Revolutionizing a B2B Airline Platform
As a UX Architect at Air Arabia, I spearheaded the user-centered redesign of two critical micro-products – the Reservation System and Agent Management tools – within a large-scale B2B web application. This enterprise platform, serving over 10 airlines, 1000+ agencies, and 10,000+ travel agents globally for the past 13 years, was undergoing a strategic transformation into four distinct micro-products. My role involved leading the UX strategy and execution for these two pivotal areas.
Company
Air Arabia
Industry
Airline/Aviation
My Role
UX Architech
Team
Designers, Business Team, Stakeholders from Air Arabia
Project Duration
6 months
Challenge
Years of feature additions by development teams, without a cohesive UX strategy, had resulted in a system riddled with workarounds and usability issues. Our mission was to move beyond these surface-level fixes and fundamentally reimagine the user experience, creating intuitive and efficient tools that truly addressed the needs of our diverse user base.
Result and Success Metrics:
The redesigned Reservation System and Agent Management tools demonstrated significant positive impact, as evidenced by the following key metrics:
Time to complete a booking: Reduced by 73%
Error rate: Reduced by 55%
Ease of use: Improved to a rating of 8.3
Availability of documents in the system: Increased by 90%
1. Empathize: Understanding Our Users' World
Observational Studies
Recognizing that users had adapted to existing system flaws, we went beyond traditional interviews. We conducted on-site observations to witness their daily workflows firsthand, gaining invaluable insights into their actual interactions and pain points within their real context.
In-depth User Interviews
Complementing our observations, we conducted video-recorded one-on-one sessions to gather rich qualitative data, delving into user motivations, frustrations, and needs. These recordings allowed the team to revisit user behavior and extract nuanced insights.
Competitor Analysis
We analyzed two key competitor products to identify industry best practices and potential areas for differentiation.
Heuristic Evaluation
A thorough review of the existing system based on Nielsen's Ten Usability Heuristics helped us pinpoint critical usability issues from an expert perspective.
2. Define: Uncovering Core Problems
Facilitating Cross-Functional Communication
Empathy Mapping: We synthesized our research findings by creating detailed empathy maps, visually articulating what users said, did, thought, and felt. This helped us identify key pain points and potential gains.
Persona Development: We developed representative personas based on our research, capturing the typical behaviors, goals, and frustrations of our target user groups. These personas served as a constant reference point throughout the design process.
Sitemap Exploration: While more website-centric, we considered the information architecture and user flows to ensure a logical and intuitive navigation within the redesigned micro-products.
3. Ideate: Exploring Potential Solutions
We facilitated interactive brainstorming sessions, encouraging a free flow of ideas – both conventional and unconventional – to generate a wide range of potential solutions.
Design: Prototyping and Iteration
Utilizing my iPad and sketching tools, I quickly translated conceptual ideas into low-fidelity wireframes. This allowed for rapid visualization and immediate feedback from stakeholders, enabling quick iterations and refinements.
Test: Validating and Refining
User Testing: While the case study doesn't detail specific user testing sessions in this excerpt, the emphasis on understanding user needs throughout the process implies a commitment to user feedback and validation.
Feasibility and Viability Assessment: Crucially, we proactively evaluated the technical feasibility and business viability of our proposed solutions before extensive development. This crucial step helped us avoid potential roadblocks and ensure the delivery of practical and impactful solutions.
Key Learnings and Takeaways:
This project was a transformative experience, reinforcing the power of a user-centered design approach. Key learnings include:
The critical importance of deep user empathy, utilizing a combination of observational studies and interviews to uncover underlying needs and behaviors.
The effectiveness of collaborative design processes in generating innovative and well-rounded solutions. The value of rapid prototyping and iterative design, allowing for quick validation and course correction.
The necessity of considering technical feasibility and business viability alongside user desirability to ensure the successful implementation of design solutions.
The profound impact of a dedicated UX focus in transforming complex enterprise applications into intuitive and efficient tools, resulting in significant improvements in key performance indicators.
Conclusion
This case study highlights my ability to lead the UX process for complex B2B applications, employing a user-centered approach grounded in the Design Thinking methodology. By prioritizing user needs and iteratively refining solutions, we achieved significant improvements in efficiency, accuracy, and user satisfaction.