my travel-booking and airport experience
Create at: Publicis Sapient, 2016 (formerly Sapient Razorfish)
Role: Interaction Designer
Team size: 1 interaction designer, 5 managers
I was tasked to do a walkthrough of the British Airways app so that the wider design team could understand how it works and its major issues.
The process:
App screen audit for iPad, Smartphone (iOS and Android), and iWatch
Findings (legend)
Field trip observations, planning
Journey map
Recommendations
SERVICE AUDIT
I dived into the screens and flows that I was able to access for smartphone and iPad. I looked at the nuances between Android and iPhone. And called out where the experience broke and where there were inconsistencies.
These two posters describe the app's features and flows. But that wasn’t going to be enough.
FIELD TRIP
I wanted to get a better understanding of the relationship between the brand and its customers. I wanted to know what it felt like to fly with BA.
With my iWatch and my iPhone paired up, I went to the airport and documented my devices for any push notifications and flight updates, including…
My environment and any interaction I had with staff members and infrastructure
Areas where the app failed to be helpful and where it succeeded
And, opportunities in the environment to connect with the app
I watched for status updates and documented the technology available at and near the gate
INSIGHT ANALYSIS, PLANNING, AND JOURNEY MAPPING
As part of my process I did some note taking and planning. And as I went along it became very clear that an experience map of some sort would be a valid way of showing both the emotional layer and the scope of the service experience in one instance, one poster.
The journey map describes my story. It lays out the screen flows along the service stages: from downloading the app and purchasing a ticket, to returning a second time. In parallel, an emotional curve reveals where I’ve been frustrated and where I’ve had positive moments. And towards the bottom are included recommendations for opportunities to improve the traveler’s experience.
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