Strategic Digital Enrollment at Airport Gates
ROLE
Lead Product Designer
TASKS
Leading discovery sessions, conducting analysis and proposing solutions
ENVIRONMENT
Responsive Website and Airport Gate
TEAM
Product Design Manager - Tom Bauer
Product Manager - Aaron Rice
Senior UI Designer - Julieta Torres
OUTCOME
Outlined a phased rollout plan with clear direction for Version 1 (MVP) and established a longer-term strategic vision for progressive profile creation.
Context
Our goal was to modernize how members enrolled in the loyalty program at airport gates. The existing paper-based system presented significant hurdles: travelers found the forms slow, insecure, and frustrating, as they couldn't get immediate points or confirmation.
For gate agents, managing these paper forms was an added stressor, risking lost data and making their workflows more complex. Beyond these daily challenges, the paper forms were also incompatible with our new internal system, making a digital solution essential. This brought us to a key question: How might we replace outdated paper loyalty program enrollment at airports with a digital solution that benefits users, simplifies agent workflows, and integrates with new systems?
Process
My process began with a Kickoff Meeting to map the current paper sign-up process from both the user and employee perspectives, ensuring we addressed both sets of needs.
Discovery
We used a card sorting exercise to identify core problems with the paper form, categorizing them by user, business, experience, and technology impact.
We also defined requirements and limitations for a new digital process, covering security, privacy, scope, and technical aspects, along with desired features and success metrics.
Design exploration
We reviewed identified problems, summarized Session 1, and discussed the existing enrollment experience. Looking at "best-in-class" onboarding examples helped guide our thinking. I then facilitated a "How Might We" exercise to brainstorm creative solutions for our challenges.
Session 3, initial wireframe concepts
I presented three initial wireframe concepts for digital solutions. We reviewed these ideas, discussing their feasibility and usability, to align on a promising direction.
Results
This comprehensive discovery explored two main paths: a self-service option for guests and an agent-supported option. Recognizing our tight timeline and technical constraints, I proposed a strategic, phased approach with three agile options, building towards our ideal solution. This allowed for a quicker Version 1 launch while tackling more complex integrations later.
For our immediate first version (MVP), we decided to leverage an existing online enrollment form, ensuring we could retire the paper forms quickly. This decision was informed by our deep dive into user needs and operational realities. Our team also established a longer-term vision for future versions, aiming for progressive profile creation and a seamless digital enrollment experience.
Reflections
What I did
My role was to understand these problems deeply and propose viable digital solutions. I collaborated closely with our cross-functional team, whose diverse perspectives were critical.
What I learned
This project reinforced my passion for digging deep into complex challenges. I thrive on examining problems from multiple angles, asking probing questions, and collaborating with diverse teams to strategize practical, innovative solutions.