Skyscanner Account Profile Experience

Role: Head of Product and UX Copy

Brief: Define design opportunities to help achieve a key company goal

Responsibilities: Design strategy, content strategy, service design, content design, UX design, product design

Introduction

To support a brand transformation from functional booking service to full-funnel travel experience provider, I was tasked with finding ways to activate and retain millions of travellers.

I led a discovery alongside a Principal Product Designer to surface opportunities relating to the account holder’s ‘profile’ area on desktop and mobile-web.

Vision and mission

These core strategic statements guide the discovery work, aligned to the company goal and objectives.

discovery

Initial thinking centred on a hypothesis: if travellers tell us their specific interests, we can give them more relevant and inspiring content and deals.

This led to the concept of a preference centre within the profile area.

To explore and validate this further, we led a design sprint including cross-functional stakeholder workshops, user research, wireframing and testing.

concept development - journey mapping

concept development - prototyping

Preference centre activations relate to 3 broad journey stages. Designs include initial feature sets, UI interactions and in-app content for each.

Stage 3: Remember and share

testing and results

5 key opportunities came out of user feedback and cross-functional stakeholder assessments (against OKRs and complimentary roadmaps):

1. Enable audiences to select home airports for ideas and deals

2. Enable audiences to book directly through profile service

3. Prioritise inspirational content over price-led deals in the IA

4. Relevance and personalisation benefit messaging resonated most

5. Align identity-based language with inclusivity guidelines

MVP build and Implementation

Initial design focuses on the feature set, starting with a home airport selector, as well as the API and multi-channel content activation assets.