Identifying opportunities and building business proposals
Flight Centre / 2019
I led a project to propose transforming our traditional quoting process into an intuitive trip planning experience.
Background
Our team received feedback from both our customers and travel agents about the booking process.
I received the opportunity to build a low-fi prototype to propose and visualise a digital quote for C-suite approval and project funding.
“The PDF travel quote is the largest pain point in the booking experience, causing bottlenecks and low conversion rates.”
– Research findings
Our goals
Intuitive planning tool
Provide customers with a collaborative trip planning experience, giving them control and choice, with the help of our travel agents.
Efficient booking experience
The process should be dynamic, centralised, concise, simple and easily understood so the customer moves along the purchase path efficiently without confusion.
Visible engagement
We should guide customers through their travel journey, provide opportunities for feedback and track interactions so that we can continue to improve the experience.
Discover
Collating and synthesising research
I gathered insights from adjacent projects and customer reviews (NPS, CSAT and Trustpilot). I synthesised and identified gaps where further research was needed.
Discover
Industry analysis
I compared quotes from travel and insurance companies, and recorded my experience, questions asked and time.
Discover
Workshops
I conducted 2x workshops with stakeholders and travel agents to gather delights, pain points and opportunities.
Define
Content audit
I identified relevant, irrelevant and repetitive information of the PDF quote, and created a quick prototype of key information, reducing 10 pages to 2.
Define
Key insights
I synthesised findings to define pain-points, needs and opportunities within the quoting process.
Ideate
The vision
I ideated solutions and built a low-fi prototype of the digital quote and customer journey.
Next steps
My team and I pitched this proposal to the C-suite. It was well received and was approved for project funding.
Unfortunately, my time at Flight Centre was impacted by the 2019 Covid pandemic. I’m looking forward to seeing how the company has progressed with this vision and how they bring it to life in the future.
Learnings
This was one of the best projects I’ve worked on in my career.
I learnt the value of collaboration and partnering with stakeholders and customers to build solutions that deliver impact.
I learnt about framing presentations for C-suite, building business proposals and project budgeting.
Acknowledgments
I wanted to recognise my team members and how I couldn’t have done this work without their support.
Product Manager
Who assisted me in building the proposal and who I learnt a lot from. I felt fortunate to be part of his team.
Product Designer
My mentor who empowered me to champion this work and provided guidance.
Business Analyst
Who helped me in understanding the back-end landscape and technical capabilities.
Tools used
Miro for user flows, wireframe explorations and research gathering
Google Slides to present and document analysis’ and solutions