Gathering traveler knowledge
To study air travelers' behaviours, we ran one-on-one phone interviews. This made it possible to recruit a wide range of profiles.
The first step to identifying traveler profiles: collecting data from real users.
We carried out around forty phone interviews with all kinds of travelers, recruited via a panel provider. The questions covered searching for and preparing the trip, the journey to the airport, and the experience after the trip.
An interview guide structured the conversations with participants. We favoured a personal approach and asked them to share their own experiences, memories and anecdotes to surface what made each profile distinctive.
Data analysis
Analysing and synthesising the data is a defining moment in building personas: it's about identifying the behavioural invariants in the material we collected.
From the mass of individual stories we gathered, we now need to draw out the broad trends.
The goal is to end up with a limited number of personas so they remain workable. Defining the right sub-groups makes it possible to identify which elements are invariant and which are differentiating: a major challenge.
Creating the personas
After this collection phase we have a certain view of the user profiles, but it needs to be confronted with our client's view of their business.
A workshop is held with the Air France design team to share the main trends and the key insights from the phone interviews.
We then share our first take so the team can challenge it and together push it forward.
We start from the persona canvas, the behavioural elements that shape them, and work all the way to defining the typical profiles.
The result is consolidated and a graphic design effort is carried out to produce deliverables that are pleasant to read and to display.
Akiani combines a high level of human-factors expertise with the modernity of UX design. They know how to stay close to the needs and take into account the DNA of the client organisation.