Brussels Airlines case study - Belgian Usability Day

5,916 views
5,700 views

Published on

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

Brussels Airlines case study - Belgian Usability Day

  1. 1. Travel experience Brussels airlines case
  2. 2. Audrey Head of e-business at Brussels airlines www.brusselsairlines.com
  3. 3. Raphaël Communication / design / usability Information A rchitect at Emakina Blogger - ergonline.net BUD ‘07 & 08
  4. 4. Introduction
  5. 5.
  6. 6. The experience is the brand !
  7. 7.
  8. 8. Understand this global user experience.
  9. 9.
  10. 10.
  11. 11.
  12. 12.
  13. 13. Redesign of Brussels Airlines’ website in improving the full experience of a customer through his/her travel journey.
  14. 14. Agenda Methodology Some key findings Conclusions
  15. 15. Part 1. Methodology
  16. 16. Think > Build > Run Experience mission Content analysis Benchmark Business interviews Personas Research & insight Sitemap Zoning Navigation Wireframing Design <HTML/> User test Eyetracking
  17. 17. Think
  18. 18. Think > Business interviews Users needs Business objectives Value
  19. 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. 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. 21. Think > Content analysis
  22. 22. Think > Benchmark
  23. 23. Think > Reseach & insight Google survey 2007
  24. 24. Build
  25. 25. Build > Sitemap definition 1. Enumeration 2. Categorization 3. Structuring
  26. 26. Build > Navigation definition
  27. 27. Build > Zoning Homepage & subhomepages zoning Content pages zoning
  28. 28. Build > Wireframing First proposition Validated version
  29. 29. Build > Design wireframe Design
  30. 30. Run
  31. 31. Run > User tests Heatmaps Gaze plots
  32. 32. Part 2 some key findings
  33. 33. About the Experience Mission
  34. 34. Where should I go ?
  35. 35. What time is it and when should I leave?
  36. 36. Security rules Controls, warning & prohibition
  37. 37. Waiting and queuing
  38. 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. 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. 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. 41. Discover the world again
  42. 42. Be at least two people
  43. 43. To share, analyze, look differently…
  44. 44. Take pics, screenshots, leaflets & notes
  45. 45. Analyse insights throughout 3 axes:
  46. 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. 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. 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. 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. 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. 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. 52. Moments of truth
  53. 53. From the experience to the website …
  54. 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. 55. Experience timeline to navigation I want to travel I’m booking my travel I’m travelling I’m back from my travel
  56. 56. From Timeline to Information Architecture
  57. 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. 58. From Timeline to contextualization I want to travel I’m booking my travel I’m travelling I’m back from my travel
  59. 59. About user tests …
  60. 60. User tests > People & geography
  61. 61. User tests  datepicker
  62. 62. Conclusions
  63. 63. Start the earlier the better
  64. 64. Forget everything you know!
  65. 65. Collaborate with the most people as possible
  66. 66. Test
  67. 67. Keep track of results
  68. 68. An experience mission is possible for any service company
  69. 69. Don’t only think the experience, live it!
  70. 70. Thanks Questions? Remarks? Insults?

×