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.
16. Think > Build > Run Experience mission Content analysis Benchmark Business interviews Personas Research & insight Sitemap Zoning Navigation Wireframing Design <HTML/> User test Eyetracking
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. »
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
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
49.
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
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