EASYJET WEBSITE AND APP

ROLE

WHAT I DID

I was responsible for ensuring all UX outputs fed from the feasibility back-log, conformed to best practices thereof and encompassed our experience principles before they were deployed to the DSM.

I worked closely alongside two designers, whom I sat with for the duration of the project. We also used a mini war room for the project.

The DSM launched during September 2019.

THE APPROACH

The project was run in sprints - UX was run a week ahead of the design sprint.

A producer, account director, design lead and an executive creative director were also assigned to the project. The second designer came into the project half way through and worked specifically on taking the signed off designs and implementing them into the newly created DSM.

THE CHALLENGE

The digital customer experience had become disconnected throughout the customer journey both visually and in terms of functionality. This was down to many factors, some of which we knew would be out of our control but we wanted to address much of this by creating a consolidated design eco-system.

We wanted to create a DSM that would be the single source of truth for the client, a place for all their brand and design assets in a single location that would allow them a higher level of design quality and productivity across their teams based on our output.

Each of their digital channels would be able to adopt and implement this going forward.

SOLUTION HYPOTHESIS

In order to create the DSM the project was split into phases. In the initial phase we created the experience principles and based on workshops and discussions used a design sprint to create a new design vision. In the second phase we wanted to take the client back through this work to ascertain what was feasible in the final timeframe and within the technical limitations of their current CMS.

CREATED Experience principles (phase 1)

We created 5 brand principles to which we could place a stake in the ground and use these to help us focus decisions and get everyone on the same page and to assist us in creating a consistent and purposeful experience for our easyJet customers.

CREATE A FUTURE VISION OF A CONSISTENT BRAND WORLD (PHASE 1)

We created conceptual designs for a new design vision and presented these back to the client for the four key channels; email, holidays, web and app. The designs were created alongside experience principles which helped us focus the teams.

Workshops + Backlog Creation (Phase 2)

In the first sprint of phase 2 we conducted workshops with all easyJet’s digital channels (email, holidays, web and app) stakeholders to ascertain the feasibility of implementing the assets created during the conceptual design phase for each digital channel. Any feasibility issues were recorded in a backlog and updates were made to the designs so we had a truthful vision reference to work from in the next phases.

UX AUDITS AND OUTPUTs FOR DESIGNERS (pHASE 2)

Within the second phase we created a 3 week sprint with 14 deliverables focusing on individual assets across the four channels. We used the agreed backlog as a starter to define the list of deliverables.

App experience review

A review of easyJet’s app experience across both iOS and Android. This was used to highlight the core differences in UX and design across the two operating systems. This also included examples of other apps that were applying similar mechanics well and key recommendations based on this.

LAYOUT SCAMPS

Several items were simply scamped and discussed internally before hand-off to the designer. The above shows sketches for a new carousel mechanic that the client had requested. The client had strong views on this and had already partially built this so we presented back a revised version.

CUSTOMER INPUTS

Wireframes were produced for many of the user selection mechanics on the website. Implementing a clean and consistent form mechanic across all the customer inputs, across both flight and holiday areas of the website.

INTERACTION PRINCIPLES

A large interaction principles deck was created internally that allowed us to keep track of the interaction principles internally before we deployed to the DSM, this allowed us to agree on the key items and how they would function and perform before we deployed.

FINAL DESIGNS AND THE DSM

Full page designs were created using the new assets. Additionally new assets were created that could be deployed in the future, such as tab mechanics, page steppers and card content systems that could be deployed as and when required.