Task

The purpose of the task is to research and review 3 mobile applications already established within the Airline industry this is to highlight the pro’s to Emulate and the
cons to avoid in the process of the production of the FlyUX mobile application.

The three mobile applications will later become the benchmark for the production of the FlyUX application.

Case Study

To ensure consistency when reviewing each application I will aim to successfully complete booking the following holiday:

From: Manchester (MAN)

To: Barcelona (BCN)
Departing: 21 - 08 - 2020
Returning: 28 - 08 - 2020
Adults (16+): 2
Children (2-15): 1
Hand Luggage: 3
Cabin Bag: 2

When completing the task on each application I will be accessing the features / displays available creating screen comparisons / testing comparisons on the following:

Home page
Booking Process
Up selling
Payment details

(All comparisons will be complete in review section).

Objectives

Learn from the best in class on how they create user-friendly tasks specifically: searching, booking and proceeding with payments.

Highlight the pro’s to emulate and the cons to avoid in the process of the production of the
FlyUX mobile application.
 easyJet

EasyJet Wizz Air Ryanair Kayak

- Web : https://www.easyjet.com/en - Web :https://www.esky.co.uk/airlines/al/ - Web: https://www.ryanair.com/gb/en/ - Web: https://www.kayak.co.uk/

w6/wizz-air?gclid=Cj0KCQjwvIT5BRC- useful-info/about-ryanair/about-us
- Affiliated airlines: EasyJet UK, EasyJet qARIsAAwwD-Tp3w0ohYk4_II72nEFx- - Established – January 2004
Switzerland and EasyJet Europe. UZy0m27oQakCU2qPXpJNs29aQRivJs- - Established – November 1984
fLz8aAtnCEALw_wcB - Website launch Febuary 2005
- Established – March 1995 - Apple App Rating (Cat: Travel) - #10
- Established – September 2003 - Apple App Rating (Cat: Travel) - #102
- Apple App Rating (Cat: Travel) - #9 - Europe’s largest airline group
- Apple App Rating (Cat: Travel) - #27
- Travel agency and metasearch engine
- UK based airline, which operates as a - Parent company of Buzz, Lauda, Malta owned and operated by Booking Holdings
- United Kingdom-based Airline Company.
low-cost Air and Ryanair DAC
European point-to-point airline. - Provides low-cost air transportation services - App currently avliable in over 18 lan-
on - Fleet of 470+ aircraft’s guages and 30+ countries
- Operates with a fleet of approximately scheduled short-haul and medium-haul
331 aircrafts across 34 countries and point-to-point routes across Europe and into - Workforce of 19,000 highly skilled - With every query, KAYAK searches
approximately 159 airports. the Caucasus and the Middle East. aviation professionals hundreds of travel sites to show travellers
the information they need to find the right
- Workforce includes over 10,000 - Fleet of 120 aircraft’s with an average age flights, hotels, car hire, and holiday deals.
employees including 2,865 pilots and of 4.7 years.
6,516 cabin crewmembers. - Over 1,00 travel loving employees
- Workforce of 4500+ aviation professionals
across 7 internation brands; KAYAK ,
- 710 routes avliable SWOODOO, checkflix, momondo,
cheapflights, Mundia and
HotelsCombined.
easyJet
 START PAGE

Initially, on opening the application the app seems very

aesthetically pleasing although the layout is arguably
overcrowded. The sheer volume is crowded in with
multiple directions available to source the information
swiping up and down to find main categories left and 1
right for subcategories.

1 The top bar is minamul housing the branding and 2 5

additionally the setting for the application. Iso-type for
setting to keep this clear and simple.

2 Clear marketing visuals advertising what offers are

available at the moment. The imagery used breaks up
the strict design guidelines colours.

3 Clear sections which discuss the who, what and why 5

questions. This limit’s the need for a ‘Live chat’ and 3
provides the answers to what’s frequently asked both
as general and legal advise. Clear use of CTA’s
highlighting how you can read further into this subject.
4
4 The clarity between the subject could be made
clearer as is this is titled ‘Holiday & Travel Essential’
the subtitles should be made a lot clearer with two titled 3
the same. This relies on the iso-type and doesn’t do
these designs justice.

5 Added a marketing value’s also expresses the customer 3

care values when you invest in the company.
5
6 The bottom bar is a very useful element of the home
page making it easy and way of navigating through the 7
application. The iso-type works well keeping it clear also
having this anchored making it always available. 6

7 Connect with us is great for marketing value clear with

the application branding, connected with hyperlinks
creating an easy way of getting to the pages but the
only fault is that this this seems a little squeezed on.
But shows clearly they are actively avliable to contact.

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easyJet
 SEARCH FOR FLIGHTS AND AIRPORTS

A very clearly and user friendly design face and the first
pop up notifications to help clarify what the unique
features are and also to help speed up the process.
2 1 1 2 6
1 Pop up display made dominant on the display of the
screen advertising the new unique feature available.
Although they have created this alternative more 3 5
modern way of searching by ‘image’ this seems
unconventional and adds an unnecessary element.
4
2 Clear displayed titles indicating the user’s current
position within the application for booking their
travel journey.

