Singapore Airlines

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.

Scope

My role as a strategist within the team involvestaking on multiple roles within the project. The scope of the roles I have undertook are listed below:

User Experience
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 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.

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.

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

Tracking of consolidated feedback across different channels – Usabilla, CSAT, Glassbox

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.

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.

Design system (Set-up / Maintenance)

Being part of the team, this also included helping to update and maitain the design system, so that other team mates can adopt and use new components built, or easily update their designs based on existing ones.

Development
Once the designs have been approved by the stakeholders, the screens will then be moved into development, where we will communicate 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.

Projects worked on

Flows

Pages

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