With a large amount of varied research gathered, it was now time to articulate the points found.
The initial step in achieving this, was to set up an affinity diagram session with a hand full of colleagues. Using my notes and results we gathered every point of information and organised them into groups using sticky notes.
Method
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Affinity Diagram
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User Journey Map
Affinity Diagram
User Journey Map
Having catergorised the information, a natural next step was to focus on the flow of the user through a flight booking product.
For each step and smaller sub task, user context, goals, pain points and behaviours were logged down.
This process helped to structure the research information and keep the focus on the user's point of view.
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Analysis Outcomes
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Articulating the sporadic research data into useful and meaningful categories
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Defining the top use cases
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Defining the user pain points that need to be focused on in the next step of the design process
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Identifying a booking process flow
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Understanding the feelings and mindset of the user, throughout the journey
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Goals - Price searching, availability searching, flight booking
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Pain Points - Extra selling, overcrowding, process too long
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User Flow - Constructing a journey map were the first steps into visualising the standard flow that a user takes through a flight booking process and will be helpful in realising the main user flows to be identified during the design of the app
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Design progression - It was clear keeping the length of the process as short and unobtrusive as possible, would be key