3 Tab’s indications highlighting the user’s current selection

and additionally showing alternative options available. 5
6
4 Data collection form limited to the essential information
required at this point in the process with a spacious lay-
out keeping instructions clear with a well displayed DTA
to proceed.

5 Pop up notification acquiring user permission to assist

in narrowing down selection with pre predicted answer
based on location. (Automated selection)

6 Search engine available allows the user to filter by

through available location through a manual selection.
An option could be displayed more obviously to the
user.

7 ‘Tap bar’ remains static and continuously displayed at

the bottom of the page retaining the same shortcuts
although highlighting where the user is at the current
7
point in the journey.

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easyJet
 SEARCH FOR FLIGHTS AND DATES

Initial Thoughts

Clear simple and relatable design layout including clear 1

features throughout.
1

1 Clear title providing clear instruction (Select Dates) and

2 2
summarising the current stage.

2 Highlighted tabs signposting the current required input, 3

retaining information upon completion.

Design layout using the conventional grid layout used with

3 calendars. Giving user familiarisation while 4
providing all necessary information.

4 Selection display highlighting the significant date of

travel (Departure & Return) in orange and greying out the
days between.

5 Highlighted summary (11-day trip)providing reassurance

within your actions.

Well displayed DTA’s beside the selection summary offer-

ing the option to restart the process (Clear) and proceed
onto the next stage (Done). Forcing the user to review
their actions before proceeding.

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easyJet
FLIGHT AND PASSENGER RESERVATIONS

Returning to the data form as previously displayed with

1 information being retained from the previous stages of
selection.
6 5
2 Options available brought to the forefront of the screen
directing the user’s focus. The display is spacious and
informative with Conventional use of steppers to adjust
passenger information.

3 Clear CTA’s to help the client access infformation or

1
process into further stages.

4 Clear CTA display to proceed.

5 PLUS BUTTON - ‘book a flight instantly using your

photo’s’. Is an irrelevant function with the destinations
already being established at this point.
1

6 Clear display of titles and additional information applied 2

with tab icons to further inform the user of the current
stages. (Highlighted tab to indicate the stage
on display).
3
7 ‘Tap bar’ remains static and continuously displayed at
the bottom of the page retaining the same shortcuts al-
though highlighting where the user is at the current point
in the journey.
4

7 3

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easyJet
SEARCH FOR FLIGHTS AND RESERVATIONS

Well designed iso-type offering key functions (Home,

1 Search and currency).

Clear display of titles and subtitles displaying the

2 current stage.
1 1 1

3
Using limited space although providing all essential
2 2 8
information. Information provided day (abbreviation)
with the price displayed with a left to right motion
offering price comparisons. 6
3
A clear and well-displayed layout of information with
4 clear CTA’s to select from. Options for additional
information made available if required. Fees & Charges
4
(break down) and What is FLEXI? (description).

5 Small print information displayed out of the way and

discrete providing uncertainty in the information the app
chooses to display.

Well layed out elemnt which is clearly titled including

6 including small printed information (break downs of
costings) and an information icon on the topright further
accist you. Clever use if a ‘progress bar’ to show what
remains of the luggage allowance.
7
Small essential criteria ensuring all users are
7 considered in the services.

Clear titled DTA which launches a drop-down selection

to select your requirements. 8
Clear CTA to proceed onto the next steps.
8
9
5

easyJet
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easyJet
PASSENGER DETAILS AND RESERVATIONS

1 Minimalist top bar with simple but effective iso-type

(Home option and user login).

The user login could be made more prominent at this

2 stage to help speed up the process using the customers 1 2 5 3
retained information.

3 Clear display of titles and subtitles displaying the stage 9

which the user is in the journey. 3
User-friendly functionality using drop bars selections 10
4 7
where manual information is needed (Name) caps could 4
be applied initially to ensure basic grammar is applied.

Adding ‘extras’ again creates unnecessary repetition

5 with an option to retain all relevant ‘extra’ options 9
together in a complete category. 6
Suttle offers which could benefit the client with a little
6 Information icon to offer additional information discretely
ensuring it’s available if needed. Clear CTA’s displayed 8
for the user to proceed onto the next stages.

7 Clear CTA’s displayed for the user to proceed onto the

next stages.

8 Well placed advert in the client journey. A little prompt to

consider car rental as the user is at the point where car
rental can be considered within the budget.

Very clear and informative iso-type making seat

9 selection clear. Coloured coded with additions add
additional information where relevant.

