Aer Lingus Seat Selection

Client:     Aer Lingus
Role:        UX/UI/Product Designer
Date:       2020

As part of a larger project to make the Aer Lingus website responsive, we had to completely redesign some sections of the flight booking flow. One section of the website which needed to be rebuilt from scratch was the Seat Selection flow. Below I’ve outlined some of the main considerations during the redesign;

1. Accessibility – typography and seat colours

Approximately 9% of people suffer from colour-blindness (8% of men/1% of women). Show existing seat map. Our existing seat map consists of seat-sections which are separated by very similar colours. (We currently use a combination of 2 green and 3 blue colours which can be difficult to distinguish between for anyone who is visually impaired).

The most common forms of colour-blindness involve a red-green colour deficiency and when we apply a design tool to simulate that view, this is how our existing seat map appears.

So, during our research we looked outside of airline websites for examples of how other industries ‘sell seats’.
We looked at Cinemas, Train & Bus companies, Concert venues… and in some of the better examples we noticed that seating sections were very clearly defined by colour. And not just gradients of the same colour or brand colours – but by primary colours (red, blue, yellow).

We tried dozens of colour arrangements. We looked at re-arranging our existing colours, gradients of the new brand colours, but we noticed that when we applied the primary colours that the seat map sections became a lot clearer and more usable for everyone, especially visually impaired users.