{"id":2820,"date":"2022-03-25T18:42:20","date_gmt":"2022-03-25T18:42:20","guid":{"rendered":"http:\/\/kaceymorrow.com\/361\/?page_id=2820"},"modified":"2022-04-08T05:01:08","modified_gmt":"2022-04-08T05:01:08","slug":"alaska-airlines-creating-an-airline-people-love","status":"publish","type":"page","link":"http:\/\/kaceymorrow.com\/361\/alaska-airlines-creating-an-airline-people-love\/","title":{"rendered":"Alaska Airlines: Creating an airline people love"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Client: <\/strong><a href=\"http:\/\/kaylablyton.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Kayla Blyton (opens in a new tab)\">Kayla Blyton<\/a>, Senior User Interface Designer, Alaska Airlines<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Background: <\/strong>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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Alaska Airlines Additional Resources (Look in class Google Drive for Brand Guidelines):<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Typography guidance:&nbsp;<a rel=\"noreferrer noopener\" href=\"http:\/\/auro.alaskaair.com\/typography\/overview#gsc.tab=0\" target=\"_blank\">http:\/\/auro.alaskaair.com\/typography\/overview#gsc.tab=0<\/a><\/li><li>Color guidance:&nbsp;<a rel=\"noreferrer noopener\" href=\"http:\/\/auro.alaskaair.com\/color\/overview\" target=\"_blank\">http:\/\/auro.alaskaair.com\/color\/overview<\/a><\/li><li>Voice and tone:&nbsp;<a rel=\"noreferrer noopener\" href=\"http:\/\/auro.alaskaair.com\/core\/voice-and-tone\" target=\"_blank\">http:\/\/auro.alaskaair.com\/core\/voice-and-tone<\/a><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Main Prompt: <\/strong>How might we personalize the booking experience?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Brand principles to be applied<\/strong>:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Ease \u2014 taking complexity out of travel&nbsp;<\/li><li>Joy \u2014 Creating joy in unexpected places<\/li><li>Empathy \u2014 Being there for guests where they need it most<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3 Different Challenges<\/strong>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Ease: <\/strong>Using personalization, how might we streamline the booking experience for frequent travelers looking to expedite their booking experience?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Team: Morgan, Katie, Megan  \/\/  Team: Grace, Lisa, Emma<\/strong><\/li><li>Primary brand principle: Ease \u2014 taking complexity out of travel<\/li><li>Personas<ul><li>Primary: Frequent travelers<\/li><li>Secondary: Occasional &amp; infrequent travelers&nbsp; <\/li><\/ul><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Joy: <\/strong>Using personalization, how might we spark exploration for occasional travelers looking for travel inspiration in their booking experience?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Team: Corey, Olivia, Jady  \/\/  Team: Sadie, Nick, Ahn<\/strong><\/li><li>Primary brand principle: Joy \u2014 creating joy in unexpected places<\/li><li>Personas<ul><li>Primary: Occasional travelers<\/li><li>Secondary: Frequent and infrequent travelers<\/li><\/ul><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Empathy: <\/strong>Using personalization, how might we provide validation and support for infrequent travelers looking for reassurance in their booking experience?&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Team: Adair, Kylee, Zanna  \/\/  Team: Amaya and Kim<\/strong><\/li><li>Primary brand principle: Empathy \u2014 being there for guests where they need it most<\/li><li>Personas<ul><li>Primary: Infrequent travelers<\/li><li>Secondary: Occasional and frequent travelers<\/li><\/ul><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-2820","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"http:\/\/kaceymorrow.com\/361\/wp-json\/wp\/v2\/pages\/2820","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/kaceymorrow.com\/361\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"http:\/\/kaceymorrow.com\/361\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"http:\/\/kaceymorrow.com\/361\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/kaceymorrow.com\/361\/wp-json\/wp\/v2\/comments?post=2820"}],"version-history":[{"count":9,"href":"http:\/\/kaceymorrow.com\/361\/wp-json\/wp\/v2\/pages\/2820\/revisions"}],"predecessor-version":[{"id":3093,"href":"http:\/\/kaceymorrow.com\/361\/wp-json\/wp\/v2\/pages\/2820\/revisions\/3093"}],"wp:attachment":[{"href":"http:\/\/kaceymorrow.com\/361\/wp-json\/wp\/v2\/media?parent=2820"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}