Flight booking form optimisation
To do that we start with user testing by asking them to simply fill the booking form, in order to identify the problem and the user's pain point with the existing form which were:
- Add-ons experience
- Notifications
- Tone of voice
- Sign-posting
Moving forward we decided to focus on the tone of voice which is the language used by e-Dreams to communicate to the users.
Based on the finding from the user testing, we conducted a survey using A/B testing, to validate our hypothesis we compared the existing tone of voice versus our suggestions that were based on benchmarking with the competitions and the findings from the user testing.
So, with the little time we had, it wasn't possible to rethink all the language used, for that reason we choose 10 different section that was the most difficult for users to understand during the initial user test.
We conducted 3 different surveys, comparing the original language with two others. The reasons we repeated this is so that our suggestion would score higher than 50% to make it a valid change and as much as possible make the language easy to understand.
