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UX/UI CASE STUDY
Challenge overview
I joined this UX challenge to sharpen my design skills and put theory into practice. The task was focused—not a full redesign of the travel app, but an improvement to one frustrating user flow: sharing multiple plane tickets after purchase.
My Role
UX/UI Designer responsible for market research, talking with users, sketching out ideas, building wireframes, creating prototypes, and running usability tests.
Team
Solo
Project Date
July 2024 - 1 week
THE PROBLEM
Have you ever booked a group flight and then had to forward each ticket manually? Most apps make it awkward and time-consuming. As the main organizer, you become the middleman, juggling email attachments or screenshots just to get everyone their boarding passes.
The Core Questions:
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How can users easily share tickets with friends or family—without becoming the go-between?
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How can passengers receive their tickets directly and be notified instantly
PROJECT GOALS
Primary Goal: Simplify the group ticket-sharing process with a feature that makes it fast and frustration-free.
Key Objectives:
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Improve the post-purchase experience for group bookings
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Boost ticket purchase completion rate (target: +20%)
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Attract new users by solving a known travel pain point
Hypothesis: If we let users instantly distribute tickets to group members through shareable links or QR codes, we’ll reduce friction, improve satisfaction, and drive retention among group organizers.
USER RESEARCH
WHAT DO USERS STRUGGLE WITH WHEN MANAGING GROUP TICKETS?
Meet Linh – Our Group Organizer Persona
I created a persona based on real feedback from travel forums and app reviews. Linh is a natural planner. She books all the tickets, organizes the trip—and gets stuck forwarding everyone’s tickets manually.
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KEY PAIN POINTS IDENTIFIED
Confusion after booking—no clear prompt to share tickets
Tickets bundled into one confirmation email
Forwarding or printing each ticket is time-consuming
Lack of native support for Apple Wallet or messaging apps
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COMPETITOR ANALYSIS
Apps like EasyJet and AirAsia still rely on single confirmation emails, with no easy way to split tickets among passengers. This revealed a clear opportunity.
IDEATION & STRATEGY
I brainstormed with HMW (How Might We) prompts and used techniques like brainwriting and SCAMPER to explore solution directions.
Example prompts:
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HMW simplify the sharing process without extra logins?
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HMW integrate third-party apps (e.g., iMessage, Wallet)?
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HMW let users share tickets securely in a tap?
GENERATING IDEAS
I sketched out several concepts, ultimately testing three:
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Share via messaging apps
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Send ticket links via email
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QR Code generation for each ticket
The QR code approach was the clear winner—no need for extra steps, logins, or app downloads.
Wireframes & Prototype
I created low-fidelity wireframes to test the new flow, focusing on key screens:
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Successful Payment Screen – Introduces sharing option immediately
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Ticket Details Screen – Includes clear, prominent share buttons
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Individual Ticket Views – With Apple Wallet integration and QR code
Then I built an interactive prototype in Figma to run usability testing.
USABILITY TESTING
AUDIENCE: 5 users who often organize group trips
METHOD: A/B testing + observational notes
Key Finding 1
Issue: Share option was missed on the confirmation screen
Fix: Simplified the copy and made "View" and "Share" buttons more prominent
Key Finding 2
Preference: Users wanted to see share options after flight details
Fix: Reordered screen hierarchy based on user flow
Key Finding 3
Request: Apple Wallet integration
Fix: Added Wallet and messaging support to ticket options
01.
Easy ticket sharing
I incorporated these key findings by reducing the text on the ‘’Successful payment’’ screen. Additionally, I highlighted and underlined the words ‘’view’’ and ‘’share’’ so they are more noticeable to users. This change informs users that they can share ticket details in addition to viewing them.
02.
Prioritizing sections
I reordered the ‘’Ticket details’’ screen to prioritize sections differently, based on user preference for seeing the share ticket option after the flight details.
03.
Apple Wallet option
Besides having options such as sharing tickets via different messaging apps and saving to files, users now have the option of saving these tickets to Apple Wallet.
04.
QR code sharing
I came up with a simple solution using QR codes to make group ticket distribution hassle-free. Now, instead of one person holding all the tickets, the main buyer can just generate unique QR codes and share them directly. Everyone gets their own ticket, making check-in a breeze and saving a ton of stress for the whole group!
OUTCOMES
While this was a fictional project, here’s how I would measure success in the real world:
Metric
Number of users using ticket-sharing
Target
+60% usage
Metric
Increase in multi-ticket purchases
Target
+20% growth
Metric
App store reviews mentioning ease of sharing
Target
+25%
REFLECTIONS
This project helped me:
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Apply structured UX thinking to a real-world scenario
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Use quick, effective testing methods for iterative design
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Rethink screen flow
Next time, I’d expand testing with more participants and possibly run a remote unmoderated test for broader feedback.