WestJet
Taking Flight with AI
I designed an AI-infused vision of the entire WestJet flight experience across multiple platforms, from discovery to arrival. This was presented at WestJet's annual digital conference.
As a designer, I owned several key flows and this work led to further engagement with Konrad and WestJet.
Type
Proof-of-concept
Duration
3 weeks - November 2023
Team
3 Designers
2 Product Managers
Skills
Product design, visual design, interactive prototyping
PSssst!
Due to NDA, project specifics have been omitted
Please reach out for more details regarding involvement and impact.
Highlights
Securing one of Konrad’s largest contracts
In the past several years, WestJet has been embarking on a digital transformation journey as part of their new strategic direction. Our goal was to redesign the entire WestJet experience, reimagining it with AI to present at their annual vendor digital day.
The pitch with a monumental success, receiving positive feedback from WestJet representatives. This fast-paced pitch landed one of Konrad's largest engagements to date.
why ai for westjet
Broadening an existing partnership with WestJet
Konrad and WestJet have been long-term partners, collaborating on a range of digital initiatives over the years. For WestJet Digital Day 2023, WestJet challenged all its vendors to push boundaries and showcase innovative solutions with cutting-edge technology.
The sky was the limit with AI
At Konrad, our technology team had recently expanded its AI capabilities, and with AI being the hottest topic in the industry, we saw an opportunity to reimagine the entire WestJet flight experience through an AI-driven lens. The theme for our concept was simple: The sky is the limit. We began to envision a seamless, personalized journey powered by intelligent automation, predictive analytics, and real-time decision-making.
the opportunity
How might we enhance the current WestJet end-to-end flight experience through personalization and AI?
discovery
Brainstorming gaps and opportunities
We dissected the flight journey into 6 stages: Discovery, Booking, Prepare, Day of Flight, In Flight, and Arrival. I created a user journey to further identify key opportunities and platforms to tackle. We focused on strategic business gaps that were missing in the existing WestJet experience.
I owned several key touchpoints and flows:
Since time was of the essence, we quickly defined key opportunities of impact. I owned several flows and screens, such as homepage and booking, email touchpoints, and mobile widgets.
Homepage & Booking Flow
Email Touchpoints
Mobile Widgets
Defining our frequent flier persona
We defined a frequent flier persona, allowing us to align on needs and desires to include throughout our designs. To better target WestJet's offerings, our persona was familiar with the airline and certain preferences in meals or rental cars.
Crafting design principles
Along with first principles, we created design principles that this project should embody. Visually, we also wanted to present WestJet with a sleek, modern reimagining of their brand.
Innovation
Build an integrated, end-to-end journey by connecting various touchpoints of the travel experience with blue sky integrations of AI.
Personalization
Tailor the flight experience to individual preferences using AI-driven insights. Show the customer that WestJet knows and can predict their needs.
Transparency
Provide passengers with clear, real-time information throughout their travel experience on why certain AI solutions are presented to build trust.
putting it all together
Creating a seamless prototype
I mainly owned the homepage discovery, booking, emails, mobile widgets, and day of flight journeys. We added navigation and a dynamic carousel to help showcase our work more effectively.
Landing Page (Old)
The current landing page lacked personalization, with vacation packages struggling to get engagement.
Landing Page (Redesigned)
The reimagined landing page includes personalize recommendations, auto-completed queries and vouchers, and an updated sleek visual language.
Vacation packages
A shuffle button allows the user to seamlessly view holistic vacation packages, tailored to their previous searches and travel history.
Booking Reminder email
Sent out immediately after booking a flight, showcasing upcharges and flight details.
Day-of Reminder email
Sent out the day of the flight, with key flight details, voucher reminder, and link to the new AI chatbot.
Post Flight Follow-Up email
Sent after the flight lands, to prompt user to give feedback on their in-flight experience.
Flight Widgets
Various WestJet-branded flight widgets help the user get a quick glance at their flight details.
Traffic Widgets
On the day of travel, traffic widgets give users a snapshot of traffic and help them travel to the airport with ease.
Baggage Carousel Widget
Upon arrival, flight widgets help users find their baggage at a glance.
Rotating Carousel of Travel Modules
All designs were packaged into a clickable prototype, building excitement and allowing for easy navigation through journey touchpoints.
IMPACT
Soaring beyond expectations for WestJet
Through this prototype, Konrad was able to continue their partnership with WestJet, beating out numerous other vendors.
On Konrad’s side, this translated to over 20 FTE’s worth of work over 2 years. Implementation of this blue sky vision is currently in progress.
retrospective
Lessons and reflections
Progress over perfection
I took ownership of several key flows and often encountered occasional pushback from stakeholders due to the tight timeline. I discovered that, as a designer on a multidisciplinary team, my role is to advocate for the user experience and embrace this ownership.
Create process around people
With the fast pace of this project, we were often rapidly exploring and editing the initial colour system and type kit. I learned the importance of documenting design decisions and insights in real time. Ultimately, systems and guidelines should support the project's and team's needs, rather than constraining them.