Ixigo : Optimising the Listing Page for Improved Usability and Simplicity
Disclaimer: This project was originally a UI design challenge as part of UXHack Challenge that I transformed into a mini case study. It is not an official collaboration with ixigo, but rather a personal exercise aimed at improving my design skills and showcasing my approach
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Background
ixigo is an official partner of IRCTC (Indian Railway Catering and Tourism Corporation). As an authorized travel partner, ixigo provides a platform for users to book train tickets through its app and website, leveraging IRCTC’s booking system. This partnership allows ixigo to offer seamless train ticket booking services, along with additional features like PNR status updates, seat availability, and real-time train tracking
Setting Context
What is the core purpose of the app?
Allows users to book train ticketsWhat is the core purpose of this screen?
Allows users to browse through the list of trains available for the set destinationWhat actions are users looking to perform on this screen?
Compare prices
Book ticketsHow can we improve the experience for the user?
Remove visual clatter without disrupting key information required to make a purchasing decision
Problem Identified
Problem 1
Visual Clatter - leads to cognitive overload, increasing the likelihood of abandoning the booking process
Problem 2
High information density on the page - users can feel overwhelmed making it harder to quickly extract the most relevant details. This could lead to user frustration, and an increased drop-off rate
Final Design
Listing Screen
The goal of the new design was to address the visual clutter present in the current version, which can hamper users' ability to focus on key information at first glance.
In the old design, excessive use of colours across the screen can be overwhelming to the users, causing them to miss important details that are essential for a smooth booking process.
The revised design prioritises a cleaner information architecture and hierarchy, enabling users to quickly capture the necessary details to proceed through the booking steps. The approach here was to reduces cognitive load and enhance clarity, allowing users to make informed decisions with ease.
