UX & VisD for a Travel Service

Giving Visual Design help to a travel service start up

As a UX designer with strong visual design skills, I lent my skills toward optimizing the design of a new product start up. The product was in the process of testing in the market and needed better design to garner credibility in the market.
A travel service, Resolve would be used by an Airline to alert a traveler of a cancelled flight, and allow the traveler to bypass lines in the airport for complementary hotel vouchers. Instead, the traveler would be able to book their complementary hotel online and get confirmation immediately.

Beginning by mapping the customer flow

The first step was to map the customer flow through the process. First I mapped the flow of the email interaction. After that, I mapped the SMS flow and created a recommendation of an optimized user flow for SMS interaction with Resolve.

Data showed that the process was confusing and unclear

When kicking off, I was given data that the UX Researcher had compiled. The data showed that the process for booking online was not explained well and travelers were booking online and then also waiting in line to pick up a paper voucher. This cost the airline for double bookings and the customer's experience took a hit as well.

I created better visual hierarchy and refined the copy

Using Sketch, I redesigned the initial email describing how the customer would claim their complementary hotel room online. (I built the email to be mobile optimized, as the traveler would likely receive the email on their mobile phone while traveling.)
Alert Email - After Redesign
Alert Email - Before Redesign

Finding the best solution to SMS user interaction

Once the alert email had been redesigned, the need to address the SMS alert process became urgent.

In an effort to understand the optimal interaction via SMS, two similar prototypes were created and tested on UserTesting.com. One with the call to action higher on the page. There were no significant differences found between the two layouts.

However, users were asked to answer the question:

"I clearly understand what to do next"
(on a scale from 1 to 10 for both designs — 1 being equal to "Not at all clear" and 10 being "Very clear.")

Of all respondents, 80% were very clear in both tests. Indicating that the redesigned interaction pattern was a success regardless of button placement.

Very Clear

"This is something I would spread the word about as a positive experience!"