Alaska Airlines Mobile App Homescreen
UXContent Strategy: Growing Revenue in Mobile Bookings
Booking TaskFlow Re-Design - Alaska Airlines' Mobile App
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UX Content Strategy /6-Step UX Process
Margaret Seymour
~NN/g UXc
UC Berkeley ex Content Strategy
Summary
Audited content to propose improvements in the booking task flows of Alaska Airlines mobile application
Captured and critiqued the content on 24 screens following UX principles
Added design questions for generate design-thinking, in a slide deck
Then I defined prioritization categories
Used definitions to establish priorities
Priorities determined my order-of-build recommendations
Next, analyzed competitors' task flows in the Priority areas for a benchmark
Chose United Airlines mobile app
Focused on 6 most effective screens of content
Then I modulated the tone
Edited content to make it more scannable
Presented design insights
The 6-step Process
Content Strategy Process
See the whole deck!
Business Context
Scenario: The Engineering team is migrating everything attached to booking to a new stack. This creates an opportunity to update the booking design.
Role: Lead UX Content Strategist
"Your PM encourages your design team to think of, and prioritize, modest improvements, with regard to how people understand the change policy (since pandemic stuff is creating a lot of flight changes). You own the content strategy."
Alaska Airlines mobile app
User Goal and Task Flow
Goal: Choose a destination on your favorite airline using their mobile app.
Task: You're shopping for a flight to your dream vacation destination. You want to know about change policies before booking.
Audit success factor
Choose a User Goal that requires the critical task flow, or where drop-off is high. Here they were given.
Content Audit
Capture 26 screenshots—each step of users mobile booking task flow
Next, added comments and design questions using UX principles
Keep audience top-of-mind
Keep the business context in mind
Stay current on design heuristics
Use evidence-based research proven principles
Prioritize Build
To help focus I created a priority definition.
This made it easier to prioritize. It also kept business goals and audience in mind.
I reviewed the opportunities identified in the audit
Created a priority scale
Organized them into a short list of prioritized improvements, (3 ideal, 5 maximum)
Focused on language and messaging
Kept in the context of Mobile Apps
Mobile issues amplify problems, which creates churn
I created this to help explain
Competitive Analysis
A competitive analysis is conducted like an internal audit.
An Internal audit takes a broad-ranging view of every possible improvement opportunity.
A Competitive analysis focuses on your priorities, highlights key differences between your competitor's experience and yours.
Competitive analyses often include more than one competitor. I chose 1 for the case study.
I researched competitor's Mobile Apps and chose United Airlines for key features
The United Airlines App Content:
Presented me with highly relevant information
Deals from my city, picked-up flights where I left off
Then I highlighted differences in the
user experience areas prioritized.
user experience areas prioritized.
Modulating Tone
Voice & Tone
Voice describes how a company or brand sounds overall.
Tone describes the way that Voice changes (modulates) over time, or in response to a situation.
More playful tones may be used, for example, when there’s not a lot at stake (end of task).
More serious tones are effective when users might be upset or disappointed.
Tone should be modulated with intention across the User Journey.
I re-wrote one screen in the booking flow, making it shorter and improving tone.
Edit for Scannability
This is your heading
A content strategist needs to consider how people will be using the app.
Users booking a trip want to get something done.
Research shows delays hurt user satisfaction. Too much delay causes drives users away.
They scan content
Make it easier to write for scanning patterns
Choose one screen in your booking flow that relates to cancellation or change policies, which isn’t very scannable currently.
Then, make it more scannable. You might do so by breaking up the text into sensible sections, by adding headers, by frontloading (putting the most important stuff first), removing non-essential info, and/or by improving the concision of the writing.