Project 1: FlightLoom Competitive Benchmark

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:

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