Implementation

Re-designing the Flight Booking Experience

Business Challenge

An airline was looking to change the business logic of flight combinations and re-design the flight selection experience, in order to enable better customer experience, increase sales and drive upsell of cabin class.

Project duration: 2 months

My Role

As the UX Designer on the scrum team, I worked with an UI Designer to deliver design solutions.

Business team:
1 x Product Owner, 2 x Business Users, 1 x Business Analyst

Delivery team:
1 x Scrum Master, 1 x UX Designer (My role), 1 x UI Designer,
1 x Frontend Developer, a team of off-shore Backend Developers

Digging into the problems - the business objectives, the logic constraints and the customer pain points

As I joined the scrum team with the ask to re-design the flight selection flow, I first focused on understanding the context of the problem.

The business team were keen to increase sales, and they believed the existing flight selection flow and logic was limiting the flight combinations and impacting sales. Therefore, they were looking to change the business logic to enable more flight combinations, but also to enable better opportunity to drive cabin upsell.

Defining the design direction and setting team up for success

xxx
- E2E journey
- design guidelines > UI components + templates
- standardising UX deliver process and defined sprint milestones to enhance cross-function (UX/PO/Dev) ways of working
- daily check-ins, watch out for blockers
- bring up to speed + working sessions
- delivery + oversee quality and consistency

WOW

WOW
- mini workshops with POs
- comms with Dev

Evaluating and prioritising features for next phase

xxx

Key Takeaway & Outcome

XXX

Interested in knowing more?

The insurer was looking to create the north star vision servicing strategy to bring better customer experience, streamline digital interactions, and drive long-term business growth.

My Role

As the UX Designer on the delivery team, supported the strategy phase to bring service concepts to life and delivered UX solution for the MVP implementation phase, while also played the Design Researcher role to plan and conduct desirability and usability testings.