Fly UX

The main project for the Diploma was to design a booking system (desktop) for the fictional startup airline, Fly UX. The aim was to use great design as the competitive advantage over the bigger and more established airlines. I worked through the whole design process — research, analysis, design, testing, prototyping and wireframing — to the point where the work could be delivered to developers for the system to be built.

My role: UX/UI

Tools: Sketch, Survey Monkey, Indesign, Illustrator

1. Research


The initial research involved documenting and analysing several competitors to identify best practices, conventions in the industry and positive/negative elements to emulate or avoid.

User Research

To obtain a broad understanding of users’ goals, objectives and experiences when making an airline booking, I conducted an online survey.

Usability Interviews and Tests

To garner more in depth insights, I analysed two user interview recordings as well as conducting two more of my own to learn more about user experiences when making airline bookings and to observe their behaviours whilst making a booking on a competitor’s website.

2. Analysis

Affinity Diagram

The research findings, above, were shared with my partner. I ran a brainstorming session and all the ideas and observations from the research material were analysed and structured into an affinity diagram.

Customer Journey Map

The findings from the affinity diagram session were further analysed and structured into a Customer Journey Map. This helped me better visualise the different stages in the booking process and the distinct behaviours and pain points expressed by users. With a greater understanding of the problems faced by users, I can begin designing the solutions.

3. Design

User Flow Diagram

The user flow for the desktop booking system is mapped out. The different screen states and interaction points are defined and all the issues uncovered in the research phase are addressed.

Interaction Design & Screen Sketches

Preliminary low-fidelity screen designs were quickly sketched. They were further refined and added to the user flow diagram to help visualise the interactions as the user moves through the booking system.

Prototyping and Testing

The prototype was created in Sketch. I tried to include as many interactive elements or changes in screen states as possible so as to make the prototype feel more realistic. A usability test was conducted and the prototype was further refined.


Finally, all elements for the system were annotated and a wireframe document was prepared to be passed on to a developer so that they could build the system accurately.