FLYMATE
▋ University assignment
▋ Year
2025
▋ Scope
Website Design
▋ Type of Work
Uni Project
▋ Software
Figma
Balsamiq
▋ University assignment
▋ Scope
Website Design
▋ Software
Figma
Balsamiq
▋ Year
2025
▋ Type of Work
Uni Project
▋ University assignment
▋ Type of Work
Uni Project
▋ Year
2025
▋ Software
Figma
Balsamiq
▋ Scope
Website Design
▋ PROBLEM STATEMENT
How might we help travelers prepare for their trips more efficiently by centralising information and offering clear guidance to prevent travel disruptions?
How might we help travelers prepare for their trips more efficiently by centralising information and offering clear guidance to prevent travel disruptions?
How might we help travelers prepare for their trips more efficiently by centralising information and offering clear guidance to prevent travel disruptions?
OVERVIEW
OVERVIEW
OVERVIEW
▋ THE PROBLEM
Travelers often rely on scattered and unreliable sources when they plan their trips, requiring them to switch between multiple websites to complete bookings. They are also given little guidance on what to pack or which documents they need.
Travelers often rely on scattered and unreliable sources when they plan their trips, requiring them to switch between multiple websites to complete bookings. They are also given little guidance on what to pack or which documents they need.
▋ THE MISSION
Reduce travel planning anxiety by streamlining the process from flight search to packing preparation.
Reduce travel planning anxiety by streamlining the process from flight search to packing preparation.
DEMO
DEMO
DEMO
▋ SOLUTION
A travel planning platform that centralises flight and accommodation search, featuring an AI chatbot for personalised recommendations, a favourites list for shortlisting options, and an integrated preparation guide for travel essentials.
A travel planning platform that centralises flight and accommodation search, featuring an AI chatbot for personalised recommendations, a favourites list for shortlisting options, and an integrated preparation guide for travel essentials.
▋ SOLUTION
A travel planning platform that centralises flight and accommodation search, featuring an AI chatbot for personalised recommendations, a favourites list for shortlisting options, and an integrated preparation guide for travel essentials.
▋ FINAL USER FLOW
COMPETITOR ANALYSIS
COMPETITOR ANALYSIS
COMPETITOR ANALYSIS
▋ WHY I DO IT
I observed existing services to adopt positive traits and identify opportunities.
▋ KEY FINDINGS
Strengths
Professional-looking interfaces and consistent experiences across desktop and mobile help build user trust.
Weaknesses
Avoid information overload and excessive redirection.
▋ WHY I DO IT
I observed existing services to adopt positive traits and identify opportunities.
▋ KEY FINDINGS
Strengths
Professional-looking interfaces and consistent experiences across desktop and mobile help build user trust.
Weaknesses
Avoid information overload and excessive redirection.
▋ THE COMPETITORS
Hopper
Strengths
Forecast prices for smarter travel decisions.
"Price freeze" on mobile app.
Logical structure and layout
Well-animated, consistent branding
Strengths
Forecast prices for smarter travel decisions.
"Price freeze" on mobile app.
Logical structure and layout
Well-animated, consistent branding
Weaknesses
Cute branding might not feel "professional" enough
Vague terminology
Too many colours, which creates visual noise
Too many icons, which can be distracting
Weaknesses
Cute branding might not feel "professional" enough
Vague terminology
Too many colours, which creates visual noise
Too many icons, which can be distracting
Expedia
Strengths
Virtual tours to enhance booking experience.
User-friendly filters.
Home page promotes travel deals.
Straightforward, clear visual hierarchy
Strengths
Virtual tours to enhance booking experience.
User-friendly filters.
Home page promotes travel deals.
Straightforward, clear visual hierarchy
Weaknesses
Distracting advertisements.
Some users experience poor customer service, which erodes user's trust.
Too many words, plenty of information appears busy.
Large number of filters can lead to decision fatigue.
Weaknesses
Distracting advertisements.
Some users experience poor customer service, which erodes user's trust.
Too many words, plenty of information appears busy.
Large number of filters can lead to decision fatigue.
Skyscanner
Strengths
Direct and to-the-point about booking cheap flights. Simple home page without distractions.
Multi-city searches facilitates planning complex itineraries.
Search "everywhere" tool inspires flexible planning.
Strengths
Direct and to-the-point about booking cheap flights. Simple home page without distractions.
Multi-city searches facilitates planning complex itineraries.
Search "everywhere" tool inspires flexible planning.
Weaknesses
Limited direct booking options.
Might be too basic for some users who see a more exciting user experience.
Weaknesses
Limited direct booking options.
Might be too basic for some users who see a more exciting user experience.
Google Flights
Strengths
Targets all travelers by leveraging Google's extensive user base.
Allows users to view flight prices that include checked bag costs, which avoids surprise fees.
Strengths
Targets all travelers by leveraging Google's extensive user base.
Allows users to view flight prices that include checked bag costs, which avoids surprise fees.
Weaknesses
Limited filtering options, cannot filter out basic economy.
No mobile app.
Does not offer customer service.
Weaknesses
Limited filtering options, cannot filter out basic economy.
No mobile app.
