The Guestlogix platform is a B2B2C product for airlines to generate ancillary revenue. This platform extends an airline’s reach with their passengers - from suggesting helpful products for travellers planning before their trip to experiences after they touch down in their destination.
MY ROLE AND RESPONSIBILITIES
- Sole product designer for the early stages and later, senior product designer mentoring a junior designer
- Leading the design strategy, managing stakeholders and advocating for the user
- Creation of design system (case study coming soon)
- UI design oversight across the platform
- End-to-end design: user research, journey mapping, wireframing, mockups, handoff, etc.
- 0 to 1 web app design (brand new product)
- More than a simple app, this must accommodate a user’s comprehensive journey with many touchpoints on a variety of devices throughout a vacation or trip
- Many marketplaces and subsequently many different checkouts
- Multi-tenant application that is whitelabeled to some degree
- Disparate set of touchpoints (Connected travel happens has a huge variety)
- Travel is an inherently complex and chaotic journey
Thorough planning, systems thinking, user-centric design, and rapid iterative cycles are all key to building a good product in an early stage business. I employed these techniques by consistently running journey mapping/process mapping sessions, asking big-picture questions, and conducting design reviews early and often. Other strategies we kept top of mind:
- Lean on well-established traveller personas (and focusing on the connected traveller, the most relevant demographic for this product)
- Rapidly iterate with a data-driven product design/development cycle
- Meet the traveller where they are. Insert touchpoints wherever possible, such as in emails, online check-ins, at the gate, and onboard the aircraft.
- Contextualize to a traveller's trip. (i.e. destination, time, weather, trip type, and group size)
One of many, many user flows.
Airlines wishing to sell products use the shop feature. In addition to a standard e-commerce experience, the shop has additional complexities:
- Multiple shop types (duty free, buy on board) with separate carts and checkouts
- Tagging and badges
- Sorting and featured items
- Delivery information
- User trust and security features to encourage checkout
- Flight-specific restricted items for alcohol
- Limit on alcoholic items
- Inventory management
- Combo items (a la food delivery app)
- Variant items (i.e. purple vs green iPhone)
Detailed case study coming soon.
Shop list view and product detail page.
Compared to the shop, the experiences feature is relatively simple. These products are sourced from a variety of 3rd-party providers and follow a fairly standard checkout design.
Experiences list view and product detail page.
Determining the navigation style was one of many pivotal decisions. Considering factors such as complexity, usability, and scalability, we conducted user testing to build the best possible navigation.
Link to case study→
Home page and navigation.