Flight Centre

Experience and Interaction Design

Flight centre responsive devices image

Design Brief

Flight Centre is one of the world’s largest independent travel retailers with over 1,700 stores. Round the World Experts is a sub-brand specialising in tailor-made, multi-stop travel experiences. RTWE required a digital experience for prospects and customers, that provided a richer and more valuable experience for customers, giving them a digital platform to seek inspiration for a tailor-made travel itinerary.

Design Strategy

Collaborative partnership with a researcher to work alogside client strategy, content and development teams throughout the duration of the project. Initial research with customers and travel consultants allowed us identified problems and needs during the process of planning a multi-stop travel experience. Each iteration progressed the fidelity of the design solution, ensuring features aligned with qualitative insight.

Testing sketches

Examples of fast sketches over sketch prototype and wireframe prototype

Information Architecture

Evaluation of the existing website helped quickly identify pain points within the current architecture. Using the intended user journeys and personas derived from research as a framework, helped drive a user-centred update to the information architecture for the website. It was key to have the primary navigation reflect the proposition of Round the World Experts.

Site map

High-level view of the site map

Trip List

Research showed that most people started the planning of their holiday with a list of some kind, collated from a number of resources and websites. This insight informed the design of ‘Trip List’, which allows customers to save items which interest them (such as locations and experiences) as they navigate the site. Unique to the travel industry, they are also able to add items from external websites, including other trip advisor. Lists can be shared with travel consultant, helping RTWE tailor a better holiday for their customers.

Trip list detail

Trip list proposition on the RTWE website

Cohesive Experience

The site fuses the online and offline experience. When customers contact the RTWE team via the online form, or by requesting a call back, RTWE can view the customer’s Trip List and browsing history on the website. This better equips call centre staff with information about the customer and creates a cohesive experience.

Contact screenshot

Seamless interactions between online and offline communication

Interaction Design

The project presented plenty of opportunity for interactive tools. The client teams were overwhelmingly supportive and enthusiastic about the proposed features to improve the experience of both customer and customer serivce staff. Working closely the visual designer we managed to craft a strong and unique Round the World digital brand experience.

Experience finder screenshot

Detailed view of the 'Experience Finder' widget

Outcomes

The complete experience redesign for Round the World Experts was created within a tight timeframe, which was very well received by the client, including the customer service team.

"We have heard nothing but positive feedback in regards to all the wonderful designs, and we're very impressed at the rate in which designs have been churned out to ensure we crossed the line as anticipated."

Image of Mat
Mat Camp

Digital Experience Leader, Flight Centre UK

Related work

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