Detailed user research is crucial for good design, and if done properly it can lead to a great product without wasting time and resources. (Cooper, 2014)


As-Is Walkthrough

We did two walkthroughs, one for the return flight and one for multi-city trips, on mobile app and desktop, with scenario maps for each.

Heuristics Evaluation

The app is done quite well from this side, but there are still some parts to improve, related to error prevention, visibility of system status, help and consistency.

Competitor Research

After Aer Lingus analysis, we decided to run a detailed analysis of two competitors in the direct airline service (KLM and RyanAir), but also of two flight comparison providers (SkyScanner and Google Flights), in the hope we’ll find some good practices there as well.



We didn’t actually know which method to use, so we checked Nielsen’s article  When to Use Which User-Experience Research Methods. After reading it, we discovered we are in both “Strategize” and “Asses” phase, because we needed to explore new opportunities and measure the existing performance of the app. In both of the phases we found surveys, so we picked that as our first research method where we’ll hopefully cover the answers on both of the phases. Even though this method qualifies as a qualitative, we used it for capturing both qualitative and quantitative data.

Usability Testing

Using this quantitative method, we tried to measure how well a user can complete a certain task and reveal the possible problems they encounter. We could also get a better insight into the things that user likes and doesn’t like on the web site and mobile app.

At this point, it’s crucial to listen to the users and analyze the suggestions, because sometimes they may have ideas on how to improve the design and experience of the app.

Stepping into our users shoes

After getting feedback from the surveys and all the data from our interviews and usability testing, we did a segmentation table based on the categories listed below.


Instead of guessing who might be our user, we decided to identify the appropriate individuals that represent the needs and interests of the larger group. From the data we analyzed, we created two personas – Mario and Conor.

One of the main benefits I discovered after creating personas is how it helped me build more empathy for the flight app users. The best way to meet all the user’s goals is to place the user at the center of the design process.

We created two As-Is Scenarios so we can easily structure the problem and target our users’ needs as we moved ahead.


Scenario - Conor


Scenario - Mario

Being led with a thought “Designing for everyone is designing for nobody” we decided to focus on just one persona – Mario, who covers most of our audience.

Empathy Map

Storytelling Canvas



We also created prioritisation matrix which helped us to map the features and improvements that require less effort and bring more value to the product.

Prioritization Matrix


Having this in mind, it was easy to create To-Be Scenarios for both return and multi-city trips.

To-Be Scenario Map
To-Be Scenario Map for Return Flight


To-Be Scenario Map
To-Be Scenario Map for multi-city trip

Please continue reading, follow on to the next step Designing the prototype



Cooper, A., Reimann, R., Cronin, D., & Cooper, A. (2014). About face: The essentials of interaction design. Indianapolis, IN: John Wiley and Sons.

DeFranzo, S. (2017, September 21). 4 Main Benefits of Survey Research. Retrieved November 29, 2018, from

Gibbons, S. (2018, May 27). Using Prioritization Matrices to Inform UX Decisions. Retrieved January 20, 2019, from

Gibbons, S. (2018, January 14). Empathy Mapping: The First Step in Design Thinking. Retrieved from

Krause, R. (2018, July 15). Storyboards Help Visualize UX Ideas. Retrieved from

Krug, S. (2010). Rocket surgery made easy: The do-it-yourself guide to finding and fixing usability problems. Berkeley, CA: New Riders.

Nielsen, J. (1995, January 1). 10 Heuristics for User Interface Design: Article by Jakob Nielsen. Retrieved December 13, 2018, from

Preece, J., Sharp, H., & Rogers, Y. (2017). Interaction design: Beyond human-computer interaction. Chichester (West Sussex, United Kingdom): Wiley.

Plantenberg, S. (n.d.). Understand users through scenario mapping. Retrieved December 15, 2018, from

Reimann, R. (2005, November 3). Personas, Goals, and Emotional Design. Retrieved from

Rohrer, C. (2014, October 12). When to Use Which User-Experience Research Methods. Retrieved November 29, 2018, from

Tools, J. (2016, December 29). Get your story right: The Storytelling Canvas. – Journalism Tools – Medium. Retrieved December 17, 2018, from

Zapier. (n.d.). Surveys 101: A Simple Guide to Asking Effective Questions. Retrieved November 29, 2018, from

1 - Project overview & Team responsibilities
3 - Designing the Prototype