Competitive Analyis Overview
This competitive analysis study analyzed the UX of FlySafair, Virgin Atlantic, Delta, and JetBlue to compare their digital experiences. The focus was on website usability, mobile functionality, booking flow, and customer engagement, identifying best practices and areas for improvement.
My Role
I conducted UX research, performed heuristic evaluations, and documented insights for comparison.
Toolkit/Methods Used
- Tools: Figma, Canva
- Methods: Competitive analysis, heuristic evaluation, usability testing, SWOT analysis
Design Process
1. Research & Evaluation Criteria
Defined UX criteria based on usability, accessibility, and customer journey, covering:
- Homepage & Navigation
- Flight Search & Selection Flow
- Passenger input details
2. Competitive Analysis
Assessed UI patterns, navigation, and user engagement through heuristic evaluations.
3. Findings & Insights
- FlySafair: Simple and intuitive mobile app with a number of UI improvements required.
- Virgin Atlantic: Premium feel with good up-sell techniques, minor UI improvements
- Delta: Good use of industry best practise, confusion with cabin options an issue.
- JetBlue: Best of all, user-friendly. Only minor UI improvements required.
Outcome
The analysis highlighted industry UX trends and areas for improvement, providing insights for enhancing airline digital experiences.