Heuristic Evaluation of Airfi.aero

Shruti Mour
7 min readJun 2, 2024



AirFi is a travel technology company that helps airlines and rail companies deliver premium entertainment and shopping experiences to passengers, unlock operational benefits, and drive ancillary revenues. Their vision is to create a “Mall in the Sky”, where a few hours in seat 22A feels like a day at the world’s greatest mall. Passengers can enjoy movies, explore shops, visit the arcade, book holidays, hang out with friends, and even indulge in the food court — all while in the air! AirFi aims to bring this experience on board, allowing airlines to offer a retail experience similar to Amazon or ASOS, ensuring that passengers never want the plane to land.


The task entails offering feedback on the company website http://www.airfi.aero. This involves suggesting improvements, identifying elements to enhance, and providing overall insights on its design and functionality. To achieve this, I opted for a heuristic evaluation approach, where I thoroughly assessed various aspects of the website.

1. Visibility of system status:

  • The website effectively communicates its purpose as an in-flight entertainment system provider, establishing clear branding and imagery to convey its services.
  • Some pages may lack clear and prominent calls to action, making it harder for users to know what action to take next. Strengthening CTAs with contrasting colors (60–30–10 rule) and compelling copy can improve user engagement and guide them through the desired conversion path.
Before VS After
  • While navigating to other sections via the navigation bar, it could be clearer which page the user is navigating to. Enhancing visual cues or highlighting the active page could improve user orientation.
  • The presence of a hamburger menu icon within the navigation bar on desktop screens is unconventional. Consolidating menu items and ensuring a more intuitive navigation structure could enhance user understanding and streamline the user interface.
  • The “Where we are” section lacks context. Users may not understand if the information is not loaded or if it’s intentionally blank. Providing informative placeholders or loading indicators can alleviate confusion.
  • In a few sections like detailing AirFi’s offerings, client stories, footer the lack of a heading and differentiation makes it difficult for users to understand the purpose of the content. Adding a clear heading and differentiation of sections can provide context and improve comprehension.

2. Match between the system and the real world:

  • The existing language and imagery used on the website align well with users’ expectations of entertainment systems, conveying the purpose of AirFi’s services effectively. However, there should be explicit mention of “in-flight” or “in-rail” to clarify the target audience and context of the services. Providing information on how potential customers in the aviation or rail industries can approach AirFi for their services would enhance clarity.
  • The placement of social media icons in the hero section is unconventional and may distract from the main message. Moving these icons to the footer would be more typical and improve visual hierarchy.
  • Consistency in CTA buttons across different sections of the website, along with appropriate sizing according to the screen size, would improve usability and user experience.
  • Ensuring adequate font size, i.e. 16–20pt especially on desktop screens, is important for readability. Increasing the font size in certain areas where it appears too small would enhance accessibility and user comfort.

3. User Control and Freedom

  • Implementing an undo option in the contact form would further empower users by giving them the freedom to correct any mistakes or changes before submission. Adding this feature would enhance user control and reduce the likelihood of errors or frustration when filling out the form.
  • The website provides a consistent navigation bar, allowing users to navigate easily and exit pages effortlessly. This consistency contributes to a sense of control over the browsing experience.
  • In the offerings section, there seems to be a lack of an option to navigate back after clicking on a specific offering. This absence of a “go back” button or link can create a sense of being stuck or trapped, resembling an infinite click loop. Adding a clear way for users to navigate back to the previous page or section would improve user control and prevent confusion.
There is only next button, but no previous button

4. Consistency and Standards

  • The design maintains consistency throughout the website, presenting a cohesive visual identity that reinforces the brand image. However, minor inconsistencies in spacing, margins and alignment may detract from the overall polished look and feel of the website. Addressing these issues would contribute to a more harmonious design aesthetic and enhance user perception of professionalism and attention to detail.
There are two different kinds of tiles for one section V/S There are two different kinds of styles inside one section

5. Error Prevention

  • The website overall does a good job of preventing errors through clear navigation and labeling, reducing the likelihood of users getting lost or making mistakes. However, the contact form could benefit from implementing methods of warning users before errors occur. For instance, adding validation checks for fields like phone numbers to ensure they meet the required format (e.g., 10 digits) before submission would help prevent user frustration and errors.

