UX STRAT Europe 2021: Camille Le Roux, Amadeus
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Camille Le Roux gives a presentation at UX STRAT Europe 2021 on the topic: "Design Ideation, Innovation, and Prioritization: A Case Study"
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UX STRAT Europe 2021: Camille Le Roux, Amadeus
- 1. CONFIDENTIAL & RESTRICTED Design ideation, innovation and prioritization A case study UXSTRAT Europe September, 2021 THE FUTURE OF TRAVEL PAYMENT
- 2. Powering better journeys through travel technology @CamilleLeRoux Camille Le Roux Head of User Experience Amadeus Payments
- 3. PAYMENT CAN MAKE OR BREAK A TRAVEL SALE where designers are… detectives scientists facilitators inventors catalysts architects experimenters A CASE STUDY
- 4. CONFIDENTIAL & RESTRICTED 4 BEST PRACTICES & INSPIRATION Invisible / one click payments Digital wallets
- 5. CONFIDENTIAL & RESTRICTED CONFIDENTIAL & RESTRICTED 5 BEST PRACTICES & INSPIRATION Wearables & contactless payments Just Walk Out shopping
- 6. CONFIDENTIAL & RESTRICTED 6 Chatbot & social selling BEST PRACTICES & INSPIRATION
- 7. CONFIDENTIAL & RESTRICTED CONFIDENTIAL & RESTRICTED 7 Biometrics BEST PRACTICES & INSPIRATION
- 8. CONFIDENTIAL & RESTRICTED 8 BEST PRACTICES & INSPIRATION A diversity of payment methods
- 9. CONFIDENTIAL & RESTRICTED A GREAT PLACE TO INNOVATE Building a User Experience vision Product & service design Thought leadership Culture Communication Sales & marketing Strategy Learning
- 10. KEY FRICTION POINTS 25% will abandon if they can’t use the payment method they want LACK OF CHOICE abandon a sale because of unforeseen costs at the checkout POOR TRANSPARENCY 54% listed hidden costs and extras as their top worry 41% listed “paying for airport excess baggage” as one of the biggest frustrations AIRPORT PAYMENTS 35% said heightened risk of cancellation is a barrier to booking travel REFUND UNCERTAINTY 81% SECURITY CONCERNS 37% uncomfortable with putting their details on a website
- 11. PRIORITIES TO IMPROVE PAYMENT EXPERIENCE Cost transparency Greater security Flexibility and efficiency
- 13. UX VISION BLUEPRINT PERSONAS Name Short description Quantification PAIN POINTS Data sources JOURNEY STEP 1, STEP 2 … STEP N Main actions Touch points Concepts, requirements & ideas Priorities KPI EXPECTATIONS UX strategy principles VALUE DRIVERS ENABLERS @CamilleLeRoux 1 2 2 2 3 4
- 14. DATA WORKSHOPS VISION Infographic Expert review Customer review Focus groups Communication Surveys Analytics Interviews Customer needs Benchmarks Ideation Internal sessions User sessions Personas Journey maps DESIGN & TEST Prioritization Sketching Prototyping Customer reviews User testing @CamilleLeRoux UX VISION PROCESS
- 15. CASE STUDY THE DESIGNED PRODUCTS
- 16. BUILDING A VISION: LESSONS LEARNT 3. Always come back to the data 2. Involve customers early and frequently 1. Build the vision collaboratively 4. Go visual, it greatly supports discussions 5. Use concrete examples and use cases 6. Diverge (go wild!) then converge (focus and prioritize) 7. Iterate again and again. It’s a living document.
- 17. Thanks! @CamilleLeRoux The entire organization is responsible for the user experience.
Notas do Editor
- The word “vision” comes up a lot in our lives, as UX professionals. But what’s a vision, concretely? How do we use it to communicate, innovate, prioritize, design? When working in a complex ecosystem, such as travel, we need to visualize. And we need to connect experience strategy with data, to continuously improve and evolve it. Today I will share with you what we have done in Amadeus to imagine the future of travel payment. I hope it will inspire you in your specific domains.
- Amadeus is one of the top ten travel technology companies in the world. We provide products and services to airlines, airports, travel agencies, hotels, railways, car rental companies, insurances and more. We are present in 195 countries and we have 19,000 employees worldwide. I am based in Nice, France and I am leading the User Experience department of the Travel Payments unit, at Amadeus.
- Con
- Having the entire organization contribute and own the UX vision, really empowers design teams. You need to influence the mindset of the organization toward a more user-centric and data-centric approach. Collaborating widely, and basing it on data and evidence, will help you find the strongest ideas for your projects, and will have UX gain support across the entire company.