10 Once selected the passengers initial is clearly

highlighting that the user has confirmed their seat.
Dedicated client tabs are automatically filled in with
allocated seat information.

easyJet
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easyJet
PASSENGER DETAILS AND RESERVATIONS

On initial thoughts would this option not be more

1 appropriate earlier on? Could make regular users
journey quicker by retaining information reducing the
time taken to provide personal information. (limited
audience) Clear display of titles and subtitles displaying
1 1 1
the stage that your at within the process with optional
back buttons.
2 3
Clear tab options on display offering efficient
2 navigation.
5
An easy sign-in process requiring minimal effort.
3 Including pre predicted information where possible.
(Email address displayed example).
4
Clear DTA’s with direct title information.
4
Well placed opportunity to gather user research and
5 permission to use client details for marketing values.
Multiple choice options for direct feed back. Check Box
selection.

Hyperlinks added to make additional information

6 available without overcrowding the layout.
6

easyJet
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easyJet
 CHECK OUT AND FLIGHT RECIEPT

1 Clear display of titles and subtitles indicating the exact

point in the journey. Optional ‘Back’ button in a simple
iso-type design.
1 1 1
2 Clear DTA’s. Example apply discounts prior to checkout.
Added information to keep things informative and clear.
6
T&C’s made minimal with hyper links to reduce the 2
3 space required and ensuring that the information is still
made accessible and maintaining business legal 4
security. Check box applied to ensure that the user has
acknowledged the relevant information.

Clear and simple instructions, reduced payment

2
4 methods. Switch buttom allowing the application to
retain information for future application visits.

5 Information point highlighting where points of confusion

could be made although providing curtomer reasurance
in the process. 3

6 A clear breakdown of cost, making sure that the

customer has full understanding before the commitment
of the payment.

Clear line breaks making a clear break between

information sources.

Drop button applied to provide further information if

required although not overwhelming the display at the 2
current stage.

2
5

easyJet
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easyJet
 START UP NOTIFORCATION

1 Aesthetically very pleasing straight away. Giving

Confidence in the professionalism of the application.

Pop-up notifications applied before you enter the

2 application, ensuring that your device is set up in
advance utilising mobile technology.

Push notification allowing the app to keep the users

3 engaged and aware throughout the process of booking
their flight.

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 START PAGE

1 Clear menu bar displayed containing direct short cuts

categorised as Booking, Planning, Services, Support
and account all diplayed behind the ‘Hamburger
butoon’.
1 4 4
2 Bold DTA for searching flights straight away. prioritising
the main purpose behind the application.
5 5
3 Sign-in options made available straight away so that the
client has a user profile.

4 Top bar anchored at the top of the application displaying 2

a clear menu bar, branding and a search engine. The
search engine is clearly labelled not strictly relying on
iso-type.

5 Clear display of services available with the application

3
for all areas of travel. The design kept simple and clear
with high-quality imagery to ensure everything is clear
for all users.

6 Only require an up and down motion to navigate

throughout the application.

7 Simple and direct display using clear imagery and good

use of ISO type
5

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 SEARCH FOR FLIGHTS AND AIRPORTS

Simple clear user face creating minimal confusion and

providing little room for error.

1 Clear labelled DTA displaying how to proceed with your

search made clear with a bold colour (within the design 6
specification).

2 Clear display and use of ISO Type 5

3 DTA made to stand out is the only colour which is dis-
played on this page to ensure that it’s noticed.
4
3 By the DTA only offering to go ‘Back’ to the previous 2
step suggests that on selection it would automatically
proceed onto the next step. If this is the case it if you
miss selecting something it could cause a frustrating
cycle for the user.

4 Alphabetical order display. Picker Selection.

1
5 Search engine offering a direct search source

6 Unsure to why the pop up “Allow Wizz Air to access

this device’s location?” after giving the authorisation to
access the mobiles GPS you’d assume the app would
utilize this.

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 SEARCH FOR FLIGHTS AND AIRPORTS

Clear user face retaining the same structure keeping the

familiarity.

1 The text used for the title could be made more

prominent. ie: using an alternative colour or a bold 1
typeface.

2 Options limited specifically to the available routes

categorised in an alphabetical arrangement. search
relevant to the country and specified by the city.
2
3 Highlighting routes which have recently become 4
available with the airline. Shows development in the
business and draws the clients attention to this having
this clearly labelled.

4 Retaining information previously selected and displaying

this what’s the user has selected.

Icon could be made avlaible if this is only a one way 5

flight or is this service not avliable?

5 Next stage in the process now being displayed with the

instruction “select date” temporatily added instructing
3 6
the next step.

Spacing still very clear and the layout continues to be

very minimul. 10
9 Clear DTA again with specific colour to highlight this.

10 DTA providing the oppertunity to ‘restart’ the process.

6

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 SEARCH FOR FLIGHTS AND AIRPORTS

1 Clear title display although again could be made more

evident on display (Suggestion: Bold Text)

2 The layout is clear and spacious using a traditional grid

1 1
system (Traditional calendar) which offers familiarisation
to everyday users.
3 6
Clear tabs displayed highlighting providing the user with
3 certainty on the current stage.
2
4 Both DTA’s displayed at the bottom seem to be kept
separate and discrete at the bottom until relevant.

DTA’s highlight at the point in which they become

relevant to the to help the user proceed with there
decisions. Options avlaible cater to all users both those
how are are a one way flight and a return. 5
Selection display highlighting the significant date of
5 travel (Departure & Return) in Pink and highlighted the
days between.