6. Recognition rather than recall

  • Descriptive labels for navigation make it easy for users to recognize where they want to go on the website. However, there are a few areas where content iterations are needed to further enhance clarity and guide users effectively.
  • Strengthening calls to action (CTAs) with contrasting colors and compelling copy can indeed improve user engagement and guide users more effectively through the desired conversion path. Clear and prominent CTAs reduce the cognitive load on users, eliminating the need to recall what action to take next.
Before V/S After

7. Flexibility and efficiency of use

  • Optimizing content organization and the proper placement of CTA buttons are crucial for improving efficiency and making information more accessible to users.
  • Restructuring navigation menus and grouping related content together can enhance the overall user experience by reducing cognitive load and streamlining the user’s journey through the website.

8. Aesthetic and minimalistic design

  • The website’s design is clean and visually appealing, effectively showcasing the product and its benefits. However, there is room for improvement in streamlining elements and ensuring correct spacing to reduce clutter and enhance readability.
  • Addressing accessibility issues related to screen reader compatibility, keyboard navigation, and color contrast is essential for making the website more inclusive for users.
  • Ensuring compliance with accessibility standards like WCAG (Web Content Accessibility Guidelines) can improve the overall user experience and make the website accessible to a wider audience.
  • Some of the improvements could be —
    1. The footer area appears cluttered and could benefit from noise reduction and organization.
    2. Moving social media icons to the footer, instead of the hero section, would improve visual hierarchy and streamline the design.
    3. Additionally, reducing the speed of animations in the hero section can prevent distractions and provide a more balanced user experience.

9. Help users recognize, diagnose, and Recover from errors

  • Providing clear error messages and support resources is crucial for assisting users in troubleshooting issues effectively. In areas like the “Where We Are” section, where there is no content displayed except for a heading, providing informative messages or guidance can help users understand the purpose of the section and prevent confusion.
  • Similarly, on the contact form page, offering clear instructions and error messages when users input incorrect or incomplete information can guide them in correcting their mistakes and successfully submitting the form.
  • Along with contact information Incorporating a dedicated help or support section with FAQs can further enhance user satisfaction and confidence in using the website.

10. Help and documentation

  • Airfi’s help section currently offers limited resources, primarily consisting of contact information and a contact form.
  • Enhancing the help section with additional resources such as FAQs, user guides, live chat support, or comprehensive customer support contact information can greatly assist users in finding answers to their questions and navigating any issues they encounter. Including a comprehensive help or documentation section will not only improve overall usability but also enhance user satisfaction by providing valuable support resources.

11. Additional changes

  • Social Proof and Testimonials: Incorporating social proof elements such as customer testimonials, case studies, or client logos can build trust and credibility with visitors. Adding these elements strategically throughout the website can reinforce the value proposition and encourage conversions.
  • Interactive Elements: Introducing more interactive elements such as animations, sliders, or interactive product demos can enhance user engagement and make the browsing experience more dynamic and memorable. However, it’s essential to ensure that these elements enhance usability rather than detract from it.
  • For example, Here’s how a few changes can make a big difference and can look different.

Overall first impression

Your comprehensive assessment of the https://www.airfi.aero/ website reveals a blend of commendable aspects and areas for improvement. While the design exudes professionalism, the color scheme, albeit modern, could benefit from integrating more contrasting and subtle tones for better visual harmony. Addressing margin issues in the hero section and adjusting the slider speed would enhance usability and prevent user disorientation. Moreover, ensuring the visibility of the call-to-action (CTA) is crucial for guiding users effectively. Despite these points, the straightforward layout, clear navigation, and use of high-quality images effectively showcase the products. By implementing suggested changes and refining organization, the website can significantly elevate the user experience and better convey AirFi’s offerings.



Shruti Mour

UI/UX Designer, I intend to create designed solutions and want knowledge of creativity in return.