omnichannel UX strategy

Client aim

Excess Baggage was a company that provided a range of services to travelers, including baggage storage, insurance, retail, and travel accessories. They operated at 15 international airports and 18 rail stations and had seen an increase in customer numbers and spending thanks to their customer-centric approach. The company was committed to digitising all of its services and regularly updated its online services to improve the omnichannel user experience for its customers.

One potential need for Excess Baggage may have been to optimise the online booking process for their left luggage and storage services in order to reduce the interaction cost for users. This could have involved streamlining the number of steps and fields required to complete a booking, as well as enriching the existing interactions by adding features such as the ability to track storage charges or receive notifications when it was time to retrieve stored items.
By improving the usability and functionality of the online booking process, Excess Baggage could have increased customer satisfaction and encouraged more users to take advantage of their services. As part of their omnichannel UX strategy, it would have been important for the company to ensure that this improved online booking process was integrated seamlessly with their other channels and touchpoints.

My role

As a UX Designer, my role was to lead and manage projects to increase productivity for point-of-sale systems and to develop websites for a wide range of luggage services, with a focus on increased quality. I also defined booking services, improvement of the payment process and designed interfaces that drive revenue, such as the digital weigh scale for overweight luggage at airports in the UK, Europe, and the Middle East.

At Excess Baggage, I worked on optimising the online booking process for their left luggage and storage services to reduce the interaction cost for users. This involved streamlining the number of steps and fields required to complete a booking and enriching the existing interactions by adding features such as the ability to track storage charges or receive notifications when it was time to retrieve stored items. I also contributed to the development of the company’s omnichannel UX strategy, ensuring a consistent and seamless experience for users across all channels.

In addition to my work on specific user interfaces and touch points, I also used service blueprints to give the organisation a comprehensive understanding of its services and the underlying resources and processes that made them possible. By focusing on the larger picture and identifying weaknesses and opportunities for optimisation, I helped bridge cross-departmental efforts and ensured that the organisation’s goals were being met at every stage of the customer journey.

Problem to solve

Optimise the online booking process for their left luggage and storage services in order to reduce the interaction cost for users, improve customer satisfaction, and increase the adoption of their services.

This included enhancing their existing services, such as airport security confiscated item return and the remote baggage check-in and delivery, as well as introducing new services like the digital weigh scale for excess baggage charges. By streamlining the booking process and adding features that meet the needs and expectations of travellers, Excess Baggage hoped to provide a convenient and seamless experience for their customers.

Desired outcome

By streamlining the number of steps and fields required to complete a booking and adding features such as the ability to track storage charges or receive notifications when it was time to retrieve stored items, the online booking process would be more user-friendly and efficient.

This would lead to increased customer satisfaction and encourage more users to take advantage of Excess Baggage’s services. In addition, by using service blueprints to understand the organisations services and underlying processes, I could help bridge cross-departmental efforts and ensure that the organisations goals were being met throughout the customer journey.

Luggage Weight Check

Problem to solve

Passengers often face stress and inconvenience at the airport due to the uncertainty of their luggage weight, which can lead to unexpected fees and delays. There is a clear need for a quick and efficient solution that allows travellers to easily check their luggage weight before boarding, avoiding unnecessary costs and improving the overall airport experience.

Benefit

Save time and avoid unexpected fees: By knowing the weight of your luggage in advance, you can avoid costly overweight charges and reduce stress at the airport.
Enhanced user experience: The intuitive interface and multilingual support make the service accessible to travelers from all backgrounds.
Cost-effective solution: Powered by the affordable and versatile Raspberry Pi, this service offers a practical and efficient solution for airports and airlines.

Feature

Precise weight measurement: Accurate weighing technology ensures reliable results.
Multilingual support: Available in 15+ languages to cater to a diverse international clientele.
Flexible payment options: Accepts both NFC and coin payments for convenience.
Cross-selling opportunities: Offers the potential to promote additional airport services, such as luggage wrapping or priority check-in.

Post & fly service

Problem to solve

Travellers rushing through airport security with prohibited or restricted items face a dilemma: dispose of the items or find a quick, reliable solution. The current process can be stressful and inconvenient, involving potentially losing or damaging valuable belongings.

Desired Outcome

Seamless solution for confiscated items: Post & Fly aims to offer a user-friendly experience for travellers with prohibited or restricted items:

Streamlined online portal: A user-friendly website allows for easy selection of retrieval options and tracking of items.
Timely processing: Efficient collection and processing of confiscated items by Post & Fly staff.
Transparent timeframe: Passengers have a clear 30-day window to retrieve their belongings.

UX Methods

Empathy mapping: To understand the emotional journey of travellers facing item confiscation and identify pain points.
User interviews: Conducting interviews with travellers who had experienced similar situations to gather insights and feedback.
Mental models: Understanding how users perceive and interact with the service to ensure the design aligns with their mental representations.

Operational dashboards

Problem to solve

in a fast-paced airport environment, a fragmented dashboard experience can lead to confusion, frustration, and decreased efficiency for both employees and customers. The lack of a unified design system across different services can hinder employee productivity and create a disjointed experience for customers.

Desired Outcome

Unifies the user experience: Creates a cohesive and intuitive interface across all services offered by the company, reducing confusion and improving efficiency.
Enhances employee productivity: Streamlines workflows and provides easy access to necessary tools and information, enabling employees to perform their tasks more effectively.
Optimises for a fast-paced environment: Prioritises clarity, simplicity, and quick access to information, considering the time-sensitive nature of airport operations.