Customer Journey map
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Observations:
I completed 3 User Tests with the same scenario. Scenario : Book flights and accommodation to Krakow for 4 nights in April.
Observing this scenario brought up common issues such as :
- Poor visibility of the UI on the homepage.
- Lack of consistency with UI features for dates.
- Poor visibility of system status.User's did not like the site flow as it was not linear.
- User's did not know when they would complete the process.
- Important information was not communicated to the user efficiently or clearly.
- Edge cases were given the same importance as main user goals.
- Users did not like using a Travel agency website for booking both Flights and accommodation.
- Users were frustrated by a lack of price breakdown.
The user's also had some positive feedback on the site.
- Users appreciated when the system status was visible and they felt they got appropriate feedback.
- Most users felt that prompts at the form input stage were a helpful error prevention method.
Key Learnings:
- A site needs to be intuitive, and have established conventions.
- The onboarding process should be self-explanatory.
- There edge cases should not be as visible as the main user goals and the navigation structure should reflect that.
- The flow of the site should be linear and have a clear end in sight.
- The mapping and navigation structure should reflect the order of importance.
Learning Outcomes:
- I found it was important to check in with the user as much as possible to see how they were thinking and feeling.
- The more I could get the user to speak during the usability test the more beneficial it was, the more user lead the test felt and the better the learning outcomes would be.
- I found by asking open ended questions like what their impression was, how they feel and what their thoughts are, I could avoid influencing the users opinion.
- It was important to encourage the user to speak about all their opinions throughout the process, as I found some users were unsure if some of their opinions were of value to test.
