Case study - back to business

Description: After the COVID shock and lockdown customers were looking for certainty, support and guidance in how to reintroduce travel. The concept was to help us and our customers GET BACK TO BUSINESS. This campaign is built around four main pledges, giving the facts, supporting with expertise, maximising budget and getting customers moving.

My Role: Research, Personas, Surveys, Wire framing, Prototyping

Tools: Adobe XD, Invision, Miro, Google forms, Drupal

Duration: 16 weeks

 
 
BacktoBusiness.jpg
 

Research

OVERVIEW

In many countries  around the world, governments  are preparing to ease lockdown measures, restart their economies  and bridge to a new phase of  growth. We all hope for a return to normality, but with that quiet optimism there were justified concern.

problem identification

We ran a global survey to understand the state of market and what were the traveller sentiments around starting to travel again. Mediums of survey were all virtual - Social, landing pages, EDMs asking a set of questions.

Survey Forms.png

OUTCOMES

Some of the outcomes that came out of the survey were then converted into affinity map. Part of my personal UX research was group similar observations together. And understand how we combined the our customer needs to our goal as a business to achieve desired results.

Key observations.jpg

Affinity Mapping/Sorting

Affinity map.jpg
 

Define

PERSONA

Persona FCM.jpg

USER GOALS

  1. To give them facts:
    Customer Narrative: “We know it’s important for your business to get moving safely. We’ll help you arm your travellers with the information they need to get back to business.”

  2. To support with expertise:
    Customer narrative: “As the world re-opens you need to navigate your way to recovery, and position your business to be  ready for the next step.  That’s where our consultative approach to your Travel Policy comes  in. We’re constantly reviewing government  policies and suppliers across airlines, hotels and cars for updates, so you can  make real-time decisions, support traveller safety and address your travel programme adjustments.”

  3. To maximise travel budget:
    Customer narrative: “After a period of intense financial challenges – and with growth predicted to resurge in 2021 –  we commit to working hard to help you extract as much value as possible from your business travel.”

  4. To help get ready to move with confidence:
    Customer Narrative: “At times like this, speed and flexibility are key. Many companies will need to switch from their current TMC provider We promise to make changing over simple.”

IDEATE

Using Adobe XD I built wireframes and prototypes for the main landing page along with 4 other subpages, defining what each pledge would offer and look like. We also did a usability testing before actual build on the website by prototypes.

WIREFRAMES


Prototypes

 

Conclusions

The final designs are now live on the website and it has generated impressive warm and hot leads globally. The customer retention is also high even during COVID, this shows it has maintained/build trust overall. The average open rates/visits rates were above 25%. Showing it was of value to the customers.