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Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
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Brussels Airlines case study - Belgian Usability Day

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Presentation by Audrey benoit & Raphaël de Robiano at the Belgian Usability Day 2008 (Brussels). more info on www.usabilityday.be

Presentation by Audrey benoit & Raphaël de Robiano at the Belgian Usability Day 2008 (Brussels). more info on www.usabilityday.be

Published in: Design, Travel, Business
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  • Transcript

    • 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. <ul><ul><ul><li>Boarding pass </li></ul></ul></ul><ul><ul><ul><li>Check-in </li></ul></ul></ul><ul><ul><ul><li>E-ticket </li></ul></ul></ul><ul><ul><ul><li>Security check point </li></ul></ul></ul><ul><ul><ul><li>Flight number </li></ul></ul></ul><ul><ul><ul><li>Reservation number </li></ul></ul></ul><ul><ul><ul><li>B.Light </li></ul></ul></ul><ul><ul><ul><li>Miles </li></ul></ul></ul><ul><ul><ul><li>Drop off </li></ul></ul></ul><ul><ul><ul><li>Express check-in </li></ul></ul></ul><ul><ul><ul><li>Code share </li></ul></ul></ul>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 <ul><li>- Where is my ticket and which email should I bring to the Airport </li></ul><ul><li>- What are the next steps? </li></ul><ul><ul><li>The check-in: which will give me my true ticket: the boarding pass </li></ul></ul><ul><ul><li>The weight limitation of my luggage and what I’m allowed to bring </li></ul></ul><ul><ul><li>When should I arrive to the airport? </li></ul></ul>- What should I know at this step ?
    • 47. When and how will I be in contact with Brussels Airlines? <ul><li>Brussels Airlines has a big stand. Brussels Airlines speaks about Brussels Airlines. </li></ul><ul><li>I only receive corporate information about the company </li></ul><ul><li>It doesn’t answer to my questions: Where to go ? How much ? When ? </li></ul>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 <ul><li>Divergences </li></ul><ul><li>Unconsistencies </li></ul><ul><li>Weaknesses </li></ul><ul><li>Moment of truth </li></ul><ul><li>and all the opportunities the website could help to improve the experience. </li></ul>
    • 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?

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