NPS provides a simple way of estimating whether people are likely to recommend your app to others. Being able to identify promoters or detractors of your mobile UX indicates whether the design is doing its job – pleasing your travellers. The more heavily detractors outweigh promoters, the more serious the design problem.
The vast majority of Fortune 500 CEOs see user experience (UX) as a competitive differentiator. Most travel industry CEOs would not disagree. Creating a competitive advantage around UX requires a UX strategy that relates to the unique brand and market position of your airline.
At MTT we believe that the mobile user experience is a key opportunity to enhance the end-traveller experience. It is essential to follow a customer-centred process to define and build the best user experience possible. This means combining a user-centred design approach with an emphasis on craftsmanship and interaction design because great usability is central to the success of all apps and digital experiences. In order to form a UX strategy airlines need to understand the biggest opportunities or gaps in the user experience. The differential between the traveller’s expectation and reality over his or her journey determines the experience.
Mapping out the customer journey and understanding the experiential touchpoints - what happens, where it happens and whether it matches expectations - are the first steps.
One of the simplest ways to improve UX is to prevent bad experiences, or do a great job of recovering when they happen. Understanding where they happen, and why, is the starting point for fixing them.
This understanding also helps airlines to identify new opportunities to meet unmet needs. Customer insights fuel innovation. Only when airlines understand the variation in user experience can they assign resources to maximise impact and ROI. For too many organisations UX is still fuzzy and hard to quantify. A granular understanding of the opportunities to meet and exceed expectations is the first step in forming a strategy to exceed expectations.
Our Director of Design, Matthew Ovington, spoke at UX Cambridge recently about the behaviour and qualities – the ‘right stuff’ we look for in designers.
Mobile apps have become an ever more common go to place for business travellers to use when on the road. The info is real-time, in your pocket and doesn’t require fumbling through a thick wad of A4 print-off’s to find your car rental, hotel and accommodation particulars when you need them.
Our design approach at Travelport Digital has evolved over the years. At a high level it combines a user-centred design approach with an emphasis on craftsmanship and interaction design. Our goal is simple: world class design for world class airlines and travel companies.
Designing a compelling mobile travel experience that helps you stand out from your competitors and drives engagement with your travellers, involves much more than slick interface design and the latest mobile technology features. Before even commencing the design process, it is crucial to first understand how travellers interact with your brand at each stage of the travel lifecycle and to find new and engaging ways to support their behaviour and needs.