CUSTOMER JOURNEY MAP FOR TRIP.

COM

Based on usability test examinig booking a flight, Miami to NYC last Eric Urbain | August 1, 2020
weekend of September 2020, 2 pax. Desktop.

Home Page Departure Flight Selection Return Flight Selection Summary / Passenger Info Payment / Confirmation

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Goals: Goals: Goals: Goals: Goals:
- Select departure and destination airports. - View flight options and filter to narrow down - View flight options and use filter to narrow - Review flights selectied. - Pay for flight
- Select outbound and return dates. choice of outbound flights including which down choice of inbound flights including which - Select seats. - Receive booking confirmation.
Behaviors: airlines preferred and time of day. airlines preferred and time of day. - Consider changes and add ons. Behaviors:
- Users used to metasearch (comparison) as - Select outbound flight. - Select inbound flight. - Understand amenities like wifi. - Users seek options for payment as well as
first place to look for flights but not always Behaviors: Behaviors: Behaviors: confirmation (reassurance).
used to booking. - Users not sure where to look- too much info - Users seek to have same options and info as - Users seek to validate selection and consider Context:
Context: displayed and toasts, pop ups distracting. outbound flight. details like seat selection, amenities, options - Desktop brower stores payment info and so
- Users booking while at home or office, using Context: Context: to upgrade, purchase add ons before user can quickly enter info and process
desktop version of Trip.com. - Natural preference is to fly to airport closest to - Return to same departure airport. purchasing. payment.
- Preference for closest airport. accomodation/destination. In case of NYC, 3 Pain Points: Context:
Pain Points: airports to choose from. - Filter from prior step not kept! Need to do - Travellers in the USA use Drivers License to
- Not localized: prompt asks which language Pain Points: again. travel by plane, not passports (70% travel is
preferred. - No seat selection option or info presented. - Notification re: flight details/issues for return- domestic).
- Airport drop down contains many irrelevant - Displaying airlines which were not selected! not consistent with outbound. Pain Points:
defaults outside of USA e.g. Sydney, - Alternative Dates displayed not clear/useful. - Pop up notification notifying Flexibooking is
Australia. - Customer service 'Chat' button too close to (Same issues as outbound) distracting and pointless as already stted in
- Too many links and calls to action like 'sign 'Select' button! flight info.
up' and 'download app'. - Toast notifcation asking whether to change - NO SEAT SELECTION!
flight selection view is confusing. - No upgrade or add ons e.g. bagage options.
- Too many options displayed even after - No flight amentiies e.g. wifi provided.
filtered. - Request Passport info, not Drivers License.
- Not clear what "recommended" means. - No option to hold booking 24 hours.