Due to NDA, I can't share specific details of the project. Feel free to email me to learn more about my design process and takeaways!
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Introducing Batch Booking feature in Click & Ship
Click & Ship is Cathay Cargo's online booking platform that allows customers to view flight schedules, rates and capacity, and book cargo with instant confirmation in just three steps through the intuitive booking interface.
The new Batch Booking feature in Click & Ship optimizes the booking process, specifically catering to customers with recurrent bookings over a set period. Instead of creating individual bookings, users can now efficiently make up to 16 bookings in a single session. This feature mirrors the simplicity of an 'airline-ticket purchase', utilizing user-friendly elements like calendars and drop-down menus to enhance and simplify the entire process.
As the lead designer, I worked closely with a team of product managers and engineers to ideate and put together dozens of prototypes, testing potential design solutions that align with both user and business needs. Collaborating with cross-functional stakeholders, I ensured that the experience was uniform, seamless, and cohesive alongside the rest of the platform, providing adequate user value to customers.
Successfully shipped & launched in March 2023.
Challenge #1: Navigating the complexity of cargo business
Unlike the airline passenger business where one seat equates to one passenger, air cargo is much more complex than that. As a designer without a logistics background, it required a steep learning curve at the beginning. I proactively engaged with our SMEs, asking a lot of questions to learn about how things work in the cargo world. I also took the initiative to visit the Cargo Terminal, witnessing firsthand the end-to-end journey of how cargo transitions from unloading off a truck to eventually boarding the plane.
I strongly believe that to design experiences that people truly love, we first need to deeply understand the industry, the problem space and of course, our users.
Field trip to the Cargo Terminal
Challenge #2: Convincing the stakeholders
When I first joined Cathay, it was actually the first time that the cargo team collaborated with the UX team on a project. The entire team and stakeholders were relatively new to UX. I quickly learned that to improve our position as designers, and to reduce misalignment and pushback, educating the team about the fundamentals of UX becomes crucial. Translating UX principles into terms that stakeholders understand and involving them in the design process early and often not only makes them feel like part of the creative journey but also helps them understand the value we bring to the table.
