with Qantas
Information Architecture | UX | UI
1 – Opportunity
Qantas' homepage offers a diverse range of services. , but it has become increasingly difficult to navigate. UX opportunities were identified based on core Qantas user needs by gathering insights from both the desktop and mobile user experience through qualitative stakeholder and user research. The design approach focused on organizing, simplifying, and providing a consistent experience between the website and mobile experience, with the goal of helping customers find what they need easily and intuitively.
Guiding customers to what they need and when they need it
2 – Method
A discovery session was conducted to understand stakeholders' expectations. Interviews were conducted with loyal and non-customers, and expert and novice flyers, with a total of 25 customers interviewed. Several key CX opportunities were identified based on business and customer challenges.
As customer travel behaviour changed during the COVID-19 pandemic, consumer trends were studied from social platforms, blogs, and third-party studies to establish several macro trends. After gathering these insights, a concise CX journey map was created that differentiated between operational, unique, and value-based experiences.
Given the numerous possibilities for improvement, initiatives were prioritized based on their potential impact and alignment with the business strategy and stakeholders' expectations. The backlog of initiatives included improving homepage navigation and unifying the desktop and mobile homepage experience, improving loyalty and service experience. An audit of the homepage was conducted to simplify its architecture and improve the organisation through user testing methods such as sorting cards.
3 – Outcome
The proposed vision included high-fidelity web and mobile prototypes that aimed to simplify the information architecture and refine existing design systems for clearer communication, as well as propose service blueprint systems for accessing self-help or directing users to relevant services. Additionally, the prototypes focused on streamlining loyalty information so that members could more easily understand the benefits of the program.
