OUIGO España aims to create a new user journey that allows options to be assigned or removed per passenger, rather than per booking. The goal is to design a seamless sales and after-sales process that offers a personnalised user experience, enabling passengers to manage their individual preferences with greater flexibility and ease.
Context
To keep up with the stiff competition from Spanish rail services, subsidiary OUIGO España wants to offer its customers maximum flexibility. To achieve this, the company wants to offer users the possibility of choosing and assigning travel options to individual passengers when purchasing tickets, rather than assigning them to the entire booking. In this way, users will be able to cancel, modify or add options during the after-sales process more fluidly and freely, without this affecting the other passengers in the booking.
Key roles
• Define sales and after-sales user flows to assign options to each passenger.
• Design graphic mock-ups for the various screens in the journey, and adapt them for mobile and web use.
•Update the Design System if necessary.
Challenge
One of the challenges we faced during the sales process was determining where to place the information form. On the current journey, it arrives in the middle of the process after the option selection. To enable the user to assign options, do they have to pre-enter each passenger's name, or can they decide in the middle of the journey who the assigned options correspond to?
Sale Journey Mockups
To implement a sales journey that allows options to be assigned to individual passengers rather than the entire booking, I created a retractable component. This feature will enable users to easily assign options for different passengers within their reservation, minimizing disruption to the overall user experience. For example, in a scenario with three passengers, including a child, this component will facilitate straightforward management of preferences, ensuring a more personalized and flexible booking process.
The basket summary clearly distinguishes between the options included in the basic ticket and those added later.
A summary for each passenger is added at the end of the purchase process during confirmation, to give the user a clearer, more detailed view of their booking.
After-Sale Journey Mockups
For the after-sales journey, the main challenge was to offer a clear and fluid flow, with no points of friction. This relies in part on good explanations and structuring of the process steps.
The user can transfer (within the quantities authorized by PAX) his options to other passengers on the reservation.
Luggage and strollers must be allocated first, followed by pets if any.
The number of additional bags added at the time of the original booking is indicated = number of bags per booking.
Details of the attribution are shown for each passenger, and the user is then able to remove a bag from a passenger.
Finally, once a baggage item has been removed from a passenger, it will be indicated and will then have to be re-assigned in order to continue the journey.
Each passenger can have a maximum of 2 additional pieces of luggage.
Clear guidance: Disabling buttons provides immediate visual feedback to guide the user through the actions they need to perform, which can prevent errors and improve the accuracy of actions.
Accountability: Forcing the user to assign options to each passenger before proceeding ensures good distribution and a better experience in the long run.