6 Tabs automatically retaining the information gathered

and replacing what was previously a direct instruction.

4 4

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FLIGHTS AND PASSENGER RESERVATIONS

A very clear miniamlal user face utalising the avliable

space. Colour kept minimul to highlight where actions
can be made.
5 5
1 Clear and informative information. (Bold title which
includes a breakdown of what this is specifically).

2 The conventional use of stepper to add and deduct

passenger quantity where required.

3 Additional support to assist with a larger audience.

1 2 1 2
Direct information using a hyperlink to redirect
the customer.

4 Clear DTA again with a specific colour to highlight this.

5 Information retained and displayed in a visual format

with the use of Iso-type providing an alternative visual
display of the customer information.

3 3

4 4

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FLIGHT AND PASSENGER RESERVATIONS

1 Sub Title is clear and personal to the client’s journey,

although slightly washed out with the colour contrast to
the imagery.
1
2 Selective colour uses - The colour blue highlights the 5
significant information/service (Family Bundle) provided
and draws the users attention easily toward the
information provided.

3 A variety of selection/navigational methods available,

giving the user the freedom and power to have full
control of the mobile application. (Check Box
Selection - Navigation arrows)
4
2
Very informative display of the information break down
4 where the literature is supported with well-designed 3
iso-type. Information point added for additional
information if required to ensure the user can get a full
understanding independently.

Flight overview where only essential information is

5 displayed to support the user’s journey.

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PASSENGER DETAILS AND RESERVATIONS

Consistency in the general layout gives the user

familiarisation and confidence in the navigation.

1 Share icon added and made avliable to increase 3 1 3 3 1

communication where possible. This keeps
communication concistant.

2 Continuous price updates provided and updated upon 4

each transaction to keep the user aware of there
budget. Drop button provided if the user requires a
further breakdown of the transactions made and the 6
opportunity to change the currency making the
information provided adaptable to the users prefernce.

3 Clear instructed opportunities for the user to go back on

themselves. This ensures that the user has complete
control of the application and the opportunity to recon-
sider previous decisions.

4 Small literate notes and questions which are provided

to ensure there is no small print to benefit the company
and to addtionally support the user with the services
avliable.

5 Clearly defined where selections have been made by

4
the user the eliminates any uncertainty. (Green Glow 5
and Green Tick added to the section selected).

6 The layout of the ‘flight breakdown’ made clear with

significant breaks between each flight, informative with
essential information made available and adaptable with
a ‘CHANGE’ option. Again the user has full control of
4
the mobile application.
2 2 2

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PASSENGER
CHECK OUT
DETAILS
AND FLIGHT
AND RESERVATIONS
RECIEPT

1 Grid display with the information required providing

shadowed within each boxed to reduce the space
necessary although still provide essential details.

Drop buttons provided where the application can assist.

2 Company T&C’s and Policies provided with hyperlinks 1 5

to ensure that they are present/accessible to the user,
although not requiring significant space.

Small literate notes and questions which are provided

3 to ensure there is no small print to benefit the company
3
and to addtionally support the user with the services 5
avliable.

4 Clear display of DTA’s using a limited colour palette to

ensure essential information stands out.

5 Strong use of iso-type assisting the literature.

6 Check box sections giving the user notice of available

options and additionally ensuring they have complete
ownership on the decisions made.

6
6
2
4
4

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 START UP PAGE AND NOTIFORCATIONS

Push notifications notifying the user certain policies

1 have been updated, and they want to make sure that
the user is aware of these updates.

Utilising product technology to assist with the useability. 3

‘Tap bar’ with essential information to assist the user
2 navigating the essential elements of the application. 4
User profile access point - Allows the user to have a
3 personal platform within the application.

Limited options - A good variety of both iso-type and

4 imagery to assist literature. This provides a clear
aesthetic divide. 1
Negative Applied draws the attention of the user to the
5 desired areas without any distractions. 1

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 SEARCH FOR FLIGHTS AND AIRPORTS

1 Picker selection - Alphabetical ordered content with a

search bar narrows down the search further.

2 Utilizing the mobile phones technology to pre predict

the ‘nearby’ options on the user’s behalf. 3
User profile access point - Allows the user to have a
3 personal platform within the application. 4 1 1

4 DTA’s - Using selective colour (Yellow) makes these

5
stand out within the display. Showing clear points of 2
action.

‘One Way’ and ‘Return’ options made avliable for the

start of the booking process.

5 Clear display of information using negative space to

distinguish the different inputs required.

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 SEARCH FOR FLIGHTS AND AIRPORTS

1 Information retention - Upon the completion of each

stage, the user is always presented with an updated
breakdown.

2 Iso-type creates slight confusion, not fulfilling

its purpose.

3 The layout is clear and spacious using a traditional grid 2 2

system (Traditional calendar) which offers familiarisation
to everyday users. 1 4
3
4 The information displayed literately below each
landmark destination. “X” markings so the user can
quickly alter this information providing the user with
complete control of there actions.

