Just plane awesome.
For two years I was on-site with this airline client. Mainly I worked on their travel rewards program for small to medium-sized businesses. My tasks included gathering requirements, designing, and setting up user research.
From collaborating with other teams and departments, I was also able to advise on their travel app, personal rewards program, and in-flight software.
Here is a case study of a customer (and business) problem:
“I can’t create an account!
It says the ABN is already in use.”
— 50% of customers trying to sign up
We spotted this problem while looking at sign up form errors in Google Analytics and Hotjar. Half of the people using the form were getting the same error. The site tells them they’ve entered a duplicate Australian Business Number (ABN).
From speaking to customers in interviews and the call center, we know how this happens. Oftentimes the initial person who sets up the account either works in a different department, left the company, or forgot about it altogether.
When this happens, the customer service team makes a lot of phone calls to give access to the right people. It was clear that a digital solution can help customers and lower call center volumes at the same time.
User flows for all different scenarios
Every asset – the copy on the registration form, the email links, the dashboard designs – were all tested in user research sessions. We talked to customers in lab settings, at their workplace, as well as in the premium airport lounges.
The research findings were then played back to the core team. This helped everyone to understand the rationale behind each design decision.
What I learned
My work is so much more valuable when I’m able to speak with customers and able to collect data of their behaviour. Working with so many teams and stakeholders also helped me to appreciate the value of providing regular updates and sharing results.