Page 80 - Process Book Abdul Raffai Waqar
P. 80
FINAL ARTEFACT
Ch 06
Design Rationale
Cognitive Biases
Anchoring Effect Scarcity Effect Isolation Effect
Anchoring effect is considered where the initial info on This is used in booking options where limited This is used to highlight the active journey items in
app is designed to be the most important and number of tickets left at a certain price are all the tabs so that the active item is is distinct
urgently required during the travel. This is done so that highlighted and hence, have a higher value for and remembered by the user.
the user focuses on it and remembers it, for example the user.
booking detaills on top of homepage.
Fluency Heuristic Distinction Bias Default Bias
The suggestions each user receive from the preset This is considered in the section where cheaper ticket The FAQs pop ups have default answers to a lot of
lists are simple and easy to navigate - ensures it is options are presented side by side which allows user questions which make is easy for users to onboard
easy and fluent for new users to get accustomed to. to view multiple options side by side. themselves with them.
Branding
Logomark / Icon Logotype / Font Colours
The logo is a minimal category logo which uses two a The primary font used is Sharp Grotesk which gives The colours were derived after creating a moodboard
shapes inverted and put together - which also forms the brand a modern and clean look which is and extracting colour palettes that referenced the sky,
an icon similar to an infinity icon. The logo gives a necessary for the fast-paced air travel journey. sun and growth. From user feedback the colour theme
modern and clean look which is ideal for the air travel was finalised. The mix of warm and cool tones
industry. The secondary font is Lexend Peta for the tagline and between shades of yellow, blue and green complete
Poppins for the body texts. These are common and the overall look and provides readable constrasting
The logo can be used in combination of different globally used fonts which would ensure familiarity options. A set of neutral colours was kept part of the
colours from the branding and is also scaleable. It can and promote readability of content. branding to ensure balance and cohesiveness.
also be used as background elements and patterns
throughout the branding materials
Research & Design Project | Final Artefact
