Online Survey UX02 Project 2 - Webflow
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UX02 Project 2 Online Survey
Flight booking websites
Dan Blackford
Objective
SURVEY
This document presents the data extrapolated from an
online survey, which asked users about their behaviours,
goals and context when last booking a flight on a website.
The purpose of the survey was to find out the user’s goals
and whether they were able to achieve those goals whilst
visiting their particular website.
Quantitative - attitudinal and qualitative data is captured
and will enable me to draw out valuable insights that will
influence the design phase.
QUANTITATIVE QUALITATIVE
QUOTES
QUANTITATIVE
Question 1
How old are you?
This optional survey comprised of 10 questions which took 34 respondents an average of 5 minutes to complete. I advertised the
survey on LinkedIn and sent it to peers, family and asked them to forward it on.
67.65%
11.76%
8.82%
5.88%
2.94%
2.94%
0.00%
0.00%
UND E R 18 18 - 2 4 2 5 - 34 35 - 44 45 - 5 4 55 - 64 65 - 74 75 OR OVER
68% of my demographic are between the ages of 25 and 34 years old.
INSIGHT: This knowledge will help guide the design style and cater towards this demographic.
QUALITATIVE
Question 2
Describe the last time you booked a flight online. Where were you? Who were you with? Did you book on behalf of others?
What was the purpose of the trip? (Please provide as much detail as you can).
“23/04/2019. Had been browsing
Context internet for a holiday, had googled top
holiday destinations for May/June, liked
5.00%
Greece, completed several searches,
10.00% and compared prices. Decided to book
with fiancé through Thomas Cook.”
“Flight booked in February
2020 on behalf of myself and 40.00%
two other family members. 12.50%
Purpose of the trip is to visit
family/attend weddings. I was
with my husband at the time
of booking.”
“I always book flights online. My
husband normally does it whilst I tell
him what to do. Trips to family overseas
normally. I do this at home on a laptop.”
32.50%
At home on laptop At friend/ family member's house on laptop
At home, on dekstop At home, on smartphone
In car on smartphone
Whilst 32.5% book flights on a laptop/desktop computer at a friend or family member’s house,
INSIGHT: 52.5% of respondents book flights in their own home on a laptop/desktop computer.
This paints a clear picture for context of use and a medium to focus on for this demographic.QUALITATIVE
Question 2 continued
Describe the last time you booked a flight online. Where were you? Who were you with? Did you book on behalf of others?
What was the purpose of the trip? (Please provide as much detail as you can).
“Flights booked on behalf of “I was at home alone, booking
Booked on behalf of: just for me to go to Brussels for
friends to fly them to Cyprus.”
a long weekend. Travelling alone
but meeting a friend there.”
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Myself only
Myself and others
Others only
Not specified
“...at a friends house booking for a group of six people
for a holiday in the sun.”
Whilst 59% of respondents make the final decision to book themselves,
INSIGHT: they tend to book for themselves and others (67.6%) more than just for themselves (20.6%).
The passenger details section is hereby critical, to enable one person to fill in the forms on behalf of others.QUALITATIVE
Question 3
What device were you using to book your last online flight?
“I always book flights online. My
“I was in the car and booking flights for husband normally does it whilst I
my parents, on my phone, for a surprise tell him what to do. Trips to family
birthday trip.” overseas normally. I do this at home
on a laptop.”
Other
Smartphone
Tablet
A desktop/ laptop computer
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Whilst we have already established the most popular medium for this demographic,
INSIGHT: it is important not to ignore the rising popularity of the smartphone. The medium should
be responsive and accommodate both where possible.QUALITATIVE
Question 4
When you last visited an airline app/website, were you able to complete your task?
5.88% Comments made if “No”
“Flight prices can look like a great offer, but then when
you have to tally up the additional fees, such as paying
for separate luggage handling, it becomes off putting. So
stepped away from the website to think about it rather
than booking it there and then.”
“I booked the flight no issue, but 2 things could have
been easier: A) scheduling to arrive at the same time
(though this wasn’t especially difficult); and B) since we
both took connecting flights, it would have been great to
see which airports we could both have connected in and
travelled together for part of the journey.”
94.12%
Yes No
As we learn more about respondents favourite airline websites and apps it will be important
INSIGHT: to note conventions and best practices in order to follow this overwhelming majority in task completion.QUANTITATIVE
Question 5
How far in advance do you usually book your flights?
Over 52% of respondents book 2 to 6 months before their flight date, and over 32% book 5 to 8 weeks ahead.
“Booked flight from home at short notice to go to relatives
funeral abroad. 24 hours later flew to Geneva Switzerland.”
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Same day as departure Less than a week before 1 to 4 weeks before 5 to 8 weeks before 2 to 6 months before More than 6 months before
Over 52% of respondents book 2 to 6 months before their flight date,
INSIGHT: and over 32% book between 5 and 8 weeks ahead. Based on the scenario responses this is
circumstantial, the majority of respondents book flights aim to find the best price by booking earlier.QUALITATIVE
Question 6
What is your favourite airline or aggregator app/website, and why?
