The Challenge
Create a visual customer journey map using affinity diagram and interview notes to highlight key steps in the flight booking process.
Objectives:
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Reflect user goals, behaviors, context, pain points, and emotions in the map design.
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Identify areas to improve the booking process based on user testing insights.
Process
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Analyze affinity diagram and interview notes to understand user perspective.
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Visualize key flight booking steps using a customer journey map.
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Integrate user goals, habits, context, pain points, and emotions.
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Identify opportunities to improve the booking process based on user feedback.
Key Takeaways
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Consolidating research and observations simplified creating the customer journey and highlighted areas for improvement.
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User research showed how app interactions affected user actions and decisions at each journey stage.
