Time frame:Feb - Mar 2016
I designed improvements to user experience for searching flights on Ryanair.com.
Every day 900K flight searches are run on Ryanair’s home-page. This flight search widget suffered from some critical user experience issues which impacted conversions.
I performed research to identify key usability issues, prioritized the issues, designed improvements and got business buy-in to implement them.
At Ryanair, I started working in the ‘Booking’ team where the team’s primary goal was to improve the flight booking experience. This project specifically focused on making customer’s ‘flight search’ experience intuitive, easy and intelligent. From a business perspective, these improvements would help achieve higher booking conversions with ease of information discovery.
I started defining the project by:
I had realized that the search experience suffered from critical user experience issues, through my preliminary testing. To further identify the problems I looked at the following:
Theses we the problems I identified:
Iterative flight search
I developed solutions for each of the problems that had been identified through research. Below, is a summary of the concepts that I created:
Iterative flight search
I engaged with the developers to define high level implementation requirements, perform feasibility assessment and estimate effort levels. This was essential to enable prioritization of the identified problems for solution implementation
Prioritization with the PO
I collaborated with the product owner to prioritize the problems for solution based on three parameters: (1) usability issue severity, (2) business impact, (3) development sizing
Business buy-in for Implementation
With limited development resources, it was a significant challenge to get business buy-in to implement the proposed solutions. I presented the prioritization plans to the Head of Digital with emphasis on solutions that could get us the biggest bang for our money i.e. highest business impact and usability severity and lowest development cost. I succeeded in getting the buy-in to get take the project to the implementation phase.
Usability study & design improvements
For mutli-airport city capability, I developed two solutions and then performed usability studies to identify which design would serve better.
To achieve this, I recruited six members from the internal Ryanair usability panel and conducted ‘think aloud’ in-person session using mobile prototypes of the design.
To implement the solutions I supported the development team in following ways:
This project was a success for the product and the team.