UX and UI design along human centred and design thinking principles for one of Australia's largest online retail platforms. Projects consist of product launches and redesigns as well as continuous optimisation of existing products to book flights, seats, baggage, insurance and cars, other revenue drivers like Manage Your Booking, Where Can I Go as well as Payment and innovations.
UX and UI design activity
Desktop reearch, interviews, qualitative and quantitave
Analysis and evaluation
Quantitative and qualitative
Individually, in teams and workshops
Rapid and high fidelity
Mapping, writing, reviewing and cross checking of user stories
Wireframe and user flows
Structuring information and interaction
Continuous AB- and Multi Variant testing
Mapping sessions, writing, reviewing and cross checking
UI and UX
Hands on design and design direction
Core tools: Sketch, Invision, Zeplin
Initiative and proactive activity
▪ Search Filters
▪ Persistent Shopping Cart
▪ Fare Watch
▪ Repeat Trip
▪ Facebook Bot
▪ Preferred Seating
▪ Baggage Information
▪ Continiuous optimisation (MVT/AB)
▪ Dynamic currency conversion
▪ Global currency conversion
▪ Split payment
▪ Gift card
▪ POC for an independent payment system
Where Can I Go and
▪ Redesign of Manage Your Booking
Manage Your Booking
▪ Instant flight search results
▪ Rich media integration
Observation at the airport surfaced that customers are confused about their baggage allowance, epecially for infants, children and various Qantas Frequent Flyer tiers.
Optimise the baggage information page in order to reduce Qantas call centre and ground staff engagement by customers.
Customer interviews were conducted, quantitative data collated as well as competing airlines reviewed.
Data from customer interviews and analysis of NPS verbatim was synthesised and trends established. This formed the basis for hypotheses, such as, that we believed, that providing only baggage information for passenger types in a booking, would reduce the dwell time on the baggage information page. Hypotheses were validated with customers at the airport using simple stimuli.
Crazy 8s sketching sessions and brainstorms with other designers and business stakeholders led to many ideas to further explore and refine.
Initial design ideas were prototyped and tested with customers at Sydney domestic and international airport.
Test results were analysed and deltas revised, before high fidelity prototypes were created. Usability was tested in more detail through additional guerilla tests at the airports.
High fidelity UI design
The user interface was rolled out across major breakpoints, adhering to accessibility standards. Individual screens were designed to user story scenarios, before they were shared with developers via Zeplin. Developers' questions were discussed in Jira and weekly video conferences.
User experience and interface were reviewed and corrected as the build was submitted to various test environments.