“Have no favourite, I use airlines “EasyJet. Easy to amend days “Lastminute.com. I am familiar
of country we are visiting.” and see difference in flight with the features and like the
prices instantly.” filter options.”
“I usually book through this
“EasyJet. Cheapest for our flight
website (Skyscanner) as it allows
route and departs from the
me to specify times and dates
right airport for us. The website
that I want to fly, then compare “ITA Matrix. To find flights and allows you to scroll to previous
prices. These are important for gauge what the price should and next weeks in the calendar
me as the majority of the time be before I shop around on so you can compare prices of
I fly for work so need to make things like Expedia…” days of the weeks, and week
sure the price is acceptable for
themselves. Handy when the
the client and that my travel
date isn’t fixed, and you want to
doesn’t interrupt the rest of the
choose the cheapest flight.”
week’s work.”
“Aer Lingus – their website/app
is user friendly, easy to navigate “I do like to put preference “Google Flights. It enables you
and you can check the status towards BA flights as I collect to book trips with different
of your booking at all stages their air miles for personal use.” kinds of intent...”
before you pay.”
Here is a snapshot of the 34 responses. Most are price oriented and reference “filter options”
INSIGHT: searching by “different kinds of intent...”and good/ constant price status communication
“check the status of your booking at all stages before you pay.”QUALITATIVE
Question 7
When booking flights online, who makes the final decision of which flight to book? How is that decision made?
The decision maker “I make the final decision based on the time of the flight,
the departure and arrival airport locations and the costs.”
3.5 2
%
“Usually a group decision on the cheapest deal.”
Mys
elf and 1 ot
Me
59%
“Normally a consensus between myself and husband
he
r
on the following points: - cheapest, social flight times
(e.g. not nights or early starts) when this would cause
disruption to our child. Tend not to choose a flight on a
Sunday as we like a “recovery day” before starting working
week again so choosing mid-week is good. Will take a
Me Someone else/ Work Myself and 1 other (joint) Group 3+ Not specified
slightly more expensive flight to ensure the above points.”
While the decision is often made solely by themselves (59%) and sometimes with 1 other (23.5%),
INSIGHT: the factors controlling the decision are consistent (price, date, time, convenience).QUANTITATIVE
Question 8
How many times do you change options to find a flight that matches your criteria? Which options do you change? (Date, time,
location, destinations, other)
“3 to 4 times to see if I reach
“10 to 15 times, will revisit
a better price, factors I would
website multiple times also.”
change to achieve this are
date and time.”
2.9%
23.5%
14.7%
26.5%
29.5%
2.9%
“Usually once or twice. Once we’ve found a
destination then we’re usually settled on that. It’s
just finding the right date/time for the right price.”
Almost 60% of respondents would change their search criteria more than 5 times
INSIGHT: in order to find “the right date/time for the right price.” Which would explain why the favourite
websites and apps were often due to search filter and calendar options.QUALITATIVE
Question 8 continued
How many times do you change options to find a flight that matches your criteria? Which options do you change? (Date, time,
location, destinations, other)
“Keep changing until agreeable “I regularly “I change most options to really
flight times can be found and check if the maximise on the best deal. I will
at which airport and cheapest flight dates spend hours going through the
options available to suit criteria.” impact price…” different times and locations to find
a cheaper flight.”
“If I’m travelling alone, it’s almost always “I also have to go into Google “I like to make the decision based on
a compromise between price and time Maps and consider my journey maximising sociable hours spent at
(avoid early starts and late nights). If I’m time to the airport…knowing what the destination. I like to arrive at a
travelling with my 2 year-old, price is less time I’d need to leave my home destination during normal working
critical than time; and sitting together is to get there with ample time is a hours for that country, so that transport
arguably most important of all.” manual and essential process.” services and tourist information should
be open when I arrive.”
When changing their search criteria, most respondents would change time (30.9%) and date (29.09%)
INSIGHT: often in order to find the best price and most convenient fare. A majority frequently check and change
their search criteria periodically with the goal of finding a better deal.QUALITATIVE
Question 9
When booking a flight online, which are the most important pieces of information you need to know?
“Depends on distance of travel.” “What type of plane.” “Decision made on the time of
flight, then cost and then type of
plane…I hate turbo props.”
Not important Not atNot
all important Don't
important
Not atknow Somewhat
all important Not atDon't
allimportant
important
know Very
Don't
important
Somewhat know Somewhat
important Veryimportant
important Very important
Cabin class Cabin class 30.3%
Cabin class 51.5% 6% 6%
Luggage allowance Luggage allowance Luggage allowance
3% 27.3% 60.6% 9.1%
Seat reservation Seat reservation Seat reservation
31.25% 28.1% 31.25% 3%
Departure/ Destination Airports Departure/
Departure/ Destination AirportsDestination Airports 45% 45%
Date/time Date/time Date/time 31.2% 68.8%
Price Price Price 18.8% 81.2%
-1 -1 -0.5 -1 -0.5 0 -0.5 0 0.5 0 0.5 1 0.5 1 1.5 1 1.5 1.5
More than 80% of respondents do not consider Cabin Class to be important,
INSIGHT: with 100% focusing their efforts toward best date, time and price. This is a good indicator of
what this demographic expect to see as well as priority of information.QUALITATIVE
Question 10
What is your least favourite aspect about booking a flight online?
