LANDLINE BUS SERVICE

Optimized customer journey for airline transportation

PROJECT GOAL

Create a consistent and easy guest experience through every touchpoint

Following the successful launch of Landline’s branding, our team mapped out a customer’s ideal journey. Walking through every aspect of the customer experience allowed us to uncover possible friction points and make improvements.

Agency: Flint Group

Client: Landline Bus Service

My role:

  • Collaborated in creating personas, use cases, and ideal journeys

  • Developed UX documentation

  • Designed the customer journey map

The challenges

Confusing online booking process
Landline was using a template website for the booking process that did not have the functionality needed for a positive mobile experience.

Disconnected experiences
When customers arrived at the airport, the experience felt disjointed due to a lack of signage and guidance.

Previous online booking experience.

StoryBrand approach to personas

We used the StoryBrand 7-point framework to collaborate and create a brand script for each persona.

  • Business travelers

  • Parents

Crafting the perfect experience

Our team brainstormed every aspect of the customer journey, from initial interest to post-trip reviews. I gathered and organized all this information into a journey map. This provided a guide for initial marketing, in-person enhancements, and customer communication.

Overhauling the online booking experience

The first step involved reviewing the current booking experience to identify key functionality and gather requirements. Low-fidelity wireframes were created to develop a high-level plan for each section.

We divided the sections into sprints and assigned tasks accordingly. We collaborated closely with key stakeholders and the development team in small increments to expedite project completion.

The result: A smooth experience

More wayfinding signage was added at their airport locations, as well as additional information regarding the check-in and loading processes. Flint Group also developed additional service options to enhance the upscale onboard experience and differentiate Landline from the competition. For example, onboard coloring sheets for young travelers, coffee for early routes, and seatback information about Wi-Fi and other useful route details.