Finding out more about Air France travelers
Gathering traveler knowledge
To study the behavior of plane travelers, individual phone interviews were conducted. We have been able to recruit a large variety of profiles.
First step to identify the traveler profiles was to collect real users data.
We conducted about forty phone interviews with all kinds of travelers, recruited by a panelist. The questions were about travel search and preparation, as well as trip to the airport, or the after the journey experience.
The interview grid structured the discussion with the participants. With the aim to identify participants’ profile’s specificities, we adopted an indivudual approach by asking them to tell us about their personal experiences, their memories, their anecdotes.
Data analysis and synthesis was a crucial moment in persona building process : it was all about identifying behavioral patterns in collected data.
Main trends were extracted from the mass of individual stories we collected.
The purpose was to drop to a limited number of personas so that they could be easily exploitable. By properly defining different behavioral variables, we have been able to identify recurring and less frequent patterns.
After this gathering phase, we have been able to define user profiles, which needed to be confronted to our client’s vision.
We conducted a workshop with the Air France design team to present the main trends and insights that emerged from the phone interviews.
We then prioritized issues and debated together in order to improve them.
By discussing each specific personas behavior, we have been able to define their stereotype profiles.
After results consolidation, we worked on graphic design to produce deliverables that are pleasant to read and display.