“Optional extras. Often, after “Trying to figure out which of
being quoted a price you have the options presented are the
to go through 10 minutes of cheapest. The small print is
pain before actually being often confusing when talking
able to book the flight.” about additional costs.”
ati on
“If you look at a flight and date
ommunic
“All the extra add [ons] they and price then leave it for a
try and sell before you get to day or two, when you next go
book and pay.” back to it, the price has gone
up and it says there’s only a
few seats left. Why does this
ce C
happen? Ridiculous.”
“No I don’t want [speedy
Pri
boarding], no I don’t want
%
priority, no I don’t want to “When they split up the prices
44
choose my seat…All I want is of outbound/return trips. I
my f*cking boarding pass!” 23
.5% want to see the total price
Ext consistently throughout my
ras whole price experience.”
Price communication Extras/ Add ons Length of booking process Finding a suitable flight time
Obtaining passenger info Computer confidence Understanding my booking Don't know
67.5% of respondents raised ‘Price Communication’ and ‘Extras’ as their least favourite
INSIGHT: aspect about booking a flight online. Consistent total price clarity throughout the process alongside
a quick way to skip the extras if preferred is the key to improving on these instances.Insights Overview
68% of my demographic are 52.5% book flights whilst Whilst 59% of respondents 52% book their flights
between the ages of 25 and at home on their laptop or make the final decision between 2 and 6 months
34 years old. desktop computer. to book themselves, in advance.
they tend to book for
themselves and others
(67.6%) more than just for
32.5% book flights on a
themselves (20.6%).
laptop or desktop at a friend
or family member’s house.
Almost 60% of
% of respondents would
More than 80 Almost 70%
do not change their search of
respondents respondents
raised ‘Price
in class to criteria more than 5 times
consider cab Communica
with 100% in order to find “the right tion’ and
be important, ‘Extras’ as th
efforts date/time for the eir least
focusing their favourite asp
ect about
ate, time right price.”
toward best d booking a fl
ight online.
and price.
s
Whic y m o s t answer
the m h is why ins w h
This expla price oriented an
d
search ost chang
cr ed to Q6 are er option
s”
time ( iteria types refere n c e “ fi lt s
30.9% are y “ d if fe rent kind
) and gb tant
(29.09 d a te searchin d g o od/ cons
%) ...” a n ation
of intent s c o mmunic
t a t u king
price s
t a t u s o f your boo
es pay.”
“check th e s b e fore you
a g
at all stQUALITATIVE
Interesting Quotes
FARE TYPE FARE RESULTS
“The various types of ticket “I also wish I could pick a flight
type (A, B, C, D…???) is based on time and easily see
confusing and understanding all flights grouped or sorted by
the difference isn’t always take off time to make it easier
clear. I’d rather pick the to find the right flight. A long,
features I want of a ticket up long list is always presented
front rather than having to when there’s probably only two
sift through results of tickets I or three actually viable flights
ultimately won’t pick from.” based on my preference.”QUALITATIVE
Interesting Quotes
PRICE TRACKING LOCATION
“I usually try a range of options “Am restricted to who flies
and track flights for a while, from Manchester to where I’m
unless there is an especially flying. Destination, flight times
good deal.” and prices are top of the list.”
“We change the options to “We had decided on the
meet our budget. If there is destination, so we were
somewhere we particularly looking to find best value
want to go, we will look up the flights for the days we were
weather and a good season to able to travel…”
visit. We might look on a couple
of different devices/websites to
see if the price stays the same,
but generally, when we want to
book, we will look it up on and
off for anywhere between 1 day
to 1 week first.”QUALITATIVE
Interesting Quotes
COMMUNICATION INSPIRATION
“I booked a flight to Rome back in February. I “I was at home in the UK, booking a flight during
booked for myself, travelling from Italy. I didn’t a January Sale period. We were looking for UK or
book for my Dad’s flight from the UK, but we Europe flights to cover a long weekend romantic
tried to synchronise, so we’d arrive and depart at city break for spring/ summertime.”
the same time.”
“I was at home alone, booking just for me to go to “I like to find out about local amenities soon – so
Brussels for a long weekend. Travelling alone but you can maximise opportunity for adventure.”
meeting a friend there.”
“23/04/2019. Had been browsing internet for a
holiday, had googled top holiday destinations
for May/June, liked Greece, completed several
searches, and compared prices. Decided to book
with fiancé through Thomas Cook.”Flight booking websites
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