Project 2: FlightLoom Online survey

The second task I was assigned to for my UX project was to design an online survey for FlightLoom (my fictitious Airline company) and send it to family and friends to get quantitative data to inform my future designs.


  • Learn more about people’s goals
  • Learn how to create an online survey
  • Use the materials to build my portfolio


  • Choose an online survey tool (I chose SurveyMonkey)
  • Create an online survey
  • Distribute the survey

More about the process

In order to get the best out of the exercise, I decided to follow UX best practices:

  • Alternate structured and unstructured questions
  • Ask no more than 10 questions
  • Email 10/15 people to get a reasonable amount of quantitative data
  • Keep all questions on one page
  • Don’t ask redundant questions
  • Only ask useful questions
  • Ask the the three golden questions:
    • Why did you visit our website, our app, our product? (Open ended question)
      • What you learn from this question is people’s goals.
    • Were you able to complete your task?
      • What you learn from this question is “Are our people able to what they want to do with our product?
    • What would you change about our website? What improvements would you make?
      • What you learn about this question is what people would like to do, the features they would like to see, problems that they are having”.

The Survey

Here the Online survey. If you would like to take it and give me some feedback, it would be great, thanks!

Here the PDF available to download.

Survey’s findings

The first question’s aim was to understand if Covid had an impact on people’s travel habits and, as expected, it did, because 50% of the participants replied that the last time they visited an airline website or app was within 2 years.

The second question was an open one to understand people’s goal and motivations. The majority replied that the reason why they visited an airline website/app was to check flights and plan their trips but what was surprising was that three people misunderstood the question, they read “which” platform you visited (app or website) instead of “why”.

In fact, their responses were app/website.

This was an optimal learning experience because very often people are skimming very quickly online text therefore your choice of words matters a lot. A better question might have been “Why did you visit it?” More direct and intuitive.

Question n° 3 revealed what type of tasks people where trying to accomplish. 70% replied “check prices“, 50% “check dates and times” meaning that the main drivers to visit these websites/apps are initially to do a general check before booking a flight.

Question n° 4 was a binary question: “Were you able to complete your tasks?“. 80% replied yes and 20% no. Normally, I would have added another comment box to understand “Why not? What were your impediments?” but the free version of SurveyMonkey did not allow it.

Understanding why people couldn’t complete their tasks would have been key to uncover their pain points and build a better User Experience. This is something I will investigate further with Usability Testing.

This feedback was quite interesting and it probably requires further analysis. People answered 15-30 minutes. A follow up question might have been 15-30 minutes to complete your booking or just to check prices and dates/times? Surely, something that can be explored during customer interviews.

Here I wanted to check if people are completing their booking in one go or not. Clearly, booking a flight is not linear process, people come back to the website/app between 2 and 4 times before finalising the booking.

This feedback was appealing. 50% of the participants decided to use the comment box to state with which frequency they check their flights.

Some of the responses were:

  • only in case of changes
  • every time I receive a notification
  • only that time

This means that the checking process is very subjective and might vary a lot depending on people’s attitudes and routines.

Surprisingly, people’s priority when visiting these websites/apps is dates and times and not prices. Maybe the sample size was too little but it’s surely an interesting choice.

The last question was an open ended one and maybe one of the most resourceful: “What would you improve about your experience?“.

Some of the responses were:

  • Speed
  • Minimalism
  • Fewer sales and offers
  • More control
  • Removal of the site’s automatic logout

I have to say that this was the most valuable feedback because it gives a sense of what people are looking for when visiting airline websites/apps: loading speed, a software with “no frills” (something that does fewer tasks but greatly well), and overall more control over the entire experience.

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