The User Testing
We carried out unmoderated interviews with users based on our chosen demographic (50+). Questions were prepared in conjunction with the lead UX designer, focusing in particular on user priorities and key engagement aspects. Interviewees were invited to participate after selection from Flight Centre’s customer database. Participants were rewarded for taking part by receiving discount vouchers on Flight Centre products. During hour-long conversations by phone/video call conducted by the Lead UX designer and myself, interviewees were asked how they felt about the product card and the product detail for both Journeys and Escapes. I recorded their answers, in particular highlighting whether the existing page fulfilled each user’s overall needs.
Main Insights from Escapes
• Users wished to see more information about destinations.
• Insufficient photos of hotels.
• Hotel locations were unclear.
• Flight information was insufficient.
Main Insights from Journeys
• Users were generally pleased about the map and all the destinations as a guide point.
• The existing itinerary was uninspiring and had insufficient information to convince users to enquire further.
Opportunities
• Add more content to the website in order to encourage users to engage with a more detailed itinerary.
• Add an image gallery with extra content about hotel facilities.
• Add a section / link explaining Journeys and Escapes in detail.
• Accentuating the experience instead of focusing on price and practicalities.
• Enhancing user confidence by increasing review numbers using a Trustpilot slideshow.
