LATAM Airlines
I joined LAN in their path to become the largest airline conglomerate in Latin America.
SYNOPSIS
I worked on several critical projects, both remotely and onsite in their Santiago de Chile headquarters.
In this portfolio, you can see the redesign for the online sales funnel and flight status dashboard.
Other projects for the company included a micro-interactions sprint and the company-wide bag tag redesign.
BACKSTORY
My participation in LATAM's team was back in 2013, just after their merge. Sure of the value of UX design, they decided to extend their team by hiring me to serve internal projects.
METHODOLOGY
• User research
• Dashboard design
• Wireframing
• Process design
• Information design
• UX design
• UI design
• Service map
• Project management
• Dashboard design
• Wireframing
• Process design
• Information design
• UX design
• UI design
• Service map
• Project management
RESULTS
Converted their eight-step sales process into a one-page web app that solved most usability problems that platform had and reduced drastically the time to complete the process.
This complemented the flight status dashboard redesign, which was a sensitive project given is the first thing that people see when their flight has issues.
Sales process redesign—route selection
This screen was the starting point for the users, and as the rest of the web app followed mobile-first design.
It follows a classic form design, the fields are supported by the rest of the copy, making it more conversational.
It follows a classic form design, the fields are supported by the rest of the copy, making it more conversational.
Sales process redesign—results
The flight selection was the most relevant innovation in the redesign—which we changed from the old grid style to a one-page design—facilitating a frictionless process.
My hypothesis was the web should behave like an app that help the users make the best possible decision with the least effort.
So the upper part of the screen was a dashboard that doubled up as a navigational reference and allowed quick editing of the itinerary.
Then, the flight selectors provided direct flights results first, and gave the user a complete and transparent way of selecting the best-price with large and clear buttons.
My hypothesis was the web should behave like an app that help the users make the best possible decision with the least effort.
So the upper part of the screen was a dashboard that doubled up as a navigational reference and allowed quick editing of the itinerary.
Then, the flight selectors provided direct flights results first, and gave the user a complete and transparent way of selecting the best-price with large and clear buttons.
Sales process redesign
In this early wireframes, one can appreciate the contextual buttons that appeared after the initial flight selection.
This helped the user to make a quick decision without distractive pop-ups.
This helped the user to make a quick decision without distractive pop-ups.
Sales process redesign—flight comparison
If the user had a flexible flight date, they could use this internal tool that facilitated the date/price comparison.
For this, I used cards and carrousel patterns to make it easier to navigate for mobile users.
For this, I used cards and carrousel patterns to make it easier to navigate for mobile users.
Sales process redesign—user flows
For the final deliverable, I created flow maps detailing recommendations and instructions for the development of the tool.
Bag tag redesign-UX research
Flight status dashboard redesign—interaction design
The Flight Status Dashboard was a sensitive project given is the first thing that people see when their flight has problems.
So we focused on designing an organic card pattern that allowed to show more information progressively and in an actionable way.
NORMAL FLIGHT INFORMATION
On the left you can see the collapsed card. This element offered a layered approach to data, to make it easily consumable in a short time-span.
This element responded to the question "What's the flight status?"
CONTINGENCY INFORMATION
In the middle, you can see the full card, that shows the contingency information.
1. The first section provides the latest update about the situation. Responds to the question "What is happening?"
If the user needs to know what happen before, he can tap on "see all." This action shows the user the element as depicted in the far right image.
2. The second section shows the services to the passenger in that given situation. Examples include a hot-line for support, refreshments and even a complimentary dinner for longer delays.
This responds to the question "What can I do now?"
3. The third section provides more alternatives to the user, consolidating a live-chat access and the FAQ.
So we focused on designing an organic card pattern that allowed to show more information progressively and in an actionable way.
NORMAL FLIGHT INFORMATION
On the left you can see the collapsed card. This element offered a layered approach to data, to make it easily consumable in a short time-span.
This element responded to the question "What's the flight status?"
CONTINGENCY INFORMATION
In the middle, you can see the full card, that shows the contingency information.
1. The first section provides the latest update about the situation. Responds to the question "What is happening?"
If the user needs to know what happen before, he can tap on "see all." This action shows the user the element as depicted in the far right image.
2. The second section shows the services to the passenger in that given situation. Examples include a hot-line for support, refreshments and even a complimentary dinner for longer delays.
This responds to the question "What can I do now?"
3. The third section provides more alternatives to the user, consolidating a live-chat access and the FAQ.
Flight status dashboard redesign—desktop view
Here, you can appreciate how we rearranged the elements to take advantage of the screen's real state at disposal.