5 Yellow - marking highlighting the significant date

selected by the user with.

Blue - Highlighted display to display the days

of vacation.

This provides the user with a full visual breakdown with 5

the days of ravel.

6 DTA displayed but only became available when

relevant.

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FLIGHTS AND PASSENGER RESERVATIONS

1 Each stage returns to a the ‘Find Flights’ user face

retaining the information upon completion of each stage
taking the journey with the user providing a point of
refernce after each stage.
3
Small disclaimer notice made suttle although present
2 with a hyper link to provide full indepth information if
required. (Hyper Link) 4 5
1 1
3 The title becomes out of sync with the set
design guidelines.

Clear, bold titles with category breakdowns

4 also provided.

The conventional use of stepper to add and deduct

5 passenger quantity where required.

2 2

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FLIGHTS AND PASSENGER RESERVATIONS

1 Clear display of each titled stage with with subtitles with

established information. This provides a personal touch
to each user showing that the app is engaging with the
user.
1 1
Price difference on the surrounding alternative days
2 displayed along the top. Providing alternative options 2 5
from the date of preference. (Honouring the best price
guarantee). 6
All essential information displayed made legible for the 3
3 user layout, line breaks, Type scale and alternative
colours to categorise the data.

4 Continuos coast updates with additional options

available throughout the process where relevant.
(Drop Button to change the currency displayed - 6
‘Continue’ DTA process your actions.)

5 ‘Information’ notification applied to ensure that the user

is well informed to limit confusion.

6 Packages available are very informative, providing a

break down showcasing everything which is included.
Colour Categorised, Literate breakdown, Iso-type, line
breaks and using a check box selection. Very clear and
easy to establish information from.

Additonal point of ‘Information’ allowing to further

7 reasearch the ‘fare opions’ avliable. Information
added with a drop box to limited the required space. 7

4 4 4

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 FLIGHTS AND PASSENGER RESERVATIONS

1 Clear display of each titled stage with with subtitles with

established information. This provides a personal touch
to each user showing that the app is engaging with the
user.
1 1
Repetition of the design layout gives the user added
confidence on how to complete the task ahead.
2
2 ‘Information’ notification applied to ensure that the user
is well informed to limit confusion. 3

3 Shadowing the unavailable options. As this is no

longer available, should it be present? Or should the
application provide an opportunity to alter this?

Additonal point of ‘Information’ allowing to further

4 reasearch the ‘fare opions’ avliable. Information
added with a drop box to limited the required space.

Continuous updated total costings are keeping the user

aware when working towards a budget.

4
5 5

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 PASSENGER RESERVATIONS

1 Clear line breaks where information is to be applied and

checkboxes to assist with the process where possible.
Positive use of negative space to provide a break
between information requirements.

Total-cost break down provides beside the DTA to

2 proceed, ensuring the user is aware of coating before
proceeding. 1

3 Pop-up notification - Informing the user that the service

is included within the package deal.

DTA used to ensure that the user acknowledges the

notice.

Refreshing use of imagery to breaking up the strict de-

sign specification.

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 PASSENGER RESERVATIONS

Clear display of each titled stage with subtitles with

1 established information. This provides a personal touch
to each user showing that the app is engaging with the
user. Added information point for further information if
required. 1 1
Static top bar - This includes a key which shows the
2 definition of each icon. This should include the seats 2 3 2
which already reserved and the aisle information to
ensure everything is applied.
3 3
Obvious and direct display of the aeroplane’s floor plan
3 with the above key applied through all available seats.
Additional information provided to show where exits are
allocated on the aircraft.

Clear and direct allocation system. Using pop-up

information previously implemented in an earlier stage.

Colour coded (green) selected seating made

personal with client initials to indicate who the
reservation is made on behalf of.

4 Additional pop up applied on completion - Providing the

opportunity to use the current preferences on the return
flight. Pre-prediction made on behalf of the client to 4
speed up the user journey.

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 PASSENGER RESERVATIONS

1 Clear title display - Providing navigation points,

personal account access and a full brief overview of
the selected travel. - Retaining the within specification,
keeping the selected typeface although adding colour
and bold type to highlight information. 1 1
2 Information point - Kept minimal although made
available if required using a ‘drop button’ to access 2
the information.

3 Negative space - Being used to its full potential 3

breaking up information and applying subtitles to 4
categorise infromation. 6
4 Refreshing aesthetic - Using imagery takes the sole 7
source of graphic illustrations (Iso-type) away. - Utilising
colour to make significant information stand out.
- Simple used again to select data.

5 Total-cost break down provides beside the DTA to

proceed, ensuring the user is aware of coating before
proceeding.

