UX/UI Design

Lufthansa FlightPass

Background

With Lufthansa FlightPass, customers can purchase multiple flight tickets at once at a discounted price and then use them to book eligible flights to select destinations later. All flights booked with the FlightPass will always have the same price. The goal of the product was to test if buying several flight tickets at once would be adopted by users and offer a new revenue model for ticket sales to Lufthansa revenue managers.

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Purchasing a FlightPass

To understand the offer at a glance, users needed contextual information about specifics like advanced booking period or minimum stay. I included additional information within a tooltip and used iconography and a tabular layout to highlight the specific product differences. Color coding the offers (higher tier=blue; lower tier=yellow) gave users additional guidance.

To ensure that even the complex table would be accessible on all devices, we made it completely responsive and included a sticky header to keep the user informed which information belongs to which FlightPass

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Buying multiple flight tickets in one pass was a novel experience for our users. Therefore the configurator was designed to guide the user through the process step by step. Checkmarks and dynamic accordion headings show the users progress. Every selection category also offers explanatory links to help users understand unfamiliar terms.

Booking a Flight

Collapsing all other options and adding a checkmark to the selected flight serves as system feedback for the flight selection instead of the shopping cart. Reducing the need for the shopping card to only at the end of the flight selection and during the seat selection process.

The Lufthansa UI Kit lacked an up to date seat map, therefore I also redesigned the UI and navigation pattern for the seat selection.

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Process

My Role & Team Setup

I was the only UX/UI designer on the project. I worked with a core team of 3 developers, one Product Manager and me as the designer. Lufthansa Group revenue management defined product specifications on pricing and purchasing conditions.

Understanding the Problem Space

My task was to design a product for selling multiple flight tickets in advance. First, I formulated a business question from which I derived user questions. I then developed a hypothesis to focus our efforts on testing if the product would be desirable for users and viable for the business.

Focusing Research Efforts

Because of the limited time we had for building the product, I focused our research efforts primarily on the FlightPass purchasing process. It was the most relevant for validating our hypothesis, and for the Flight booking process, we had existing research we could leverage.

Designing the FlightPass purchase process

I started by mapping out the user flow based on the assumption that users would want to be guided through the process step by step.

I used the Lufthansa Design Kit to quickly put together a rough prototype, that already felt like a real website, so we could start with the user testing as quickly as possible.

Testing

Even though we used icons to visualise the difference between the two FlightPasses, users still had a hard time identifying the difference between them. Users also felt that they lacked sufficient information to decide between the product.

The testing prompted us to change the beginning of the user flow. I removed the options for users to choose between the FlightPass options directly on the landing page. I added a tabular view as a separate step for deciding between the FlightPasses that would give the users all the product specifics before making their choice.

Measuring Success

I worked with our Product Manager and stakeholders to define the success metrics that would validate our hypothesis. We defined a specific threshold for the number of tickets sold and total revenue generated and defined a validated hypothesis as reaching the threshold for both metrics within nine months.

When defining the metrics we also worked closely with our data analysts to adjust metrics appropriately to the reduced flight capacity and demand during corona.

Key Learnings

Confronting users to choose between two products with a relatively high price without giving them sufficient information upfront prevents them from choosing at all.

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Especially within a short time frame, trade offs are essential. While the tabular view adds more complexity it better enables the user to decide. However for further development it is worth investigating if the complex tabular view can be simplified.

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