought a ticket
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5 clients immediately selected a ticket using grouping
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10 clients scrolled through the grouping and looked at tickets in the issuance out of habit
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Function understanding
-
12 out of 15 clients understood
Changes at the Grouping Screen
Header
3 out of 4 clients did not understand, they thought that the rest of the flights were not direct
Departure time
3 out of 4 clients did not pay attention to this information
decided to test with another segment and with direction in one direction
Iteration 1
Changed the title
11 out of 11 clients understood the grouping
Tested one-way tickets
11 out of 11 clients noticed the time of departure in a grouping and got acquainted with the proposed options
Iteration 2
Price under departure time
Price difference indicated
3 out of 4 clients experienced difficulties
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thought they were bonuses
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experienced difficulties, because they wanted to calculate the total amount
Iteration 1
The exact price is indicated
11 out of 11 clients understood
Iteration 2
RESEARCH FINDINGS
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Clients cope with the task and understand what the grouping is doing.
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Changes after the first iteration of the tests improved understanding of the feature.
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12 out of 15 clients liked the new feature, for them it is an additional opportunity to choose a convenient ticket.
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Grouping is useful when customers have both airline and time preferences. In the case of business trips, the function helps to choose a convenient option in fewer clicks. In the case of personal trips, it helps to compare and select a ticket based on these two parameters.