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.
- 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
- UI design oversight across the platform
- End-to-end design: user research, journey mapping, wireframing, mockups, handoff
- 0 to 1 web app design
- Must accommodate a user’s comprehensive journey with many touchpoints on a variety of devices throughout a trip
- Many marketplaces and subsequently many different checkouts. For example: First-party onboard products like airline food or snacks; 'pick and packed' first-party goods like duty free items; or third-party experiences and services like tours, rideshare, or car rentals.
- Multi-tenant application that is whitelabeled
- Travel is inherently complex and chaotic, resulting in a wide variety of user touchpoints
Thorough planning, systems thinking, user-centric design, and rapid iterative cycles were all key to success building this early stage product. I employed these techniques by running journey mapping/process mapping sessions and conducting design reviews early and often. Other strategies we employed:
- 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 user flows.
The shop is customer facing and provides first-party products for sale 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.
Experience products are sourced from a variety of 3rd-party providers. Seasonality and destination are important factors and are data points used to personalize recommendations for the user.
Experiences list view and product detail page.