After collecting valuable insights during the research phase, I started organizing and making sense of everything I learned.

This stage was about turning all the information into something actionable — finding patterns, identifying real user needs, and defining clear opportunities for design improvement.

Using an Affinity Diagram and a Customer Journey Map, I transformed the data into a clear direction for create a ****booking experience.

Affinity Diagram

Objective:

To make sense of all the insights gathered from research and testing, I created an Affinity Diagram that helped organize key findings from the online survey, competitive benchmarking, and usability testing.

This process allowed me to identify patterns, common frustrations, and opportunities to improve the overall flight booking experience.

The diagram grouped similar insights into clear themes, helping define which areas needed the most

Process:

I used Miro to cluster notes from user interviews and usability tests.

As I grouped them, clear themes began to emerge, and the diagram shows:

• Visual clutter and design distractions that affect user focus on booking tasks
• Pain points around unclear pricing, upselling pressure, and confusing calendar interactions
• Positive feedback on fast booking flows and pre-filled information that make the process feel smoother
• Opportunities to improve transparency, accessibility, and confidence during checkout

Data sources:

• 34 responses from an online user survey
• 3 usability testing participants (Aer Lingus, Eurowings, Ryanair, and EasyJet)
• Notes and observations collected during test sessions

Outcome