Select Page

Unifying cabin upgrade experience post-airline merger.

Brief

The cabin upgrade is a benefit that the airline provides to all the passengers that form part of the fidelization program, which allows them to postulate to occupy the business class seats that haven’t been sold.

Challenge

The main objective was to design the first responsive web app for the airline, integrating the various Global Distribution Systems (GDS) used by the airlines, which required meticulous attention to the backend.
The redesign was necessary due to the merger of two airlines, making it crucial to create a unified experience for the cabin upgrade process.
As this benefit is highly valued by frequent flyers, the project had high visibility.
Additionally, a major challenge was tackling significant user frustration due to the functionality’s poor performance, which left passengers feeling neglected and compromised their overall experience with the airline.

 

Approach

After performing research and analysis of both the legacy desktop and mobile applications, a design strategy of mobile first was implemented.
Main issues to fix were related to the postulation flow, incorrect order and grouping of information, and lack of user feedback or system status.

My Contribution

As a UX expert, I played a pivotal role in the success of this project, acting as the central hub between design, business, and development teams. My contributions included:

  • Expert Review and Analysis: Conducted a rigorous expert review and analysis during the definition phase, identifying key areas for improvement and aligning the project goals with business objectives.
  • Sitemap, Navigation, and IA: Created a comprehensive sitemap, navigation flow, and information architecture to ensure a seamless user experience across the new responsive web app.
  • Design Development: Designed low-fidelity wireframes to outline basic layouts and interactions, and high-fidelity wireframes to provide detailed visual representations of the final product.
  • Interactive Prototypes: Developed high-fidelity interactive prototypes to simulate user interactions, which were essential for usability testing and stakeholder presentations.
  • User Testing Sessions: Led user testing sessions to gather feedback and insights, which were crucial for refining the design and improving the overall user experience.
  • Documentation: Documented UX improvements, design patterns, functionalities, and the look & feel guidelines to ensure consistency and facilitate communication across teams.
  • Cross-Functional Collaboration: Acted as the bridge between design, business, and development teams, ensuring that all perspectives were considered and integrated into the final product.
    This included coordinating meetings, addressing concerns, and maintaining alignment on project objectives.

Results

By implementing a mobile-first strategy, addressing key issues in the postulation flow and information architecture, and providing real-time feedback on applications, the project successfully delivered an effective web app for the airline.
This led to a significant improvement in user satisfaction and engagement, particularly among frequent flyers who highly value the cabin upgrade benefit.

 

User Feedback

The feedback from users was overwhelmingly positive.
Frequent flyers appreciated the intuitive design, ease of use of the new responsive web app.
The improved postulation flow , clear information grouping and real-time feedback enhanced their experience, making the process of upgrading to business class seats more seamless and enjoyable.