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Case presented at the Belgian Usability day by Audrey Benoit (Brussels airlines) & Raphaël de Robiano (Emakina). More info on www.usabilityday.be
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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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