Jetstar

Service

Research, UX/UI Design, Testing

Client

Jetstar Airways

Year

2019

Intro

Jetstar Airways is part of Qantas' two brand strategy of having Qantas Airways for the premium full-service market and Jetstar for the low-cost market. The airline operates an extensive domestic network as well as regional and international services and its digital platform serves Australian customers along with sister airlines Jetstar Asia Airways and Jetstar Japan.


Isobar's design team provided the in-house design capability for our Jetstar client, managing upkeep and optimization of the e-commerce platform. As part of a 4 person UX/UI design team assigned to Jetstar’s Flight Products, I was responsible for the ancillary product booking flow experience, our client’s primary revenue grossing digital products made up of 7 unique product teams.

In response to a new offering with a partner airline that affected all products across the booking and checkout flow, we needed to conduct research and test potential concepts in order to drive client product decisions and ensure minimal disruption on the live platform.

How do we visually communicate the differences in our booking system’s service offering and ensure package offerings align with user expectations when implementing a new route with a partner airline?

Execution

01

Hold a kick-off workshop with our clients to get across the brief

02

Create a collaborative project board so the wider team, design leadership, and clients can all follow along

03

Map out all product points affected by this problem in a dynamic customer journey map

Customer Journey Fig 1A. & 1B. mapping all touch points from flight selection and comparison to completed purchase.
04

Develop a research plan to validate our initial hypotheses

With a "billion dollar search bar" changes to even the smallest elements on the site must be carefully validated through hypothesis and incremental optimization to prevent revenue loss
05

Survey conducted to better understand users' expectations of the luxury vs. budget flight inclusions before moving into first iteration solution development

Solution & Validation

06

Wireframes and prototype 

06

Usability Testing

Each step in this process is documented along the way in the shared project board

07

Visual Design Exploration

Results & Takeaways

The current designs rely on implied information around codeshare flights and product options, effort is placed on users to work things out

Take into account that there will be more usability issues observed on mobile compared to desktop due to the decreased real estate for explainer elements

Set expectations around codeshare flight options, and be more guided and transparent in the corresponding product choices