Redesign of the baggage information page for booked flights
Background
Observation at airports and verbatim in NPS data surfaced that customers are confused about the included baggage allowance for booked flights which results in loss of revenue through call centres.
The challenge
Reduce customers’ engagements with Qantas ground staff and call centres and increase revenue of added paid baggage.
Discovery
Competitive and comparative research was conducted, various passenger types interviewed and verbatim from NPS analysed to understand:
- How do customers feel?
- What are their needs?
- What are their pain points?
- Do they apply any hacks?
Constructing hypotheses
Synthesised data from customer interviews surfaced trends, around which problem statements and hypotheses were formed such as:
“We believe that, visual clues will help reduce confusion about baggage type and dimension.”
Validating hypotheses
Participants were shown simple stimuli to validate hypotheses, such as different options to display baggage dimension and weight information.
Ideation
Crazy 8s sketching sessions and brainstorms with other designers and business stakeholders led to additional ideas to further explore and refine.
User testing
Initial design ideas were prototyped and tested with customers at Sydney domestic and international airport.
Reiterate and refine
Test results were analysed and deltas revised, before high fidelity prototypes were created. Usability was tested in more detail through additional guerilla tests at the airports.
Delivery
User interface designs were rolled out across three major breakpoints, adhering to accessibility standards. Individual screens were designed to match use cases, before they were shared with developers via Zeplin. Developers’ questions were discussed in Jira and weekly video conferences.
