Interjet

Interjet is Mexico’s premier discount airline. While Interjet operates a multitude of traditional sales outlets, eCommerce (not surprisingly) represents their largest sales channel with 73% of customers purchasing online. Interjet recognized the need to develop a digital customer experience that optimized their ability to serve their customers with the same refined, customer-centric approach their passengers already enjoy. Interjet has developed a customer experience that emphasises both the ease of purchasing and the comfort of the passenger. The experience design needed to reflect this customer-centric approach and to simplify both the process of booking travel and the post-sale support components of Interjet’s operation.

RealDecoy, Oracle Commerce experts and my employer at the time, was engaged to redesign the user experience and to integrate the power of Oracle commerce to deliver a personalized experience for Interjet's customers. As the Principle User Experience Architect for RealDecoy, my role was to champion the voice of the customer throughout the project – from requirements gathering to deployment and to ensure that our solution met the needs and goals of the both the business and the customer. 

Requirements

Understanding both the needs of the business and the needs of the customer are critical to creating an balanced and effective digital experience. The Interjet project was no exception. Through stakeholder interviews and analysis of available metrics, our approach started by listening. We developed a series of artifacts – including  briefs, user stories, use cases and specifications – that formed the scaffold of requirements upon which the remainder of the project would be constructed.  

User Experience (UX)

With requirements in place, were able to quickly iterate through a series of UX activities that included user persona development and information architecture. We then deployed a rapid prototyping methodology that allowed us to define increasingly higher resolution interactive wireframes – created in Axure – during successive iterations. The clickable prototypes captured not only the placement of features and functions, but the interactions of each, allowing a truer representation of the fully fleshed out experience. 

Mood Boards

Graphically, Interjet desired a new, fresh look for their site that clearly differentiated them from their customers. Their brand was also evolving company-wide. To assit the client in expressing their vision for the graphic treatments, we developed mood boards to represent several directions toward the final site design. Mood boards are quickly compliled and cost the client much less than iterating through several first round designs. This approach not only saved the client money and time, it gave the graphic design team invaluable direction allowing a much faster delivery of the initial designs and fewer iterations during the design process. 

Graphic Design

With a design direction established, we extrapolated our design patterns throughout the Interjet site. The final product is a highly usable eCommerce channel that conveys the Interjet brand in both functionality and look and feel. The user experience has been simplified and reinforces Interjet's brand traits of being simple and straightforward. The look and feel is light and open reflecting not only the ease of doing business with Interjet, but the casual comfort passengers experience inflight.