Optimising the Mobile Booking Purchase Journey for HK Express

months of fieldwork

in-language communities

Weekly

design recommendations

months of fieldwork

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.

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.