Design decisions protect NPS Score
Backend empowered magical passenger moments, fixing travel mishaps before they ruin the passenger journey.
Lead UX Designer & Researcher
Design strategy for a no-code application
Facilitate research activities
Build analysis and read-outs
Team lead and cross-functional partner
Present findings to client
Fast pace
Role of my UX team overlaps role of collaborative advisory team
My Role
Slow backend → Slow crew → Missed moments → Lower NPS
Desired Outcomes
Time to change reduced from hours to minutes
Modular components reusable across N use cases
Teams can scale output without scaling headcount
Standardized data -> improve consistency & reliablity
Integrated core business levers into workflows
Leadership makes repeatable, measurable decisions
Enabled real-time or near-real-time decision-making onboard
Reduced reliance on generic, one-size-fits-all offers
Improved team confidence by delivering the “right action” in time
Front end workers create magic moments
😁
Magic moments make happier passengers
NPS
Design Decisions that Impacted Business
I mapped the backend user flow to reduce of the strategy
of the new backend system
Empowers magic moments to scale.
Other teams such as baggage claim, sales were excited about the vision
Enabled measured decision making.
First of its kind asset for governance
The backend UX surfaced as problems that were passenger facing.
Delayed responses, left the in-flight crew without timely data relevant to moments to deliver in the cabin.
Backend User
Tech user & Analyst user
Touchpoint: Work station (office)
No platform, campaign tracking was done in excel
Reliant on outdated internal tools
Analysts puts together campaign data
Required IT support to hard code each campaign (not scalable)
Passenger Facing User
In-Flight Team
Touchpoint: Mobile app (Airplane)
Technical delays data doesn't arrive on time
Data on device is not reliable
In-flight team not incentivized to use data
As design lead, I translated research into wireframes and partnered on visual production to deliver the final screens.
My screen designs lowered the barrier to making magical moments.
User-friendly backend translates to magic for passenger
Find a Campaign among hundreds of flights
Alternate View toggle
I decided to design something familiar inspired by Microsoft Outlook calendar.
Calendar View - Inspired by Microsoft Outlook
List View - Familiar convention since user was using spreadsheets.
Apply campaigns across flights
Alignment with business levers
New rules could quickly be proposed, but also drag and drop reduced error.
Apply rules across different flights; easier to manage flight and customer segments
Add new rules screen
Reduced IT dependence
Create logic with no code
Previously new campaigns had to be built by an IT resource, which often was a blocker.
Analysts can create a campaign using a No Code interface
Backend User
Business Tech user
Touchpoint: Work station (office)
Mockup interactive prototype
Non-technical teams build and ship
Flexible and aligned campaign levers
Digital backend produces timely data
Passenger Facing User
In-Flight Team
Touchpoint: Mobile app (Airplane)
Crew confident in app
Able to curate moments with meaningful data
Measured results of design decison
These backend results directly improved NPS scores.
faster response times
enabled consistent recovery gestures
flexibility enabled personalization
clearer guidance for crew
Backend -> Frontend -> Magic for Passenger
Design reframes problems.
My research shifted leadership’s focus from adding features to fixing the system that enables them
Short sprints can create lasting impact.
In just 5 weeks, we set the trajectory for a multi-year transformation.
Let’s Connect!
Leave me a message
