Travel company eDreams ODIGEO sells flights and hotels across 45 countries.
My role
As the designer in the customer service area i was included in this project to lead the design effort. The project happened externally to r&d and i collaborated with a set of stakeholders from several areas of the company
The challenge
The challenge was to redesign our outdated help section so that more people could find information and solve issues online, in order to reduce the number of contacts to our call center, with the ultimate goal of impacting our cost per booking metric.
Research
I leveraged the research that was ran before i took over the project, which included product metrics, an extense benchmark focused on product features and a competitive user testing of edreams Vs other company's help centre. This provided knowledge around the most relevant categories, key features to facilitate browsing the informations such as search, and flagged problems with our content.
Help centre visits per category
Third party feature benchmark
user testing of eDreams vs a competitor
Independently, i ran a benchmark on information architecture and layout of other products help sections and i also analized our current flows in the help centre, uncovering further problems in the navigation and with translations in some languages.
Analysis of the mobile flow and flagging of issues
Analysis of the desktop flow
Analysis of content across languages and flagging of bugs
My benchmark on help sections of other products, highlighting interesting IxD decisons
Information architecture
I started working on the IA first since it could condition some of the IxD decisions.
I mapped the existing sections and articles, flagging those that displayed a phone number so that they could be worked on sooner.
I proposed a new IA based on all the knowledge i leveraged and tested it through card sorting and several rounds of tree tests following iterations, until i was confident with the results.
The original information architecture
First iteration on my proposed information architecture
Last round of tree testing where i iterated on a handful of sections that didn't work well
Wireframing and user testing
I first defined a site achitecture that would guide the wireframes, and then moved on to work on sketches and put them through critique cycles with the product and design teams, until i had a prototype solid enough to user test and learn.
Definition of site achitecture
first wireframes
first prototype for testing
The questions that i wanted to answer through the first test
UI designs
The scope of this project was a solution for the web, so i worked on designs for both desktop and mobile, using components of our design system. The project would also include personalized illustrations for all the sections and the home.
Implementation
I left the company after delivering these designs but even though i couldn't follow up on the implementation cycle, an MVP of my designs was released and can already be seen in the website