6 Tap Bar - Containing all subcategories giving the user 3 3

complete power of the information available and limiting
the space required. Adds the sidewards motion for the 4
first time.
8
Simple DTA - advertising all information visually and
7 literally with an information icon available for additional
information. - Designed to stand out using the yellow
border. (Yellow is a significant colour in the design
specification indicating something beneficial to
the user). 5 5
8 Visual information with no significance adding an
alternative motion (Left to right) to see all info. This
should adopt the same design format as the ‘Add a
rental car’ and you’ be able to combine both adverts
on the same subject.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 FLIGHT RECIEPT

1 Clear title display - Providing navigation points,

personal account access and a full brief overview of
the selected travel. - Retaining the within specification,
keeping the chosen typeface although adding colour
and bold type to highlight information. - Navigational bar 1 1 1
added to allow the user to have full control of the
displayed information.

All information provided with only essential literate

2 2 2
information - Clear line break to create a divide - Well 2
photographed relevant imagery for visual reference. 3
3 Colour - Used with icon and literate information. They 3
are making it easy to see where this has already been
applied (Green) and how to modify (Blue) the decision
if needed. This helps highlight critical points easily. 3
3 3
4 Total-cost break down provides beside the DTA to 3
proceed, ensuring the user is aware of coating before
proceeding.
3 3
3 3

3
3
3

3
3
4 4 4

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 PAYMENT PROCESS

1 Adapted brand identity - Unique approach, although

initially a little confusing and tough to understand why.

2 Negative space - used to upsell the service further and

additionally direct the focus on the DTA’s.
1 1
3 Multiple DTA’s - (Sign up and Login) both made
available although ‘sign up’ made to stand out as 1 7
the user has had the ‘Login’ service available the
entire time. 2 4
4 Information implication - Using two alternative ways.
One - using two regular media’s to assist with the
information. Two - Manual way of implementing
information.

This is beneficial and makes things as simple as

possible without enforcing it.

5 Check box selection - this is a super simple way to 6

ensure that the company Policy is acknowledged. 3
Although where does the user find the documentation?

Hyperlinks - Useful and additionally suttle to support the

5
6 user. Link’s redirecting things on the application.
3
7 Email confirmations - This prevents any future miscom-
munication, ensuring that the contact information sup- 2
plied is correct from the beginning.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 PAYMENT PROCESS

1 Email Receipt - Clear well-designed providing all formal

information, Data protection and a directional link to
ensure that the email has been acknowledged.

The link is more appropriate and provides more 1

confidence that this isn’t a spam email as a DTA
could hide a virus or direct the user to a website
which isn’t relevant/trusted. 2
2 Alternative payment methods - Providing a variety of
commonly used payment methods offers flexibility and
familiarization to the user. Including line breaks beween
each option.

3 Data retention - Using the information as provided

throughout the process at earlier stages to assist the
user. The application is speeding up the process for the
user.
3
Alternative methods - Using both the technology to scan
4 the card (assists those that are confident with technol-
ogy to speed up the process) and additionally adding a
manual option (Catering for those who don’t have the
technology available/not so confident using it).

5 Advanced financial options - To support and VAT returns 4

process easier for businesses. Using a switch button to
ensure that the selection is deliberate when applying.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 START PAGE

1 Membership benefits & Turn your alerts into holidays

- Bold, well titles and explained with minimal literature
keeping it direct to the point.

2 Application Assistance - Instructional support

provided from the app in a distinct colour (Dark Green)
and applied with the same typeface (maintaining
familiarisation).
2
5
Alternative registration process - Using a familiar
3 application ‘Google’ where the user information will
already be present to speed up the process.
4 6
Bold Graphic Illustrations - The imagery used is very 1
4 appealing to a specific audience.

5 DTA display - Consistency is applied with both the

typeface and shape, although inconsistent with colour. 4
It would be beneficial to make this more of a familiar
element.

Burger Button Display - Very clear spacious display -

6 Line breaks used to categorise sections - Well designed
iso-type to assist the literature where possible and if not
possible minimal subtitle descriptions. 1
5

2
3

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 START PAGE

1 Burger Button + User profile - Keeping significant

information available although ensuring that this
does over empower the display.

Personal message - Having a literate introduction

2 and not having the logo present makes a less
corporate experience.
1 3 3
Iso-type icons + search engine - The Iso-type used is
3 strong enough to work independently. However, the less
confident user would get more reassurance with text to 2
assist with this (Again emphasises on the target audi-
ence).
3 4
Using negative space around both actions, this draws
the users attention to the point of search to benefit the
user.

Benfitial to the user that this remains at the top of the

screen at all point to help with navigation.

4 Literature is engaging and the imagery used is strong 5

although the section looks lost. Something like a line
break is needed to emphasis where all the relevant
information is. 4

5 Tools - Unsure of why this is present.... It seems like

something more relevant to those which have registered
with the application within the user profile.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

1 Push notifications - Utilising product technology to assist

with the useability.

2 Tap Bar - using tab selection to specific user

requirements.

(First time within my research I have seen the option

‘Multi-City’). 1
Destination requirements - Obvious display with clear
3 breaks between information requirements, Iso-type 2
supporting literature and grey colour added to utilize
negative space. 3
4 Alternative options - ‘Include nearby airports’ (With a
check box selection) this should already be used as the
pop-up already utilizes the phones GPS.

