This document summarizes Fiona McLaren's process for developing a new booking experience prototype for Finnair in 8 weeks. The process involved: 1. Understanding customers' feelings about planning and booking travel through discussions with 14 travelers in London and Helsinki from different backgrounds to identify pain points, needs, and insights. 2. Using the insights gathered to create design principles and prompt the creation of divergent sketches in Week 4, lo-fi prototypes in Week 5, and an HTML prototype by Week 8. 3. Speaking to over 150 travelers total to gain confidence in the insights without over-testing designs, with the goal of rapidly iterating to a prototype customers love.

1. Customerresearchforrapidmaking
Fiona McLaren, Senior Product Manager

2. Learningisthemost
importantthingwedo

8. 8 weeks to prototype a
new booking experience
that customers love
FINNAIR

10. Wheredowestart?

11. Escape
thevault
Enlisthelp
Survivethe
glowingsea 🏆Findchild
Gettothe
Institute
Savethe
world

12. Understandhow
customersfeel
aboutplanningand
bookingtravel
Context
Behaviour
Motivations
Painpoints
Needs

13. Discussion guide and
conversation prompts
GETTING READY

14. 14 travellers in London & Helsinki
Long-haul
Short-haul
Business
Leisure
Frequent
In-frequent
Families
Solo

16. Insights that create principles…

17. …and prompt us
to start making

18. Rapid iteration, increasing fidelity
DIVERGENT SKETCHES
WEEK 4
LOFI PROTOTYPES
WEEK 5
HTML PROTOTYPE
WEEK 8

19. 😍😥

20. We’ve now spoken to 150+ travellers

21. #1
Haveaclearobjective
Makeitactionable

22. #2
Don’ttestwhatyoumake
Makestufftolearn

23. Oneexample…

24. #3
Onlyspeaktoenough
peopletogainconfidence

25. #4
Recognisewhenyou
knowenough

27. Thanks!
@fionamclaren!