Guest Insights

I partnered with a dedicated researcher to discover shopping habits and expectations. I drove the objectives of the investigation, and extracted key insights from the research data that eventually helped me shape the strategy.

Ideation

I came up with ideas that addressed pain points from key insights, and set up collaboration sessions with product owner, another ux designer and a tech lead.

User experience strategy

After conducting various investigations of current user flow, I worked on an empathy mapping to acknowledge customer behaviours, and turned the pain points to opportunities.

Inspire experience leadership

I prototyped and presented ideas to gain support from senior mobile apps team stakeholders and other partner teams.

Product feature definition

In partnership with another product owner I drove the scope of features and balanced user perspective with team KPI goals. I worked closely with engineers to validate feasibility of ideas and make informed decisions based on service dependencies.

Design and Prototype creation

I designed an elaborate user journey, prototyped the experience, and created a high fidelity vision for the UI design of the new experience.

THE CHALLENGE

After looking at analytics data, we realize that Dream’s traffic and conversion rate is on the low side. The goal of this investigation is to design & develop an inpiration phase that will enhance the guest experience and increase conversion to the booking process.

Explore with travel apps

Guests use travel apps to explore ideas for potential flight or trips ideas.

Comparing ideas

Guests use apps for for searching but often complete bookings on a computer due to comfort, ease of comparing using tabs.

Higher Tiers (Silver, Gold, Platinum)

Shopping Habits:
• Checking Rewards status
• Flights Status
• Checking-In
Expectations:
#1 Rewards
#2 shortcut to trips,
#3 recent or common routes

A Destination in mind

Guests have intention to travel with a particular destination in mind

Inspiring content

Guests are currently not using the screen as its intended, and are not finding value in the content presented.

Lower Tiers (Teal and Non-members)

Shopping Habits:
• Flight status
• Checking-in
• Movies and TV
Expectations:
#1 ability to Search inspiration,
#2 access trips/travel info,
#3 Rewards

VISION

Travel is very personal, and so we want to provide guests with an inspiration phase that will empower them to build their next dream trip. We focused on tools that will spark ideas specific to each guests, and make it an easy process instead of overloading them with generic content.

FOR YOU

Guest who have most recent activities, notifications, trips coming up or saved items can now have a quick access from their main screen.

EXPLORE

Guests can now explore different destinations by region, price, flexible times, through their explore section.

SMART SEARCH

Guests can now search and explore a particular destination in mind easier and faster.

They can also now navigate through their favourite tools by recommending top tools that they interact with in a daily basis and in-context to their travel situation.

The search functionality will also recommend quick access to Trips, tracked flights, and favourites associated to the destination typed in the search bar.

DESTINATIONS

Guests can now explore travel ideas such as hotels, activities and low fares for each destination.

Users can now quickly access tools associated to a specific destination such as upcoming trip, tracked flights and saved filters.

They can also now save selections to compare multiple travel ideas.

Design foundations

Using guest insights, I came up with design principles that will keep my design decision making process grounded, and will also help me present rationales to my team and stakeholders.

Make travel personal
Allow each guests to curate their dream travel experience. Provide personalized solutions based on their expectations.

Make travel inspiration stage easier
Respect their time and attention by decreasing confusion, making process more intuitive and finding ways to deliver information faster.

Express our care for guests
Make guests feel important by recognizing their user needs & wants. Better alignment with user expectations & shopping habits.

Engaging content
Ensure that design and content attracts user’s attention and keeps them coming back. Projecting awareness of each persona’s interests through content.

Analysis of current user flows

• It currently takes about 3-5 steps for user to load a tool to start a task
• Majority have at-least 3 different ways to load the tool, which leads to heavy cognitive load, frustrated users, and maybe possibly abandonment.

Conclusion:
In contrast to these flows, the re-imagined landing screen will provide easy access to top functionalities guest are using, and prevent confusion by eliminating unnecessary steps.

Empathy mapping for current inspiration journey

Using insights from segmented profiles and voice of guest feedbacks, I created an empathy mapping that uncovered guest pain points under each step of the journey. These pain points led to opportunities to innovate.

As part of the overarching goal to re-imagine mobile app’s UX and UI, I designed a more refined and consistent set of system and product iconography, and drove the over all look and feel of each of the components while still taking in consideration some of the most important aspects of the WestJet corporate brand.

HIGH FIDELITY PROTOTYPING

After rounds of iteration during the wire-framing stage, I started creating prototypes to finalize the user flow and UI. This stage includes interactions and animations for transitions.

INTERACTION & MOTION DESIGN

To fully communicate my vision for the interaction element of the components, I created prototypes to demonstrate motions to the engineers. I provided in-depth specs for interaction design direction.

DOCUMENTATION & HAND OFF

I created documentation for each platform including iOS, Android, tablet to help communicate requirements to the development team and support QA teams in writing test cases.