Can’t get no (UX) satisfaction? Here’s how we design delightful experiences

Camille Le Roux

Head of User Experience & Innovation, Amadeus

Remember the last time you had a really pleasant and satisfying experience using a web site or application? Probably not. But you almost certainly can recall a frustrating digital experience that made you want to rip out your hair due to poor design choices.

This is because a great user experience (UX) should be one that is so easy to use it’s almost unnoticeable.

UX is all about designing experiences that people love. In a nutshell, it’s how a user feels when interacting with a product, a service or a brand. UX has become a key differentiator amongst leading companies, who are spending more and more time and money on UX research and design to maintain their lead. In fact, according to a report by Forrester, every dollar spent on UX brings from 2 to 100 dollars in return.

Why UX matters to Amadeus

Whether it’s a solution being used by travelers around the globe, or by travel players such as airlines, travel agencies, hotels, airports and railways, UX is at the center of its development. Strategy, research and design are essential to make our applications useful, engaging and easy for our customers to understand and master. As a result, Amadeus products are easily adopted, boost our users’ productivity, and require less training and support along the road. Within Amadeus, UX brings agility to the conception and development process as user feedback is integrated each step of the way.

Satisfying both travel professionals and travelers

So, how do we meet and exceed the needs of our customers and their customers? It starts with our UX designers acting as detectives. They interview all stakeholders of a project to understand the business, the background, and become truly knowledgeable about the subject. All of this is backed up by extensive research and most importantly strong data. It is critical at that stage, to have a deep understanding of users, what they need, what they value, their abilities, and also their constraints and environment. We then look at the journey maps of our users, the travel professionals, and the travelers and take both into account when making strategic and design decisions. 

Visualizing a connected travel experience

From the above actions, we draw ecosystem maps and study where interactions happen, where there are gaps, overlaps, and the opportunities to innovate. Visualizing the full travel ecosystem allows us to connect all actors across the travel chain. This gives us a complete map of a traveler’s journey. This methodology is a fantastic tool allowing us to design exceptional experiences at every step of the journey.

Growing our UX mindset

We put our customers at the heart of our business by embracing a strong UX mindset. This is what drives all user experience designers at Amadeus, who have the amazing opportunity to impact the lives and experiences of billions of travelers and travel professionals around the world.