Engage enterprise

Travelport marketing platform

Create a seamless travel experience with Travelport Engage, which provides customers with a versatile, trip-specific messaging platform. Harnessing the power of the traveller's Passenger Name Record (PNR), coupled with advanced trip filters and contextual message triggers, Travelport Engage delivers intelligent and personalised interactions in real time. Whether through push notifications, email, SMS or Facebook Messenger, our platform ensures an intelligent and tailored communication experience for every traveller.

DATES

2018 - 2020

ROLE

UX / UI Design

CHAPTER #1 - STARTING FRESH

Onboarding

In addition to immersing myself in the project's history, vision and business goals, I proactively initiated a series of accelerated UX activities. These were aimed at gaining a deeper understanding of the product, connecting with its user base and familiarising myself with the dynamic team behind its development.

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Site map

I created a comprehensive sitemap to unravel the intricacies of the site's structure and scope. This not only facilitated a deep understanding of the product, but also acted as a strategic tool to ensure that no critical aspect of the site architecture was overlooked.

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Red routes analysis

Feature usage matrix used to identify red routes, by analysing critical task that delivers the most value for the system users. Findings from Red routes analyses used to prioritise research and product roadmap.

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Competitors analysis

To gain a nuanced understanding of Engage's market positioning and identify potential gaps and opportunities, I undertook a thorough competitive analysis. This focused research looked at both the similarities and differences between the competitors. A key aspect of this analysis was to examine the types of data used to personalise messages and ensure timely delivery.

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Planing & documenting

The results of the onboarding phase proved invaluable in identifying specific features and areas for improvement. The process also shed light on Engage's positioning in the market. It became clear that our current data lacked depth in terms of Engage's usage patterns, user demographics and overall user base.

Armed with these insights, I strategically designed a UX research strategy, using the data we had collected to shape our approach. This comprehensive strategy, in turn, played a pivotal role in influencing the direction of our product roadmap.

Research roadmap documented in Confluence, dedicated pages used to outline the whole process and keep knowledge in one place

Users Interview

The user interview process was organised into several activities, starting with the consolidation of existing internal knowledge from various teams and stakeholders. This aggregated data formed the basis for drafting the objectives and creating the interview script. All user interviews were conducted remotely and included both direct and indirect Engage users.

Goals & questions

A mind map was used to brainstorm the objectives for the user interviews and to structure the corresponding questions. This approach allows me to quickly explore what I want to learn, while identifying links between related topics.

Documenting & housekeeping

Documenting the finding and research process help to achieve greater transparency, make acquired knowledge accessible for everyone. Increase confidence in the process and help to make a quick, informed decision.

CHAPTER #3 - SCALING UP

Filters

The audience filter was repeatedly identified as a challenge to understand and use. Recognised as a critical component within the campaign creation process, it was prioritised as a key feature for improvement. In addition, updates to these filters were found to be in line with business goals and vision.

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Workshop & brainstorming

A number of approaches were brainstormed using insights from competitor analysis, user interviews and usability testing of the existing implementation. These were then reviewed with stakeholders and the development team.

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Wireframes & prototyping

Two options were selected from the brainstorming session to proceed to the next stage. Wireframes and prototypes were developed for both, followed by user testing.

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UI Development

The version of the filters that performed significantly better in user testing moved on to the interface design phase. It was then returned to the team, ready for development.

Default view

At first glance, all audience filters are organised in a tree structure and initially displayed in a collapsed state. This gives the user a comprehensive overview of all available options.

Help on the go

When a user hovers the mouse over a dropdown line, a tooltip is displayed. The content of the tooltip varies depending on the level and type of filter, providing information such as a detailed description of the filter, a link to the help page, or details of the number of users who will receive a message after selecting a particular option.

Constant feedback

As well as providing information on the selected options, the Preview panel is a quick and efficient way of alerting users to potential errors. Users can resolve errors directly from the Preview panel by using the provided link to the affected level option.