Brussels Airlines case study - Belgian Usability Day

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    Brussels Airlines case study - Belgian Usability Day - Presentation 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. The experience is the brand !
    6. Understand this global user experience.
    7. Redesign of Brussels Airlines’ website in improving the full experience of a customer through his/her travel journey.
    8. Agenda Methodology Some key findings Conclusions
    9. Part 1. Methodology
    10. Think > Build > Run Experience mission Content analysis Benchmark Business interviews Personas Research & insight Sitemap Zoning Navigation Wireframing Design <HTML/> User test Eyetracking
    11. Think
    12. Think > Business interviews Users needs Business objectives Value
    13. 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
    14. 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.  »
    15. Think > Content analysis
    16. Think > Benchmark
    17. Think > Reseach & insight Google survey 2007
    18. Build
    19. Build > Sitemap definition 1. Enumeration 2. Categorization 3. Structuring
    20. Build > Navigation definition
    21. Build > Zoning Homepage & subhomepages zoning Content pages zoning
    22. Build > Wireframing First proposition Validated version
    23. Build > Design wireframe Design
    24. Run
    25. Run > User tests Heatmaps Gaze plots
    26. Part 2 some key findings
    27. About the Experience Mission
    28. Where should I go ?
    29. What time is it and when should I leave?
    30. Security rules Controls, warning & prohibition
    31. 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 ?
    32. 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…
    33. 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
    34. Discover the world again
    35. Be at least two people
    36. To share, analyze, look differently…
    37. Take pics, screenshots, leaflets & notes
    38. Analyse insights throughout 3 axes:
    39. 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 ?
    40. 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
    41. 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
    42. Your mission  to identify
      • Divergences
      • Unconsistencies
      • Weaknesses
      • Moment of truth
      • and all the opportunities the website could help to improve the experience.
    43. 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
    44. 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
    45. Moments of truth
    46. From the experience to the website …
    47. 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 …
    48. Experience timeline to navigation I want to travel I’m booking my travel I’m travelling I’m back from my travel
    49. From Timeline to Information Architecture
    50. From Timeline to Information Architecture I want to travel I’m booking my travel I’m travelling I’m back from my travel
    51. From Timeline to contextualization I want to travel I’m booking my travel I’m travelling I’m back from my travel
    52. About user tests …
    53. User tests > People & geography
    54. User tests  datepicker
    55. Conclusions
    56. Start the earlier the better
    57. Forget everything you know!
    58. Collaborate with the most people as possible
    59. Test
    60. Keep track of results
    61. An experience mission is possible for any service company
    62. Don’t only think the experience, live it!
    63. Thanks Questions? Remarks? Insults?

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