SOUTHWEST AIRLINES BAGGAGE CLAIM FLOW
Platform
Industry
Language
Timeframe
Mobile
Airlines
English
2 weeks
TABLE OF CONTENTS
1. Project Overview
2. Business and User Goals
3. Competitive and Comparative Analyses
4. User Interviews
5. Usability Tests
6. What is the issue?
7. Prototype
8. Results
9. Valuable Lessons
PROJECT OVERVIEW
During a two-week sprint with a domestic airline company called Southwest Airlines, I led research efforts, including analysis and usability testing, while collaborating with a team of five designers to develop a responsive website and mobile application.
The key critical issues that I encountered were the lost baggage wanting to know where their belongings are, when, and how they will get them back.
BUSINESS AND USER GOALS
This project aimed to design a user-friendly website for Southwest.com to enhance the mishandled baggage experience. The research identified three primary user goals:
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Track baggage.
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Determine estimated arrival/pickup time.
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Understand the luggage reunion process.
In a July 2022 Business Insider article on mishandled baggage, Southwest ranked among the top 5 US airlines with the lowest likelihood of losing your bags.
Southwest Airlines has the lowest luggage mishandling rate compared to American, Alaska, Delta, and United Airlines. With a network spanning 121 airports in 11 countries, their mission is to connect people with what matters through friendly, reliable, and affordable air travel. Baggage mishandling can be reported in person or through a 1-800 number.
COMPETITVE AND COMPARATIVE ANALYSES
In this process, I looked at the best airline companies for baggage tracking purposes as their competitors while looking into delivery companies for their movements of goods as their comparators.
The image shows the main competitors and comparators for app analysis. Helps prioritize key improvements.
KEY IMPLEMENTATIONS
The image showcases competitors' interfaces, providing valuable insights for refining the direction in an airport environment.
The image spotlights comparators' interfaces, offering valuable insights for refining the direction in an airport environment, including tracking details and a progression system.
USER INTERVIEWS
I conducted 8 user interviews to gain insights into our users' experiences, particularly regarding lost baggage with Southwest and its competitors. These interviews aimed to understand users' feelings throughout the process, identify what worked well, and uncover reasons behind their experiences.
MAIN QUOTES TO FURTHER THIS POINT
Participant 1
"I wanted to know exactly what happened. Like why isn't my bag here with me? I wanted to know how they were gonna follow up."
Participant 2
"When you lose your bag, there's that fear that it's never going to show up"
Participant 3
"They're telling me to put their trust in them. But it's tough to be patient and wait when they don't know where all your stuff is."
USABILITY TESTS
After 5 mobile phone users assessed the app's intuitiveness, the test aimed to uncover issues in locating the baggage help center on the current mobile website. Results varied, with some users finding it easy while others found it difficult to access information. The users took 48.3 seconds and had to make multiple choices during the process.
01
Users spent an average of 9.97 seconds deciding between "Flight" and "Help Center". (After this change was made)
02
... 14.26 seconds on "Flying Southwest" vs. "Checked Baggage"
03
15.35 seconds to read multiple "Checked baggage issues" options.
WHAT IS THE ISSUE?- BAD USABILITY OF THE CURRENT SOUTHWEST WEBSITE
The team conducted a usability test of Southwest's existing website to evaluate if the information on lost baggage was intuitive and helpful for users like Megan. Six participants simulated navigating the site on their phones to assess its usability
I created parts of the prototype thanks to the implementation of the research methodology called the Moscow (Must Have, Should Have, Could Have, and Would Have) Method including a strong tracking system, writing
PROTOTYPE
RESULTS
1. The interface refinement enhanced interactivity and information processing.
2. The second round of usability testing showed a 45.5% decrease in misclick rates and a 45.8-second improvement in task completion time.
3. The visibility of additional actions improved, addressing the need for less scrolling.
4. Business goals and metrics were successfully prioritized, allowing the design team to achieve excellent results within the allotted time.
VALUABLE LESSONS
1. Creating a strong research methodology for the prototype: Understanding the pain points in stressful airport environments.​​
2. Thorough research : Effectively delegating tasks within tight deadlines during the two-week sprint.​
3. Collaboration and team building: Actively listening to and incorporating feedback from the team, fostering effective cooperation throughout the project.