Customer journey
Optimising the mobile booking purchase journey for HK Express
Smoothing the path to conversion in the travel sector. Six months of continuous, real-world feedback across three markets, feeding weekly design recommendations.
6
months of fieldwork
3
in-language communities
Weekly
design recommendations
The challenge
A booking funnel that needed a closer look
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. They needed something more granular than analytics data alone, and more continuous than a one-off usability test.
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 across three markets
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 detailed view of how travellers navigated the booking funnel, capturing hesitation, errors, and decision moments in real time.
Video evidence
We captured video recordings of live usage, allowing the development team to see exactly where users were hesitating or encountering errors, with verbal commentary explaining the reasoning behind each decision.
Continuous feedback loops
Weekly reports allowed us to share the latest round of changes and their reception by customers in real time, meaning each week brought new recommendations based on the most recent build.
In-language communities
Three separate communities, each moderated in the local language, ensured that cultural and linguistic nuance in the booking experience was captured and fed back accurately to the design team.
The result
Iterative design improvements, week by week
The research directly informed design decisions made by the development team across the entire six-month programme.
Platform aligned with traveller mindset
By the end of the programme, the booking platform's design was considerably improved and far better aligned with the actual mental model of the traveller navigating the funnel.
Weekly recommendations delivered
Each week brought a fresh round of recommendations based on the latest build, giving the development team a continuous stream of evidence-backed direction.
Pain points made visible
Video recordings of real sessions allowed the team to see, rather than infer, where users hesitated, where they abandoned steps, and what drove those decisions.
What the team said
"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."
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