Role
Principal UX Designer
Team
Customer Advocacy
Problem
There are multiple scenarios that a customer might use this form to contact United including complaints, questions and even compliments. Some solutions such as reimbursements, refunds, injuries, and loyalty miles require the customer to submit a different form all together.
Background
The current customer care form is vague and over-simplified. The customers submit the form and must wait to be contacted by an agent to gather more information before the solution process can begin. There is one simple form for ALL customer issues.
Why it's important
Arriving at a solution faster is always best for the customer and maintaining good relationships. By getting more detailed in the form and the guided process this reduces the number of hours required of agents to solve issues and can sometimes be resolved without contacting an agent at all.
User Goals
Customers are trying to submit feedback and get solutions to questions and issues they have experienced with United Airlines. This step-by-step driven solution aides the customer towards the correct solution for their specific query with minimal required interaction with agents for quick resolutions.
Business Goals
The business goals are to reduce submissions and call time with the agents on the customer care team, elevating costs and increasing positive customer feedback.
Design Goals
The design goal is to guide the customer step-by-step toward their solution utilizing a dynamic algorithm that does not cause cognitive overload and simplifies the process. This approach allows multiple needed forms to exist on one page eliminating the need for many individual form pages.
Research
Research Methods
Data of past submissions provided by the customer care team.
Interviews with customer care team members.
Target Audience
Any customers that has traveled with United Airlines.
Key Insights
Customers often submitted the wrong form, leading to repeated calls and messages, which frustrated both customers and customer care agents.
Challenges
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International customers need different solutions
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Instant compensation solutions
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Member vs non-member
Competitive Analysis
Southwest, Delta, American Airlines, Alaska Airlines,
Hawaiian Airlines, Singapore Air, Canada Air
Market Research
The most successful example was that of the Turbo Tax algorithm method.
We utilized an established design system and created snowflake components in the style of selectable cards. When a card is selected the customer is presented with a new set of card options for the next step.
Visual Design
Step-by-Step
As customers select a card from a section, another section will appear below revealing options in relation to their first selection.
Example Selections
Selections are indicated with a blue stroke around each tile.
Additional Form Sections
After the card selection takes place the customers are presented with additional details to submit to the customer care team including:
Trip selection
Customers can select from past trips or enter trip details to find a trip that isn't shown.
Travelers involved
Other travelers involved on the trip can be added to the form submission.
Description
No matter the selection made, the customer can add a brief description of what occurred.
Attach supporting documentation
Customers may attach any supporting files.
Contact information
Providing contact information allows the customer care team to reach out with any additional information required.
Learnings
There has been a significant reduction to the Customer Care team upon this new structure going live.
Reduced Calls
As time has progressed the new page flow has allowed for continuous improvements and the addition of new options for customers. The addition of instant compensation, the expansion of international passenger rights, and improved customer journey has permitted quick adjustments to the individual form flows.
Continuous Improvement
Streamline Customer Process
Customers are presented with options at the beginning of the page to streamline their journey.
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If they are looking for help with a current trip or future travel they are directed to the Help Center.
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The option to check the status of an existing submission is presented in a tab.
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They are questioned if the form is for themselves or being filled out on behalf of someone else.
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They are prompted to sign in at the beginning of the form to populate past trips taken and autofill their contact information at the bottom of the form.
U.S. Resident
Non-U.S. Resident
Declined Offer
Instant Compensation
Under the right circumstances and customer can qualify for instant compensation. They are given optional compensation methods to choose from for both themselves and other travelers in their party.
Complaint
Many customers will have negative experiences during air travel. With so many moving parts it is almost inevitable. This section of the form allows customer to address those experiences and seek refunds, reimbursements, and more.
Question
Air travel can be complex and as questions arise things can become overwhelming. This section of the form allows customers to ask those questions and guides them along popular topics.
Compliment
Occasionally there are moments where a difficult situation and potential frustration can be made better or corrected by an individual or technology. This section of the form allows customers to voice those experiences and give credit to those who go above and beyond.
Information Architecture
There are three primary customer objectives when filling out this form. That is to submit a complaint, a question or a compliment.
Complaint, Question, Compliment Flows
