SABRE

Sabre | Mobile Focused Re-Design

Product: Sabre Sonic Digital Experience (DX)

Role: UX Designer

Purpose: Provide user-friendly, WCAG accessible flows and designs for features to be implemented on a consumer facing, white label (free of branding) responsive website that allows a user to shop, manage, and check in their flights.

Objective

The DX responsive website solved for multiple breakpoints but with mobile phone usage running 2nd to desktop for a majority of the airlines end users, it was imperative that more attention was directed towards the mobile view An adaptive view was highly considered for the mobile view to provide end users with accustomed interactions found within native applications.

Workshops and Goal Setting

Several mobile-focused workshops were conducted with product and development to determine customer wants/asks and feature priority (filters, branded fare selection and up-sells). The design team and research continued on with competitive analysis and usability studies with participants to test multiple concepts and discover what users find intuitive.

The main goals consisted of increasing mobile conversion and overall customer approval by creating a mobile site that is intuitive, provides a mobile app-like interactions for increased learnability/familiarity and include profitable features for customers.

Current Implementation and Concepts

Current Implementation

The current implementation of a DX customer branded mobile site features a ‘drill-down’ view with minimal information that end users find hard to navigate and compare different cabins and/or brands. This is just one example of a DX customer branded mobile site. Information and details vary per customer which presents some problems to solve when creating a solution that is to be used for both low-cost and full service carriers.

Mobile Concept

Several mobile-focused workshops were conducted with product and development to determine customer wants/asks and feature priority (filters, branded fare selection and up-sells). The design team and research continued on with competitive analysis and usability studies with participants to test multiple concepts and discover what users find intuitive.