HODO - A seamless booking experience

Whilst many industries have been significantly digitised nowadays with the intent to offer the most frictionless possible user experience, there is still a lot of room for improvement for OTAs and airline websites.

I needed to dive deeper into why these websites were received so poorly and how I could improve the entire booking flow. After interviewing 20 users between 20 and 65 years old and researching with them to figure out their journey, I made an attempt at listing the pain points they encountered whilst booking their tickets online.