FlyUX — Sina Bahjat

UX Research ✦ Usability Testing ✦ Affinity Diagram ✦ Customer Journey Map ✦ Wireframing ✦ Prototyping ✦ UX Diploma ✦ UX Research ✦ Usability Testing ✦ Affinity Diagram ✦ Customer Journey Map ✦ Wireframing ✦ Prototyping ✦ UX Diploma ✦ UX Research ✦ Usability Testing ✦ Affinity Diagram ✦ Customer Journey Map ✦ Wireframing ✦ Prototyping ✦ UX Diploma ✦ UX Research ✦ Usability Testing ✦ Affinity Diagram ✦ Customer Journey Map ✦ Wireframing ✦ Prototyping ✦ UX Diploma

Phase 01

Research

The research phase began with a benchmarking exercise — analysing existing flight booking apps and websites to understand common UX patterns, identify industry standards, and spot opportunities for improvement.

Key touchpoints across the booking flow were documented, from search and seat selection through to payment and confirmation.

Method

Benchmarking

Pages

Open full PDF

← Scroll through all 15 pages →

Benchmarking report — 15 pages of competitor UX analysis

Phase 02

Usability Testing

To get a deep understanding of how a user behaves when booking a flight, I conducted two comparative tests using Zoom and Reflector3.

Scenario 1 — EasyJet

✦ Barcelona → London
✦ Depart end of October
✦ Return one week later
✦ 7 nights · 2 adults

Scenario 2 — Note-taking

Two usability tests provided by the programme — pain points noted from both sessions.

My Usability Test Recording

Live usability test — think-aloud session on EasyJet booking flow

Pain Point Notes — Full PDF Open PDF

← Scroll through all 9 pages →

Note-taking sheets — pain points from all usability test sessions

Phase 03

Analysis

The notes from all three sessions were synthesised into two deliverables — an affinity diagram grouping observations by theme, and a customer journey map tracking the emotional experience across the booking flow.

Affinity Diagram Open PDF

Affinity diagram — pain points grouped by theme across all sessions

Customer Journey Map Open PDF

Customer journey map — emotional arc across the booking flow

Phase 04

Design

With the insights from research and analysis in hand, the design phase began with sketching — rapid ideation to explore different layout approaches before committing to a direction. A flow diagram then mapped out the complete user flow through the new design.

Sketch sheets

Flow diagram

Sketches

Sketch sheets — layout exploration for key screens

Flow Diagram Open PDF

User flow diagram — complete booking journey mapped

Phase 05

Wireframes

High-fidelity wireframes were produced in Figma — 6 screen layouts covering the full booking flow from search through to confirmation. The wireframes addressed all the pain points identified in the usability testing phase.

A clickable prototype was also built in Figma to allow interactive testing of the redesigned flow. The prototype walkthrough video is shown below.

The original Figma prototype file is no longer available, but the wireframe screens and walkthrough video are shown here.

Wireframe Screens Open PDF

← Scroll to explore →

Wireframe screens — 3 of 6 shown

Prototype Walkthrough

Prototype walkthrough — interactive Figma flow recorded

Screen Overview Open PDF

All wireframe screens — overview sheet

Open wireframes PDF

Full 6-page wireframe document

Outcome

The Diploma

After completing the full UX process — research, usability testing, affinity mapping, customer journey mapping, sketching, flow diagramming, wireframing, and prototyping — I was awarded the Professional Diploma in UX Design by the UX Design Institute, accredited by Glasgow Caledonian University at SCQF Level 8.

Awarded

August 2021

Credits

20 SCQF · Level 8

Professional Diploma in UX Design — UX Design Institute / Glasgow Caledonian University

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