A smooth flight experience doesn’t guarantee a client’s loyalty. But a broken journey can ensure a client’s decision to never fly with you again.

We live in a world that is automated enough to ensure that no disruption in an original plan should affect so much you don’t ever want to engage with that company again. And that was the reason LATAM airlines was trying to find ways to ensure flight disruptions in their 3 airport hubs: Sao Paulo, Brazil, Lima, Peru, and Santiago, Chile were understood and planned for eventual crisis.

Case Study

Flight disruptions can feel like an every day situation for frequent travelers, but less frequent travelers can have a highly stressful experience that can cause them to never fly again, these are more than the frequent flyers.

UNDERSTANDING FLIGHT DISRUPTIONS WAS NOT ONLY A KEY FOR CRISIS MANAGEMENT BUT ALSO FOR PREVENTION, AND DISCOVERING WHAT OTHER EXTERNAL FACTORS, STAKEHOLDERS, AND SITUATIONS WERE INVOLVED IN MAKING CRISIS MANAGEMENT DOABLE OR IMPOSSIBLE.

Project synthesis

Project location: Lima Peru, Sao Paulo Brazil, Santiago Chile

Main role: senior service designer

Length of project: 3 months

Project and facilitation languages: Spanish, Portuguese

Project Implementation Status: Unknown

LATAM Airlines hired Livework an International Service Design agency to conduct research to better understand the customer’s pains when a flight in one of their hubs, but primarily their Lima Hub, caused in users and what could be done to prevent such bad experiences from arriving to users.
Some key assumptions that needed to be understood and validated included the reasons why customer’s are unable to manage their flight disruption smoothly, what external factors (to LATAM) could be creating extra layers of complication in the crisis management, how to communicaqte effectively to customers as well as employees, and more.
During this project I was hired as a Senior Service Designer to provide support to the Livework team on the research phase for Latam Airlines project to improve the Experience during Flight Contingencies. My role in the project involved user research, desk research, research planning and logistics, building prototypes, testing rough prototype concepts, providing conclusions.
User Research methodologies such as: deep interviews with clients, stakeholders and employees, shadowing sessions
Co-creation sessions and workshop facilitation for user needs and alignment.
UX and Service Design including: rough prototyping and iteration sessions, customer journeys, service blueprints, target experiences.
1. Service blueprint
2. Target experiences
3. Design Principles
4. Recommendations

The project flow

The first phase of the project involved understanding who the users were and the journeys they each experienced, we used available quality data to draft user personas and journeys we would then go out into the field to validate.

Phase: Discovery
We conducted in-depth research to understand the different moments where customers experienced flight disruptions that caused stress and frustration.

Phase: Discovery
Once understanding the what journey experiences needed to be improved, we proceeded to ideate some potential solutions to create a holistic crisis management plan for everyone involved from staff, to users, and stakeholders.

Phase: Ideation
We tested solutions in the field at different airports and moments to engage with target users. We iterated in a fast-paced sprint to be able to deliver solutions in a rapid way due to time constraints allowed inside airports.

Phase: Prototyping
With key valuable information we iterated based on user feedback. Built blueprints, roadmaps, and wireframes to submit our recommendations.

Phase: Design
We presented our outcomes to a larger audience and gather more insights, we moved into a more refined production of the tools and products. We integrated visual design, communication strategy, and technical requirements

Phase: Feedback + Design

﻿A smooth flight experience doesn’t guarantee a client’s loyalty. But a broken journey can ensure a client’s decision to never fly with you again.

Case Study

Flight disruptions can feel like an every day situation for frequent travelers, but less frequent travelers can have a highly stressful experience that can cause them to never fly again, these are more than the frequent flyers.

Project synthesis

Project scope

Our participation

Skills and methods used

Outputs

The first phase of the project involved understanding who the users were and the journeys they each experienced, we used available quality data to draft user personas and journeys we would then go out into the field to validate.

We conducted in-depth research to understand the different moments where customers experienced flight disruptions that caused stress and frustration.

Once understanding the what journey experiences needed to be improved, we proceeded to ideate some potential solutions to create a holistic crisis management plan for everyone involved from staff, to users, and stakeholders.

We tested solutions in the field at different airports and moments to engage with target users. We iterated in a fast-paced sprint to be able to deliver solutions in a rapid way due to time constraints allowed inside airports.

With key valuable information we iterated based on user feedback. Built blueprints, roadmaps, and wireframes to submit our recommendations.

We presented our outcomes to a larger audience and gather more insights, we moved into a more refined production of the tools and products. We integrated visual design, communication strategy, and technical requirements

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A smooth flight experience doesn’t guarantee a client’s loyalty. But a broken journey can ensure a client’s decision to never fly with you again.