American Airlines wanted a concept model to illustrate interaction points with customers, spotlighting gaps and opportunities for new engagement points. This chart highlights the mobile experience, and led to further discussions about how to extend the customer experience and improve the relationship with the business by providing timely and relevant experiences.
We extended the analysis to craft several user profiles based on user experience analysis of the current web site and the client’s business processes, conversations with stakeholders, and interviews with representative customers. Each user profile represented different types of customers who had their own motivations, objectives, and rewards, and who interacted with the business in different ways at different times. These insights allowed us to develop credible user scenarios that informed requirements gathering and interaction design.