The design aspect of the process is not so much the graphic aspect, but the structural aspect. The information architecture and how the user will navigate through it.
If you don't get the building blocks right, no amount of great graphic design will hide it.
Utilising my sketching skills, it was time to draw upon my research outcomes and start to define a flow that would suite the problems I was trying to solve.
Method
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Flow Diagrams
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Sketching
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Low Fidelity Prototypes/Sketches
Problems to solve
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Keeping the user journey as short as possible whilst maintaining a naturally segmented flow
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Positioning needed forms and elements in an unobtrusive and uncluttered manner
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Defining the appropriate flow to reach these goals
Flow Diagrams
Aims and Outcomes:
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Define high level flows for different use cases related to app flight booking
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Define the different user actions and screen states and the where best to position them within the process
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Prepare for designing screen details
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Breaking down the flows allowed me to identify in detail, the elements I could merge to allow for an easier and quicker journey. For example, how could I merge 'extra baggage' an identified pain point, without loosing it as an identifiable option
Sketching
Low Fidelity Prototyping
Using my previous research analysis outcomes as a guide, I made screen state sketches and started to create flows through low fidelity page prototypes.
This process would carry on in a cycle, validating what worked and what didn't, and back to design, until I was happy with it.
Interaction Design
After defining an intuitive flow I was happy with, I was then able to bring the user interface elements into focus, ready to apply to a more detailed prototype.
The structure of these elements, are what will control the users micro actions within the overall flow of the app, so it was integral to get these right as early as possible. This would allow for less design change during the higher level prototyping process.
Logo Design
Design Outcomes
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Gaining a structured layout that fits to the needs defined by the research
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Defining and fine tuning the high level flows
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A more visual structure allowing for easier validation of ideas
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Having a flight search form at the homepage accommodated the users main goal straight from the beginning of the process, whilst also shortening the journey
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Baggage as part of the ticket option, whilst adding an 'ad baggage' option at the summary, also allowed to shorten the process, whilst skipping a page that most users feel bombarded by