Overview

Define unique traveler mindsets to design services for individualized travel experiences

Objectives

Increase sales (ticket and ancillary)
Increase response rate through personalized communications
Increase customer satisfaction rates

What we did

Definition of a behavioral customer segmentation model, called traveler mindsets
Experience concept portfolio creation and concept prioritization
Experience prototyping and testing plan development
Travel insight generation through global research using qualitative and quantitative methodologies

What I did

Lead and coordinate experience, data and business streams of the project
Ensure high quality delivery
Theorycrafting behind the traveler mindset framework
Facilitated idea generation workshop, attended by client senior management

What we delivered

Traveler mindsets

Quick action plan website

Customer Journeys

Roadmap of initiatives

Results

Adoption beyond scope

The mindset framework got adopted by departments beyond targeted by the project,
complementing the previous demographic and transaction based customer segmentation.

Story

Client challenge

How might we better understand travelers,
so that we can design Etihad’s future-state
human centric and data driven customer experience
to inform and support Etihad’s digital transformation?

Combined
qual & quant research

Leaning on the world building exercises and workshop conducted with the client, multiple scenarios on different phases of the travel journey were developed to ideate and create concepts.

Global User Research
40 Participants & Etihad Guests in
UAE, KSA, US, UK, CH, AUS, IN

Global Quant Study
Online Survey in 11 countries, with 1000 participants from each

Stakeholder Research
6 stakeholder interview sessions &
Vision Workshop

Data Deep Dive
Etihad customer data (17 million trips)
from past 3 years

Desktop Research
Online Resources and reports

Holistic
research synthesis

Understanding the current state of the travel experience, travelers’ needs and pain points as well as industry trends and best practices.

Combining numbers, feelings, behaviors and liquid expectations.

Insights synthesized from the research

Current user journey with customer data and painpoints

The dynamic
traveler mindset framework

This (universal) framework gives a hyper-personalized & contextual view of the traveler mindsets and explains not only different traveler behaviors, but also how and when a traveler mindset change based on context.

8 Enriched Traveler Mindsets &
11 Travel Modes
with data backed behavioral analysis

Service & Business Concepts

For creating a hyper-personalized traveler experience for end-to-end journey on:

Next Generation Booking
Journey Innovation
Flight Service
Loyalty & Retention
Traveler Conversation
Enablers

Including detailed features, phased-implementation approach, mindsets, journey steps, touchpoint mapping, data and system requirements, customer and business benefits for each concept.