The first project I was assigned to in my journey to get my Professional Diploma in UX Design was a Competitive benchmark. The case study I chose throughout the course was the Airline industry. The final piece of work was to design a desktop and a mobile app for an imaginary Airline company that I called FlightLoom, narrowing my focus on the booking process.
Before we get into the nitty gritty of the first assignment, I would like to spend two words on the name.
Why did I choose FlightLoom?
Loom, according to the Merriam-Webster dictionary, is an intransitive verb that means “to come into sight in enlarged or distorted and indistinct form often as a result of atmospheric conditions“.
I thought this was very evocative as it reminds me of my childhood when there was a storm and, all of a sudden, I was amazed to see a plane coming into sight despite the adverse atmospheric conditions.
Why the Airline industry?
First, because I am very familiar with it. I worked for Retail inMotion for four years, a company that creates retail onboard software for crew members and back office users.
Second, because I would love travelling the world again, so this is my chance to escape at least with the mind.
Objectives & Tasks
*Worth noting: this was an opportunity for me to catch more insights for my designs!
My focus was to review 4 Airline websites and gather the following information through screenshots and notes:
- Things that worked well in the industry
- Things that could be improved
Here my Competitive Benchmark slide deck, available to download, with all my findings: