Task Based Eye Tracking: Call Airline to Reschedule Missed Flight
The Situation
A major Airline wanted to understand how to streamline the contact process. Customers had expressed frustrations when looking for the contact information on their website. Time sensitive situations, such as the need to reschedule a missed flight, often drives the need of a customers to speak with a service agent. Contact process should be as simple and hassle free as possible.
The Solution
We conducted a task-based usability test with eye tracking. The study consisted of a benchmark of 3 competitors site plus client. Same task, within subjects design. We needed to know first click, how long did it take for users to find the link, click streams, success rate and users frustrations with the process.
The Outcome
A clear understanding of what works and doesn’t work on the different designs lead to an optimal solution for the client. Improvements to the location, font and call of action for the Contact Us link reduced users frustrations significantly. The study also provided a deep understanding of expectations and detractors.
In the end, cross channel post studies revealed that satisfaction and net promoter increased as well.