Hope Dabernig
SIMPLIFYING THE JOURNEY FROM SEARCH TO BOOKING
SIMPLIFYING THE JOURNEY FROM SEARCH TO BOOKING
SIMPLIFYING THE JOURNEY FROM SEARCH TO BOOKING
Role:
Role:
UX Researcher & Designer
UX Researcher & Designer
UX Researcher & Designer
Project:
Project:
UX Design Professional Diploma
UX Design Professional Diploma
UX Design Professional Diploma
Year:
Year:
2026
2026
2026
Methods:
Methods:
Prototyping
Prototyping
Prototyping
Journey Mapping
Journey Mapping
Journey Mapping
Useability Testing
Useability Testing
Useability Testing
Wireframing
Wireframing
Wireframing
Affinity Mapping
Affinity Mapping
Affinity Mapping
Tools:
Tools:
Figma
Figma
Miro
Miro
An end to end UX project exploring how fare clarity and information overload affect the airline booking experience.
An end to end UX project exploring how fare clarity and information overload affect the airline booking experience.
An end to end UX project exploring how fare clarity and information overload affect the airline booking experience.
The Challenge
The Challenge
Airline booking requires users to make several decisions in one journey.
Existing apps presented lengthy flows, unclear fare differences and unwanted extras.
The challenge - simplify the experience without removing important information.
Airline booking requires users to make several decisions in one journey.
Existing apps presented lengthy flows, unclear fare differences and unwanted extras.
The challenge - simplify the experience without removing important information.
How might I help travellers understand their options without adding to the information overload?
How might I help travellers understand their options without adding to the information overload?
My Role
My Role
Led the project independently from research to prototype.
Planned and conducted usability testing.
Analysed findings and identified recurring issues.
Created the user flow, wireframes and high-fidelity prototype.
Led the project independently from research to prototype.
Planned and conducted usability testing.
Analysed findings and identified recurring issues.
Created the user flow, wireframes and high-fidelity prototype.
I owned: Research, analysis, interaction design and prototyping
I owned: Research, analysis, interaction design and prototyping
The Research
The Research
01 — the journey felt too long
Users encountered multiple stages and repetitive information entry.
the solution
Stepper added to show clear progression, only necessary information added to keep the flow short.
02 — fare differences lacked clarity
Users struggled to understand what was included at each fare level.
the solution
One simple fare breakdown added at seat selection.
03 — extras created distraction
Additional options increased the amount of information users had to assess.
the solution
Most added extras removed e.g. car rental, holiday packages - users were there to book the flights only.
04 — screen felt cluttered
Dense information made it harder to identify what mattered at each stage.
the solution
Created a paired back simple design.
05 — unavailable flights caused frustration
Users were shown options that they couldn’t act upon.
the solution
Only flights that the airline flies from available to select.
The User Journey
Exploring the Flow
Hope
Dabernig
01 — the journey felt too long
Users encountered multiple stages and repetitive information entry.
the solution
Stepper added to show clear progression, only necessary information added to keep the flow short.
02 — fare differences lacked clarity
Users struggled to understand what was included at each fare level.
the solution
One simple fare breakdown added at seat selection.
03 — extras created distraction
Additional options increased the amount of information users had to assess.
the solution
Most added extras removed e.g. car rental, holiday packages - users were there to book the flights only.
04 — screen felt cluttered
Dense information made it harder to identify what mattered at each stage.
the solution
Created a paired back simple design.
05 — unavailable flights caused frustration
Users were shown options that they couldn’t act upon.
the solution
Only flights that the airline flies from available to select.
01
the journey felt too long
01 — the journey felt too long
Users encountered multiple stages and repetitive information entry.
the solution
Stepper added to show clear progression, only necessary information added to keep the flow short.
02 — fare differences lacked clarity
Users struggled to understand what was included at each fare level.
the solution
One simple fare breakdown added at seat selection.
03 — extras created distraction
Additional options increased the amount of information users had to assess.
the solution
Most added extras removed e.g. car rental, holiday packages - users were there to book the flights only.
04 — screen felt cluttered
Dense information made it harder to identify what mattered at each stage.
the solution
Created a paired back simple design.
05 — unavailable flights caused frustration
Users were shown options that they couldn’t act upon.
the solution
Only flights that the airline flies from available to select.
01
the journey felt too long
02
fare differences lacked clarity
03
extras created distraction
04
screen felt cluttered
05
unavailable flights caused frustration
The User Journey
Fare clarity was selected as a focus because it appeared repeatedly. It was closely connected to unwanted extras and information overload. Improving it could help users make a more confident booking decision.
What this revealed: More information / extras did not necessarily mean more value. Users needed relevant, comparable information. User priorities when choosing flights were ease of flight path (direct or layovers), the time the journey would take, and cost of ticket.
Fare clarity was selected as a focus because it appeared repeatedly. It was closely connected to unwanted extras and information overload. Improving it could help users make a more confident booking decision.
What this revealed: More information / extras did not necessarily mean more value. Users needed relevant, comparable information. User priorities when choosing flights were ease of flight path (direct or layovers), the time the journey would take, and cost of ticket.
“I don’t care about leather seats.”
"I don't care about leather seats"
Stage 1: Deciding to Fly
Stage 2: Homepage
Stage 3: Inputting Information (Departure / Arrival / Dates / Number of People)
Stage 5: Navigating Extras (Seat Selection / Upgrades)
Stage 6: Summary, Payment, Sharing
interested, curious
requires effort but excited
navigated quickly
calendar view not always intuitive
added with ease
lack of clarity
‘too long & tedious’
‘very confused about this experience’
Exploring the Flow
Testing ideas quickly
I began with low-fidelity sketches to explore screen structure and tested different ways of grouping fare information. Then reduced content that didn’t support the primary task of booking a flight. This developed the strongest direction into a high-fidelity prototype.
The hardest decision: Resisting the urge to add more information.
The research showed that clutter was already contributing to frustration, so every piece of content needed to justify its place.
Testing ideas quickly
I began with low-fidelity sketches to explore screen structure and tested different ways of grouping fare information. Then reduced content that didn’t support the primary task of booking a flight. This developed the strongest direction into a high-fidelity prototype.
The hardest decision: Resisting the urge to add more information.
The research showed that clutter was already contributing to frustration, so every piece of content needed to justify its place.
Workflows
The Outcome
The Outcome
Produced my first interactive high-fidelity mobile prototype.
Applied research findings to the fare-selection and booking flow.
Completed the project as part of the Professional Diploma in UX Design.
Received 80% for the design phase.
Produced my first interactive high-fidelity mobile prototype.
Applied research findings to the fare-selection and booking flow.
Completed the project as part of the Professional Diploma in UX Design.
Received 80% for the design phase.
I owned: Research, analysis, interaction design and prototyping
I owned: Research, analysis, interaction design and prototyping
Multi Disciplinary Design
Multi Disciplinary Design
Team Building
Team Building
User Empathy
User Empathy
Conceptual Design
Conceptual Design
Communication
Communication
Hope Dabernig
+44 7565 816 115
hopedabernig@gmail.com