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UX STRAT Europe 2018: Camille Le Roux, Amadeus

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UX STRAT Europe 2018 presentation slides by Camille Le Roux of Amadeus: "B2B and B2C Experience Design Strategy in the Travel Industry"

Publié dans : Design
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UX STRAT Europe 2018: Camille Le Roux, Amadeus

  1. 1. @ Cam illeLeRoux RESTRICT ED Confidenti al Experience Strategy in the Travel Industry Simplifying the complex Camille Le Roux Head of User Experience Strategic Growth Businesses, Amadeus UXSTRAT Europe, June 2018
  2. 2. @ Cam illeLeRoux Who used an airplane to travel to Amsterdam for UX Strat?
  3. 3. @ Cam illeLeRoux 4 300 000 000 passengers boarded in 2018 Expected 2018 performance. Source: IATA press release no.70, December 2017
  4. 4. @ Cam illeLeRoux Source: IATA passenger growth forecast 4 300 000 000 passengers boarded in 2018 7 200 000 000 in 2035
  5. 5. @ Cam illeLeRoux 41 700 airports Source: CIA World Factbook
  6. 6. @ Cam illeLeRoux Who stayed in a hotel last night?
  7. 7. @ Cam illeLeRoux 17 500 000 hotel rooms Source: STR Global
  8. 8. @ Cam illeLeRoux millions of travel professionals
  9. 9. @ Cam illeLeRoux Delivers solutions to millions of travel professionals Serves billions of travelers every year 15.000 employees worldwide Present in 190+ countries
  10. 10. @ Cam illeLeRoux Shape the future of travel @ Cam illeLeRoux
  11. 11. @ Cam illeLeRoux@ Cam illeLeRoux
  12. 12. @ Cam illeLeRoux Photo source: http://www.tom.travel @ Cam illeLeRoux
  13. 13. @ Cam illeLeRoux@ Cam illeLeRoux
  14. 14. @ Cam illeLeRoux
  15. 15. @ Cam illeLeRoux tour operatorscar rental companies cruise and ferry lines rail operators insurance provider groups airport operators ground handlers hotel chains travel agencies and corporations airlines
  16. 16. @ Cam illeLeRoux Franck The traveler @ Cam illeLeRoux
  17. 17. @ Cam illeLeRoux Anna The travel professional Franck The traveler @ Cam illeLeRoux
  18. 18. @ Cam illeLeRoux Functionality Productivity, efficiency Ease of use Driver: Expertise Easy, social, convenient Attractive and personalized offers Engagement, satisfaction Driver: Emotion Anna The travel professional Franck The traveler
  19. 19. @ Cam illeLeRoux “There is no more B2B or B2C. It’s H2H: Human to Human.” Bryan Kramer Designing for humans #H2H @ Cam illeLeRoux
  20. 20. @ Cam illeLeRoux Made for humans… really?
  21. 21. @ Cam illeLeRoux CHAPTER 1 How to develop a UX strategy in a complex ecosystem
  22. 22. @ Cam illeLeRoux The brain is hardwired for simplicity
  23. 23. @ Cam illeLeRoux Embrace complexity Good complexity Bad complexity Increases cost Destroys value Boosts performance Improves experience Complexity Quality Source: Sam edan LTD “Survival of the Sim plest”
  24. 24. Ecosystem Users segmentation Functionality History Embrace complexity…Business processes Data model Timing & Budget Access to users UX maturity …even with constraints @ Cam illeLeRoux Value
  25. 25. @ Cam illeLeRoux Experience Design Strategy 5 ideas to simplify the complex
  26. 26. @ Cam illeLeRoux 1 The Din Designer stands for Detective. David Evans UX Manager, Amadeus @ Cam illeLeRoux
  27. 27. @ Cam illeLeRoux « What is the most critical data for the product? » « How does the product interact with other systems? » « Who uses this product and why? » « How were the functions accomplished before this product? » « How do you imagine the long term evolution of the product? » « What are your business objectives? Your top business priorities? » « Who are our competitors? Their strenghts and weaknesses? » « Why do customers choose this product? » « How do we sell this product? » « What are your biggest challenges? » Adoption Retention Satisfaction (SUS) Customer feedback Support cost Guidelines compliance User Tests results … KPI: § Understand the business, objectives, challenges § Collect KPI 1
  28. 28. @ Cam illeLeRoux 2 Focus on the people.
  29. 29. @ Cam illeLeRoux Frequency of travelComputer literacy Nb of hotel nights/yr Job/education level Travel budget Years of experience Social media proficiency Company size Lead time Organization size Nb of trips/yr Yearly incomeRole Channels § Who are our customers? § Who are the customers of our customers? @ Cam illeLeRoux 2
  30. 30. @ Cam illeLeRoux 3 Everything starts and ends with data. Riccardo Avanzi UX Designer, Ludotic for Amadeus
  31. 31. @ Cam illeLeRoux § Quantitative data (analytics…) § Qualitative data (UXR…) @ Cam illeLeRoux 3
  32. 32. @ Cam illeLeRoux 4 Multiple paths, multiple perspectives.
  33. 33. @ Cam illeLeRoux § Journey maps from the 2 perspectives § Find synergies, overlays, gaps @ Cam illeLeRoux 4
  34. 34. @ Cam illeLeRoux 5 Zoom out.
  35. 35. @ Cam illeLeRoux § Visualize the full ecosystem § Connect with business “Eventually, everything connects.” Charles Eames @ Cam illeLeRoux 5
  36. 36. @ Cam illeLeRoux CHAPTER 2 How to grow a UX mindset in your company?
  37. 37. @ Cam illeLeRoux NOT RECOGNIZED UX is “not important” INTERESTED UX is important but receives little funding INVESTED UX is very important and formalized programs emerge COMMITED UX is critical and executives are highly involved ENGAGED UX is one of the core tenets of the organization’s strategy EMBEDDED UX is part of the company’s DNA UX maturity model Source: http://johnnyholland.org/2010/04/planning-your-ux-strategy/
  38. 38. @ Cam illeLeRoux Dear UX teams, Please, do not work in isolation. @ Cam illeLeRoux
  39. 39. @ Cam illeLeRoux Executives & Management R&D Development Quality Functional analysts Data analysts CUSTOMERS & USERS UX BUSINESS Product strategy Service strategy Sales Marketing Customer support Training INNOVATION CORPORATE Branding Corporate Strategy Processes End to End Agility Data
  40. 40. @ Cam illeLeRoux 5 ideas to make UX grow Achieving UX Maturity
  41. 41. @ Cam illeLeRoux 1 Collect facts (analytics, surveys, user tests, customer testimonials…) 2 Integrate UX systematically and from the start 3 Engage your colleagues in the UX process 4 Build a UX leadership and culture (trainings, events, workshops…) 5 Communicate @ Cam illeLeRoux
  42. 42. @ Cam illeLeRoux Shape the future of travel @ Cam illeLeRoux

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