The customer segments of EVA AIR ranged from very loyal business travelers to the leisure tourists, each belongs to different needs and wants of customer journey. As the airline brand, EVA AIR is the ticket seller, service manager of the customer's itinerary, fight information provider and member program planner at the same time. It would be a huge challenge to design a sophisticated digital service to fulfill the requirements of the various customer experiences in different journeys.
For acquiring the better consumer insight, Isobar designed three phases of the user researches for EVA AIR, including: in-depth interview with customers, user testing for prototype validation and the final usability test of the final product, by which, we established the customer journey with the new design step by step. The design works seamlessly with the journey-based information architecture, the itinerary dashboard, and the membership mileage account management of the customer, which successfully close the gap between the moment of inspiration and the moment of transaction.
Inspired by the newly established fleet of Boeing 787 Dreamliner, the website adapted the concept as for the 'curve of smile', which symbolizes the trustworthy and high quality service of EVA AIR. The fluent responsive web design of the official website enables the high accessibility for the customer with any devices, and even proven success in the highly restrict regulation of the US DOT with WCAG 2.0 standard. As a result of the customer research for the newly launched website, EVA AIR's redesign has gained recognition of refreshed branding and high usability by EVA AIR's customers.