A Global Solution Requires Globetrotting
To begin wrapping our heads around such complex systems with so many unique challenges, we initiated a massive discovery effort involving 8 weeks of stakeholder interviews (we talked to nearly 40 stakeholders), heuristic analysis, competitive analysis, user research, and “Airlines 101” sessions, resulting in a 210-page report.
After that, we hit the road to conduct extensive field research, ideation workshops and usability tests with ticketing agents and airline stakeholders in the US, Canada and India. Additionally, we created a usability lab at SITA’s annual Horizon Working Group summit in Istanbul, Turkey. This gave us direct access to representatives from over 20 of SITA’s airline customers - all in one room!
After completing and analyzing our field research, we realized SITA needed us to do more than just design their new flight search and booking experience. They needed a flexible, modular design system that could ensure quality and consistency while also accommodating the brand identities of their many global customers. They also needed that system to be extendible and forward looking so they could use it to build new products and services long after we were gone.
Finally, they needed the whole thing to be wrapped in a philosophical framework rooted in the core values and goals of their organization. This framework had to provide guidance on not only how to use their new design system, but why.
Meeting the reservation agents - Air India HQ