Online survey creation for Fly UX

UX research techniques
Written By odette kirby

Optional Diploma coursework.

  • I used Google Forms to create my survey as it was free and allowed me to ask more than 10 question – (there weren’t really 10 questions, just lots were ‘embedded’ (eg: if not why not?).

WHY ONLINE SURVEYS?

  • Easiest way to gather online requirements

  • Can obtain quantitive and qualitative data

  • Can be powerful due to number of responses

  • Can be unambiguous due to number of responses

  • Cheap

GUIDANCE ON SURVEY CREATION

Ask the 3 golden questions:

  • Why did you visit … today?

  • Were you able to complete your task today? If not, why not?

  • What would you change about our website/app. What improvements would you make?

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  • Make sure the survey is short - no more than 10 questions (consider dividing question up between participants)

  • Keep all the questions on one page

  • Don’t ask redundant questions (ie: consider what information you can also get from analytics)

  • Only ask genuinely useful questions

  • There is an ideal sample size you should aim to achieve, dependent on audience/customers and the margin of error you are comfortable with.

SOME KEY TAKEAWAYS FROM THE RESULTS

Most users wanted to check availability (24%) or price (24%). Users most often used an aggregator such as Skyscanner (50%) as well as an App. Price was the main reason users chose a flight (29%), followed by route (21%). Users want transparency of cost up front, not surprise extras and taxes added on at the end.

OUTCOME

Thoughts since submission

What nightmare timing! To do a project based on booking flights, in the middle of lock-down due to a global pandemic when no one can fly! I recognise that the data collected from this survey is quite flawed due to:

  • My personal circumstances - I struggled to find a diverse group of people that felt they had the time to answer my survey (I wasn’t working at the time so couldn’t tap into fellow colleagues, and a lot of my friends have young families and work full time - it was too much to ask of them, and the oldies don’t use technology to book flights!). I couldn’t get much traction on Facebook and at the time I wasn’t comfortable using Linked-In or Twitter.

  • Nobody was flying so I was asking people to remember things and recall emotions from 8–12 months ago (sometimes longer) for some parts of the process.

  • Having done the survey after the benchmarking process I would want to go back and assess the BA App too (most used), so was this the best way round to do the research?…

odette kirby
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