Customer journey
Optimising the Mobile Booking Purchase Journey for HK Express
6
months of fieldwork
3
in-language communities
Weekly
design recommendations
The challenge
Smoothing the path to conversion in the travel sector
HK Express wanted to put their mobile booking process under a microscope, analysing each step of the purchase journey to ensure it was as smooth as possible across the UK, France, and Italy.
The goal was to illuminate both known and unknown pain points and make informed recommendations for future design changes and long-term optimisation.
Project context
- Industry Travel, airline
- Solution Customer journey research
- Markets UK, France, Italy
- Duration 6 months
- Methods Screen recording, longitudinal community, UX tool integration
The approach
A longitudinal UX analysis on our platform
We built three in-language communities on our platform to provide continuous, real-world feedback on iterative design builds over the course of six months.
User testing integration
We used a specialised UX tool alongside our platform to get a high-definition view of how travellers navigated the booking funnel.
Video evidence
We captured video recordings of live usage, allowing the development team to see exactly where users were hesitating or encountering errors.
Continuous feedback loops
Weekly reports allowed us to share the latest round of changes and their reception by customers in real time.
The result
Iterative design improvements
The research directly informed design decisions made by the development team. Each week brought new recommendations based on the latest build, meaning that by the end of the project the platform's design was considerably improved and far better aligned with the traveller's mindset.
Ready to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.