I conducted an in-depth usability analysis of five major competitors in the flight booking and travel aggregator market, including Aer Lingus, British Airways, Ryanair, Booking.com, and Trip.com, by observing structured usability testing sessions focused on the complete end-to-end booking experience.
To uncover user goals, behaviors, and critical pain points, I conducted primary research, which included a qualitative usability test with a target participant.
Opting for this approach allowed me to observe real-time friction points and deeply explore user behaviors, establishing a solid strategic foundation for all subsequent structure/layout decisions before moving into the design phase.