Work samples

Delta cargo

PROJECT SUMMARY

Delta Cargo, a critical component of Delta Air Lines, embarked on a digital transformation project aimed at improving accessibility and responsiveness. This substantial endeavor involved redesigning approximately 180 pages. The project's success had several significant outcomes:

Setting Industry Standards: The project resulted in the creation of the first fully accessible and responsive cargo website among airlines worldwide, setting a new industry standard.
Enhanced Functionality: The outdated website was replaced with a platform that addressed critical and unique functionalities, ensuring a more efficient user experience.
Revenue Growth: Delta experienced an increase in cargo revenue through this revamped online channel, demonstrating the tangible benefits of the project.

KEY PROBLEM SOLVED

One of the main challenges in the project was dealing with a complex user flow that catered to multiple user groups. To tackle this challenge effectively, we employed a persona-driven approach which was instrumental in humanizing the user experience design and tailoring it to the specific needs of each segment. This involved reorganizing content, optimizing navigation and reducing the number of steps.

MY ROLE

This project provided a valuable opportunity for me as a UX consultant to work collaboratively with cross-functional teams, gain expertise in the transportation domain, and witness firsthand how effective design can drive business growth. I led efforts to provide strategic insights, ensure a user-centric approach throughout and created low-fidelity wireframes to visualize design concepts.

PROCESS

The product was the central portal for an established business operating in a competitive market. Our strategic approach was rooted in a comprehensive evaluation of the existing product, studying competitors' solutions, setting criteria for enhancements, gaining insights into multiple target user groups' behavior and ultimately implementing design improvements. Here's a breakdown of the strategic process and design steps we undertook-

01 PRODUCT EVALUATION

Our initial goal was to identify shortcomings in the current version. An illustration of the analysis is provided here for the homepage.

02 COMPETITOR ANALYSIS

Delta faces direct competition in its cargo business. After conducting a thorough analysis of competitors' products, we gained valuable insights that served as inspiration during the ideation phase.

Most of Delta's competitors provided users with an omni-channel experience, featuring engaging content and interactive elements.
Their websites commonly included hero banners showcasing relevant images.
These competitors prioritized booking-related modules, offering a wide range of input features for users.
Loyalty entry points, such as login and signup options, were consistently available throughout these websites, serving as a valuable opportunity for marketing and promoting the airline brand.

03 TARGET IMPROVEMENTS

We established key improvement objectives based on identified issues and best practices.

Reduce the number of steps in critical user journeys (red routes).
Ensure relevant and essential information is visible above-the-fold.
Reduce cognitive load by remembering user choices and preferences.
Initiate the key journey of the booking process from the home page.
Create a new UI with aesthetics and minimalistic principles to excite users.
Eliminate redundancy of information to streamline the user experience.
Maintain visibility of the system status so users always know where they are in the process.

04 USER GROUPS

To address the diverse user base of Delta Cargo, we categorized target users based on their specific needs and interactions with the platform. This segmentation allowed us to tailor the user experience to meet the distinct requirements of various user groups.

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Upto 16 Oz Cargo booking users

Heavy Cargo booking users

Business Cargo users

Pet transfer services booking users

Human remains transfer booking users

Perishable goods transfer booking users

Cargo managing users

Advance Cargo checkin users

Logistic company users

Checking Cargo flight status users

and more

05 PERSONA

We developed personas representing different user groups in different scenarios to gain a comprehensive understanding of the target users. These personas were thoroughly verified and established as our primary targets following discussions with stakeholders. Presented here is a sample persona-

Scenario: Transporting a Pet Dog

Mimi Singer is a 22-year-old Ph.D. student residing in Washington. She is known among her peers as a tech-savvy individual. Despite her busy schedule, she maintains a strong connection with her family, including her beloved pet dog, Coco. Mimi's family lives in a different city, and she wishes to transport Coco to them safely.

Goals: Mimi's primary goal is to ensure a smooth and stress-free transportation experience for her pet dog, Coco. She wants a reliable and convenient cargo service that can guarantee her dog's well-being during the journey.

Challenges: As a new cargo user, Mimi may not be familiar with the cargo transportation process. She might have concerns about the safety and comfort of her pet during transit and may require clear and user-friendly guidance throughout the booking and transportation process.

Expectations: Mimi expects a cargo service that offers clear instructions, ensures Coco's comfort, and provides real-time updates on her dog's journey. She values a hassle-free experience and a user-friendly interface that simplifies the entire process.

"I want to send Coco to my family, and his safety and comfort are my top priorities. I need a cargo service that I can trust and that makes the process easy for me, especially since I'm new to this."

Mimi Singer is a 22-year-old Ph.D. student residing in Washington. She is pursuing her doctorate and is known among her peers as a tech-savvy individual. Despite her busy schedule, she maintains a strong connection with her family, including her beloved pet dog, Coco. Mimi's family lives in a different city, and she wishes to transport Coco to them safely.

06 TASK FLOW

The main challenge in the Delta Cargo project revolved around dealing with various persona-scenarios, each having diverse and complex task flows. The primary goal was to simplify these intricate flows, reduce the number of steps required, and merge them into a unified platform. An example showcasing the enhancement of one such task flow is provided below-

Existing flow (12 steps)

Home page > Pet booking page > Fill basic details > Search flight > Select flight > Enter pet details > Review checklist > Review Booking summary > Accept terms and conditions > Enter payment details > Make payment > Receive confirmation

Enhanced flow (9 steps)

Home page > Fill details > Search flight > Select flight > Review checklist and summary > Accept terms and conditions > Make payment > Receive confirmation

07 DATA FLOW

To streamline the user flows for each scenario, we devised an information flow for all user groups and then integrated them to create the information architecture for the booking services. An example demonstrating the data flow for pet cargo booking services is provided here.

08 SOLUTION IDEATION

The solution ideation followed an iterative process. Ideas were generated, discussed for feedback, and ultimately refined in collaboration with stakeholders.

Following the wireframes, visual designers crafted high-fidelity mockups, adhering to Delta's brand guidelines to create the user interface.