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Travel experience  Brussels airlines case
Audrey   Head of e-business at Brussels airlines www.brusselsairlines.com
Raphaël   Communication / design / usability Information  A rchitect at Emakina  Blogger -  ergonline.net BUD ‘07 & 08
Introduction
Brussels Airlines case study - Belgian Usability Day
The experience is the brand !
Brussels Airlines case study - Belgian Usability Day
Understand this global user experience.
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Brussels Airlines case study - Belgian Usability Day
Redesign of Brussels Airlines’ website in improving the full experience of a customer through his/her travel journey.
  Agenda   Methodology Some key findings Conclusions
Part 1. Methodology
Think  > Build  > Run Experience mission Content analysis Benchmark Business interviews Personas Research & insight Sitemap Zoning Navigation Wireframing Design <HTML/> User test Eyetracking
Think
Think > Business interviews Users needs Business objectives Value
Think > Personas Business traveller 35-50 years old Product: Bflex & Business Frequent flyer Travel 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 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
Think > Benchmark
Think > Reseach & insight  Google survey 2007
Build
Build > Sitemap definition 1. Enumeration 2. Categorization 3. Structuring
Build > Navigation definition
Build > Zoning Homepage & subhomepages zoning Content pages zoning
Build > Wireframing First proposition Validated version
Build > Design wireframe Design
Run
Run > User tests Heatmaps Gaze plots
Part 2  some key findings
About the Experience Mission
Where should I go ?
What time is it and when should I leave?
Security rules Controls, warning & prohibition
Waiting and queuing
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Are we all familiar with these notions ?
Passenger ticket Ok. And where is it? What does it mean? Is it a key information for my next steps? I don’t understand everything…
Step by step … Airport arrival Check in Drop off Tax free Border control Security check point Boarding gate Flight Airport depature Luggages VIP lounge Boarding
Discover the world again
Be at least two people
To share, analyze, look differently…
Take pics, screenshots, leaflets & notes
Analyse insights throughout 3 axes:
I’m booking my travel « I’m booking my travel » « I’m travelling TICKET ,[object Object],[object Object],[object Object],[object Object],[object Object],- What should I know at this step ?
When and how will I be in contact with Brussels Airlines? ,[object Object],[object Object],[object Object],At the Brussels Travel  show 2008
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
Your mission    to identify ,[object Object],[object Object],[object Object],[object Object],[object Object]
Moments of truth Airport arrival Check in Drop off Tax free Border control Security check point Boarding gate Flight Airport depature Luggages VIP lounge Boarding
Moments of truth I have a perfume bottle, but this is too late…  Airport arrival Check in Drop off Tax free Border control Security check point Boarding gate Flight Airport depature Luggages VIP lounge Boarding
Moments of truth
From the experience to the website …
Experience timeline I want to travel I’m booking my travel I’m travelling I’m back from  my travel BEFORE DURING AFTER Find a price  a destination  a timetable  a company D-1 ! Ticket passenger , checkin & boarding pass D+1! Miles Feedback …
Experience timeline to navigation I want to travel I’m booking my travel I’m travelling I’m back from  my travel
From Timeline to Information Architecture
From Timeline to Information Architecture I want to travel I’m booking my travel I’m travelling I’m back from  my travel
From Timeline to contextualization I want to travel I’m booking my travel I’m travelling I’m back from  my travel
About user tests …
User tests > People & geography
User tests    datepicker
Conclusions
Start the earlier the better
Forget everything you know!
Collaborate with the most people as possible
Test
Keep track of results
An experience mission is possible for any service company
Don’t only think the experience, live it!
Thanks   Questions? Remarks? Insults?

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