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/01Design systems
/02Mobile apps
/03Enterprise and SAAS apps
/04Legacy platform re-design
/05Corporate websites
/06Design thinking and CX mapping

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Business Enquiries:
eshani@spinachexperience.design
Career Enquiries:
fedora@spinachexperience.design
Location:
7th floor, Corporate Park ||,
Sion-Trombay Road, Chembur,
Mumbai- 400071.
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How UX design helped India's leading budget airline take off.

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/ Brand
Spicejet, a mass popular favorite and India's leading budget airline
/ Brief
We were engaged, via Xebia Technologies, to refresh the booking experience for Spicejet Airlines.
A reasonably popular brand that was suffering the consequences of low ticketing conversions through their website due to a poorly designed interface with low affordance value and difficult click-throughs. The loss of direct sales through the website called for an urgent need to revamp the primary customer ticket booking experience.
/ Role
  • CX Research and Strategy
  • User Experience Design
/ Service
Mobile apps
Legacy platform redesign
/ Project Duration
6 months
Process and Execution
/01
Immersion & UX research
Identifying gaps through user research
  • We used a combination of ethnographic and UX methodologies to derive the core problem statement. Our UX research tool kit included user interviews, heuristic audits, eye-tracking and observational studies. To start with, we isolated core issues and prioritized them per user impact and business conversion. To drive the MVP we finalized a primary user journey and key secondary micro journeys that would immediately address pain points in the main user flow.
  • Our findings: Heuristic evaluation of the interaction design unraveled some painful truths. Not only was the booking experience too lengthy but the simple act of finding a call-to-action was also tedious. Thus, booking a ticket via the website was both frustrating and disadvantageous for business.
Immersion & UX Research
Process Center
/02
Legacy solution challenge.
The base code for an airline is an intricate maze of APIs and it would take up to a year if we took an IT-agnostic approach - an unaffordable luxury. The challenge was to maximize value for users and business, with minimum tech-related changes. To ensure agile design development, a usability test was proposed to be conducted every fortnight. The timeline? A tight 20 weeks to deliver.
/03
Experience design
  • Immersive heuristic audits
  • Our research process comprehensively tracked each component of the experience. Using deep heuristic audits, we deduced critical weak points that were heavily affecting the e-commerce flow of the booking experience
  • Tech-friendly design process
  • Based on the findings of the research process we aligned a methodical approach to the re-design, ensuring technical feasibility at all steps. The re-design exercise was validated with tech teams and customers after every 2-week sprint
  • Customer-centric iterations
  • The user-testing sessions were goal-based to ensure that all critical weak points were converted into customer-centric experiences. Vital touch points that assisted up-sell and cross-sell were user tested over 8 weeks to provide full transparency and ease of use for a seamless transaction.
  • Mobile first experiences
  • All the web experiences had unique adaptive designs applied to the mobile journeys. Each component was tested for mobile-first agility and responsiveness to ensure the web and mobile experiences were synergistic yet unique for a device-specific experience.
  • New design system adoption
  • We introduced a new revamped look for Spicejet along with new typography and a type face application that allowed for enhanced readability on mobile, thus elevating the experience to world-class standards.
  • Scalable outcomes
  • Our new design system work for the main booking journey led to a scaled-up application of the style guide to all major airline-customer interactions like web check-in, booking management, reward points and payments.
/04
Application and Implementation of scale.
The final booking flow was tested rigorously with about 100 users against time-to-transaction and ease of navigation parameters. Great teamwork and brainstorming with our client enabled us to create mobile first interfaces that catered to the unique mobile-ticketing psyche. Over a period of one year, we changed almost 50% of the airline's website experience.
Experience Design
Process and Execution

Identifying gaps through user research
  • We used a combination of ethnographic and UX methodologies to derive the core problem statement. Our UX research tool kit included user interviews, heuristic audits, eye-tracking and observational studies. To start with, we isolated core issues and prioritized them per user impact and business conversion. To drive the MVP we finalized a primary user journey and key secondary micro journeys that would immediately address pain points in the main user flow.
  • Our findings: Heuristic evaluation of the interaction design unraveled some painful truths. Not only was the booking experience too lengthy but the simple act of finding a call-to-action was also tedious. Thus, booking a ticket via the website was both frustrating and disadvantageous for business.
Immersion & UX Research

The base code for an airline is an intricate maze of APIs and it would take up to a year if we took an IT-agnostic approach - an unaffordable luxury. The challenge was to maximize value for users and business, with minimum tech-related changes. To ensure agile design development, a usability test was proposed to be conducted every fortnight. The timeline? A tight 20 weeks to deliver.

  • Immersive heuristic audits
  • Our research process comprehensively tracked each component of the experience. Using deep heuristic audits, we deduced critical weak points that were heavily affecting the e-commerce flow of the booking experience
  • Tech-friendly design process
  • Based on the findings of the research process we aligned a methodical approach to the re-design, ensuring technical feasibility at all steps. The re-design exercise was validated with tech teams and customers after every 2-week sprint
  • Customer-centric iterations
  • The user-testing sessions were goal-based to ensure that all critical weak points were converted into customer-centric experiences. Vital touch points that assisted up-sell and cross-sell were user tested over 8 weeks to provide full transparency and ease of use for a seamless transaction.
  • Mobile first experiences
  • All the web experiences had unique adaptive designs applied to the mobile journeys. Each component was tested for mobile-first agility and responsiveness to ensure the web and mobile experiences were synergistic yet unique for a device-specific experience.
  • New design system adoption
  • We introduced a new revamped look for Spicejet along with new typography and a type face application that allowed for enhanced readability on mobile, thus elevating the experience to world-class standards.
  • Scalable outcomes
  • Our new design system work for the main booking journey led to a scaled-up application of the style guide to all major airline-customer interactions like web check-in, booking management, reward points and payments.

The final booking flow was tested rigorously with about 100 users against time-to-transaction and ease of navigation parameters. Great teamwork and brainstorming with our client enabled us to create mobile first interfaces that catered to the unique mobile-ticketing psyche. Over a period of one year, we changed almost 50% of the airline's website experience.

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