Strategy and lead design

Better recognize individual customers.

Personalization is a powerful business strategy. However, it starts with recognizing individual customers.

For Air France - KLM

The challenge.

Through personalization, Air France - KLM aims to deliver best-of-class customer experiences. That requires recognizing individual, logged-in customers. How do we seduce customers to log in? 

My activities.

Activities led or produced by me.

    • Strategy development

    • Influence, align, and engage stakeholders

    • Facilitate prioritization sessions

    • Progress updates to departments and management

    • Organize cross-functional syncs

    • UX/UI designs (hands-on by me)

    • Insights from UX research

    • Prioritization framework

Strategy first.

At the start of this project, I created a strategy deck to gain commitment from stakeholders. Using desk research, stakeholder interviews and feedback sessions, we got everyone on the same page.

Strategy deck highlights.

A brief overview of some of the strategy deck's content.

Problem statement

Describing the gap between current and desired state of recognizing customers.

Roadmap

An initial roadmap to engage and influence stakeholders and fellow designers.

Measurable goals

Defining KPIs that reflect progress and relating them to department-wide KPIs.

Defined strategies

Three strategies with corresponding tactics, design, and research activities.

The recognition journey.

Looking at recognition as a journey rather than a one-off occurrence allows us to weave different recognition methods together. Building off each other's strengths.

Finding equilibrium.

Successfully seducing customers to be recognized means finding the optimal balance between:

Added customer value

Functional and emotional customer benefits

Asked investment

Like cognitive load and data sensitivity

Versus

Business value gained

To what KPIs does recognition contribute?

Data enrichment

What data does the business actually use?

Understanding the balance.

I organized a qualitative research track to better understand what customers find valuable, which data they are willing to share and when.

Deliverables (lef to right): customer attitudes per data field, risk analysis perng data fields, mental model showing customers' decision-making process.

Research methods.

To empathize with customers, I conducted extensive desk research as well as:

6x

Interviews and usability tests.

3x

Prototypes used as probes.

Journey mapping.

Mapping opportunity areas.

Journey maps help create a deep understanding of when customers and/or businesses can benefit from utilizing recognition methods. This particular map provided me with the following:

Focus areas

Opportune areas in the customer to yield benefits of recognition.

Customer values

Mapping moments where customers can gain from being recognized as an individual.

Business values

Opportunity areas where recognition can lead to generating business results.

Defined areas of opportunity.

From the journey map, I concluded that successfully seducing customers to be recognized comes down to 3 challenges:

Value proposition.

What a customer gets for leaving her data should be a convincing deal.

Effortless interaction.

Giving consent to be recognized needs to be easy and transparent.

Fulfill the promise.

Make sure customers get what was promised in the value proposition.

Facilitating priority setting.

I facilitated various priority-setting workshops to help teams create a roadmap. It also helped teams understand where effort/value analysis is still needed.

Solution highlights.

A few highlighted deliverables that had a significant impact on the user experience.

One-time PIN login.

One-time PIN (OTP) allows customers to log in without having to remember a password. Instead, a customer receives a unique one-time PIN code via e-mail or SMS.

Initial impact.

Offering OTP to customers significantly improved the login experience.

 80%

Success rate when logging in.

-61%

Errors are being shown during login.

-58%

Account-related call center calls.

UI above is that of a future concept from which an MVP was derived, which in turn resulted in the impact described here.

Optimize enrollment.

A tightly organized enrolment form performs better than a cluttered one. Getting rid of fields that yield no business value contributes to this.

Optimizations.

We significantly cut down on the form's length through extensive collaboration with business partners.

-50%

Less pages to fill in.

-50%

Less data fields to fill in.

UI above is that of a future concept that is currently being implemented.

Objective Key Result.

Other deliverables included:

  • Optimize login for mobile app usage

  • Multivariant testing log in flows on various touchpoints

  • Accessible password creation

  • Making login mandatory on more touchpoints

  • Improve persistent login

Cumulative all effort helped us to achieve every monthly Objective Key Result (OKR) related to the topic of recognition.

>40%

Of sessions were logged in.