‘Current Location’ is a duplicate of the above again 4

utilizing the GPS.

‘Anywhere’ add a spontaneous element, although it is

7
overly broad.

Suttle notes - Added to support the user and prevent

5 any confusion.
5
6 DTA’s - Clearly displayed and made present on display.
6
Added colour (orange) were relevant to proceed onto 5
the next stage.

The conventional use of stepper to add and deduct 6 6

7 passenger quantity where required.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS

1 Pop-up options - This is something which seems

unnecessary a date is something specific when
selecting. Makes things confusing for the user.

Layout - using the traditional grid system of a calendar

this gives the user familiarisation.
1 2 4
2 Colour-coded key - This is a unique dynamic, although
the key isn’t clear to what it means. On the assumption, 6
this is to offer the user the best pricing.

3 Date display - Clear and bold displayed type with a

drop button attached to further emphasise on flight
information if required.
2
4 DTA - Clear display with obvious instructions.

Updated measure - Very bold typefaces to emphasise

5 the point with addition type to show how this is being
addressed.

Clear Iso-Type used beside each point to keep the in-

struction clear.

Line Breaks - Used to put a break between each meas-

ure implemented.

Application Assistance - Instructional support

6 provided from the app in a distinct colour (Dark Green) 3
and applied with the same typeface (maintaining
familiarisation).
4 4

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

1 Save, Share and notifications - Both of the following

options (Save and share) allow the user the ability to
communicate between the relevant parties and store
information to be revisited. Notifications keeps the user
aware of any recent pop’s which involve the ‘saved’
actions.

1 8
Both of the stop the user feeling restricted within the 1
application.
2 6
2 Price DTA’s - Kept minimul not over complicated
with a search option to further investigate on the
offers avliable.

3 Information Point - Further emphasising on the new

3
additional rules which have been introduced which
changes the way which we travel. This is added with
taking up limited space although still available a
drop button.

Package information - this provides all information

4 4
which would be required with a simple check box 7
selection and negative space to divide the packages
available. Keeping all choices separate and clear.

Additional deal - featured after the packages

5 seems misplaced. However, clear DTA and 5
additional information applied in the negative
to maximize the space.

6 Breakdown - Kept simple with minimal information

provided and the first refernce to “Ryanair”.
8
Policy information - Made to stand out, taking
7 advantage of the negative space. Using a drop button
to minimise the space required to withhold the data
(more minimalised appearance).

8 Flight overview - all information necessary to the

customer is provided. However, the data is difficult
to understand, with no clear information breaks.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 SEARCH FOR FLIGHTS AND AIRPORTS

1 Browser Top Bar - Typical general information applied

company domain and back button, helping the user
establish where they are and navigate freely through
the wetsite.

Burger button applied to offer alternative commands

within the web browser.
1 1
2 Push notification - Notifying the user they are no
longer in the mobile application and now processing
through a website. In addition to this, the website is 2 7
utilizing cookies to learn more about the user keeping
the literature minimal but applying hyperlinks to supply
all additional information.

3 Website Top Bar - This applies the branding identity

your typical user profile and Burger button where the 3
user can have a personal service ad additionally can
adapt the application to them (Such as currency etc.).

Although also offer ‘Help option’ with customer service

4
and ‘Stared trips’ so that the user can save current
research to return too.

4 Progress bar - Notifies the user of the current point of

his journey. Super simple but so reassuring for the user.

5 Live Chat - Give the user the opportunity to voice any

current concerns/resolve any confusion.

6 Costing notification - Highlighlight live updates on the

5 6 5 6
user spendings. Additionally offers a drop button to
supply a more in-depth breakdown.

General Information - Simple and direct design format.

All forms of communication (literature and iso-type) and
an opportunity to find out more with a clear DTA display.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 FLIGHT RECIPT AND CHECK OUT

1 Browser Top Bar - Typical general information applied

company domain and back button, helping the user
establish where they are and navigate freely through
the wetsite.

Burger button applied to offer alternative commands

within the web browser.
1 1
2 Save and share - This allows the user to have a more
relaxed experience, having the opportunity to share
information and to save it to return too. 3 7
2
3 Flight breakdown - Very basic and clear breakdown with
all information displayed. It would be beneficial to 3
provide significant breaks (Line breaks and use
negative space), and additionally, apply more
interaction point, so the user has the axes to more
in-depth information if needed which could eliminate
the need for the live chat point.

4 Live Chat - Gives the user the opportunity to voice any

current concerns/resolve any confusion. Price updates 5
- Keeping the user aware of there spending with
continues updates 6
5 Hyperlink - allows the user to have the ability to
research the available services further to gain a full
understanding of what is available.

Negative space - Provides a break between the

6 information displayed, making it easier for the user
to navigate through. 4
Alternative registration - Using common used social
7 media platforms for the registration data, saving the
user the hassle of making a new account by just
attaching it to a media already used.

