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Aeroplan.com User segment scenarios © Blast Radius Inc. Confidential and Proprietary This document does not define final graphic design, nomenclature or final content. November 17, 2004 This document has been prepared for limited distribution within Aeroplan. This document contains materials and information that Blast Radius considers confidential, proprietary, and significant for the protection of its business. The distribution of this documents is limited solely to those full-time Aeroplan employees that will be involved with the program described within.
Aeroplan Redesign 2 Confidential and Proprietary © 2004 Blast Radius Change History Table of Contents Scenario Flows Non-member …………………………………………………….. 3 New-member …………………………………………………….. 4 Everydayer …………………………………………………….. 5 Card Concentrator ……………………………………………. 6 Mixed Accumulator ……………………………………………. 7 Notes About This Document 1.The scenarios presented in this document are informed by the research documentation from Aeroplan about their member segments. 2.For the purpose of this document, the user will be referred to in the male gender; i.e. “he,” and “his.” ReleaseDateAuthor(s)Comments Oct. 18/04T. ThorntonFirst draft of a very high-level IDD for the redesign. Not all user scenarios are included at this point. An unvalidated site map is included - a stab in the dark. Limited wireframe work. Oct. 20/04T. ThorntonAdded Card Concentrator and updated main navigation. Nov. 17/04T. ThorntonRefined user scenarios based on business rules; added Mixed Accumulator
Aeroplan Redesign 3 Confidential and Proprietary © 2004 Blast Radius Non-member scenario Goal: get them to enroll Challenge A non-member has just been promoted at work and finds he will be flying a lot more. He has heard of Aeroplan, has seen the new ads on television. He comes to the site looking for a reason to join. He needs to be inspired. His Needs: “What can I get?” Is it all air miles? Is it hard to get miles? Is there anything interesting about being a member? Will it help me with my dream? How we address his needs It’s important to make key content that answers his questions a simple click away That is, from the homepage, he must be able to see or be one click from seeing: Possibilities - non-air rewards Possibilities - read about others’ trips/experiences Partners - other ways to earn Some kind of dream-builder Measure of success User: sees value in the program and joins up Business: mandate to attract new members is fulfilled
Aeroplan Redesign 4 Confidential and Proprietary © 2004 Blast Radius New-member scenario Goal: Accumulate points to redeem sooner Challenge There’s a good possibility that this new member has very few miles. He may have enrolled when he took a flight in which case he has some points, but not a lot. He needs to feel he will be able to redeem in a a timely fashion. His Needs: “I need miles. How can I get them?” What is my goal and how many miles do I need to reach it? Is it hard to get miles? Where do I see my account balance? How we address his needs Tools are very important to this user. In a simple way, he needs to: Explore the possibilities and build his goal Find ways to earn faster Furthermore, any quick payoff in either messaging or miles right away will give him the incentive to be an active member online; free miles for taking a survey with the engaging “learn to earn” tool for instance. Measure of success User: realizes there are many ways to earn beyond flying and is excited about realizing his dream. Business: Aeroplan needs members to redeem to make money. An inspired user will work to redeem faster.
Aeroplan Redesign 5 Confidential and Proprietary © 2004 Blast Radius Frustrated Everydayer scenario Goal: Less call centre; service scenario Challenge The everydayer is a delicate user, walking the fine line between leaving the program and upping his participation. Finding how to retrieve his password can become a major frustration with angry complaints to the call centre. He needs to feel some kind of loyalty from Aeroplan, feel empowered, otherwise “I may as well just stick to Airmiles.” His Needs: “Make this simple. Membership here is frustrating.” I joined ages ago but can’t remember my password. Should I just call the call centre? Is everything as frustrating as this? Is this worth my time? How we address his needs Simplify the PIN/password retrieval process - don’t make him wait a day or call the centre Make the whole account/self-service area of the site more intuitive, a place that addresses all his needs in one glance (account balance, statements, good information on retrieving lost passwords etc) Never stop engaging him with possibilities - it’s not all about the left brain Measure of success User: Aeroplan understands that I need to be in control of my dream, from log in to redemption. They make me feel important. Business: fewer calls to call centre; the user also increases participation and moves from a risk to a mixed accumulator.
Aeroplan Redesign 6 Confidential and Proprietary © 2004 Blast Radius Card Concentrator scenario Goal: Get them to their goal by using other partners Challenge A loyal member, the card concentrator uses his Aerogold credit card to get points. But he can be frustrated with the time it takes to earn points. His Needs: “I need to get to my goal. Fast!” My card is maxed out already and I’m still not at my goal Where else can I earn? Online? At other stores like Airmiles? How we address his needs Make it clear that there are other partners Furthermore, encourage him to use his card when he uses these partners as “double-dipping” will get him miles much faster Give him tools to refine his goal, and to learn how to earn…reward him with points for taking these tutorials/surveys. Measure of success User: He starts earning faster. As the card concentrator is rather an obsessive balance checker, he will see right away how his goal is getting closer. Business: Several business requirements are met with this successful scenario; partners get more exposure, recognition and hence business; user is going to redeem earlier and possibly more often; the user has moved into the mixed accumulator category, the “sweet spot” for Aeroplan.
Aeroplan Redesign 7 Confidential and Proprietary © 2004 Blast Radius Mixed Accumulator scenario Goal: I’m ready to redeem a reward Challenge A loyal member is ready to redeem. It’s critical that we make the redemption process a rewarding one; we need to be his online concierge to maintain his loyalty. Furthermore, when he redeems, his balance is going to drop so we may lose him so it’s important to remind him to start earning again. His Needs: “Okay, what have you got for me?” I want to book a flight. I might want a car and hotel when I get there. Or…I actually don’t want to fly because I do too much flying for business - I want a new television! How we address his needs Make it clear that there are rewards other than flight rewards Make the reward search intuitive and simple - allow him to search for his reward the way he wants to, not they way that’s easiest for the backend. Never leave him with a dead-end: offer travel tips and earning tips Measure of success User: He redeems a reward and continues to use the Aeroplan program. Business: Retention - a satisfied customer will want to start earning again and make Aeroplan his loyalty partner of choice.
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