INDIGO - UX Design Process

UX Design is a process and the process is sacred. It's all about understanding user's problems and designing software to help solve those problems.

On this page I have divided every step of the process that I follow to design a solution. I try to use this approach in all my design projects. This project page is very detailed to show all the steps I take while designing. All the other project pages are shorter and less detailed.


This project was part of my UX Design Diploma at Glasgow Caledonian University, run by the UX Design Institute. The assignment was to create a application based on research findings.

Phase 1: Research

During the discovery phase of the project, I did a series of usability tests, as well as an online survey and a competitive benchmark to get a better understanding of the problems people encounter when visiting car-rental apps.

Competitive benchmark

Naturally, I've wanted to draw some learning from the best in class competitor apps. For that, I've researched four apps, and by taking screenshots of each step of the journey I've assessed what they did well and whatnot, which type of features users expect to find as well as which conventions I should follow.

Online Survey

I created an online survey to get more quantitative-attitudinal insights in the context of usage of this kind of apps. I've tried to learn more about their goals: what are they trying to do when visiting these apps, what - if anything - is preventing them from doing it, what else would they like to be able to do on airline websites apps. This survey, with a mix of open and closed-end questions, would take approximately 1-3 minutes to complete.

Usability tests

To set my project in motion, I've started with some usability tests to gain some qualitative insight into the usability of existing car-rental apps and learn as much as I could about the goals, behaviours and context of car customers when booking cars. For that, I've started by defining my objectives and deciding what I wanted to attain with them. I've also created a script, a consent form and a recruitment screener.

Phase 2: Analysis

After gathering all the data, it was time to make sense out of it. For analysing all the data collected, I made an affinity diagram and a customer journey map. Below you can learn more about my analysis.

Affinity Diagram

After rewatching the usability tests sessions and depth interviews, I began to take notes. I wrote each point down on post-its, without forgetting the data collected from the benchmark and online survey. After that, I stuck all the post-its on a wall and sorted them into categories to create the affinity diagram, as clear groups emerged.

3. Structure and navigation

Flow diagram Prototyping and wireframing

Customer Journey Map

Having the information gathered from the affinity diagram, I organised it into a step by step view of the journey to show user's emotions, goals, behaviours, context and pain points at each stage of it. Alongside, I noted down ideas and opportunities to make the journey more smooth.

Phase 3: Design

The next phase in the design process was to determine how each item on the app should function when the user interacted with it. I wanted this journey to be quick, straightforward and secure.

Flow Chart

Using the results of my research, I was able to create a digital flowchart aimed at alleviating some of the problems I've found.

Interaction design

Here you can find some sketches I did to define the navigation.

Phase 4: Prototype

High Fidelity Prototype

After sketching every screen state, I created every screen state in a high-fidelity style to create a prototype. This model could be sent back to the test /validation process and iterated for progress over time.

Upon finishing the research, analysis, design and prototyping tasks, the documents could be assembled for distribution to the development team.

Skills and tools

  • Competitive benchmark
  • Online survey
  • Note-taking
  • Usability test
  • Affinity diagram
  • Sketch, Adobe XD, Adobe Illustrator