Skyscanner UX Research
Memorisely Bootcamp
April - June 2025
Research Objectives
• Understand how users behave when booking flights via Skyscanner
• Explore user needs in early-stage browsing and booking trust
• Identify pain points around pricing, redirects and device experience
• Recommend actionable UX improvements
Primary Research
• Qualitative Data – Interviews: 9 participants
• Quantitative Data – Survey + Useberry: 7 responses + 9 Responses
• Reddit Post: Mix of qualitative & quantitative insights
Secondary Research
• Skyscanner Brand Audit
• Market Research: Trends and best practices
• Competitor Analysis: Expedia.com, Tripadvisor.com
Primary Research
To better understand traveler needs, I created a survey to collect quantitative data that could complement my secondary research. In addition, I posted on relevant travel-focused communities such as the Skyscanner subreddit, asking users about their experiences with flight booking, trust in platforms, and flexibility when making travel decisions.
To go deeper, I also conducted user interviews with frequent Skyscanner users who had booked at least one flight in the past six months, gathering both quantitative insights and rich qualitative stories about their booking journeys.
Secondary Research
I conducted a brand audit of Skyscanner to better understand its mission, values, and positioning within the travel industry. To strengthen this foundation, I carried out market research on the broader flight booking landscape, identifying key trends, challenges, and evolving traveler expectations.
I then performed an in-depth competitor analysis to uncover common design patterns and features across leading travel platforms, which helped highlight opportunities for Skyscanner to stand out in terms of trust, flexibility, and usability.
Taking the raw data from the survey, travel community discussions, and user interviews, I organized the findings into an affinity map, clustering feedback based on common themes.
Identifying these recurring patterns allowed me to create a research report that outlined the most important insights into the flight booking experience. From this analysis, I summarized the key findings around trust, flexibility, and usability.
Key Insights
43%
of users completed a booking on Skyscanner
This shows that more than half were only browsing, indicating a potential gap between exploration and conversion.
71%
of users preferred desktop over mobile for browsing flights
Most users favor desktop for travel planning, likely due to better feature access or ease of comparison.
100%
of interviewees expressed concerns about unclear pricing or redirection trust
All in-depth interview participants shared frustrations related to transparency, pricing, and unfamiliar third-party sites.
Trust & Transparency
“Price changed when I clicked through — that was frustrating.”
Exploration & Flexibility
“Now I need to open different tabs all the time and go back and forth.”
Data Analysis
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Price & Fee Clarity
Users are surprised by price increases and hidden fees.Redirect Confidence
Redirects to unfamiliar or outdated sites reduce trust. -
Flexibility
Users love tools like “Anywhere” and calendar view for price-based discovery.
Browsing & Comparison Habits
Users want easier ways to compare flights without opening multiple tabs. -
Inconsistent Experiences
Mobile apps lack filters like “nearby airports” seen on desktop.
Top Pain Points
Lack of Price Transparency
Users don’t see the true final price until redirected — breaks trust
Low Trust in Third-Party Sites
Unfamiliar third-party booking sites feel unsafe
No Easy Way to Compare Flights
No side-by-side comparison or bookmarking feature
Inconsistent Experience Across Devices
Mobile experience is missing key filters available on desktop
Laura Sánchez, 32
Digital Marketing Manager
Barcelona
• Travels often, budget-conscious, values time and clarity
• Primary frustrations: unclear pricing, redirection, and manual comparisons
• Motivated by flexible tools and deal discovery
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“This should be easier to compare.”
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“What if I choose the wrong flight?”
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Open tabs, switches devices and compare options
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Excited > Confused > Anxious > Relieved
Recommendations
01
Add price tracking and alert features for flexible planners.
02
Improve consistency between mobile and desktop filters
03
Include trust indicators for third-party partners (user reviews, ratings
04
Display all-in final pricing upfront (no surprises on redirect)
05
Add “compare” or “bookmark” feature to reduce tab overload
Somniosa App
Master Studies
L’Idem Barcelona, 2023-2024
The Challlenge
Our challenge is to create an app called Somniosa for space hotels. Somniosa, which comes from the Latin word 'somnus' meaning 'sleep,' is designed specifically for space travelers. It offers a smooth and luxurious experience for those staying in orbit.
Objective + Goals
The objective of Somniosa is to provide users with a seamless and hassle-free experience in booking a space room with just a few clicks, while offering personalized services that set it apart from other platforms.
Product User
The product user for Somniosa is likely to be relatively niche due to the exclusive and high-end nature of the product.
/ Frequent Travelers
/ Adventure Seekers
/ Space Enthusiasts
/ Honeymooners and Couples
/ Business Executives and VIPs
/ Celebrities and Influencers
The Process
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/ Identifying main needs
/ Research on Preferences
The initial step in my process is to meticulously grasp the requirements and objectives of the project.
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/ Low and High Wireframs
The second step, I begin by outlining what needs to be produced, often starting with rough sketches or prototypes. These early visuals help to visualize the project's features and functions, allowing for easier communication and refinement as the project progresses.
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/ Product Brand
/ Conceptualising
/ Prototyping Final Ui
In the third step, I focus on designing the user interface and experience. This involves translating the outlined requirements and prototypes into polished visual designs.
User Stories
Search & Book Experience
/ As a user I want to be able to search and view the available luxury accommodations in space through the Somniosa app
/ As I user I want to be able to filter accommodations to stay based on criteria such as location, amenities, and price
/ As a user I want to receive indications & rules I need to follow before going
/ As a user I want to receive confirmation and details of the reservation
My Account Management
/ As a user, I want to save my payment information securely on the app for quicker bookings in the future
/ As a user, I want to receive notifications about exclusive deals and promotions so that I can take advantage of special offers
Managing Reservations Experience
/ As a user, I want to share my booking details with friends or family members easily, allowing them to join me on my space journey
/ As a user, I want to easily modify or cancel my booking if my travel plans change, ensuring flexibility and convenience (my reservation section)
/ As a user I want to provide feedback ad reviews about the experience (after cehck-out)
Help & support
/ As a user, I want to access customer support directly from the app in case I have any questions or encounter issues during my booking process
Exploring & Inspirations
/ As a user I want to access information about destinations and activities. (Somniosa includes details about nearby attractions, tours, and experiences unique to each location.)
Filter Accommodations Flow
As I user I want to be able to filter accommodations to stay based on criteria such as location, amenities, and price (and maybe experiences).
Booking Room + Share Your Journey Flow
As a user, I want to share my booking details with friends or family members easily, allowing them to join me on my space journey.
Wireframes
Sign In/Sign Up
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User have the option to sign up either using your Google account or by filling out the form manually.
Select the room / Filter
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Users can pick their desired dates and then browse available room options based on selected filters.
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Users can choose to filter their preferences manually or utilize the app's built-in filters for customization.
Room Info/ Booking Details
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Users can view detailed information about rooms and browse through room photos.
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Users can read reviews from past guests and also leave their own reviews after their stay, helping future travelers make informed decisions.
Click on the image for prototype
Let's Explore the Somniosa App
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/ Filter
/ Notifications
/ Book a Room
/Search
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/ Voice Search
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/ Receive instructions and guidelines to follow before your departure