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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 Sitema...
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 T...
Think > Experience mission Scenario 1 « We have seen promotions. We need a lowcost flight for a weekend in Prague » Scenar...
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
<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 ...
Passenger ticket Ok. And where is it? What does it mean? Is it a key information for my next steps? I don’t understand eve...
Step by step … Airport arrival Check in Drop off Tax free Border control Security check point Boarding gate Flight Airport...
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 <ul><li>- Where is my ticket and which email shoul...
When and how will I be in contact with Brussels Airlines? <ul><li>Brussels Airlines has a big stand. Brussels Airlines spe...
More than 17 different product names B light  Blight Economy  B.light economy economy   Blight economy –   B flex  Busines...
Your mission    to identify <ul><li>Divergences </li></ul><ul><li>Unconsistencies </li></ul><ul><li>Weaknesses </li></ul>...
Moments of truth Airport arrival Check in Drop off Tax free Border control Security check point Boarding gate Flight Airpo...
Moments of truth I have a perfume bottle, but this is too late…  Airport arrival Check in Drop off Tax free Border control...
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 Fin...
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?
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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

Published in: Design, Travel, Business
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  • Transcript of "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?
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