Building empathy - boarding process research (STBP 1/7)

As the first step laid out by Design Thinking, user research provides an entry into the user’s world, leading designers to the root of the pain.

I decided to conduct interviews with different users to learn about problems they face while trying to get on a flight. The overarching goal of this project is to streamline the boarding process (aka STBP project).

User Interview

Interviewee profile: people who fly often.

Interview format: in-person chat.

Interview Highlight

“One annoying thing is there is a lot of unknowns.”

“If everything is efficient, my trip could be shorter.”

“ I like to be there 3-4 hr early.”

Pain Points

After listening to interviewees, I discovered the following pains:

• Unknown delays (traffic, check-in, & security)

• Navigating through unfamiliar airports

• Lack of tools to help

User Personas

Based on my research, i outlined two personas and the pains they experience.

Persona 1

Persona 2

I decided to focus on persona 1 because it’s more painful for this persona. To further empathize with this persona, I created a customer journey map in the next post.