It pains me to run across a comment after a product launch questioning whether we’ve thought of the customer at all. So I want to open the hood a bit around the customer role at delta.com. Right now I’m just focusing on what we do in building a product.
The design team starts with questions about who’s the target customer(s) then defines typical customer tasks. For example: Bob is a road warrior who’s making his monthly trip to headquarters and needs to “XYZ”. We may also gather info from surveys, focus groups, or live product observations…say watching folks check in at the kiosk.
When we get to the pretty picture part we take sample screens to customers about what they see/don’t see; what they like/don’t like, etc. We may do this multiple times.
For big projects we build a working prototype and test how easy it is to use in a lab setting…sometimes visiting multiple cities in case there are regional differences.
We’re investing more with each product. Thank you for your voice that helps delta.com get better and better.
delta.com & self-service