I set out to further understand how users interacted with Qantas’ and partner products in their busy lives, so that I could respond to their needs with an informed design solution.

I gathered all of my findings to make sense of them, looking at the difficulties and barriers the user came up against; the patterns of their behaviour; I also looked at the users biggest problems that needed to be solved. I set out to investigate this by inviting stakeholders, marketing, commercial, PO, BA, Engineers to a workshop where we would brainstorm and vote for the best ideas.

In the ideation phase, I explored and came up with as many ideas as possible. Some of these ideas went on to become potential solutions to my design challenge; some ended up on the reject pile. I focused on the quantity of ideas rather than the quality. After approvals at Design Check-in, I focused on fleshing out each idea into hi-fidelity designs. My main aim during this ideation phase was to uncover, and to explore, new angles and avenues.

I built out different types of prototypes to determine how users behaved with the proposed solutions, I wanted to see what new solutions to problems users would uncover themselves, and to find out whether or not the implemented solutions were successful or useful to the user.

The results generated from these tests were then used to redefine one or more of the problems established in the earlier phases of the project, and to build a more robust understanding of the problems users may face when interacting with the offers in the intended environment.