CX Engine

I envisioned a product MVP for an engine that allowed an airline data team to orchestrate and deliver magical customer experiences.

Case Study

MVP to reimagine airline customer experience

Project Keywords

Nov. 2022 - Jan. 2023


Enterprise Cloud Application

My Role

Sr. UX Designer

My Role

As Sr. Consultant at Avanade, I was staffed as UX Design Lead for client for a 6-week scope of work to define and design the prototype for a new application for the operations team of a our national airline client. I led research by facilitating design thinking workshops and conducting interviews with the client. I collaborated with a design team of 4 collaborators to build an interactive Figma prototype where I contributed by writing the user story for the executive deck, and creating the screenflow and wireframe.



CX Engine: Create a customer experience engine to improve Net Promoter score

The client had built a strawman program in the year previous, but it had no platform, no interface, and no governance and was run using shared resources. They wanted a product.

  • Use case1: "When airline loses luggage, we can use customer data to find passenger and make magical make good."
  • Use case2: "When passengers fly airline for their honeymoon, flight attendants recognize them with a magical customer flight experience"


Empathy & InspirationWireframe & Journey MapPrototypePresentation & Feedback
I focused the user experience on minimizing user learnability and make the build feasible. I build components and screens with boxes and lines to test the design. This is a collaborative step. I build a storyboard of each flow to show how the whole design matched with needs on the users journey. Collaborative communication is key to my approach, I rapidly design several versions and iterations in response to feedback.

Problem #1

The client developed a strawman version of the app in the previous years. Our team was brought in to define a strategy that would inspire leadership to invest in the vision for scaling the CX program.

Unraveling a complex business problem for the design team to digest

I led research planning and conducted user interviews. I used the interviews to plan a series of remote design thinking workshops to make key decisions about the north star vision, user stories and use cases and requirements.

As a result we built experience design direction from ambiguous observations and sentiments from the clients business team.

Workflow Diagrams

understand current state

Prioritized Use Cases

what to work on first

User Interview Insights

who is the user

Problem #2

My client team wanted the project to inspire their company leadership to buy in on their customer experience vision. The gap was in their strategy. My team needed to define the whole experience including actors, use cases, challenges and of course solution.

Define the problem story from lots of ambiguity

I used workshop recaps and interview insights to identify the decisions that were needed about scope of the MVP.

The interviews about the current experience provided valuable insights about user problems, user experiences and requirements.

Using my storytelling ability I clearly described actors and use cases in the to align our UX strategy with the clients needs.

As a result I delivered design direction and we built a 7 screen interactive prototype.

Problem #2

With a clear who and why, but the last part of the story was to describe how the engine would work. The client agreed with my strategy that the MVP would serve the “business technical user” and the prototype would allow them to orchestrate customer data on the backend of the passenger experience. The prototype needed to bring the strategy to life.

Building an interactive prototype
Create a new campaign - calendar view
Create a new campaign - list view
Orchestrating a passenger experience campaign

I mapped the user’s journey to tell the story of how the screens fit together with the business users journey.

I then designed annotated wireframes that showed how each components on the screens solved problems in the user’s stories.

As a result, I worked with the visual designer to make a high fidelity clickable Figma prototype to demonstrate how the improved user experience would work.

How to orchestrate a passenger experience (User flow )

Backend Manager


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