UXR + UXD
Contribution​​
Contract Tracing
Collecting guest contact information to later inform guests and institutions of any COVID-19 outbreaks while travelers travel aboard.
ROLE
Senior Lead Product Designer : Reservations Team
Product duration: 1.2 months (Agile, 2 weeks sprints)
TEAM COLLABORATION
Cross - functional disciplines
Sr Product Designer : Checkin
Sr Product Designer : Booking
Sr Product Designer : Mobile
User Research Team : Reservations (5 members involved)
Product Manager : Reservations
Engineers : Reservations (4 team members involved)
Other disciplines
Sr Engineer : Security, Legal & Policy, TPO, Data Analysts, Call Center reps, and Marketing
CONTEXT
Tracing inbound travelers
The United States was one of the few countries for international travel during the 2021 pandemic. A mandate by the CDC and the U.S. government required all airlines to collect basic passenger information and details of the passenger's housing facilities for the entirety of their stay for all international flights inbound to the United States.
BRIEF
Create a form to capture international passenger information. ​
OBJECTIVE
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Define scope and gather requirements
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Organize and plan a Discovery team meeting
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Produce high-fidelity deliverables
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Apply UX methodologies and create a form to capture inbound artery details.
Discovery kick-off
The Kick-off
​In order to fully integrate "Contract Tracing" into the current user flow, a boarder conversation across teams was critical to determine the most effective placement.
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This will allow for stakeholders, product teams and engineering to share and access key insights and feedback from known data points, KPIs, and pain points.
Managing communication effectively and efficiently ensures design decision and considerations are directly tied to business requirements and end-user goals.
Workshop Goals & Outcomes
The goal of the exploration meeting included identifying all current guest touchpoints across the Alaska's Airlines platform, including Booking, Check-in, and Guest Reservations for web and mobile.
Identifying, we were able to narrow down the most effective entry points for the upcoming contact tracing form.
Scope of the Project
Product Requirements
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First, Middle, and Last Name (including suffix)
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Email Address
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Primary Phone Number
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Secondary (Emergency Contract) Phone Number
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U.S. based Address
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​City
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State
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Zip Code
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Guest in transit​
Tools used
Competitor analysis
To get an in-depth understanding for the forms hierarchy, visual design, responsiveness, iconography, and functionality a competitors analysis was conducted.
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* Concepts from the new contract tracing form was later adopted into Alaska's Design system, globally impacting design and engineer teams across the platform.
Workshop
Touchpoint Discovery Workshop
12 cross-team particapates
To ensure policy guidelines were met and to minimize guest confusion during the introduction of the "Contact Tracing Form," the decision was made to reimagine new guest journeys for the booking, check-in, and view reservation paths, for web and mobile.
Day 1
Day 2
Discovery Key Outcomes
There were 3 major concerns identified during the discovery workshop.
1
Data collection
​Avoid repetitive data collection during the booking path.​​​
2
Metrics
Overwhelming guest with too much information during booking could increase guest bounce rates. ​​
3
Reputation risk
Alaska has a great booking with ease reputation and is known for accessibility and feasibility. ​​​​
Solution 1
Prefill contact information collected during the booking path.
Solution 2
The contact tracing form will prompt as a post-booking task.
Solution 3
Guest has up to 24 hours before departure to complete the form.
Implementing a new user experience
Rules
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The form includes a 72-hour attestation.
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Prompt Guest to confirm submission and information before depature.
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Include contact tracing during check-in - If the attestation is not completed before departure, Guest are at high risk of not being able to board their flight(s). ​​
To ensure guest loyalty, simplicty, and consistent growth in satisfaction rates, I implemented 2 happy paths that led to the "Contact Tracing Form," minimizing day-of-flight conflicts.
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Acceptance Criteria
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Use pre-existing customer data to prefill primary form fields. ​
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Alert attestation along with 72 and 24 hour pre-flight check-in email and SMS ​
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Guest notification 72 hour before departure from the Reservations page ​
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Redirect guest to contract tracing during Check-in flow, if not completed​​
User Journey
Inserting the Contact Tracing Form in the Check-in flow ensured that every guest completed the form before their departure, avoiding delays in guest travel.
Diagram
1. Left path: Guest has not completed the Contact Tracing form; Guest will be pushed to the forms microsite, after completion guest will be able to check-in.
2. Right path: Guest has completed the form. Guest will be asked to "Confirm" guest information and redirected to the check-in flow.
Note: Both paths allow guest to edit form information.
Diagram
1. Left path: Guest has "Confirmed attestation" within 72 hours and will proceed to check-in.
2. Right path: Guest has not confirmed 72 hour attestation and will be directed out of the check-in flow to confirm.
Diagram
1. Shows check-in flow for guest who has and has not completed form before check-in. The last flow shows the users flow from the "View Reservation" path.
UX Production
Sketches
Lo-fi wireframing
Option showing Guest intransit
3 or more pax within 24 hours of departure
Guest information auto filled from booking data
Components
Universal components
Content
Desktop
MOW - mobile
User testing prototypes
To test the Contact Tracing form before launch, I partnered with the User Research team to conduct scenario based test. In a short amount of time, we were able to secure twenty-five persona based tester who matched our frequent fliers requirement. We used usertesting.com to test and recruit testers.
Desktop prototype
MOW - mobile prototype multi pax PNR
MOW - mobile prototype multi pax PNR w/ attestation
Ideation
User feedback post user-testing
After testing improvements were made across teams and the final MVP was launched successfully to market.
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The design system team adopted the Contact Tracing form UX functionality, addressing zero space and infinite scrolling issues throughout the Alaska's Airlines platform. This fixed guest viewpoints and discoverability, 2 high priority user stories in the design systems backlog . The form component was a huge time saver for designers and engineers.
Contact Tracing form
User flow: Desktop
User flow: MOW- mobile
User flow: MOW- mobile - State immediately after book
User flow: MOW- mobile - 72 hour attestation
User flow: MOW- mobile - Error state
