First, we did a complete analysis of Aer Lingus where we annotated the existing user experience on the app.

Aer Lingus - Analysis
Aer Lingus (click on the image will take you to Figma file with all details)

 

We wanted to develop a better empathy with our users, so we created As-Is Scenario maps which contain our users thoughts and feelings. This helped us to identify the negative feelings and see where they’re coming from.

As-Is Scenario Map for Return Flight
As-Is Scenario Map for Return Flight

 

As-Is Scenario map for multi-city trip
As-Is Scenario map for multi-city trip

 

And here is the video showing the current “As-is” journey in the app, when trying to book the return ticket.

https://youtu.be/oNVILDUgqaM

 

The multi city trip booking is not available on the mobile app. Even though there is something similar on the desktop version, you cannot select more than 2 destinations and the last destination (for some strange reason) has to be in the USA.

 

https://www.youtube.com/watch?v=yoEVA4SIR9E

 

And one more thing that made me think that there’s something definitely wrong with Aer Lingus, whether it’s app or service..

Aer Lingus
Aer Lingus interest-over-time graph; source: Google Trends
Aer Lingus Guideline
Heuristics Evaluation