Travel experience Brussels airlines case

Audrey Head of e-business at Brussels airlines www.brusselsairlines.com

Raphaël Communication / design / usability Information A rchitect at Emakina Blogger - ergonline.net BUD ‘07 & 08

Introduction

The experience is the brand !

Understand this global user experience.

Redesign of Brussels Airlines’ website in improving the full experience of a customer through his/her travel journey.

Agenda Methodology Some key findings Conclusions

Part 1. Methodology

Think > Build > Run Experience mission Content analysis Benchmark Business interviews Personas Research & insight Sitemap Zoning Navigation Wireframing Design <HTML/> User test Eyetracking

Think

Think > Business interviews Users needs Business objectives Value

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

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. »

Think > Content analysis

Think > Benchmark

Think > Reseach & insight Google survey 2007

Build

Build > Sitemap definition 1. Enumeration 2. Categorization 3. Structuring

Build > Navigation definition

Build > Zoning Homepage & subhomepages zoning Content pages zoning

Build > Wireframing First proposition Validated version

Build > Design wireframe Design

Run

Run > User tests Heatmaps Gaze plots

Part 2 some key findings

About the Experience Mission

Where should I go ?

What time is it and when should I leave?

Security rules Controls, warning & prohibition

Waiting and queuing

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 ?

Boarding pass

Check-in

E-ticket

Security check point

Flight number

Reservation number

B.Light

Miles

Drop off

Express check-in

Code share

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…

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

Discover the world again

Be at least two people

To share, analyze, look differently…

Take pics, screenshots, leaflets & notes

Analyse insights throughout 3 axes:

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 ?

- 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?

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

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 ?

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

Your mission  to identify Divergences Unconsistencies Weaknesses Moment of truth and all the opportunities the website could help to improve the experience.

Divergences

Unconsistencies

Weaknesses

Moment of truth

and all the opportunities the website could help to improve the experience.

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

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

Moments of truth

From the experience to the website …

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 …

Experience timeline to navigation I want to travel I’m booking my travel I’m travelling I’m back from my travel

From Timeline to Information Architecture

From Timeline to Information Architecture I want to travel I’m booking my travel I’m travelling I’m back from my travel

From Timeline to contextualization I want to travel I’m booking my travel I’m travelling I’m back from my travel

About user tests …

User tests > People & geography

User tests  datepicker

Conclusions

Start the earlier the better

Forget everything you know!

Collaborate with the most people as possible

Test

Keep track of results

An experience mission is possible for any service company

Don’t only think the experience, live it!

Thanks Questions? Remarks? Insults?