Eurowings
Reducing friction in the booking journey
The challenge
More than half of Eurowings users booked flights on mobile, yet 45.25% dropped off before completing their booking.
My goal
My goal was to simplify the booking flow, reduce drop-off, and increase conversion by building trust along the flow. Through usability testing and heuristic evaluation, I uncovered friction points in seat selection, fare visibility, and checkout.
Research & Evaluation
I began with a heuristic evaluation using Nielsen’s principles, applying a severity rating to identify usability violations across the flow. Then, I ran user testing sessions with five participants who attempted to complete the booking journey on mobile.
After the sessions, I collected System Usability Scale (SUS) scores — the average result was 51.0, placing the experience between Poor and OK.
I compared the user testing data with the issues I had previously identified, which helped validate and prioritize the most critical friction points. This triangulation gave me a clear picture of where to focus the redesign.
Key Solutions
Highlighted the selected seat more clearly for better visibility and ease of confirmation
Improved passenger form layout with validation feedback
Gave fare cards more space and clear pricing breakdowns
Improved progress indicators for better user guidance
Added a collapsible order summary to checkout
Expected Impact
This redesign was aimed at:
Increasing user confidence in the booking process
Reducing bounce rate at checkout
Improving usability metrics (SUS score, completion time)
Reflections & Learnings
Conducting consistent and progressive research around what’s already online helped me stay alert to real user behavior patterns.
That awareness allowed me to identify recurring usability issues and iterate quickly on the areas causing the most friction.
Just 5 users in testing revealed patterns that strongly aligned with what I had previously flagged through heuristics and severity ratings.
Basing decisions on both qualitative and quantitative data gave me the clarity to prioritize effectively and focus on what truly impacted the experience.
Understanding the context of use — leading with context first — proved essential in identifying how users actually interacted with the flow.
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