LATAM Seat Selection
Client: LATAM Airlines | Project: Seat Selection | Year: 2018
Improving the seat selection experience
Problem to solve
The current online check-in process had usability and navigation issues that were not helping to achieve the objectives for the product and business KPIs.
We only had vague feelings and thoughts about these constraints, and we had neither a plan nor a starting point to fix these issues.
The current old version of the seat selection process was dealing with a lot of usability issues found through user research.
Process
As the UX Designer in charge of this part of the user flow, I was able to participate in the planning and execution of the following steps :
1. Evaluation
- User flow analysis.
- Heuristic evaluation.
- User feedback analysis.
- Competitor benchmark.
- Hypothesis definition.
2. Definition
- Business-side pillars.
- User-side pillars.
- Prioritization matrix.
3. Design
- Redesign user flow.
- Redesign the UI.
4. Measure
- KPI metrics analysis.
- Analyze and iterate if needed.
Competitor analysis
I planned and executed a competitor benchmark to discover industry practices and see how competitors were solving problems.
This study was very useful to align the digital product with the company's business strategy.
User flow
The first step when jumping into the UI process was to define the expected user flow.
The image below is just a snapshot of the process, which included several discussions with business and engineering teams.
When defining this flow, we considered all the previous research outputs.
Results
We created a modern, beautiful, and accessibility-compliant digital product.
Thanks to this collaborative work and impecable process, we helped the company to achieve their internal KPIs.
