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The Challenge

Conduct a competitive analysis of flight booking processes.

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Objectives:

  • Identify key competitors

  • Gather insights on competitor offerings

  • Report opportunities and UX improvements

Process

  • Compared American airlines with competitors on revenue, safety, standing, and reviews

  • Documented experiences across three top airlines, from app download to booking

  • Compiled findings into a detailed analysis report

Key Takeaways

  • Examined industry practices, design patterns, and purchase flows; customer reviews revealed contradictions and biases

  • Identified the need for further user research and interviews, summarized in the report

  • Delivered a competitive benchmarking report outlining competitor strengths/weaknesses, airline research, and actionable UX improvements

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