Rewards in calendar
Research / UX / UI
Virgin Australia
Project background.
Attempting something no airline has done before, we set out to implement a feature within our flight search that displays flight options in a calendar format for guests to not just view options in cash/currency, but offer something extra - to be able to view flights through points pricing and reward seat availability.
Through NPS and feedback, we identified common pain points where we knew our customers wanted to have easier ways to use their points and be able to find our reward seat options in a much quicker and simpler way.
Through the assumption that a calendar view enhance user experience and provide a clearer view to compare pricing, by offering redemption fares up front we hoped this would lead to increased engagement, less abandoment (from users leaving to use other third party apps), and increase conversion rates among both guest users and members to drive both user satisfaction and higher revenue generation.
Before and current.
Australian media coverage.
Process
We began with stakeholder alignment and ideation workshops to define business objectives, user needs, assumptions, and success metrics. After further discovery, understanding of the backend requirements and capabilities, including API build, user flows were mapped out to better understand the customer journey to better understand how both guests and our members carried out flight searches, including searching for redemption/reward fares.
Insights would then be translated into user flows, information architecture, and experience principles, before exploring multiple concepts through low-fidelity wireframes and iterative designs. The nature of the product, while sounding simple, was far from it especially from a technical point of view.
Being able to service all varying fare types and combinations across routes proved to be extremely complex, and finding the right way to show this in a succinct and clear way in the front end was a great challenge, one which required multiple design iterations.
Stakeholder alignment workshops.
User flows.
Continual design refinement.
Outcome
Renamed Quick Compare, this enhanced Australian first is now fully released into production after some excellent early results in EBIT, and pleasingly it continues to both provide our guests with a simple and clear way to find fares where they can use their points to redeem flights, while also proving to be be a contributing factor to increased revenues.
Redemption searching, made easier.
Key roles & responsibilities
_Ideation Workshops
_Analysis & Synthesis
_Product Design
_User flows and wireframing
_A/B testing
_Creation of Prototypes
_Collaboration with PO/Dev/stakeholders on build design iteration