International digital design agency Fi has assessed what happens before you go from A to B, and how that process can be improved.

For a process that is the precursor to something as exciting as travel, booking a flight is an experience that leaves much to be desired, both functionally and aesthetically. Fi, the digital agency behind the recent web redesign of USA Today, has explored this oft-bemoaned user experience and released a case study depicting a concept site that would be a vast improvement over the status quo.

The agency focused on improving speed and simplicity, which they site as the key values in today's digital world. The homepage features intuitive navigation and search options, along with an interactive, location-based map. The search function is tailored both to users who know exactly where they want to go, and to users looking for inspiration. For those users with an undecided destination, filters including “most popular,” “best price,” and “warmest” enable a flexible searching process, aided by a grid of beautiful imagery that couldn't fail to inspire wanderlust. Social components add credibility and engagement, and city guides morph the airline's role into that of travel agent and advisor. Once a destination is selected, the booking process is straightforward and seamless, benefiting from a clean interface and icon-driven navigation.

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