Year:
2021
Team:
Product lead, PO, 5 Devs, 1 Product Designer
My Role:
Product Designer
The LATAM Airlines app was born in MVP mode as a mirror of the website. That version of the app had a commercial and transactional focus.
The early version of the app was all about commerce and transactions. πΌ But as we set our sights on a new horizon, the challenge emerged: how do we elevate the app to cater to the high-value customers of the airline, without leaving anyone behind? π€
The only thing was that we were uncertain how to accomplish that goal as a team.
This is where this story begins.
π This adventure is the culmination of extensive research, with multiple teams coming together to unlock the secrets of the traveler's mind. π§
First up: a massive survey that cast a wide net, capturing the thoughts and feelings of travelers from all walks of life. π But we didn't stop there! We hit the ground running with on-site interviews in bustling airports, seeking to uncover the hidden "why's" behind the numbers of our survey.
π« From survey data to real-life stories, this journey is all about getting to the heart of the traveler's experience. πΌ
My contribution to this research was to run aprox. 8 interviews in the airport to some of the high value customers of the airline + to support the research team to analize the results.
The image reflects the journey of a passenger during their day of travel
π‘ Armed with valuable insights from our research, our team unlocked a treasure trove of opportunities to elevate our product and deliver unparalleled value.
π We kicked off our journey with not one, but two exhilarating workshops. The first brought together stakeholders from all corners to define the product's direction and align on scope and dependencies. π€
Then, we dove headfirst into a brainstorming session, exploring the endless possibilities of our app's capabilities to address traveler pain points and enhance their journey.
π The result? A bold product vision that's set to revolutionize the travel experience for our high-value customers and beyond! π« Say hello to an app that's all about service, with transactional features taking a backseat to prioritizing traveler satisfaction and experience. β¨
My contribution at this point was to organise, moderate and analyse the results of the workshops. Also to make sure the stakeholders align and compromise on product vision.
With a clear vision, I could start creating a hypothesis to base my design on:
That main hypothesis was later divided into smaller ones. Ex:
If we display the most valuable information of their travel on the homepage passengers will feel more supported during their day of travel.
For the app team, app store valorisation was one of the Key Objectives.
π With a crystal-clear vision and a roadmap to success in sight, our next step was to bring our product to life. π‘ The decision was made to break down our vision into three main pillars, each designed to deliver maximum value to our users.
π First up: the Homepage, a dynamic hub showcasing all the valuable information for the day of travel, with a sprinkle of contextual upselling to sweeten the deal.
πΌ Next, the My Trips page, where order management takes center stage, ensuring smooth sailing from start to finish.
π« And last but not least, the My Profile page, a personalized oasis where users can customize their experience and follow their passenger program with ease.
My contribution in this process was to bring the users voices to the table, and be sure that what we learned during the survey and interview was taking on consideration.
π» Armed with a treasure trove of information, I rolled up my sleeves and dove headfirst into crafting our app. π Using a hypothesis-based design approach, I embarked on a series of product increments, transforming our vision into a tangible reality. π
Combining business vision with user feedback, I ensured every design decision was rooted in enhancing key moments of the traveler's journey and addressing pain points head-on. πΌ From crucial travel moments like displaying boarding passes to providing contextual information like boarding gate details, every detail was meticulously crafted to enhance the airport experience. π« And let's not forget about contextual upselling, where we leveraged recurring behaviors to offer personalized recommendations at just the right moment!
π‘ But the journey didn't end there! With each iteration, we entered a cycle of testing and refining, ensuring our app's structure and navigation remained user-friendly. π From card sorting to tree testing, we left no stone unturned in our quest to create an app that's as intuitive as it is innovative. π And with usability testing and massive surveys, we confirmed that our new version met user needs and expectations.
(Left before, Right after)
The heart of the new customer profiles is a focus on customization.
To summarize what was not so good, what I learned, and what I'm proud.
Thanks for reading, you rock π«Άβ¨
Β© Alv 2023
UX / UI / Product designer / Human