The Challenge
Create a customer journey map using affinity diagrams and interview notes to capture key steps in the flight booking process.
Objectives:
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Reflect user goals, behaviors, pain points, and emotions in the journey map
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Identify areas for improving the booking experience based on user insights
Process
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Analyzed affinity diagrams and interview notes to understand user perspectives
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Visualized key booking steps through a customer journey map
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Integrated user goals, habits, and emotions into the map design
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Identified opportunities to improve the process from feedback
Key Takeaways
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Consolidating research made it easier to map the customer journey and highlight areas for improvement
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User research revealed how app interactions influenced user actions and decisions at each journey stage
