For a personal project called 'Fly UX' – which is a project aimed at creating a good user experience for a fictitious airline, I began the process with a Survey, Competitive Benchmarking, followed by conducting User Tests and developing notes based on the User Tests. This qualitative unstructured research data was then put into a structure through Affinity Diagram and a Customer Journey Map.
Here is the Affinity Diagram:
Affinity Diagram for Fly UX
Based on insights that came forward from the affinity diagram, this Customer Journey Map was developed.
Customer Journey Map Fly UX