Does not offer customer service.
USER RESEARCH
USER RESEARCH
USER RESEARCH
▋ METHOD
Emotional journey mapping | Online ethnogrphy | Bottom-up thematic analysis
▋ WHAT WE FOUND
Many travellers feel overwhelmed about preparing for varied travel needs and unexpected issues.
▋ METHOD
Emotional journey mapping | Online ethnogrphy | Bottom-up thematic analysis
▋ WHAT WE FOUND
Many travellers feel overwhelmed about preparing for varied travel needs and unexpected issues.
▋ EMOTIONAL JOURNEY MAPPING
User's original emotional journey from booking to flight.
▋ EMOTIONAL JOURNEY MAPPING
User's original emotional journey from booking to flight.
Stage 1
Book Flight
Stage 1
Book Flight
Research, compare, and rent prior to trip.
Booking flights last-minute with few options.
Disappointing accommodations
Research, compare, and rent prior to trip.
Booking flights last-minute with few options.
Disappointing accommodations
Research, compare, and rent prior to trip.
Booking flights last-minute with few options.
Disappointing accommodations
User Feels
Overwhelmed by choices.
Desire simplicity
Stage 2
Itinerary + Docs
Stage 2
Itinerary + Docs
Entry requirements travel insurance options.
Last-minute applications.
Unprepared for emergencies
Entry requirements travel insurance options.
Last-minute applications.
Unprepared for emergencies
User Feels
Pragmatic, boredom
Frustration
Stage 3
Pack Bags + Check-In
Stage 3
Pack Bags + Check-In
Awareness of bag size constraints and forbidden items.
Being prepared for weather.
Offline / no battery.
Awareness of bag size constraints and forbidden items.
Being prepared for weather.
Offline / no battery.
User Feels
Anxious, overwhelm, indecision
Stage 4
Go To Airport
Stage 4
Go To Airport
Staying informed about flight.
Arriving early to the airport.
Staying informed about flight.
Arriving early to the airport.
User Feels
Excited, satisfaction, motivated
▋ ONLINE ETHNOGRAPHY
48 DATA POINTS COLLECTED
TO UNCOVER USER NEEDS
Data collected from online forums was filtered using bottom-up thematic analysis.
Data points are first categorised into criterias: context, data record, recorded obervations, interpretations, and themes.
Then grouped and sorted into broader themes to assess how these issues affect user goals and needs.
▋ ONLINE ETHNOGRAPHY
48 DATA POINTS COLLECTED
TO UNCOVER USER NEEDS
Data collected from online forums was filtered using bottom-up thematic analysis.
Data points are first categorised into criterias: context, data record, recorded obervations, interpretations, and themes.
Then grouped and sorted into broader themes to assess how these issues affect user goals and needs.
▋ ONLINE ETHNOGRAPHY
48 DATA POINTS COLLECTED
TO UNCOVER USER NEEDS
Data collected from online forums was filtered using bottom-up thematic analysis.
Data points are first categorised into criterias: context, data record, recorded obervations, interpretations, and themes.
Then grouped and sorted into broader themes to assess how these issues affect user goals and needs.
DESIGN PRINCIPLES
DESIGN PRINCIPLES
DESIGN PRINCIPLES
UI DESIGN SYSTEM
UI DESIGN SYSTEM
UI DESIGN SYSTEM
▋ Predominantly dark blue colour scheme as it relates to aviation and to gain user trust. Bright orange and blue accents to guide user attention throughout the page.
▋ Predominantly dark blue colour scheme as it relates to aviation and to gain user trust. Bright orange and blue accents to guide user attention throughout the page.
TARGET AUDIENCE
TARGET AUDIENCE
TARGET AUDIENCE
▋ Our target users are busy travelers who wants to simplify their trip planning process while they make well-informed choices.
▋ Our target users are busy travelers who wants to simplify their trip planning process while they make well-informed choices.
PROTOTYPING
PROTOTYPING
PROTOTYPING
▋ USER TESTING
Think-aloud Method
Think-aloud Method
Key strengths revealed through user testing
Clear system status through colours and animations, consistent layout and styling, intuitive placement of buttons, and a sticky navigation bar that helps users stay in control.
Key strengths revealed through user testing
Clear system status through colours and animations, consistent layout and styling, intuitive placement of buttons, and a sticky navigation bar that helps users stay in control.
Weaknesses identified
AI search tab looked too similar to other tabs, further filters needed on landing page, and there lack of error prevention. These insights informed design iterations to improve usability.
Weaknesses identified
AI search tab looked too similar to other tabs, further filters needed on landing page, and there lack of error prevention. These insights informed design iterations to improve usability.
▋ KEY FEATURES
Ai Chatbot Popup
Busy travelers can type in their specific requirements to quickly filter their research.
Expandable map
Maximum user control and efficiency. Users can pin point accommodation in their desired location with ease.
Preparation quizzes
Pragmatic trip prepping made enjoyable with engaging quizzes. With no back button, users are prompted to complete the quiz. The progress bar keeps users informed and turns green upon completion.
JOYCE W. YIP
JOYCE W. YIP
JOYCE W. YIP