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LotusAir - UX Case Study
The case study in this project aims to simplifying complex booking journeys to improve trust and usability.
Project
Overview
Booking a flight is a multi-step process that often introduces friction, confusion, and cognitive overload—especially on mobile.
Despite advancements in the industry, many booking experiences still lack clarity, transparency, and consistency, which can reduce user confidence and impact conversion.
This project explores how to design a more intuitive and user-friendly booking experience—focusing on reducing friction, improving information clarity, and building trust throughout the journey.
How
Using research and user-centered design to identify friction and improve decision-making
I approached this project by analysing user behaviour and identifying pain points across the full booking journey—from destination selection to payment.
User Interview
I conducted user interviews and surveys to understand how people book return flights based on both past and current experiences.
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Participants were asked to complete a task-based scenario:
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Select a destination
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Navigate the booking process
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Complete the journey through to payment
This allowed me to evaluate:
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User expectations and mental models
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Pain points and moments of friction
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Confidence levels at different stages of the journey
Affinity Diagram
I synthesised research findings into an affinity diagram to identify patterns across user behaviours.
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This helped surface:
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Key frustrations (unclear information, too many steps)
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Positive moments (price comparison, flexibility)
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Opportunities to improve usability and clarity
Customer Journey Map
I mapped the end-to-end journey to understand:
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Emotional highs and lows
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Decision-making points
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Drop-off risks
This provided a clear view of where the experience was breaking down and where improvements would have the most impact.
User Flow & Problem Framing
Based on the research, I identified critical issues in the booking flow:
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Lack of clarity in key information
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High cognitive load due to complex steps
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Inconsistent interactions across screens
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Reduced user trust during decision-making
While affordability encouraged users to continue, the overall experience created friction and uncertainty.
What
A simplified, trust-driven booking experience
Based on these insights, I redesigned the booking journey with a focus on clarity, structure, and usability.
Key Design Improvements
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Improved Information Hierarchy
Prioritised essential information to help users make faster, more confident decisions -
Simplified User Flow
Reduced unnecessary steps and created a more structured, predictable journey -
Consistency Across Interactions
Standardised UI patterns to improve usability and reduce confusion -
Trust-Focused Design
Introduced clearer pricing, transparency, and feedback to increase user confidence
Sketches
Design Execution
I translated these improvements into:
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Wireframes and interaction flows
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High-fidelity UI designs
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A clickable prototype demonstrating the full booking experience
Outcome and Impact
A clearer, more intuitive booking experience that reduces friction and builds user confidence
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The redesigned flow improves usability and supports better decision-making across the booking journey.
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What changed
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The booking process was restructured into a clearer, more guided flow
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Information was prioritised and presented more transparently
What improved
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Reduced cognitive load during key decision points
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Increased clarity in pricing and flight selection
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More consistent and predictable interactions
Impact
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Improved user confidence throughout the booking journey
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Reduced friction in completing tasks from search to payment
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Stronger foundation for conversion-focused optimisation
Key Decisions
To improve usability, I prioritised clarity over feature expansion, focusing on simplifying the experience rather than adding new functionality.
I also focused on building trust through transparency, ensuring users had the right information at the right time to make confident decisions.
Constraints & Considerations
As a conceptual case study, this project was developed without direct business or engineering constraints.
However, design decisions were made with real-world scalability and usability principles in mind.
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