Client: Kayla Blyton, Senior User Interface Designer, Alaska Airlines
Background: Alaska Airlines was the first airline to sell a ticket online in 1995. Today, guests expect and rely on technology more than ever in their travel journey. Personalizing the digital guest experience is essential to providing the best customer care in the industry.
Alaska Airlines Additional Resources (Look in class Google Drive for Brand Guidelines):
- Typography guidance: http://auro.alaskaair.com/typography/overview#gsc.tab=0
- Color guidance: http://auro.alaskaair.com/color/overview
- Voice and tone: http://auro.alaskaair.com/core/voice-and-tone
Main Prompt: How might we personalize the booking experience?
Brand principles to be applied:
- Ease — taking complexity out of travel
- Joy — Creating joy in unexpected places
- Empathy — Being there for guests where they need it most
3 Different Challenges:
1. Ease: Using personalization, how might we streamline the booking experience for frequent travelers looking to expedite their booking experience?
- Team: Morgan, Katie, Megan // Team: Grace, Lisa, Emma
- Primary brand principle: Ease — taking complexity out of travel
- Personas
- Primary: Frequent travelers
- Secondary: Occasional & infrequent travelers
2. Joy: Using personalization, how might we spark exploration for occasional travelers looking for travel inspiration in their booking experience?
- Team: Corey, Olivia, Jady // Team: Sadie, Nick, Ahn
- Primary brand principle: Joy — creating joy in unexpected places
- Personas
- Primary: Occasional travelers
- Secondary: Frequent and infrequent travelers
3. Empathy: Using personalization, how might we provide validation and support for infrequent travelers looking for reassurance in their booking experience?
- Team: Adair, Kylee, Zanna // Team: Amaya and Kim
- Primary brand principle: Empathy — being there for guests where they need it most
- Personas
- Primary: Infrequent travelers
- Secondary: Occasional and frequent travelers