Southwest - MICE
Streamlining the Event Booking Experience to Foster Stronger Client Relationships
UX UI Designer
ROLE
1 week
PROJECT TIMELINE
Figma
TOOLS
Southwest Airlines' Meetings, Incentives, Conferences, and Exhibitions (MICE) program offers a valuable service to corporate clients, but the current online booking platform fails to fully engage users and effectively communicate Southwest's brand personality. This presents an opportunity to redesign the platform, creating a user-centric and immersive experience that streamlines the booking process while strengthening brand perception and ultimately driving revenue growth for the MICE program.
PROJECT BRIEF
This project was undertaken as part of a one-week Request for Proposal (RFP) process.
PROBLEM STATEMENT
HMW redesign the Southwest Airlines MICE program booking platform to create a user-friendly and efficient experience that simplifies the booking process, strengthens brand perception, and fosters stronger client relationships?
RESEARCH
Brand Study
With a tight timeframe for this design proposal, a targeted approach to understanding the Southwest brand was crucial. We employed a two-pronged strategy:
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Deep Dive into Brand Guidelines: A thorough review of Southwest's established brand style guide provided a foundational understanding of their core values and desired brand voice. This ensured our design decisions would align seamlessly with the Southwest identity.
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Focused Observation and Interpretation: Given the limitations of a comprehensive user study within the timeframe, we conducted targeted observations of the existing platform and its user interactions. By combining these observations with the brand guidelines, we were able to glean key insights about the user experience and potential improvement areas.
This strategic approach enabled us to develop a design solution that reflects Southwest's commitment to:
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People-Centricity: Warmth, friendliness, and a positive attitude would inform the design, ensuring a user experience that prioritizes ease of use and a sense of welcome.
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Smart Innovation: Creative solutions would streamline bookings while maintaining an engaging and user-friendly interface.
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Disruptive Efficiency: Taking inspiration from Southwest's history of challenging industry norms, the design would prioritize streamlined workflows and intuitive navigation.
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.Modern Evolution: A clean and modern aesthetic would ensure scalability and continued relevance within the evolving travel landscape.
By strategically understanding the Southwest brand essence, we can deliver a design that embodies their energetic spirit and elevates the user experience.
Competitors Study
To commence a thorough exploration of industry practices, the project initiated with a meticulous examination of various platforms. This phase aimed to deeply understand the prevailing design implementations and solution strategies within the sector. After individually scrutinizing and analyzing competitor platforms, a synthesis of crucial information and key insights was compiled and organized within a structured framework. This strategic consolidation facilitated a clearer understanding of the differences between platforms.
DEFINE
SWOT Analysis
To ensure a comprehensive redesign strategy, we conducted a SWOT analysis of the Southwest MICE program. This analysis identified the program's strengths, weaknesses, opportunities, and threats within the competitive landscape.
Strong Brand Recognition: Southwest Airlines enjoys a positive brand reputation for its friendly service and customer focus.
Loyalty Programs: Existing loyalty programs could be leveraged to incentivize MICE bookings.
Extensive Network: The airline's vast domestic network offers a wide range of destinations for MICE events.
Strengths
Outdated Booking Platform: The current platform lacks user-friendliness and fails to effectively communicate Southwest's brand value.
Limited Functionality: The platform might lack features compared to competitors, potentially hindering the booking process for complex events.
Weakness
Improved User Experience: Redesigning the platform with a focus on user experience can significantly improve client satisfaction and booking efficiency.
Upselling and Cross-Selling: The platform could offer opportunities to upsell or cross-sell additional services like catering or entertainment.
Data-Driven Personalization: Leveraging user data can personalize the booking experience and cater to specific client needs.
Opportunities
Competition: Established airlines and online booking platforms pose a significant threat, offering feature-rich solutions.
Evolving User Needs: Meeting planner and event organizer needs might evolve over time, requiring the platform to adapt and remain competitive.
Economic Downturn: Economic fluctuations can impact travel budgets, potentially reducing demand for MICE events.
Threats
By capitalizing on its strengths, addressing weaknesses, and seizing opportunities, Southwest Airlines can position its MICE program for success in the competitive landscape. This SWOT analysis provided valuable insights that informed the design direction and ensured the redesigned platform would meet the evolving needs of both Southwest and its MICE clients.
User Persona
To understand the needs of the Southwest MICE platform users, we developed detailed user personas. These personas represent key user groups and their interactions with the platform.
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David - The Meeting Maestro
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Jane - The MICE Matchmaker
IDEATE
Content Map
A detailed content map guided the Southwest MICE platform redesign. This map charted the user journey, prioritized content based on user needs, and ensured consistent navigation. This focus on user flow and information architecture laid the groundwork for an intuitive and efficient booking experience.
User Flow
Leveraging on our research on customers' needs, wants and expectations, as well as market trends, competitor analysis and emerging technologies - the User flows were created to understand the user naviigation patterns
Low Fidelity Wireframes
We utilized low-fi wireframes to rapidly iterate on core functionalities and user flows during the initial design phase. The low-fidelity prototypes served as a strong foundation for the project. They helped us gain valuable user insights early on, validate design decisions, and refine the overall user flow before moving on to high-fidelity mockups and visual design.
DESIGN
High Fidelity Screens
With a clear understanding of user needs and the competitive landscape, we translated the design concept into low-fidelity mockups. These interactive prototypes allowed us to visualize the platform's user interface, functionality, and user flow in detail. This section showcases key elements of the redesigned Southwest MICE platform, focusing on how the design addresses user needs and creates a seamless booking experience.
Demo Presentation
To effectively communicate our design vision and ensure the client fully grasped the potential user experience, we crafted a compelling presentation for the RFP pitch. This presentation delved into the user journey, showcasing how the redesigned platform streamlines the booking process and prioritizes user-friendliness. Leveraging a high-fidelity prototype, we brought the platform to life, allowing the client to visualize the improved functionality and its potential impact on MICE program success.
Learnings & Experience
Learnings
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User-Centric Approach: Prioritizing user needs and workflows ensured the design resonated with the diverse requirements of mid and large-sized enterprises.
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Simplified Navigation: Streamlining navigation pathways facilitated easier access to key features like financial management tools and transaction processing functionalities.
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Visual Hierarchy: Establishing a clear visual hierarchy helped emphasize important information and actions, enhancing usability and efficiency.
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Customization Options: Providing customizable features allowed users to tailor the platform to their specific preferences, enhancing overall user satisfaction.
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Consistent Design Language: Maintaining consistency in design elements and patterns across screens ensured a cohesive and intuitive user experience.
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Iterative Design Process: Embracing an iterative design process allowed for continuous refinement based on user feedback, resulting in a more polished and user-friendly final product.
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Accessibility Considerations: Integrating accessibility features ensured the platform could accommodate users with diverse needs and abilities, promoting inclusivity.
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Collaborative Design: Collaborating closely with stakeholders and cross-functional teams facilitated alignment and informed design decisions, ultimately leading to a more effective solution.