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Travel experience Brussels airlines case

Audrey

Head of e-business at Brussels airlineswww.brusselsairlines.com

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Raphaël

Communication / design / usabilityInformation Architect at Emakina

Blogger - ergonline.netBUD ‘07 & 08

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Introduction

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The experience is the brand !

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Understand this global user experience.

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

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Agenda

MethodologySome key findings

Conclusions

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Part 1. Methodology

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Think > Build > Run

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Experience mission

Content analysis

Benchmark

Business interviews

Personas

Research & insight

Sitemap

Zoning

Navigation

Wireframing

Design

<HTML/>

User test

Eyetracking

Think

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Think > Business interviews

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Usersneeds

Businessobjectives Value

Think > Personas

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Business traveller35-50 years old

Product: Bflex & BusinessFrequent flyerTravel 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

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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

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Think > Benchmark

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Think > Reseach & insight

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Google survey 2007

Build

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Build > Sitemap definition

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1. Enumeration 2. Categorization 3. Structuring

Build > Navigation definition

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Build > Zoning

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Homepage & subhomepages zoning Content pages zoning

Build > Wireframing

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First proposition

Validated version

Build > Design

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wireframe Design

Run

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Run > User tests

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Heatmaps

Gaze plots

Part 2 some key findings

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About the Experience Mission

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Where should I go ?

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What time is it and when should I leave?

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Security rules

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Controls, warning & prohibition

Waiting and queuing

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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 ?

Passenger ticket

Ok.And where is it?Ok.And where is it?

What does it mean?What does it mean?

Is it a key information for my next steps?

Is it a key information for my next steps?

I don’t understand everything…

I don’t understand everything…

Step by step …

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Airport arrival Check in Drop off Tax freeBorder control

Security check point Boarding gate Flight Airport

depatureLuggages

VIP lounge

Boarding

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Discover the world again

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Be at least two people

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To share, analyze, look differently…

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Take pics, screenshots, leaflets & notes

Analyse insights throughout 3 axes:

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I’m booking my travel

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« I’m booking my travel » « I’m travellingTICKET

- 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?

- 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 ?

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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

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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

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Your mission to identify

- Divergences- Unconsistencies- Weaknesses- Moment of truth and all the opportunities the website could help to improve the experience.

Moments of truth

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Airport arrival Check in Drop off Tax freeBorder control

Security check point Boarding gate Flight

Airport depature

Luggages

VIP lounge

Boarding

Moments of truth

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Airport arrival Check in Drop off Tax freeBorder control

Security check point Boarding gate Flight

Airport depature

Luggages

VIP lounge

Boarding

I have a perfume bottle, but this is too late…

Moments of truth

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From the experience to the website …

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Experience timeline

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I want to travelI’m booking my

travelI’m travelling

I’m back from my travel

BEFORE DURING AFTER

Finda price

a destination a timetable a company

D-1 !Ticket

passenger , checkin &

boarding pass

D+1!Miles

Feedback…

Experience timeline to navigation

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I want to travelI’m booking my

travelI’m travelling

I’m back from my travel

From Timeline to Information Architecture

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From Timeline to Information Architecture

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I want to travelI’m booking my

travelI’m travelling

I’m back from my travel

From Timeline to contextualization

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I want to travelI’m booking my

travelI’m travelling

I’m back from my travel

About user tests …

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User tests > People & geography

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User tests datepicker

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Conclusions

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Start the earlier the better

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Forget everything you know!

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Collaborate with the most people as possible

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Test

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Keep track of results

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An experience mission is possible for any service company

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Don’t only think the experience, live it!

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Thanks

Questions?Remarks?

Insults?

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