Surveys

Two surveys were carried out to discover more about the goals, behaviours and context of users booking flights. The first survey contained mainly quantitative questions which clearly showed the top reasons for visiting airline sites, and the most important details users require to make a decision on which flight to book. This was undertaken early in the course, and although it returned clear indication of the main goals and important details, I felt afterwards that some of the questions were unnecessary, such as asking for respondants age, and only about four of the ten questions gave useful, usable insights.

So later on in the research process, I carried out a second survey with mainly qualititive questions. While the first survey had 60 responses, the second survey had just 20. Despite the lower number, the answers to the qualititve questions proved much more useful to the research, with great insights from more carefully worded questions and open answers. Insights from this survey became key in the research analysis and design.

I was lucky to still have the licence for a premium WordPress form builder with a survey add-on, so I was able to host the surveys within this site. As well as looking better, it meant I had access to great features such as conditional logic, which are not always included with the lower-priced and free tiers of third-party survey platforms, so I made good use of them. Check out the surveys below, and a pdf of the results. The answers informed many of the key decisions in the design, and many of the quotes appear in the affinity diagram and customer journey map.