Phil Oye

Compile tasks and brainstorm content

After running the personas through the scenarios we had a list of tasks that users did while traveling. We created another affinity diagram to develop task groupings.

We then started brainstorming what content and functionality would support these groupings.

For example, lot of tasks involved navigating the airport (finding your gate, getting through security, checking in, etc.). We then brainstormed what content would help you navigate the airport “jungle” (maps, directions, security requirements, etc.).

Once we had this list of features and content, we started to play with organizational structures that would support it.

What was important in this approach is that we were not using the existing content as our starting point, despite the scope requirement of not adding content. An architecture that supported the entire travel experience would scale as United extended its site.

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