The document summarizes the methodology used to redesign the Brussels Airlines website to improve the customer experience. It involved defining an experience mission through business interviews and personas. A sitemap and navigation were developed based on analysis of the customer journey and benchmarking other sites. Wireframes and design were created and tested with users. Key findings identified issues with terminology, information architecture and moments of truth. The redesign aimed to address these by better contextualizing information across the customer experience timeline from initial search to post-travel. User testing was critical to evaluate changes and ensure the new site enhanced the customer experience.

1. Travel experience Brussels airlines case

2. Audrey Head of e-business at Brussels airlines www.brusselsairlines.com

3. Raphaël Communication / design / usability Information A rchitect at Emakina Blogger - ergonline.net BUD ‘07 & 08

4. Introduction

6. The experience is the brand !

8. Understand this global user experience.

13. Redesign of Brussels Airlines’ website in improving the full experience of a customer through his/her travel journey.

14. Agenda Methodology Some key findings Conclusions

15. Part 1. Methodology

16. Think > Build > Run Experience mission Content analysis Benchmark Business interviews Personas Research & insight Sitemap Zoning Navigation Wireframing Design <HTML/> User test Eyetracking

17. Think

18. Think > Business interviews Users needs Business objectives Value

19. 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

20. 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. »

21. Think > Content analysis

22. Think > Benchmark

23. Think > Reseach & insight Google survey 2007

24. Build

25. Build > Sitemap definition 1. Enumeration 2. Categorization 3. Structuring

26. Build > Navigation definition

27. Build > Zoning Homepage & subhomepages zoning Content pages zoning

28. Build > Wireframing First proposition Validated version

29. Build > Design wireframe Design

30. Run

31. Run > User tests Heatmaps Gaze plots

32. Part 2 some key findings

33. About the Experience Mission

34. Where should I go ?

35. What time is it and when should I leave?

36. Security rules Controls, warning & prohibition

37. Waiting and queuing

39. 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…

40. 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

41. Discover the world again

42. Be at least two people

43. To share, analyze, look differently…

44. Take pics, screenshots, leaflets & notes

45. Analyse insights throughout 3 axes:

48. 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

50. 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

51. 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

52. Moments of truth

53. From the experience to the website …

54. 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 …

55. Experience timeline to navigation I want to travel I’m booking my travel I’m travelling I’m back from my travel

56. From Timeline to Information Architecture

57. From Timeline to Information Architecture I want to travel I’m booking my travel I’m travelling I’m back from my travel

58. From Timeline to contextualization I want to travel I’m booking my travel I’m travelling I’m back from my travel

59. About user tests …

60. User tests > People & geography

61. User tests  datepicker

62. Conclusions

63. Start the earlier the better

64. Forget everything you know!

65. Collaborate with the most people as possible

66. Test

67. Keep track of results

68. An experience mission is possible for any service company

69. Don’t only think the experience, live it!

70. Thanks Questions? Remarks? Insults?