Southwest

Delivering customers the highest quality of mobile experience.

Overview
The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

Role & Responsibilities
Interaction Design, Motion Design, Visual Design, Content strategy, Prototyping.

Project overview

While working at Southwest Airline, I set out to enhance the company’s mobile experience for the hotel booking side of the business. Through some competitive analysis, user research and prototyping, I was able to identify three opportunities within the booking flow experience. The criteria utilized for this particular project were the improvements needed to be actionable, measurable and small enough to be implemented.

First, I identified and validated potential pain points through user research and competitive analysis. Next, I defined and outlined how to test and measure success the rate for these three hypothesis. Lastly, I prioritized the three design concepts by business impact versus level of effort.

I relied on creating quick hi-fi comps using Sketch and its brilliantly nested symbols. Additionally, I used Principle for Mac to create quick prototypes that illustrated the various micro-interactions I was trying to accomplish. 

Obvious primary actions at all times. 
Primary actions within a page or module must be self-evident. Thus, customers should always know how to go from point A to point B at a first glance. As Jakob Nielsen says, recognizing something is easier than remembering it. I sought to minimize the customer's memory load by making primary actions and options visible at all times. This approach also prioritized the navigation of the mobile experience.

IA with simplicity, clarity and conciseness. 
Customers are more likely to confidently book reservations if the gallery view provided features a more concise and grouped elements and decreases overall cognitive load. The approach would prioritizes content for mobile experiences, taking into consideration our user’s smaller screen sizes. The grouping of similar items would minimize the user’s cognitive load. Lastly, by using the law of similarity and proximity, customers would quickly know what information goes with what at a quick glance, resulting in a more immersive and rewarding experience.

Browsing beyond the viewport. 
Taking into consideration the user’s smaller screen size, yet allowing them to view more hotel information through progress disclosure is extremely powerful. Customers could now more confidently make a selection, and ultimately book an accommodation by swiping to preview hotel photos right from gallery page.

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