Air France

Finding out more about Air France travelers 

Client Brief

Air France are interested in their users’ behavior and needs throughout the traveler journey, from ticket purchase to exiting the aircraft. They wish to improve their user knowledge through the creation of personas. A statistical quantitative approach was previously used to build these profiles, but they felt that the results needed a qualitative approach, in contact with the travelers.

Year

2018

Expertise
    Disciplines
    • Ergonomie
    • Ethnographie
    • UX research
    Tools

      01

      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.

      Phone interview to understand the needs and practices of users
      Phone interview to understand the needs and practices of users

      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.


      40
      phone interviews

      02

      Data analysis

      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.

      Synthesis work on the data collected during the interviews
      Synthesis work on the data collected during the interviews
      Picture showing a phone and two computers, taken from above
      Confrontation of the notes taken during the interviews
      Synthesis work on the data collected during the interviews
      Confrontation of the notes taken during the interviews
      03

      Persona creation

      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.

      Persona co-design with the Air France team
      Persona co-design with the Air France team

      After results consolidation, we worked on graphic design to produce deliverables that are pleasant to read and display.

      Presentation of 4 anonymized “traveler” personas
      Presentation of 4 anonymized “traveler” personas
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