ROLE
Product Designer
Duration
8 hours
🔎 Context
RyanAir is an ultra-low-cost Irish airline founded in 1984. It operates across Europe and is known for its affordable travel options, particularly for budget-conscious users. While the airline excels in price competitiveness, its digital experience can sometimes fall behind user expectations.
⚠️ Problem
The current flight search flow on RyanAir’s website presents usability issues that confuse or delay users in finding suitable flights. These friction points not only risk frustrating customers but also increase the number of iterative searches, raising backend costs for the airline.
🎯 Objective
Improve the usability and clarity of RyanAir’s flight search flow, making it faster and more intuitive for users to find the right flight.
👥 Users
European travelers looking for the most affordable flights.
Students, professionals, and families willing to sacrifice comfort to explore multiple destinations on a low budget.
🔎 Research Insights
Before redesigning, I analyzed industry best practices and user behavior when planning a trip.
Key findings:
Most users already have a destination in mind.
We tend to remember cities more easily than airports.
Searches can generate costs for the company, so they must be efficient.
The flow should follow the natural order of trip planning.
🧩 UX Audit – Current Issues
💡 Proposed Solutions
Improved Form Structure
I organized the fields into three simple questions that reflect the user's thought process: Where? When? and How many?
All fields are visible from the start, and the promo code option is highlighted to prevent it from getting lost among the controls.
Flexible Destination Input
Allow users to search by city or airport, with supporting details like distance from city center.
Include a “Discover destinations” option for undecided travelers.
Multi-Destination Option
A new feature for adding multiple legs to a single trip.
Tailored for young or adventurous travelers who plan budget-friendly multi-stop journeys.
✅ Outcome
The redesigned flow puts users first by reducing confusion, aligning with natural travel planning behavior, and saving backend resources by preventing redundant searches. It also opens opportunities for RyanAir to enhance user satisfaction and build brand trust in a competitive market.
✍️ Reflection
This exercise reminded me that design isn't just about beautiful interfaces, but about enabling decisions and removing obstacles. Putting myself in the shoes of a low-cost traveler was key to creating a more human and strategic experience.
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