The Southwest Brand Treatment
Southwest’s Innovation Team approached us with high IoT ambitions, but after early-stage research to define our V0-V1 approach, I knew a friction-free journey wouldn’t be enough for a brand rooted in warm, welcoming Southern charm. I reframed the strategy for this “hospitality-minded brand," and led the direction an immersive, technology forward, and human-centered experience that boosted operational efficiencies, and deepened a cult-like brand loyalty.
To do so, I collaborated with team leaders to establish tenets to a core strategy that empowered our team to ideate and identify opportunities leveraging location-based beacon technology to anticipate and address customer needs.
My Role: Associate UX Director. Along with: Group Creative Director, Research Lead, UI Designer, 5 FE Developers
Continuous Connection
Customers want to know that brands understand their needs and can adapt to their changing desires. Our experience strategy enables Southwest to maintain frequent, low-friction interactions with its passengers, curating a white glove experience unparalleled in the skies.
Respond to Desire
Support faster, seamless actions and help customers save energy.
Curated Offering
Learn from past behavior to offer personalized recommendations.
Coach Behavior
Remind customers of needs and gently “nudge” toward goals.
Automatic Execution
Executive services to guide loyal customers along their way.
“The essential difference in service is not machines or ‘things.’ The essential difference is minds, hearts, spirits, and souls.”
— Herb Kelleher, Founder
Branded Ecosystem
Growing Strategy into Multiple Products
Initially we engaged Southwest to define mindsets and journeys (depicted above). Using these artifacts, we identified which moments to trigger branded interactions with travelers.
We were then tasked with creating 18 brand concepts to engage passengers on the day of travel.
I audited and gave creative feedback on the initial POC, for which we then designed and created an MVP.
Post launch, our research team lead a round of usability tests on the MVP to fine tune and iterate.
