Korean Air App

WHAT IS IT
‍Korean Air is the largest airline in South Korea based on fleet size, international destinations and international flights. Korean Air app allows users to book flights, check in online,  and view boarding pass in one place. I redesigned this application to make a better booking and checking experience.

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Type
UX Case Study, UX Redesign
Timeline
‍Sep 2020 – Dec 2020
Tool
‍Adobe XD, Illustrator
Role
User Research, UI & UX Design, WireframiNg, Prototyping
INTRO
WHY I REDESIGNED IT


‍I use Korean Air Airline a lot. I like their service and cancellation policy. But I always use the website instead of the application. Because the application is not intuitive at all. So I assumed that if main audiences are similar to me, Korean Air would be able to make their customers more satisfied by providing better user experience for them.

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USER RESEARCH
SUMMARY


‍To put myself in Korean Air customers’ shoes, I obtained research of the target audience. Based on Korean Air white paper’s research & other reports, we found out 87% of the users choose the flights base on the price, and 79% of the users prefer to use the website instead of the app. But why? I analyzed the reviews on Google Play and Apple Store and found out the user’s pain points and needs.

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USER RESEARCH
USER OVERVIEW
General Demographics — Top users
• Male > Female
• 25 ~ 44 more than other ages
• International passenger > Domestic passenger
• Less than 100k / year & more than 200k / year
USER RESEARCH
USER REVIEWS
USER RESEARCH
USER INTERVIEW


‍To verify the concerns and needs of the Korean Air target audience, I contacted some audience members willing to share details of their experience. Conducting the interviews on Zoom for about 10 to 15 minutes, I listened to their stories and guided the discussion to focus on what I can do to improve their experience with Korean Air application.

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INTERVIEWEES
INTERVIE RESULT
DESIGN PROCESS
PROBLEM DEFINITION


‍Korean Air customers like to use the website instead of the application because the application is hard  to understand. Unorganized homepage and heavy texts make the application is not user-friendly.  My task is make it simple and intuitive for users.  I made three design goals to guide my design process.
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DESIGN PROCESS
REDESIGN GOAL
01 ORGANIZING THE MAIN PAGE AND ADDING NAVIGATION
Problem
Users will get lost at the unorganized main page. There is no navigation to tell users where they at.
Problem-solving
Users can easily understand where to start by tapping on the navigation icons.
02 IMPROVE THE PAGES WITH EASIER ACCESSIBILITY
Problem
Heavy reading will make the booking and checking process complicated and time-consuming.
Problem-solving
Less required information makes the app more efficient and friendly.
DESIGN PROCESS
REDESIGN GOAL
03 IMPROVE THE VISUAL DESIGN WITH FEWER BOXES AND LINES
Problem
There is no hierarchy in the whole page. It’s hard to read the texts in lines and boxes.
Problem-solving
Emphasize important information users are more aware of what they are doing.
DESIGN PROCESS
PERSONA


‍Before I started sketching out the ideas and solutions, I created two personas to help me keep users’ needs and frustrations in mind.
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DESIGN PROCESS
USER FLOW & WIREFRAME


‍Based on the user story, I created three user flows with three tasks: check in online and get the boarding pass, book a flight from Seoul to Busan on August 30th, share the up-coming trip on Facebook.

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TASK01 Check in online and get the boarding pass
TASK02 Book a flight from Seoul to Busan on August 30th
TASK03 Share the up-coming trip on Facebook
DESIGN PROCESS
MID - FIDELITY WIREFRAME
DESIGN PROCESS
A/B TESTING


‍Using high- fidelity wireframes, a user test was conducted to see if the main tasks are working well. Through this process,I improved booking exprience by providing  intuitive pages.

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DESIGN PROCESS
FINAL DESIGN
DESIGN PROCESS
COMPARISON
HOMEPAGE
01 Added a navigation bar
02 Added center buttons
03 Keep the membership commercials at the bottom
BOOKING PAGE
01 Removed the heavy texts
02 Changed lines into texts boxes
03 Simplified the layout
SEARCH / CHECK-IN PAGE
01 Reduced required information
02 Added a navigation at the bottom