Case studies


Travel App UX and Optimization - Booking and Managing Travel 2019

A major airline in the Asia region wanted to understand how Japanese customers use online booking applications in order to update their own digital services. The study looked into both the emotional factors that guided behaviour (concerns around security) as well as more practical aspects (asking them to solve problems while tracking their usage).

Travel App UX and Optimization

Photo by Anete Lusina on Unsplash


  • 18 IDI x  90 minute interviews  with target customers
  • UX testing with screen and respondent recording in venue


  • A detailed roadmap outlining where consumer concerns, needs and emotional drivers connect with pain points around booking and managing travel
  • A clear idea of where barriers/ pain points exist for consumers and how they “hack” or work around problems
  • Detailed video tracking of where consumers hover, pause or attempt to navigate when using phone apps
  • Prioritization of app features for improvement

“Thank you again for last week. We found the sessions to be incredibly valuable and you were a great team to work with..”

- Client voice
All Travel & Tourism

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