Methodology
Design thinking
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Case study
This was a case study that aimed to implement artificial intelligence in the design stages in a very short period of time, starting with just one of the steps in the process of buying and booking airline tickets.
Time
1 Week
Devices
Desktop
Context
Review and evaluation of the purchase process in LATAM, with the objective of identifying critical points in the flow and turning them into improvement opportunities for the user and the business.
Search for opportunity
The first point where AI was integrated in this process was in an initial brainstorming, with a pluggin in the Figjam tool, in order to compare these ideas with the opinion of real users.
Identified issues
I reviewed the entire purchase process and, along with feedback from LATAM customers, identified some problems. For example, during flight selection, the total price is not clear, additional benefits are not visible and there is too much information about the plans that users often ignore. A critical point is that for flights to different time zones, such as Australia, the arrival date and time are not clear, which could lead to a customer missing their flight and thus losing the customer.
Benchmarks
I then compared some airlines and Airbnb that manage the same process, selected for their market relevance and simplicity. The goal was to detect patterns and differences to identify applicable best practices. This was another point that AI was used to identify brands with higher relevance and recognition in UX.
User personas
I generated 3 user profiles with the help of ChatGPT to empathize with the different possible customer profiles, targeting a wide audience that can differentiate us from competitors.
Interviews with synthetic users
AI was used to generate feedback from users made with the same AI with an APP called Syntheticuser, to corroborate that indeed the solution in mind is a good experience for the real user, this AI was fed with information from real customers, time spent, frustrations, etc. IMPORTANT, this tool was used to find out if we were on the right track, but an interview with the real user will always be an infallible input when creating a product.
Synthetic users found the ticket booking process confusing and overwhelming. They struggled to find clear and accurate arrival times at their destinations. In general, they found the booking process slow and stressful. Reliance on phone calls or direct communication with airlines for assistance is seen as an obstacle.
Definition
I performed a prioritization simulation with a product owner (PO) and a technical lead (TL) to decide what improvements to make to the first MVP. In the real world, we would probably make other decisions due to context and timing. Everything was based on the information we had and we kept these improvements.
Problem
Despite its effective performance, the current LATAM Airlines website has a ticket purchase flow that some users perceive as somewhat lengthy and unclear. In addition, the lack of clarity in detailed flight information affects the purchase decision-making process.
Hypothesis
I believe that simplifying the ticket purchasing process on the LATAM Airlines website and making information more visible will increase user satisfaction, streamline decision making and increase conversions, ultimately benefiting the business.
Benefits
Designs
After a process of understanding and ideation, low-fidelity sketches were launched initially to create and discard ideas quickly, especially in terms of redistribution of the elements.
Test A/B
As a last stage, an A/B testing was performed to iterate the designs with AI, this allows us to predict where there are focal points in the designs that have more relevance and cognitive load, the designs were iterated until reaching a higher score in the clarity of the content.
