Using the DOT Score: Airline Booking
By
Digital of Things
September 8, 2023
Here at Digital of Things, we’re devoted to user experience (UX). It’s a superpower when it comes to developing products and services pinpointed for your target audience and what they specifically need from you.
We’re so obsessed with UX that we’ve recently carried out a comprehensive UX audit of three major GCC airline websites (Qatar Airways, Saudia Airlines, and Emirates).
The DOT Score is an in-house evaluation tool designed to measure and evaluate a digital platform’s UX experience. It’s done using an algorithm score based on six main heuristics, twenty sub-heuristics, and one hundred attributes. The six main heuristics include:
Each heuristic gets its own weight, and our unique algorithm then scores each of the six main heuristics on a scale of 100, culminating in an overall score. And just as an FYI, The DOT Score focuses solely on user experience (UX) and doesn't consider things like pricing, product selection, or in-person customer service.
We’ve already done lots of research using our DOT Score tool – but the findings of this airline research are so interesting we just had to tell you all about it!
We focused on each airline’s booking flows, evaluating the websites in English only for things like…
Top-notch localisation efforts like automated geo-location and currency switch features are crucial for airline websites, especially in GCC countries.
DOT Score: 87%
☑ Location changed automatically.
☑ Able to change the currency and language while keeping the correct geo-location.
☑ Asks for your permission to access geo-location (good for privacy as your location isn’t shared automatically, you need to grant permission ).
DOT Score: 60%
☑ Location changed automatically.
☑ Provides an option to change country and language.
☑ Asks for your permission to access geo-location.
☒No option to change the currency (it’s automated from the user’s geographical location).
DOT Score: 63%
☑ Location changed automatically.
☑ Able to change the language while keeping the correct geolocation.
☒ Automatically adjusts currency based on location (but gives the freedom to change it).
☑ Asks for your permission to access geo-location.
Round 1 winner…Qatar Airways
All provided options to change location in some way or another, but it’s Qatar Airways that came out on top with its ability to change the currency too.
How do flex search features help make an airline website more user-friendly? Well, it’s all about assisting the customer in their search for the most suitable flight dates and times (and the cheapest ones too).
DOT Score: 69%
☒ Not able to change dates quickly (you have to go back and modify your selection).
☑ Highlights the low fares.
DOT Score: 50%
☒ Confusing layout of the search features (places the y-axis on the left side).
☒ Confusing demonstration of <departure> and <return>.
☑ Highlights the low fares.
DOT Score: 62%
☑ Provides a 2-month view when selecting departure and return days.
☑ Able to change the dates through the ‘Change search’ link (but it’s easily missed).
☑ Able to sort options based on price, duration, etc.
☒No flex search, making it difficult to compare.
Round 2 winner…Qatar Airways
While Qatar Airways and Emirates Airlines both provided flex search options, Qatar Airways had a more user-friendly layout with its visible buttons and toggles.
A strong booking flow for any airline isn’t just about finding the right flight, it’s also important to have a simple sign-in/registration process and easy-to-use add-on features (for things like baggage, seating selection, etc.).
DOT Score: 62%
☑ Reminds you of the benefits of signing up/registering, but you can still checkout as a guest
☑ Able to select different seat zone.
☑ Able to view the different seat types and their prices.
☑ Shows both available and unavailable seats.
☒ Provides the flexibility to buy additional baggage (but the ‘Add’ button can be easily missed).
DOT Score: 57%
☑ Clearly displays current baggage limits.
☑ Steps to add extra tickets with additional costs are clearly highlighted.
☒Doesn’t have a sign-in option for non-members of the Al-Fursan loyalty program.
☒No clear option or reasons for signing up.
☒Customisation of bags is separate from selecting tickets.
☒The prices legend sometimes doesn’t match the displayed seat costs.
DOT Score: 68%
☑ Gives a 3D view of your seat once selected.
☑ Reminds you of the benefits of signing up/registering, but you can still checkout as a guest
☑ Baggage/upgrade/refund information is available when selecting the fare.
☑ Gives you the flexibility to buy additional baggage with clear prices.
☑ Ability to view the different seat types and their prices.
☑ Shows both available and unavailable seats.
Round 3 winner…Emirates Airlines
All three options provided add-on and seat selection options, but Emirates Airlines won with its simple layout and clear navigation. The 3D seat view is a big stand out too.
It’s safe to say the travel industry is still heavily driven by desktop bookings. However, more and more people are using mobiles for research and booking flights. In fact, the mobile travel booking rate grew to 41% in 2021. So what’s the quality of their mobile booking experience like?
DOT Score: 69%
☑ Users aren’t forced to download the app to book a flight.
☑ The mobile experience is similar to the desktop. It’s responsive and holistic.
☒ Some elements aren’t designed specifically for mobile.
DOT Score: 50%
☒ Step-by-step process is slightly confusing. It’s not clear what step comes next.
☒ Mobile view has some design overlays and spacing issues.
DOT Score: 62%
☑ Users aren’t forced to download the app to book a flight.
☒ The mobile experience isn’t the same as the desktop. There’s no clear option for seat selection and baggage upgrades.
Round 4 winner…Qatar Airways
Clear winner with its fully comprehensive experience that included the same add-on features as those found on the desktop version, as well as seat selection, upgrade options, etc.
Without an accessible UX design (using colour contrast, keyboard navigation, screen compatibility, etc.), a website runs the risk of becoming redundant and not delivering a positive experience for all.
DOT Score: 63%
☑ Allows for screen readers.
☑ Allows keyboard navigation.
☑ The flight search and check-in buttons are reachable within 20 tab clicks.
☒ Doesn’t offer clear accessibility gadgets or accessibility mode.
☒ The accessibility tips page is placed at the footer so users can easily miss it.
DOT Score: 47%
☑ Allows for screen readers.
☑ The check-in buttons are reachable within 20 tab clicks.
☒ Misguiding alt-text images when using a screen reader.
☒ Doesn’t allow keyboard navigation.
DOT Score: 80%
☑ Allows for screen readers.
☑ Allows keyboard navigation.
☑ The flight search and check-in buttons are reachable within 20 tab clicks.
Round 5 winner…Emirates Airlines
For its relatively strong accessibility across both screen reading and keyboard navigation.
Let’s look at the overall DOT scores…
Drum roll. The winner is…
Both Qatar Airways and Emirates Airlines excelled in a number of categories (making it a super close call), but it was ultimately Emirates that stole the crown with its well-rounded UX and standout accessibility.
UX research is essential for building a strong UX design. And that goes for all types of business websites, not just airlines. It’s important for website designers to prioritise user experience to make better-informed decisions in every step of the design process.
Website audits are a powerful UX tool. We encourage the audited airlines to leverage our DOT score results to enhance their websites’ UX and better serve their customers.
