A New Flight Booking Experience
Mobile App Flow
MakeMyTrip is India's largest online travel company, offering comprehensive choices for booking flights and hotels. India is in a unique position where low broadband penetration and the fast smartphone growth has brought millions of new users that are accessing commence on mobile for the first time.
I started off by researching smartphone usage in India, and what attributes were most valued by Indian consumers when deciding to use a travel booking service. We learned that Pricing, Convenience, Speed, and Ease of Use were paramount. In India’s cost-sensitive market, we needed to go beyond promotions and discounts for MakeMyTrip to be the preferred brand, since every brand had them. Instead, we had to focus on the experience and quality of the mobile product.
Thus the goal of this project was to build a simpler flight booking experience for mobile. MakeMyTrip emphasized that the ideal experience would minimize the need to type during the booking process and to complete the purchase. I worked with an iOS developer to prototype several small interactions that were focused on making selections by tapping or swiping. For each section, I wrote up the rationale that went into each design choice:
- Presenting one decision at a time makes it easier to focus, and prevents users from being overwhelmed by an onslaught of information.
- Asking for flight info in question form breaks requirements down to simple and relatable choices associated with the big picture vacation, trip, or journey.
- Presenting selections in the form of easily tappable blocks is mobile friendly and minimizes typing.
Browsing Flight Listings
- Allowing users to bookmark specific flights as they scroll down a list makes the analysis/comparison process a much smoother experience.
- Using a user's swiped “bookmark” or “hide” choices to make educated guesses for smart filters anticipates the user's needs and narrows down the options to decide from.
- Users can manually remove options from the list, thereby reducing visual clutter and creating better focus – leading to higher conversion rates.
REVIEW BOOKING SELECTION
- The collapse/expand design pattern surfaces only the necessary information, while still providing access to relevant details. This allows for consolidation and avoids overwhelming the user.
- For a new user (or a returning user who hasn't saved their credentials), the necessary information needed for booking is highlighted for clear differentiation from non-action items.
- This design is optimized for returning users: if information has been saved in the app from a previous booking (as data proved that people tend to book similar trips), then this screen provides a one-tap booking system, instead of splitting all the information into several screens.
- Copy indicates to the user that payment goes through MakeMyTrip, but that booking for flight seating is in the hands of the airline themselves. This reduces assumptions that MakeMyTrip is responsible for booking delays.
- A frequent worry for the MakeMyTrip user is when payment has gone through, but a booking confirmation hasn't been received. A 30 minute timer indicating the maximum estimated wait-time for booking confirmation alleviates stress and avoids cancellations.
- The Customer Service button appears once the countdown timer has ended, in order to continue to anticipate the user's needs.