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.

Seamless omnichannel experience

To create a seamless omnichannel experience, organizations must take a holistic approach that addresses both the front-end user experience and the back-end processes and systems that support it.

This includes investing in the integration of backend systems and processes to prevent roadblocks and address issues with fragmentation. In addition, organizations may also need to break down silos and integrate separate fulfilment processes, hierarchies, and teams in order to create a cohesive omnichannel experience.

Cohesive user experience

On the front-end, it is important for organizations to make it easy for users to move between channels and to design a consistent and cohesive user experience across all channels, including the web, mobile and tablet applications, email, kiosks, and in-person interactions with customer representatives.

By understanding their customers’ behaviour across all channels and utilizing data and marketing automation tools to create a personalized customer journey, organizations can improve the overall user experience and create a competitive advantage.

The larger picture

At Excess Baggage, we focused on ensuring a seamless omnichannel experience for our customers. This included designing the user experience in a way that is consistent and cohesive across all channels and making it easy for users to move between channels with a consistent experience, no matter how they interact with the company.

By focusing on the larger picture and addressing underlying issues such as technological constraints and disjointed processes, we aim to create a seamless experience for our customers and improve their overall satisfaction.