TUI
THE DECISION PHASE
ABOUT
Client: TUI
Project: The Decision Phase
Year: 2020
Role: Senior Service Designer
WHO ARE TUI?
TUI are the largest leisure, travel and tourism company in the world, It owns travel agencies, hotels, airlines, cruise ships and retail stores. The TUI group also owns five European airlines – the largest holiday fleet in Europe – and several tour operators based in Europe.
THE BRIEF
TUI have set themselves the goal to become the UK's best loved travel brand. They intend to do this by demonstrating their holiday expertise and paying attention to every little detail that goes into creating the 'perfect' experience.
This project is Phase 1 of a 3 phase project that is looking across the entire TUI customer journey. The aim is to identify key customer moments and propose design ideas that will make a real, positive impact on brand affinity as well as key business metrics.
Phase 1, which was titled 'The Decision Phase' was all about the customer booking experience.
WHAT WE DID
- 700+ Customers Engaged Across The UK
- 1000+ Miles Travelled, Visiting 9 Stores
- 6 Hours Spent Interviewing Key Stakeholders
- 8 Hours Spent Analysing Online and In-store Experience
- 2 x Focus Groups
- 1 x Workshop
- 2 x Cognitive Walkthrough
- 2 x Spatial Analysis
- Digital Purchase Journey Walkthrough
ABOVE: Deliverables included a Cognitve Walkthrough, Environmental / Spatial Analysis and Online Purchase Journey.
THE RESULT
A complete understanding of the holiday makers booking process and path to purchase, with over 150 individual recommendations made to TUI spanning a criteria of 'no tech', 'low tech' and 'high tech'.
To reinforce these recommendations we prototyped the 10 most impactful across a range of NFC enabled business cards, website UX improvements and new payment models.
Prototype: Creating rich and memorable post booking content.
Prototype: Enriching key moments in the purchase journey.
Prototype: NFC enabled business cards.