Atlasglobal Airlines

Client

Atlasglobal Airlines

Services

Research, Interaction Design, UI Design

Project Date

2017 - 2018

Atlasglobal Airlines wanted us to improve the user experience of the current offering on www.atlasglb.com by restructuring the content architecture, user interface and click funnels of the website. Loyalty programs of Artlasglobal; Atlasmiles and Gençatlas would be also integrated under atlasglb.com

This interviews showed us we needed to create a Rich Support Platform (FAQ) and clear explanations during the Loyalty Program, Check-in, Booking and Manage Booking flows. 


Primary Objectives

  • Increase percentage of online sales in the total sales
  • Stimulate the user for transaction (increase conversion rate)
  • Grow customer database (generate data for pre-,during- and after-communication)
  • Simplify, eliminate complexity
  • Integrate and streamline all required booking and travel service systems on frontend
  • Create basis to sell more than a ticket

Secondary Objectives

  • Trigger to share and recommend
  • All digital touchpoints (web, app, watch, kiosk) should be aligned and create same in UX
  • Inspire for more, but don’t distract user if he wants to use a service straight forward
  • Simplify, eliminate complexity
  • Integrate and streamline all required booking and travel service systems on frontend
  • Create basis to sell more than a ticket

Research


The research was one of the biggest parts of the project. I started by analyzing the data collected from different analytics tools. After I completed the demographic research, merged these outputs with the Marketing and Sales analysis of the company to clarify the segments.

Atlasglobal has passengers from a variety of domains, analyzing the user segments and using these segments to create the Personas was a quite difficult task for me. Especially, segmentation was defined mostly for marketing and sales purposes. That's why I decided to create 6 different personas by considering the travel behaviours. 

During this process, I also started to analyze the current user flows on the website and the apps. My first step was reviewing booking, check-in and manage booking steps by myself. The next step was making the same process with real users. I and my team-mates conducted interviews with 15 different passengers who have been flying with both Atlasglobal and other airlines to observe and learn their paths on the website and the apps.

Since the project scope was designing the website, apps and the kiosk devices optimizing one the platform wouldn't be enough. We needed to find the pain-points during all the journey and the best way to do that was having interviews of all the parties of the flow from Call Center representatives to counter crew in the airport and also 3rd party travel agencies. So, we spend 3 days at the call centre listening to the passengers and learning from their experiences, spent 2 days at the airport to observe passengers interacting with kiosk devices and waiting on the Counter lines. Also, went to the 3rd party agencies to learn their sales flow and passenger communications.

This interviews showed us we needed to create a rich Support Platform and clear explanations during the Check-in, Booking and Manage Booking Flows. 

While I was handling the interviews, my teammates started benchmarking of the world's 50 biggest airlines. That way we could see the best practices and different approaches in the sector. 

After completing all the research process, we were ready to create an optimized user journey that guides us to a better information architecture. 


Interaction Design


The research was one of the biggest parts of the project. I started by analyzing the data collected from different analytics tools. After I completed the demographic research, merged these outputs with the Marketing and Sales analysis of the company to clarify the segments.

Atlasglobal has passengers from a variety of domains, analyzing the user segments and using these segments to create the Personas was a quite difficult task for me. Especially, segmentation was defined mostly for marketing and sales purposes. That's why I decided to create 6 different personas by considering the travel behaviours. 

During this process, I also started to analyze the current user flows on the website and the apps. My first step was reviewing booking, check-in and manage booking steps by myself. The next step was making the same process with real users. I and my team-mates conducted interviews with 15 different passengers who have been flying with both Atlasglobal and other airlines to observe and learn their paths on the website and the apps.

Since the project scope was designing the website, apps and the kiosk devices optimizing one the platform wouldn't be enough. We needed to find the pain-points during all the journey and the best way to do that was having interviews of all the parties of the flow from Call Center representatives to counter crew in the airport and also 3rd party travel agencies. So, we spend 3 days at the call centre listening to the passengers and learning from their experiences, spent 2 days at the airport to observe passengers interacting with kiosk devices and waiting on the Counter lines. Also, went to the 3rd party agencies to learn their sales flow and passenger communications.

This interviews showed us we needed to create a rich Support Platform and clear explanations during the Check-in, Booking and Manage Booking Flows. 

While I was handling the interviews, my teammates started benchmarking of the world's 50 biggest airlines. That way we could see the best practices and different approaches in the sector. 

After completing all the research process, we were ready to create an optimized user journey that guides us to a better information architecture. 


Visual Design


The research was one of the biggest parts of the project. I started by analyzing the data collected from different analytics tools. After I completed the demographic research, merged these outputs with the Marketing and Sales analysis of the company to clarify the segments.

Atlasglobal has passengers from a variety of domains, analyzing the user segments and using these segments to create the Personas was a quite difficult task for me. Especially, segmentation was defined mostly for marketing and sales purposes. That's why I decided to create 6 different personas by considering the travel behaviours. 

During this process, I also started to analyze the current user flows on the website and the apps. My first step was reviewing booking, check-in and manage booking steps by myself. The next step was making the same process with real users. I and my team-mates conducted interviews with 15 different passengers who have been flying with both Atlasglobal and other airlines to observe and learn their paths on the website and the apps.

Since the project scope was designing the website, apps and the kiosk devices optimizing one the platform wouldn't be enough. We needed to find the pain-points during all the journey and the best way to do that was having interviews of all the parties of the flow from Call Center representatives to counter crew in the airport and also 3rd party travel agencies. So, we spend 3 days at the call centre listening to the passengers and learning from their experiences, spent 2 days at the airport to observe passengers interacting with kiosk devices and waiting on the Counter lines. Also, went to the 3rd party agencies to learn their sales flow and passenger communications.

This interviews showed us we needed to create a rich Support Platform and clear explanations during the Check-in, Booking and Manage Booking Flows. 

While I was handling the interviews, my teammates started benchmarking of the world's 50 biggest airlines. That way we could see the best practices and different approaches in the sector. 

After completing all the research process, we were ready to create an optimized user journey that guides us to a better information architecture. 

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