1.
@ Cam illeLeRoux
RESTRICT
ED
Confidenti
al
Experience Strategy in
the Travel Industry
Simplifying the complex
Camille Le Roux
Head of User Experience
Strategic Growth Businesses, Amadeus
UXSTRAT Europe, June 2018

2.
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Who used an airplane
to travel to Amsterdam for UX Strat?

3.
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4 300 000 000
passengers boarded in 2018
Expected 2018 performance. Source: IATA press release no.70, December 2017

4.
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Source: IATA passenger growth forecast
4 300 000 000
passengers boarded in 2018
7 200 000 000
in 2035

5.
@ Cam illeLeRoux
41 700
airports
Source: CIA World Factbook

6.
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Who stayed in a hotel
last night?

7.
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17 500 000
hotel rooms
Source: STR Global

8.
@ Cam illeLeRoux
millions
of travel professionals

9.
@ Cam illeLeRoux
Delivers solutions to millions of travel professionals
Serves billions of travelers every year
15.000 employees worldwide
Present in 190+ countries

10.
@ Cam illeLeRoux
Shape the future
of travel
@ Cam illeLeRoux

11.
@ Cam illeLeRoux@ Cam illeLeRoux

12.
@ Cam illeLeRoux
Photo source: http://www.tom.travel
@ Cam illeLeRoux

13.
@ Cam illeLeRoux@ Cam illeLeRoux

14.
@ Cam illeLeRoux

15.
@ Cam illeLeRoux
tour operatorscar rental
companies
cruise and
ferry lines
rail operators insurance
provider groups
airport
operators
ground
handlers
hotel
chains
travel agencies and
corporations
airlines

16.
@ Cam illeLeRoux
Franck
The traveler
@ Cam illeLeRoux

17.
@ Cam illeLeRoux
Anna
The travel professional
Franck
The traveler
@ Cam illeLeRoux

18.
@ Cam illeLeRoux
Functionality
Productivity, efficiency
Ease of use
Driver: Expertise
Easy, social, convenient
Attractive and personalized offers
Engagement, satisfaction
Driver: Emotion
Anna
The travel professional
Franck
The traveler

19.
@ Cam illeLeRoux
“There is no more
B2B or B2C. It’s H2H:
Human to Human.”
Bryan Kramer
Designing for humans #H2H
@ Cam illeLeRoux

20.
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Made for humans… really?

21.
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CHAPTER 1
How to develop a UX strategy
in a complex ecosystem

22.
@ Cam illeLeRoux
The brain is hardwired for
simplicity

23.
@ Cam illeLeRoux
Embrace
complexity
Good
complexity
Bad
complexity
Increases cost
Destroys value
Boosts performance
Improves experience
Complexity
Quality
Source: Sam edan LTD “Survival of the Sim plest”

24.
Ecosystem
Users
segmentation
Functionality
History
Embrace
complexity…Business
processes
Data
model
Timing & Budget
Access to users
UX maturity
…even with
constraints
@ Cam illeLeRoux
Value

25.
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Experience Design
Strategy
5 ideas
to simplify
the complex

26.
@ Cam illeLeRoux
1
The Din Designer
stands for Detective.
David Evans
UX Manager, Amadeus
@ Cam illeLeRoux

27.
@ Cam illeLeRoux
« What is the most critical data for the
product? »
« How does the product
interact with other systems? »
« Who uses this product and why? »
« How were the functions accomplished
before this product? »
« How do you imagine the long term
evolution of the product? »
« What are your business objectives? Your
top business priorities? »
« Who are our competitors? Their
strenghts and weaknesses? »
« Why do customers choose this product? »
« How do we sell this product? »
« What are your biggest challenges? »
Adoption
Retention
Satisfaction (SUS)
Customer feedback
Support cost
Guidelines compliance
User Tests results
…
KPI:
§ Understand the
business, objectives,
challenges
§ Collect KPI
1

28.
@ Cam illeLeRoux
2
Focus on the
people.

29.
@ Cam illeLeRoux
Frequency of travelComputer literacy
Nb of hotel nights/yr
Job/education level
Travel budget
Years of experience
Social media proficiency
Company size
Lead time
Organization size
Nb of trips/yr
Yearly incomeRole
Channels
§ Who are our
customers?
§ Who are the
customers of our
customers?
@ Cam illeLeRoux
2

30.
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3
Everything starts and ends
with data.
Riccardo Avanzi
UX Designer, Ludotic for Amadeus

31.
@ Cam illeLeRoux
§ Quantitative data
(analytics…)
§ Qualitative data
(UXR…)
@ Cam illeLeRoux
3

32.
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4
Multiple paths,
multiple perspectives.

33.
@ Cam illeLeRoux
§ Journey maps from
the 2 perspectives
§ Find synergies,
overlays, gaps
@ Cam illeLeRoux
4

34.
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5
Zoom out.

35.
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§ Visualize the full
ecosystem
§ Connect with business
“Eventually,
everything
connects.”
Charles Eames
@ Cam illeLeRoux
5

36.
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CHAPTER 2
How to grow a UX mindset
in your company?

37.
@ Cam illeLeRoux
NOT RECOGNIZED
UX is “not important”
INTERESTED
UX is important but receives little funding
INVESTED
UX is very important and formalized programs emerge
COMMITED
UX is critical and executives are highly involved
ENGAGED
UX is one of the core tenets of the organization’s strategy
EMBEDDED
UX is part of the company’s DNA
UX maturity model
Source: http://johnnyholland.org/2010/04/planning-your-ux-strategy/

38.
@ Cam illeLeRoux
Dear UX teams,
Please, do not work in isolation.
@ Cam illeLeRoux

39.
@ Cam illeLeRoux
Executives &
Management
R&D
Development
Quality
Functional analysts
Data analysts
CUSTOMERS
& USERS
UX
BUSINESS
Product strategy
Service strategy
Sales
Marketing
Customer support
Training
INNOVATION
CORPORATE
Branding
Corporate Strategy
Processes
End to End Agility
Data

40.
@ Cam illeLeRoux
5 ideas
to make UX grow
Achieving
UX Maturity

41.
@ Cam illeLeRoux
1 Collect facts (analytics, surveys, user tests, customer testimonials…)
2 Integrate UX systematically and from the start
3 Engage your colleagues in the UX process
4 Build a UX leadership and culture (trainings, events, workshops…)
5 Communicate
@ Cam illeLeRoux

42.
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Shape the future
of travel
@ Cam illeLeRoux