iFLY is an Austin based company that offers both recreational and professional indoor wind-tunnel skydiving. Flyers can be as young as 3 years old, there is no upper age limit to fly. Even people over 100 years-old have flown with them.
iFLY brought on Accomplice to redesign their entire marketing website building off a new brand identity refresh. I was brought onto the project as an individual contributor with the specific focus of designing a vision for their website booking experience. Working with the rest of the team I was able to create a more streamline and improved booking experience.
Research & User Testing
I worked with key stakeholders at iFLY and our research team to identify the core issues with their existing experience. Before we kicked off this portion of the engagement we conducted user testing of their existing booking experience for both desktop and mobile.
Through this process we found out that iFLY had a 75% drop off rate during the package selection step of the booking flow. This information coupled with additional findings from user testing confirmed that our key focus would be to simplify this selection process as much as possible. The result of that was to create a more guided experience that could cater to the wire array of flyer types.
Despite being under an accelerated timeline, I felt it was important to make time to do a quick workshop with the client to identify who our key users were and begin the process of creating journey maps. Based on the list we came up with we were able to prioritize their users so I could focus on the core user groups.
From this point I was able to create very quick journey maps to highlight the high-level booking experience for our core users. I was able to supplement users with my coworkers as many had either never flown or had minimal experience at iFLY. If given more time I would have like to bring in actual users to workshop. The goal of this exercise was to identify any gaps for the various user types, finishing with one final master map.
Building upon the visual design the team had already established, I jumped into visual design forgoing the wireframes process to keep the process moving. From there I iterated on various ideas through the process. One area of focus was the determining the best way to display progress for users.
Through this process I not only landed on a clear direction for tracking progress but was able to achieve the more guided experience that was originally set out in the beginning.
Prototypes & User Testing
After a few short rounds of exploration, I landed on a final design that both the team and the client were excited about. From here I designed out the remaining screens for desktop and mobile prototypes.
We then conducted a second round of user testing on the new booking vision. Our findings found that overall the package selection is clear and the flow was intuitive. By working closely with our stakeholders and collaborating with my team, I was able to deliver iFLY a vision for an improved booking experience that balanced both business goals and user needs.
View the final InVision prototypes below.