Next, I extracted and organized the cards from the emotion map into affinity clusters. After carefully reviewing each card's emotional context and identifying recurring patterns, themes, and connections, we were able to identify high-priority pain-points and secondary challenges. As a result, we were able to scale the significance of how these emotions influenced agent decisions, thereby shaping the direction of our design approach.
As an alternative to creating a full journey map, due to time constraints, I made an emotion map to amplify the voices of our agents and showcase the level of frustration they felt when using the Ventana application. While a journey map would have provided more comprehensive insights into the user experience, the emotion map enabled me to highlight the key moments of frustration that were negatively impacting our agents.
This was an important step in the design process, as it revealed the need to bring more joy into the agent experience when working within the platform. By mapping the highs and lows of emotions tied to specific interactions, I aimed to make the case for prioritizing improvements that would remove pain points and introduce more delight. Though not a replacement for a complete journey mapping exercise, the emotion map provided actionable and impactful insights into agents' feelings that could inform the redesign. Keeping the goal of enhancing the agent experience front and center, I utilized this alternative approach due to time limitations but was still able to uncover key opportunities to improve the platform for our users.
PERSONAS + USER FLOWS
As this project was the first internal project assigned to the Loyalty team, I created two user persona profiles that detail the inspirations, goals, and pain-points of our agents and administration to serve
as a common reference point for the entire team, including designers, developers, marketers, and
stakeholders. They help keep everyone aligned on the goals and needs of the target audience.
These personas aided in envisioning scenarios and use cases that our product will encounter
once developed. Using this information, I designed workflows for each persona and potential
user type to define the functionality of the interface.
WIREFRAMES + EXPLANATION
LOYALTY POINT REWARDS & CHOICE REWARDS EXPLAINED: When American Airlines' loyal customers accumulate points through miles, they become eligible for "Choice Rewards" upon reaching specific thresholds. However, the current application lacks the flexibility for customers to modify their selections once made, requiring them to contact customer service for assistance with changes. This assistance is facilitated by agents using a plat-
form named Ventana. Yet, a significant challenge lies in the fact that agents lack access to the same information visible to customers. Consequently, agents find it difficult to effectively sort and reselect Choice Rewards on behalf
of customers. Through the ongoing redesign project, our primary objective is to tackle this issue by streamlining the information accessible to agents, aiming to closely replicate the customer's view and thereby enhance their ability to assist customers with their Choice Rewards selections.
+ Current Web Design
+ Sketchbook Designs