Southwest Airlines
Duration
January - March 2025
Leveraged Skills
Tools
Figma
Adobe CC
Contributions
Johnny Chen
Susan Ni
Steven Xiao
Details
In collaboration with Southwest Airlines, our team worked to refine the user experience across the company's app and key service touchpoints. Final deliverables included high-fidelity prototypes and strategic concepts to Southwest.
This is an abridged study. Please reach out for more details.
Field Research
On January 21, a sudden snowstorm caused major flight cancellations across the Midwest. That same day, our team conducted field research at Chicago Midway International Airport, observing and interviewing stranded travelers to gain firsthand insight into their frustrations.
During the cancellations, we observed how passengers and CSAs (customer service agents) interacted and interviewed both.
CSAs (customer service agents) had to pull up their weather maps on their computers to show travelers that were in disbelief.
Insights
Our research revealed ambiguous explanations for IROPS (irregular operations) can not only escalate traveler frustration amid delays and cancellations but also increase CSA workload.
The Problem
Insights
We mapped out what an ideal customer experience looks like.
We identified the main insights from our research
CSA efficiency
Design
Proactive
weather alerts
Keeps passengers informed and confident by clearly explaining why their flight is impacted through graphics and text.
Weather map
Gives passengers a view of forecasted weather through dynamic graphs so they can understand flight impacts at a glance. “Update Itinerary” option empowers users to adjust plans on their own.
Additional IROPS
Keeps passengers informed during delays through clear visuals and progress bar indicators. Progress bar help users understand what’s happening and when to expect updates, reducing confusion and minimizing repetitive CSA inquiries.
Final thoughts
Our design proactively keeps passengers informed during IROPs, easing confusion and reducing the workload for CSAs. By providing clear, transparent updates, travelers gain a sense of control and confidence to make their own decisions.
