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Brussels Airlines - case at Belgian Usability Day 2008

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Case presented at the Belgian Usability day by Audrey Benoit (Brussels airlines) & Raphaël de Robiano (Emakina). More info on www.usabilityday.be

Case presented at the Belgian Usability day by Audrey Benoit (Brussels airlines) & Raphaël de Robiano (Emakina). More info on www.usabilityday.be

More in: Design , Travel , Business
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  • 1. Travel experience Brussels airlines case
  • 2. Audrey Head of e-business at Brussels airlines www.brusselsairlines.com
  • 3. Raphaël Communication / design / usability Information A rchitect at Emakina Blogger - ergonline.net BUD ‘07 & 08
  • 4. Introduction
  • 5.
  • 6. The experience is the brand !
  • 7.
  • 8. Understand this global user experience.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Redesign of Brussels Airlines’ website in improving the full experience of a customer through his/her travel journey.
  • 14. Agenda Methodology Some key findings Conclusions
  • 15. Part 1. Methodology
  • 16. Think > Build > Run Experience mission Content analysis Benchmark Business interviews Personas Research & insight Sitemap Zoning Navigation Wireframing Design <HTML/> User test Eyetracking
  • 17. Think
  • 18. Think > Business interviews Users needs Business objectives Value
  • 19. Think > Personas Business traveller 35-50 years old Product: Bflex & Business Frequent flyer Travel early in the morning Time is money > save time Like to work during travelling (space to work, information on Wifis, Internet spots, plug computer during flight) Mobile usage (mobile checkin) Price doesn’t matter/Time table is key Fast booking – online booking – online checkin
  • 20. Think > Experience mission Scenario 1 « We have seen promotions. We need a lowcost flight for a weekend in Prague » Scenario 2 « We have a business meeting in Lisbon on 02/11.  »
  • 21. Think > Content analysis
  • 22. Think > Benchmark
  • 23. Think > Reseach & insight Google survey 2007
  • 24. Build
  • 25. Build > Sitemap definition 1. Enumeration 2. Categorization 3. Structuring
  • 26. Build > Navigation definition
  • 27. Build > Zoning Homepage & subhomepages zoning Content pages zoning
  • 28. Build > Wireframing First proposition Validated version
  • 29. Build > Design wireframe Design
  • 30. Run
  • 31. Run > User tests Heatmaps Gaze plots
  • 32. Part 2 some key findings
  • 33. About the Experience Mission
  • 34. Where should I go ?
  • 35. What time is it and when should I leave?
  • 36. Security rules Controls, warning & prohibition
  • 37. Waiting and queuing
  • 38.
        • Boarding pass
        • Check-in
        • E-ticket
        • Security check point
        • Flight number
        • Reservation number
        • B.Light
        • Miles
        • Drop off
        • Express check-in
        • Code share
    Are we all familiar with these notions ?
  • 39. Passenger ticket Ok. And where is it? What does it mean? Is it a key information for my next steps? I don’t understand everything…
  • 40. Step by step … Airport arrival Check in Drop off Tax free Border control Security check point Boarding gate Flight Airport depature Luggages VIP lounge Boarding
  • 41. Discover the world again
  • 42. Be at least two people
  • 43. To share, analyze, look differently…
  • 44. Take pics, screenshots, leaflets & notes
  • 45. Analyse insights throughout 3 axes:
  • 46. I’m booking my travel « I’m booking my travel » « I’m travelling TICKET
    • - Where is my ticket and which email should I bring to the Airport
    • - What are the next steps?
      • The check-in: which will give me my true ticket: the boarding pass
      • The weight limitation of my luggage and what I’m allowed to bring
      • When should I arrive to the airport?
    - What should I know at this step ?
  • 47. When and how will I be in contact with Brussels Airlines?
    • Brussels Airlines has a big stand. Brussels Airlines speaks about Brussels Airlines.
    • I only receive corporate information about the company
    • It doesn’t answer to my questions: Where to go ? How much ? When ?
    At the Brussels Travel show 2008
  • 48. More than 17 different product names B light Blight Economy B.light economy economy Blight economy – B flex Business class Economy Class Bflex Economy + B flex Economy B.flex or Business Business B Economy Economy B Business BFlex Business BFlex Privilege gold B Flex Privilege platinium
  • 49. Your mission  to identify
    • Divergences
    • Unconsistencies
    • Weaknesses
    • Moment of truth
    • and all the opportunities the website could help to improve the experience.
  • 50. Moments of truth Airport arrival Check in Drop off Tax free Border control Security check point Boarding gate Flight Airport depature Luggages VIP lounge Boarding
  • 51. Moments of truth I have a perfume bottle, but this is too late… Airport arrival Check in Drop off Tax free Border control Security check point Boarding gate Flight Airport depature Luggages VIP lounge Boarding
  • 52. Moments of truth
  • 53. From the experience to the website …
  • 54. Experience timeline I want to travel I’m booking my travel I’m travelling I’m back from my travel BEFORE DURING AFTER Find a price a destination a timetable a company D-1 ! Ticket passenger , checkin & boarding pass D+1! Miles Feedback …
  • 55. Experience timeline to navigation I want to travel I’m booking my travel I’m travelling I’m back from my travel
  • 56. From Timeline to Information Architecture
  • 57. From Timeline to Information Architecture I want to travel I’m booking my travel I’m travelling I’m back from my travel
  • 58. From Timeline to contextualization I want to travel I’m booking my travel I’m travelling I’m back from my travel
  • 59. About user tests …
  • 60. User tests > People & geography
  • 61. User tests  datepicker
  • 62. Conclusions
  • 63. Start the earlier the better
  • 64. Forget everything you know!
  • 65. Collaborate with the most people as possible
  • 66. Test
  • 67. Keep track of results
  • 68. An experience mission is possible for any service company
  • 69. Don’t only think the experience, live it!
  • 70. Thanks Questions? Remarks? Insults?