Skyscanner Homepage UX Audit
UX Writing, Content Strategy, Microcopy, IA, Voice & Tone
This self-initiated UX audit explores the Skyscanner homepage and booking flow. I focused on opportunities to improve clarity, reduce friction, and strengthen voice alignment to better support user decisions.
Note: This is a speculative audit created for portfolio purposes, not affiliated with Skyscanner.
Meta Information
Page titles and meta descriptions impact first impressions and SEO.
Issue: The meta title character length is too long (exceeding 70 characters).
Suggestion: Remove “| Skyscanner” to drop character length down to 58.
Page metadata sets expectations for users and search engines. Trimming length can improve clickthrough.
Hero + Navigation
The hero and nav bar are the first opportunity to guide user action.
Issue 1: There are two globe icons that represent different actions. One in navigation that represents language of page and one in button that represents “Explore everywhere”). Repeating a symbol for different actions creates confusion and increases cognitive load.
Suggestion: Replace globe icon with country code letters to reduce visual noise. Icons should reinforce meaning.
Issue 2: CTA button text “Explore everywhere” is unclear. The link directs users to the Flights homepage, but the word “Explore” encompasses all aspects of travel.
Suggestion 2: Replace with “Explore flights to anywhere”, “Explore all flights”, “Explore flights”.
Image Section
Visuals should inspire and clarify, not compete with the message.
Issue 1: The image is dark, hiding the main focal point which should be the “stay” or “hotel” being promoted.
Suggestion: A brighter image focused more on the stay. (See image suggestion below.)
Issue 2: Copy doesn’t align with intent. “Wanderlust” would pair better with flights instead of hotels. “Epic hotel deals” in the sub heading could be more prominent.
Suggestion: “Where to next? Discover epic hotel deals from around the world”, “Travel more, spend less. Find amazing hotel discounts worldwide”, “Affordable stays await. Explore the world with epic hotel deals”.
Issue 3: Button CTA copy could be better. “Room” sounds like a place to sleep, not a place to stay.
Suggestion: “Discover your next stay”, “Find your stay”.
Issue 4: The image card is not optimized for screen responsiveness. The hotel icon and copy gets cut off. White text is also hard to read and it’s not obvious to the user that the card is clickable.
Suggestion: Create a new image for mobile or move the hotel icon to stay sticky on the left so it’s always visible. Include the button CTA but make the entire card clickable.
New image suggestion
FAQ Section
FAQs should be easy to scan and written in the brand’s voice.
Issue 1: The H1 copy does not reflect the section. It’s a statement, while this section is FAQs and they aren’t all related to booking flights.
Suggestion : Change H1 copy to “Skyscanner FAQs”, “Booking with Skyscanner FAQs”, “Booking FAQs”.
Issue 2: Paragraph copy under FAQ headings is inconsistently formatted and difficult to follow. Some sections include bold text while some include hyperlinks. Some bold text ends with a period, some do not. “Save money and time Whether it’s…” vs. “Search Everywhere. Go Anywhere. Want to go…”
Suggestion 2: Include more hyperlinks to make it easier for users. Add periods after bold text.
Popular Links Section
This section should feel like a curated jump-off point — not filler.
Issue: This entire section does not make sense. It’s unclear how the links relate to each button tab.
Suggestion: I would need to speak to the team at Skyscanner to understand the main purpose of this section. I think changing the H1 to “Top searches” would be a good start.
