{"id":2151,"date":"2016-06-27T06:00:36","date_gmt":"2016-06-27T05:00:36","guid":{"rendered":"https:\/\/uxstudioteam.com\/website\/?p=2151"},"modified":"2023-03-21T07:26:21","modified_gmt":"2023-03-21T06:26:21","slug":"found-10-reasons-users-frustrated-booking-flight-tickets","status":"publish","type":"post","link":"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/found-10-reasons-users-frustrated-booking-flight-tickets\/","title":{"rendered":"We found 10 reasons why users are frustrated during booking flight tickets"},"content":{"rendered":"<p><strong><img decoding=\"async\" loading=\"lazy\" class=\"size-medium wp-image-6346 aligncenter\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/06\/We-found-10-reasons-why-users-are-frustrated-during-booking-flight-tickets-720x440.jpg\" alt=\"\" width=\"720\" height=\"440\" srcset=\"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/06\/We-found-10-reasons-why-users-are-frustrated-during-booking-flight-tickets-720x440.jpg 720w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/06\/We-found-10-reasons-why-users-are-frustrated-during-booking-flight-tickets-768x469.jpg 768w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/06\/We-found-10-reasons-why-users-are-frustrated-during-booking-flight-tickets-1024x625.jpg 1024w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/06\/We-found-10-reasons-why-users-are-frustrated-during-booking-flight-tickets-1080x660.jpg 1080w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/>Lots of people loves travelling around the world and nowadays we have great\u00a0opportunities to visit beautiful places. We can choose from many airlines if we want to get somewhere comfortably. Passengers decide based on price, travel time, destination and unique personal preferences. But there is a step that no one can avoid: you have to\u00a0book a flight ticket. It is a process that should be easy to go through, because if users get frustrated they might choose an alternative service.<\/strong><!--more--><\/p>\n<p>We at\u00a0<span>our <a href=\"https:\/\/uxstudioteam.com\/\">UX company<\/a>,\u00a0<\/span>regularly do lab projects,\u00a0when we try out new things and this time we took a closer look at KLM&#8217;s website and part of their booking process. When we started experimenting with this product we were curious about what kind of insights\u00a0can we get in 2 days.\u00a0We tested it\u00a0with 3 users who wants to travel in the near future. Now, let&#8217;s jump to the usability issues that we found on the tests.<\/p>\n<h2>They\u00a0don&#8217;t really need\u00a0Welcome pages<\/h2>\n<p>There is a page at the beginning where you must\u00a0choose your location and language.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2161 size-medium\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/01-1-720x424.png\" alt=\"KLM flight ticket booking page.\u00a0Choose your location and language.\" width=\"720\" height=\"424\" srcset=\"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/01-1-720x424.png 720w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/01-1-768x453.png 768w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/01-1-1024x604.png 1024w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/01-1.png 1140w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><strong>Usability issues<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/uxstudioteam.com\/ux-blog\/when-the-user-gets-confused-by-the-legend\/\">Users got confused<\/a>, because they couldn\u2019t select the language they want. (1)<\/li>\n<li>They were not sure how to continue from here.<\/li>\n<li><span>This screen\u00a0seems to be just an extra click and an extra page to process and go through.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2163 size-medium\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/02-720x427.png\" alt=\"This screen\u00a0seems to be just an extra click and an extra page to process and go through\" width=\"720\" height=\"427\" srcset=\"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/02-720x427.png 720w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/02-768x455.png 768w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/02-1024x607.png 1024w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/02.png 1140w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><strong>Suggestions<\/strong><\/p>\n<ul>\n<li>Detect the location automatically and pre-select country.<\/li>\n<li>Rename &#8216;Select your language&#8217; to &#8216;Available languages&#8217;. Because it could happen\u00a0that\u00a0you can&#8217;t select <em>your<\/em> language, but there is another one which is <em>available<\/em>.<\/li>\n<li>Place a button to make sure how to continue.<\/li>\n<li>OR:<strong> Get rid of the Welcome page<\/strong>, manage location and language automatically. Later it\u00a0can be changed in the header.<\/li>\n<\/ul>\n<h2>Home page<\/h2>\n<p>Users could easily fill out the details about their flights, the site uses the conventions well.\u00a0However there were some issues.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-medium wp-image-2164\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/search_flights-720x398.png\" alt=\"search_flights\" width=\"720\" height=\"398\" srcset=\"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/search_flights-720x398.png 720w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/search_flights-768x425.png 768w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/search_flights-1024x567.png 1024w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/search_flights.png 1366w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><strong>Usability issues<\/strong><\/p>\n<ul>\n<li><span>User got frustrated, because the site is in English and the user expected Hungarian (because they selected Hungary on the landing page).<\/span> (1)<\/li>\n<li><span>The user spent time to go through the initial flex matrix diagram. (2)<\/span><\/li>\n<\/ul>\n<h2>They didn&#8217;t\u00a0get the logic behind flight offers\u00a0page<\/h2>\n<p>This was the most critical page, they got stuck and didn&#8217;t understand the layout and other\u00a0parts.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-medium wp-image-2159\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers-720x474.png\" alt=\"offers\" width=\"720\" height=\"474\" srcset=\"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers-720x474.png 720w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers-768x505.png 768w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers-1024x674.png 1024w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers.png 1366w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><strong>Usability issues<\/strong><\/p>\n<ul>\n<li><span>They didn\u2019t get which column shows the departure and which shows the arrival. (1)<\/span><\/li>\n<li><span>They didn\u2019t get why you see the price first, and not the destination (2)<\/span><\/li>\n<li><span>They couldn\u2019t understand the \u2018additional price\u2019 in the right column. Seems to be like some additional price (e.g. luggage). The selection of the inbound flight is expected here. (3)<\/span><\/li>\n<li><span>They don&#8217;t can&#8217;t comprehend the bar chart.\u00a0(4)<\/span><\/li>\n<li><span>They could find a specific time for the outbound flight but can\u2019t find the inbound (at least they were not sure).<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-medium wp-image-2160\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers_redesigned-720x474.png\" alt=\"offers_redesigned\" width=\"720\" height=\"474\" srcset=\"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers_redesigned-720x474.png 720w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers_redesigned-768x505.png 768w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers_redesigned-1024x674.png 1024w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2016\/05\/offers_redesigned.png 1366w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><strong>Suggestions<\/strong><\/p>\n<ul>\n<li><span>With titles in the columns, \u00a0it was more understandable for the users what it is about.<\/span><\/li>\n<li><span>Display departure and destination in price options<\/span><\/li>\n<li>Instead of \u2018Additional price\u2019, offer separated prices for outbound and return flights.<\/li>\n<\/ul>\n<p>In our current projects, when we get results like this, we\u00a0try out more alternatives how to solve these. We iterate it more times and also set up analytics to measure the success.<\/p>\n<p>It was a useful experience for us and we hope that we helped others by sharing these results.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lots of people loves travelling around the world and nowadays we have great\u00a0opportunities to visit beautiful places. We can choose from many airlines if we want to get somewhere comfortably. Passengers decide based on price, travel time, destination and unique personal preferences. But there is a step that no one can avoid: you have to\u00a0book&hellip;<\/p>\n","protected":false},"author":53,"featured_media":6346,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[31],"tags":[],"table_tags":[],"coauthors":[119],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>We found 10 reasons why users are frustrated during booking flight tickets<\/title>\n<meta name=\"description\" content=\"Booking a flight ticket is a process that should be easy to go through, because if users get frustrated they might choose an alternative service.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uxstudioteam.com\/ux-blog\/found-10-reasons-users-frustrated-booking-flight-tickets\/\" \/>\n<meta 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