ATPCO
Context: Business Problem
ATPCO sits at the center of the airline industry as the backbone for airfare data, but their digital properties had stagnated over time. Their website, customer portal and application portal hadnāt been updated in more than 10 years. We propelled them forward by rethinking and redesigning all three properties through a human-centered design process. The final products increased engagement, usage and reduced bounce rates.
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My role in this project was leading the UX strategy, research, content strategy, design, and development teams.
Business Goals
Increase Engagement Rates
Reduce Bounce Rates
Drive New Visitor Traffic
Increase MQLs (Marketing Qualified Leads)
Outcomes
10x Increase in Engagement
+50% Drop in Bounce Rate
120% Increase in New Visitor Traffic
x2 Increase in Leads
Project Team
Lead (me)
Lead Developer
Agency (Branding, Creative, IT)
Research
The Problem Space
Early on in this project, the problem was not well defined. I met with leadership in Marketing, IT, Sales and Product to better define our goals, and we were able to clarify business goals and outcomes for the organization. Ultimately, Sales and Marketing intended to use the website to drive engagement, new visitor traffic and leads.
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Qualitative Research
We conducted 35 30-minute interviews and 3 focus groups with customers and employees to identify goals, needs, challenges and prioritize use cases. We leveraged this qualitative data to develop current and prospective customer personas.
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Takeaways
In our research we learned that...
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ā¢ We weren't speaking the same language as our customers
Navigation items weren't named in a way that made sense to our users. Because the website hadn't been touched in over 10 years, it had lost relevancy and stagnated -- its content, product portfolio, terminology, everything.
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ā¢ New users couldn't find what they were looking for
They also didn't have a clear way to get timely, important data and information they needed to do their jobs.
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ā¢ We were spamming our users with emails that weren't being opened
ATPCO had been using email as the main form of communication with its users to convey important changes and information about its software -- customers had tuned this out over time.
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Data Analysis
In addition to the qualitative research, we reviewed existing site analytics to identify problem areas.
Takeaways
ā¢ Bounce rates were extremely high at 98%
ā¢ Engagement rates were low at 0.2 pages/vist
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Competitive & Content Analysis
So if we weren't speaking the same launguage as our customers or the industry... what language were they speaking? ATPCO needed to tap into current trends and put its finger on the pulse in order to attract new users.
We did a competitive content analysis to investigate content topics that resonated most across our competitors, the air travel industry and travel media landscape. We leveraged airtificial intelligence and natural language processing to gather and evaluate content topics and rank user engagement.
Takeaways
ā¢ Only 38% of the website content was being read
ā¢ Only 2.4% of the content overlapped with the competition
ā¢ The content had lost relevancy with the airline industry, the media and its competition
Site Architecture
The content analysis showed us that we needed to rethink the terms, the language and the naming conventions across all of the digital properties.
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This also had implications across the entire product portfolio architecture. The existing structure -- a single landing page with links to 75 individual product pages -- needed to be consolidated and simplified into a product set that made sense with new and current users.
How might we engage our current users and make it easier forĀ new users to find information?
Ideation
Workshops
I lead several ideation workshops to rethink and create new content for our users, come up with a new naming convention for the product portfolio, and identify user stories.
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We also came up with a news feed-like feature called "Most Recent Notifications" to enable our current users to get the timely information they needed.
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Steps in process:
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ā¢ 1-on-1 Interviews and Focus Groups
ā¢ UX Content Review & Competitive Analysis
ā¢ Persona Development
ā¢ Ideation Workshops
ā¢ Content Strategy
ā¢ User Stories & Epics
Prototyping & Testing
We ran Card Sorting exercises with users to generate ideas for new navigation, then ran Tree Tests to test those ideas. We then created prototypes and a fresh tone of voice for the new ATPCO brand. We continuously tested and iterated using lo-fi and paper prototypes throughout the process.
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Takeaways
In the end, our design thinking approach lead to:
ā¢ 10x increase in engagement
ā¢ 50% drop in bounce rates
ā¢ 120% increase in new visitor traffic
ā¢ x2 increase in leads
Visual Design
Visually, our goal was to give the old brand a reboot. We needed to flip the perception of the legacy ATPCOĀ as an outdated and slow-moving organization into a technology leader at the forefront ofĀ innovation. We worked closely with theĀ branding agency to develop the logo and color scheme into the UI. Navigation and content placement decisions were made based on user feedback and business requirements.
ATPCO Homepage
ATPCO Customer Portal
(featuring the "Most Recent Notifications" feed)
