Southwest Airlines

Tl;dr

I led this project as the sole UX writer and senior creative consultant to deliver a 0-to-1 mobile app and website to test beta features that improve a traveller’s end-to-end experience. This app is live for testing today. 

Opportunity

Southwest Airlines is one of the most loved and flown airlines in the United States. They’re famous for their customer service and fun-loving brand. They wanted a beta app to test new features that would enhance a traveller’s experience from door to door. 

Solution

The scope was focused on the 48 hour customer experience of catching a flight. This included leaving your door to take off, in the in-airport experience, and what happens when you land. We used usage data and in-person testing to determine the most popular features. 

• As the sole UX writer and content strategist, I owned the strings end-to-end and was responsible for managing marketing and brand approval. 

• I led creative direction and managed the offshore team in India to ensure deliverables were aligned to project goals and client needs. 

• Maintaining brand voice in the copy was crucial to the stakeholders and project. I set up weekly copy reviews with the brand team to facilitate approvals. 

Takeaway

Southwest Airlines continuously tests new features using this beta app.