3. PAYMENT CAN MAKE OR BREAK A TRAVEL SALE
where designers are…
detectives
scientists
facilitators
inventors
catalysts
architects
experimenters
A CASE STUDY
9. CONFIDENTIAL & RESTRICTED
A GREAT PLACE TO
INNOVATE
Building a User Experience vision
Product &
service design
Thought leadership
Culture
Communication
Sales & marketing
Strategy
Learning
10. KEY FRICTION POINTS
25%
will abandon if they
can’t use the payment
method they want
LACK OF CHOICE
abandon a sale
because of unforeseen
costs at the checkout
POOR TRANSPARENCY
54%
listed hidden costs
and extras as their
top worry
41%
listed “paying for airport
excess baggage” as one of
the biggest frustrations
AIRPORT PAYMENTS
35%
said heightened
risk of cancellation
is a barrier to
booking travel
REFUND UNCERTAINTY
81%
SECURITY CONCERNS
37%
uncomfortable with
putting their details
on a website
11. PRIORITIES TO IMPROVE PAYMENT EXPERIENCE
Cost
transparency
Greater
security
Flexibility
and efficiency
13. UX VISION BLUEPRINT
PERSONAS
Name
Short description
Quantification
PAIN POINTS
Data sources
JOURNEY STEP 1, STEP 2 … STEP N
Main actions
Touch points
Concepts, requirements & ideas
Priorities
KPI
EXPECTATIONS
UX strategy
principles
VALUE DRIVERS ENABLERS
@CamilleLeRoux
1
2
2
2
3
4
14. DATA WORKSHOPS VISION
Infographic
Expert review
Customer review
Focus groups
Communication
Surveys
Analytics
Interviews
Customer needs
Benchmarks
Ideation
Internal sessions
User sessions
Personas
Journey maps
DESIGN & TEST
Prioritization
Sketching
Prototyping
Customer reviews
User testing
@CamilleLeRoux
UX VISION PROCESS
16. BUILDING A VISION:
LESSONS LEARNT
3. Always come back to the data
2. Involve customers early and frequently
1. Build the vision collaboratively
4. Go visual, it greatly supports discussions
5. Use concrete examples and use cases
6. Diverge (go wild!) then converge (focus and prioritize)
7. Iterate again and again. It’s a living document.
The word “vision” comes up a lot in our lives, as UX professionals. But what’s a vision, concretely? How do we use it to communicate, innovate, prioritize, design?When working in a complex ecosystem, such as travel, we need to visualize. And we need to connect experience strategy with data, to continuously improve and evolve it.
Today I will share with you what we have done in Amadeus to imagine the future of travel payment. I hope it will inspire you in your specific domains.
Amadeus is one of the top ten travel technology companies in the world. We provide products and services to airlines, airports, travel agencies, hotels, railways, car rental companies, insurances and more. We are present in 195 countries and we have 19,000 employees worldwide.
I am based in Nice, France and I am leading the User Experience department of the Travel Payments unit, at Amadeus.
Con
Having the entire organization contribute and own the UX vision, really empowers design teams. You need to influence the mindset of the organization toward a more user-centric and data-centric approach.
Collaborating widely, and basing it on data and evidence, will help you find the strongest ideas for your projects, and will have UX gain support across the entire company.