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 CUSTOMER DETAILS AND CHECK OUT

1 Manual registration - To cater for those users that aren’t

using ethier Facebook or Google services. This ensures
all users are catered for.

2 Drop Button - This is applied to inform the user of all

age brackets with limited need for space.
5
Information point - Provided in a significant colour to
3 ensure that the user acknowledges this. They are
preventing mistakes before they occur.

4 Live Chat - Give the user the opportunity to voice any 1

current concerns/resolve any confusion. Price updates 7
- Keeping the user aware of there spending with
continues updates

5 Passenger details - Clear display of layout, bold titles,

Examples, box systems, and drop button added using
picker systems where possible. Direct and
straightforward.
8
6 Information Point - This is provided to benefit the user 6
although so suttle this would most likely be missed.
7
Check Box selection - Easy for the user to work with 9
7 and navigate through. The information provided is very
furlough and supported with clear iso-type. 3 2
Infotmation point - Made cliear an obvious as point no.6
8 should be so it can benefit the user.

9 DTA’s - Clear and obvious although it would be interest- 4 4

ing to test if these have been placed in the most ben-
eficial place for the user. Clear on the display with the
colours used.
4

POSITIVE ATTRIBUTE - AVERAGE ATTRIBUTE - NEGATIVE ATTRIBUTE

 easyJet

EasyJet Wizz Air Ryanair Kayak

- Very-strong aesthetic values. Consistency - Consistent use of imagery only relying on - Pop up notifications - “Company Policy’ - Eye-catching graphics used to engage with
maintained with strong design guidelines. iso-type where relevant to assist literature. is notifying the user of the rules set in place there target audience.
by Ryanair to ensure the best service is
- Overwhelming amount of information, - Offers the ability to utilise mobile technology acknowledged before using the application. - Pop-up notifications - Allows the
making it easy for the user to get distracted although never seen to be used within the Using mobile technology (GPS) to assist the application to engage at all times and
in the journey. user journey. user in there journey. additionally the ability to utilise the mobile
technology to assist the user.
- Uses all ranged of motion (Up, down, left - Limite range of motion (Up and down) - Minimalist display with limited options to
and right) to manage the display of direct the user’s focus. - Text is direct and engaging with the users.
information. - Minimalist layout display directing the user’s (Hey there).
focus. Example of how this is done is with - Very strict design guidelines. they are
- Utilises mobile technology to assist the user the use of the ‘burger button’ on the providing user familiarisation. (Yellow - Minimalistic aesthetic - Iso-Type used
throughout the journey where possible. home display. action points). independently and ‘’ burger button used to
house additional feature.
- Offers new unique design features ‘booking - Clear layout and display, making sure the - User profile made accessible throughout the
flights from photographs’ (unsure to how information displayed easy to process. initial stages, maintaining the same location. - No significant features applied between the
beneficial although adds a spontaneous information display creating confusion.
element). - Using traditional grid systems (Calendar - Directional use (Up, down, left and right).
layout) to give the user familiarisation. Could easily be limited to a strict up and - Overcomplicated something which is
- Utilising negative space and line breaks to down motion. already established with the calendar.
ensure information is distributed clearly. - Lack of consistency with where the title is
displayed at the top of the screen. (Type - Consistent reference points. (‘Find Flights’ - Very information with the information
- Progress bar displayed on the home page size, weight and points in which the type is page. Maintaining information and creating displayed.
also used helping the user navigate through lost with the contrast of colour. a full breakdown).
application more efficiently. - Progress line used to establish the point in
- DTA’s clearly stand out, helping the user to - Only essential information provided in the user journey throughout.
- Wide variety of DTA visuals; Block text, navigate throughout the processes. abbreviation although extensive version still
Imagery and Iso-type. made available. (Example - ‘Hyper-links). - Interactive with the user offering; ive chat,
- User login only advertised on the home share, save and help options.
- Variety of button to assist the user (Check display. - DTA placement applied beside the total
box, drop button, steppers, etc.) in helping cost update to ensure that the price is - Range of motion available limited to up
the user where beneficial. always acknowledges by the user before
and down.
proceeding from the action.
- User can only login after the booking is
completed. - Selective buttons - Check box, dropbox,
burger button, etc. to assist the user
when possible.

- Iso-type used to assist and not as a feature.

 Keep information displayed, engaging and make
appealing visually to the user.

DTA placement - Ensuring that the user

Negative space to direct the user’s focus - Only
acknowledges essential information.
essential information display additional redirected
through a hyper-link - Iso-type displaying information.
Notiforcations - Clear layout - type weights,
line breaks, negative space and isp-type. Pop
up - enforces that this is acknowledged.

Simple design layout - Clear instructional key -

Engaging with user information.

Progress Bar and support point - Allows the

user to engage fully and fully understand
the journey.

At what point is a minimal aesthetic to minimal?

Always ensure the user can identify the
instruction delivered. Don’t redesign something or over-complicate something already
established for working in a simple format. Familiarisation gives Literature - The tone of voice should
the user reassurance in their actions. engage and be appropriate to the user.