Skyscanner UX Research
In this project, I conducted an in-depth exploration of Skyscanner's flight booking user experience to identify key friction points. The research focused on price transparency and platform reliability—critical factors influencing user trust and conversion rates.
Role
UX Researcher
Timeline
April 2024 - May 2024
Tools
Figma, Dovetail, Zoom, SurveyMonkey
Users Demand Transparency in Fees and Platform Reliability on Skyscanner
💡 Key Insights
1. User Frustration Due to Hidden Fees
60% of users reported unexpected final booking costs, leading to diminished trust in the platform.
2. Concerns Over Redirects to Unfamiliar Sites
Frequent redirections to untrusted third-party websites caused users to question platform reliability and transparency.
🔎 Research Process
Survey
To quantify user frustrations and identify prevalent trends, I conducted a survey with 15 participants using SurveyMonkey. This approach provided both quantitative data on common user experiences and qualitative insights into specific pain points
📊 key Data
The survey I conducted aimed to understand the age demographics of Skyscanner app users to inform potential platform enhancements.
Age Distribution of Skyscanner App Users
The data reveals that a significant portion of our users are young professionals, with approximately 46.67% in the 25–34 age range and 33.33% in the 35–44 bracket. This suggests that our user base is likely proficient with mobile technology and accustomed to online travel booking.
To assess user satisfaction with Skyscanner, I conducted a survey involving 15 participants.
Likelihood of Users Recommending Skyscanner
Approximately 66.67% of participants indicated they would recommend Skyscanner, serving as a benchmark for user satisfaction. The remaining responses suggest areas for improvement to enhance the overall user experience.
To identify pain points in the Skyscanner booking process, I conducted a survey focusing on pricing accuracy.
User Frustration Due to Inaccurate Pricing
Survey results indicate that 60% of respondents consider inaccurate pricing a significant pain point, leading to confusion and diminished trust, which may result in abandoned bookings. Addressing this issue is crucial for enhancing user experience and customer retention.
To understand the primary factors influencing users' online travel planning decisions, I conducted a survey focusing on their top priorities.
Factors Influencing Users' Online Travel Planning Decisions
Survey results show that 60% of respondents prioritize price when planning travel, highlighting the need for transparent and competitive pricing in the travel booking industry.
To identify areas for improvement in the Skyscanner app, I asked users, 'Which aspect of the Skyscanner app would you like to see improve the most?
The survey revealed that a significant number of users expressed concerns about being frequently redirected to unfamiliar websites during the booking process. This lack of transparency can cause confusion and potentially lead to abandoned bookings. Addressing this issue is crucial for enhancing user trust and ensuring a seamless booking experience
User Interview
To gain insights into user experiences with the Skyscanner app, I conducted in-depth interviews with a diverse group of users. These discussions revealed two primary concerns affecting user trust and satisfaction.
Users Frustrated by Untrusted Third-Party Platforms
Users expressed significant frustration with being redirected to third-party platforms during the booking process, which they perceived as lacking legitimacy.
These affiliations with potentially unreliable platforms can diminish trust in Skyscanner's overall booking experience, leading to potential booking abandonment.
Users Concerned About Skyscanner's Pricing Transparency
Users questioned the transparency of pricing during the booking process, feeling that not all costs were clearly disclosed upfront.
This perceived lack of transparency can cause confusion and potentially lead to abandoned bookings, as users may feel misled about the total cost of their travel plans
Persona
Based on comprehensive user research, including surveys and interviews, I developed a persona to represent our target users. Amy is a price-conscious traveler who values convenience and clear, upfront pricing when booking flights.
Amy's emphasis on transparent pricing and convenience highlights the importance of these factors in enhancing user satisfaction and trust in our platform.
Empathy Map
To gain deeper insights into Amy's emotional responses, thought processes, and actions during flight booking, I utilized an empathy map. This tool revealed her pain points, internal considerations, and opportunities to tailor recommendations that address her specific needs and concerns.
Based on the empathy map insights, Amy's focus on finding budget-friendly, non-stop flights and her reliance on mobile devices for travel planning highlight the importance of providing a mobile-friendly platform with robust filtering options. Additionally, her frustration with unfamiliar airlines suggests a need for detailed airline information to enhance her confidence in booking decisions.
Recommendations
💡 Implement Clear and Transparent Pricing
Display Total Flight Costs Upfront: Ensure that all fees, taxes, and surcharges are included in the initial price displayed to users.
Utilize Visual Hierarchy: Highlight the total cost prominently to allow users to identify it at a glance, thereby reducing booking abandonment due to unexpected fees.
💡 Enhance Platform Trust
Establish Verification Badges: Develop a system to award badges to trusted third-party vendors who meet specific criteria, signaling reliability to users.
Introduce a User-Driven Rating System: Allow users to provide feedback and ratings for third-party vendors, fostering transparency and informed decision-making.
Conduct Regular Audits: Implement routine evaluations of third-party platforms to ensure they maintain high service standards, thereby boosting user confidence in the booking process.
💡 Improve Information Presentation
Enhance Filtering Options: Refine search filters to allow users to sort and prioritize results based on their preferences, such as price, flight duration, or number of stops.
Simplify Comparison: Present flight options in a manner that makes it easy for users to compare key details, reducing confusion and enhancing the browsing experience.
Next Steps
🎯 User Testing: Conduct usability tests to assess the effectiveness of the new features.
🎯 Feedback Loop: Gather continuous user feedback to inform iterative improvements.
🎯 Monitor Metrics: Track key performance indicators such as booking completion rates and user satisfaction scores to measure success.
