wizz air
This project is something I'm deeply passionate about. I had the freedom to select the activities I deemed necessary for the task ahead without encountering any business or technical limitations. It's worth noting that I wasn't employed by WizzAir.
Passion project
February 2021
User Experience, UI
Negative publicity due to misleading and unfair practices regarding online flight booking.
Public distrust may escalate and intensify the challenge of retaining customers.
Addressing a bad reputation is a multifaceted challenge that cannot be resolved overnight. However, implementing a more intuitive and user-friendly booking process would undoubtedly contribute positively.
50% of users uses Wizzair because there is no other options
30% of users think Wizzair is good value for money
Maria, a 30-year-old Hungarian waitress in London, often flies with WizzAir for cheap fares, despite her dissatisfaction with their service.
My aim was to look for potential usability issues and pinpoint the areas of target for user testing later on.
Price indications for dates are missing, making it difficult and time-consuming to select a cheap flight, which is the primary use case.
Information transparency is severely lacking on this screen. Users who've chosen the basic fare are not informed about the baggage included in their fare. This information is intentionally hidden. Whereas users who chose a more expensive fare receive a more helpful UI.
The seat price is only revealed upon seat selection making it super difficult to choose a cheap seat.
The heuristic analysis gave me pointers about what part of the design to focus during testing.
I intentionally selected people who had never used the system before, as they could provide insights into issues that existing users may have grown accustomed to.
Task people were given:
- select the cheapest fare of the week.
- identify the baggage type included in their fare
- select the cheapest seat available
4 of 4 users had difficulty choosing a cheap flight
3 of 4 users were confused about what to do on each screen
4 of 4 users were uncertain about what is included in their selected fare
4 of 4 users were annoyed with the extreme amount of upsell included in the flow
Essential information is missing or obscured throughout the process making it difficult and time consuming to accomplish user's main goal of booking a cheap flight.
Using research findings, I targeted the most frustrating steps of the process in my wireframes, focusing solely on aspects like day picking, baggage, and seat selection screens.
