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This is the second article in the series "What is wrong with booking tools". The first article can be found here.

 PART 2/3: Complexity of the process

Booking an airline ticket is not an easy task for customers. Designing a good booking tool is not easy either. This article highlights some perks in how airlines need to balance their requirements with the needs of the customer. 

The booking process often exists of many different steps. The customer will get in the process to choose from a lot of different options, which in itself is very good. Online consumers like to have choice. However, too many options distract from the main goal of the booking tool. I don't understand that many booking processes distract their customers so much before the actual sale is made.  

After you have found your departure and arrival airport (you need to know from and to where the airline and her codeshare partners fly from and to) , you will often get to choose from a number of different flights. Sometimes color coded to indicate the cheapest prices. Often, it is a long list full of choices, sorted in an unknown order.