How might we improve Skyscanner's mobile app user interface to streamline the booking process?

Introduction

To improve Skyscanner's mobile app user interface and streamline the booking process, we need to take a comprehensive approach that considers user needs, pain points, and technological opportunities. I'll outline a strategy to enhance the app's usability, focusing on key user segments and their journey through the booking process.

Step 1

Clarifying Questions (5 mins)

• Looking at Skyscanner's position in the travel market, I'm thinking about the app's primary use cases. Could you help me understand the main scenarios in which users typically engage with the app? Are we primarily focusing on flight bookings, or do hotel and car rentals play a significant role as well?

Why it matters: Determines the scope of our UI improvements and which areas to prioritize. Expected answer: Flight bookings are the primary use case, with hotel and car rentals as secondary features. Impact on approach: Would focus on streamlining the flight booking process first, then consider how to integrate other services seamlessly.

• Considering the competitive landscape, I'm curious about Skyscanner's unique value proposition. What are the key differentiators that set Skyscanner apart from other travel booking apps like Kayak or Expedia?

Why it matters: Helps identify which features to emphasize and improve in the UI redesign. Expected answer: Skyscanner's strength lies in its comprehensive flight search capabilities and price comparison tools. Impact on approach: Would focus on enhancing the visibility and usability of these core features in the UI.

• Thinking about user behavior, I'm wondering about the typical user journey on the app. What percentage of users who start a search actually complete a booking through the app? And at what stages do we see the highest drop-off rates?

Why it matters: Identifies critical points in the user journey that need improvement. Expected answer: About 30% of searches lead to bookings, with highest drop-offs occurring during the flight selection and payment stages. Impact on approach: Would prioritize UI improvements in these high-friction areas to increase conversion rates.

• Considering Skyscanner's business model, I'm curious about the balance between user experience and monetization. Are there specific areas of the booking process where we need to be particularly mindful of partner relationships or revenue generation?

Why it matters: Ensures that UI improvements align with business goals and partner expectations. Expected answer: We need to maintain visibility for partner airlines and OTAs while providing a seamless user experience. Impact on approach: Would explore ways to improve the UI that enhance user experience without compromising partner visibility or revenue streams.