The team that I was working with, was internally deemed as SAA, which is an abbreviation for “Singapore Airlines, Anywhere”.

We handled the main profit-driving unit within SQ, the commercial booking online experience. And with any airline, there are multiple facets of the online booking experience.

Projects Worked On

Flow

Pages

• Travel advisories page (Previously COVID Info page) – https://www.singaporeair.com/en_UK/sg/travel-info/covid-19/
• Highflyer partnerships page – https://www.singaporeair.com/en_UK/sg/sq-corporate/highflyer-business-travel-programme/

Scope & Role

My role as a strategist within the team involved taking on multiple roles within the project. The scope of the roles I have undertook are listed but not limited to those highlighted below:

Stakeholder Management

Being in a strategist role, the job also included communicating with stakeholders – presenting and justifying design decisions, based on the synthesis of user input. This was done in a multitude of platforms, including Miro, figma prototypes and good old fashion powerpoint.

This is to get their buy-in, before we can proceed to developing the screens based on the improvements suggested.

Product Backlog

Within the team, one of my roles was to figure out the best flow for users, based on the pain points that they face. At times, this also means making assumptions where user research cannot be conducted due to a multitude of reasons (short workaround, data sensitivity, data privacy)

User Research

One of the proud moments working within the team, would be that I had the privilege to introduce user research to the team, and into the projects I worked on. This was subsequently rolled out as a must-have for all projects, which proved extremely useful in understanding users’ mindset and solving user pain points.

Quantitative

We used CSAT, Glassbox and where quantitative research was required, to make assumptions on users’ frustrations.

Qualitative

This was later followed up with Usabilla, Glassbox and in-person user interviews to delve deep into the user’s mindset, and get to the root cause of the user pain point.

User Interface

The strategist role also encompasses that of a regular designer’s role of designing with software. Throughout the projects I worked on, I was also designing the screens based on the recommendations and improved user flow.

Design System / Pattern Library

Being part of the team, this also included helping to update and maintain the design system, in order for team mates to adopt and use new components built, or easily update their designs based on existing ones.

Development & Prototyping

Once the designs have been approved by the stakeholders, the screens were then moved into development, where I communicated with different scrum masters and developers to discuss and identify the changes and implementation of these improved features, and ascertain development effort required, before the task gets moved into the development backlog.

At times, this also means creating prototypes to showcase the flow, and the interactions within the flow.