2019
iFLY
Streamlining Skydiving Reservations for All Flyers
Overview
iFLY is an Austin-based company that offers both recreational and professional indoor wind-tunnel skydiving experiences, making the dream of flight accessible to individuals as young as three years old, with no upper age limit. In 2019, while working with Accomplice, I was brought onto the project as an Experience and Product Designer to redesign iFLY's marketing website, focusing specifically on enhancing the booking experience. Collaborating closely with key stakeholders and the research team, I aimed to create a more streamlined and guided booking process that catered to a diverse array of flyer types, ultimately improving user engagement and reducing drop-off rates.
MY ROLE
Design lead
MY SKILLS
UX / UX Design
Wireframing
Prototyping
User Research & Facilitation
Usability Testing
The Challenge
iFLY's existing booking system exhibited a 75% drop-off rate during the package selection step, indicating significant user frustration and a complex selection process. The challenge was to simplify this process, providing a guided experience that would accommodate various user types, from first-time flyers to seasoned skydivers, thereby enhancing overall user satisfaction and conversion rates.
The Approach
To address these issues, I collaborated with iFLY's stakeholders and our research team to conduct user testing on the existing booking experience across both desktop and mobile platforms. Insights from this research informed the development of a more intuitive and guided booking flow. Despite an accelerated timeline, I facilitated a workshop to identify key user personas and create journey maps, prioritizing core user groups to ensure the redesigned experience met diverse needs. By bypassing the wireframe stage and moving directly into visual design, I could iterate rapidly, focusing on clear progress tracking and an accessible interface. Prototypes were developed and subjected to user testing, with feedback used to refine the design further.
The Result
The redesigned booking experience provided a more intuitive and engaging process, effectively reducing the high drop-off rates previously observed. User testing confirmed that the new package selection was clear and the overall flow intuitive, balancing both business goals and user needs. The project culminated in a vision for an improved booking system that enhanced user satisfaction and aligned with iFLY's mission to make the dream of flight a reality for everyone.
Click to view prototypes
