Establishing and maintaining a consistent brand identity while aligning with diverse user preferences was a significant challenge. The visual elements, colours, typography, and imagery needed to reflect the brand's values while ensuring clarity and usability for users. Bold branding choices had to be thoughtfully balanced to avoid overwhelming the interface, and consistency across all pages and interactions was critical to creating a seamless experience.

Comprehensive user research, including competitive benchmarking, surveys, interviews, and usability tests, was essential for understanding user behaviours and pain points. However, balancing the time-intensive nature of research with tight project deadlines posed a challenge. By prioritizing high-impact research activities and integrating agile methodologies, I ensured critical insights informed the design process while maintaining project momentum.

Testing the mid-fidelity prototype revealed challenges due to its incomplete functionality. With only one primary pathway, booking a flight, mostly interactive, the prototype lacked the realism needed for entirely reliable results. However, this phase was vital for identifying early design issues and refining the user experience. Moving forward, iterative refinements and additional testing with higher-fidelity prototypes will enable more actionable insights.

Analysing feedback during usability testing highlighted challenges in interpreting user actions, facial expressions, and comments, particularly when opinions conflicted or when socially desirable responses influenced the data. Balancing observable behaviours with user input required careful analysis to extract authentic pain points.