OBJECTIVE
How might we help Saudia passengers manage their flight booking effectively?
MY ROLE
Senior Product Designer
UX/UI/IxD
Research
Design for iOS native
B2C Air Travel
RESULTS
How might we help Saudia passengers manage their flight booking effectively?
DURATION & TEAM
Length: 10 months
1 x Design Lead
1 x Product Manager
2 x UI Designers
2 X Frontend engineers
OBJECTIVE
Enhance the current legacy platform and drive change for future innovation for Saudia Airlines.
CONTEXT: INTRODUCTION
Saudia Airlines, the national flag carrier of one of the Government of Saudia, had launched its innovative digital platform, the Travel Companion (TC), powered by advanced artificial intelligence.
I was a Senior Product & Interaction Designer with Accenture Song leading design innovation on the flows assisting passengers in managing their flight bookings on Saudia’s the iOS app.
CONTEXT: WAYS OF WORKING
Royal Highness
Govt of Saudi
Accenture Leadership
Design Lead
Business Lead
Engineering Lead
Product Managers
Senior Product Designer (Me)
Engineering Teams
Testing & QA
Approval
Deployment
RESEARCH: MANAGE PASSENGER BOOKING USER FLOW
POST - FLIGHT
“How will my last mile service be?”
IN - FLIGHT
“What will my journey look like?”
PRE - FLIGHT
“How do we plan closer to departure?”
PLAN
“What do we need before our trip?”
BOOK
“Where & How can we book our tickets?”
DISCOVER
“Let’s travel somewhere!”
PRE - FLIGHT: “How do we plan closer to departure?”
RETRIEVE MY TRIP
How do I retrieve my flight Riyadh to London flight booking on my app?
VIEW FLIGHT STATUS
What is the current status of my flight?
MANAGE MY BOOKING
How can I manage my booking and what do I need?
MODIFICATION
“How might I modify or reschedule my flight?”
TRAVEL
“How will I manage my post flight travel to my last mie destination?”
RESEARCH: KEY CHALLENGES FOR SAUDIA AIRLINE
KEY CHALLENGES FOR SAUDIA
Scheduling
Planning
Experience
RESEARCH: OUR CHALLENGES ARE BACKED BY DATA
67%
Face there is a lack of parental services provided
57%
Travellers choose theme based holidays.
44%
Couples face issues while deciding a destination.
41%
Travellers face anxiousness due to long lines.
33%
Travellers raise issue when flights are cancelled.
RESEARCH: JOURNEY MAPPING FOR CURRENT AS-IS SAUDIA EXPERIENCE
IDEATION: FEATURES LED BY ME
As a Senior Product designer, my role was to lead and design for the manage passenger booking (MMB) flow for the iOS mobile platform.
TASKS TO DO: DESIGN CHECKLIST
Help passengers add their bookings
Design for single, multi and return trips
Provide summary and manage booking pages
Help passengers avail services: WiFI, Baggage, Seat change and Meal
Design flows for check-in
Help passengers to reschedule or modify flights
DESIGN: SAUDIA’S DESKTOP-FIRST APPROACH
UPDATES & ALERTS
MANAGE BOOKING
GLOBAL NAVIGATION
BOOKING REFERENCE & LAST NAME
BOOK & MANAGE ACCESS
DESIGN: ANALYSING THE COMPETITION
As a Senior Product designer, for our comprehensive benchmark analysis, I evaluated the features of 58 airline apps, focusing on functionality, user interface, speed, and overall user experience. Taking the insights from this exercise to flesh out the features, use cases, and content that would be incorporated into each screen of the Saudia app.
Key considerations being easy discoverability and simplicity, ensuring that users can easily navigate the app while still being able to complete the most crucial tasks.
DESIGN: ARCHITECTURE & FIRST DRAFTS
OPTION 01: DIRECT ACTIONS
PAGE TITLE
NO CURRENT TRIPS
EITHER FIND BOOKING OR BOOK A FLIGHT
OPTION 02: PATHWAY FOCUSED
TAB NAVIGATION FOR MY TRIPS
WAYS TO RETRIEVE TRIPS
SHOULD USER CONTINUE, ARE THEY LOGGED IN?
LOGIN PATH FOR USER TO CREATE A PROFILE
OPTION 03 : CONVERSATIONAL ✅
CONVERSATIONAL COPY, ACTIONABLE NUDGES
EASY TO ADD TRIP OR BOOK A FLIGHT
DESIGN: ARCHITECTURE & FIRST DRAFTS
DESIGN: SAUDIA END-TO-END JOURNEY
WIRE FRAMES
·
IN PRODUCTION
What
User testing is a common design process that evaluates the usability, functionality, and user experience of the website typically used to get qualitative information from either existing or potential users.
User testing is typically moderated by one or two designers in approximately 1-1.5 hours. Interviews are usually conducted both virtually and in person while ensuring a high level of comfort and transparency with the users.
TESTING: PROCESS & INTRODUCTION
Why
At its core, user testing helped Saudia save money, save time, and make the new digital experience more useful and satisfying to users. The team tested the final design solution with real Saudi customers and helped the UX and UI team create designs that are people focused and intuitive.
Through this process, the team found out how customers use Saudia digital products. The goal of the user testing was to understand and validate the information architecture, experience flows, content consumption and look and feel.
How
We conducted 5 user testing sessions with 38 participants both virtually and in-person by using interactive prototypes and setting up comfortable and neutral areas and atmospheres for the user to transparently express him/herself. This allowed the team to observe and capture users' behaviors when interacting with the prototype.
Qualitative and quantitative data were then analyzed based on given metrics and behavioral patterns and translated into insights to give back to the UX and UI team.
MVP user testing
EXECUTIVE SUMMARY
4.
Run interview sessions
5.
Analyse and present insights
1.
Understand the scope
Three user testing sessions where identified covering:
Web MVP topics aggregations, architecture and flows testing
Web MVP homepage, booking, MMB and check-in
App MVP homepage, booking, MMB and check-in
The usability testing sessions were run both virtually and in person. The sessions were recorded and supported by live note-taking on excel. The interviewee was requested to experience the prototype and share thoughts and impressions while the researcher was observing body/facial reactions.
The team delivered research insights and actionable recommendations:
Miro boards for the UX team to visualize insights within the visual prototype
Word documents to share across the entire design and Alhayaa.
Retro deck for presentations and in-depth findings walkthrough
Identified 5 Alhayaa samples user based on the research scope and travel habits, after the recruitment the team requested the volunteers to fill out an interviewee screening to collect basic information while fitting them into the right sample category
The research protocol was built to share internally and with the client, it includes:
Research objectives
Research metrics
Interviews samples
Interview facilitation guidelines
Figma prototypes links
Tasks scenario description
Questions
2.
Define and recruit audience
3.
Draft the research protocol
+70
UX/UI implementations after conducting the user test
+85
UX/UI implementations after conducting the user test
“The user testing sessions were a great way to settle doubts about the designs and uncover pain points that are not always apparent. It’s an efficient approach to ensure the designs are moving on the right path”
UX Designer
WEBSITE & APP MVP EXPERIENCE
User testing
in numbers
8
Weeks
320
Prototypes created
5
500+
38
Observed market segments
Inisghts found
Interviewd customers
400+
Asked questions
Hours
IMPACT: PRODUCT IMPACT 2022
A great way of documentation and capturing insights, the detailed feedback per screen was so helpful to directly translate the findings into action.”
Design Governance
“
+40%
App adoption rate
155+
Design enhancements for web and app after user testing
+121
New services
4.6
App Store rating