Product Feature Builder
Qatar Airways Personalisation
Feature Brief
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The Problem
Qatar Airways aims to resolve the lack of personalised customer experiences that often feel transactional rather than individualised, leading to a disconnect between the airline and its passengers.
Customer Needs
Customers desire recognition and a seamless travel experience that anticipates their needs without requiring them to repeatedly provide information. This feature addresses these pain points by offering personalised service, reducing the cognitive load, and enhancing the overall travel experience.
Business Needs
The strategic importance of this feature lies in reinforcing Qatar Airways' premium positioning by offering a differentiated, personalised experience that fosters emotional loyalty, leading to increased customer retention and higher ROI from known passengers.
Operational Needs
Successful implementation requires a robust data infrastructure to track and utilise passenger preferences and history, training for cabin crew to deliver personalised service, and integration with existing systems for seamless information flow.
Success Metrics
Key performance indicators include increased customer satisfaction scores, higher loyalty program engagement, improved retention rates for frequent flyers, and a rise in personalised offer uptake.
Initial Concept
The feature will function by leveraging passenger data to personalise the entire travel journey. This includes a welcome screen with the passenger's name and loyalty status, personalised recommendations for meals and entertainment, and tailored offers in the IFE Marketplace. The system will also gather micro-feedback to continuously refine the experience.
Feature Canvas
Objectives
To transform the Qatar Airways customer journey into a truly personalised experience that feels serendipitous and warm, reinforcing the airline's premium positioning and fostering emotional loyalty among passengers.
Goals
1. Enhance passenger recognition to make each traveler feel acknowledged and valued.
2. Deliver seamless, personalised experiences throughout the journey, from pre-flight to in-flight.
3. Elevate customer satisfaction and loyalty program engagement.
4. Increase uptake of tailored offerings in the IFE Marketplace and other services.
5. Build trust and engagement through micro-feedback loops that visibly improve the experience.</p>
Dependancies
1. Robust data infrastructure for tracking passenger preferences and history.
2. Integration with Qatar Airways app, in-flight systems, and loyalty program.
3. Training for cabin crew on delivering personalised service.
4. Collaboration with content providers and marketplace vendors for tailored recommendations.
5. Regulatory compliance for data privacy and security.</p
Deliverables
1. A welcome screen displaying passenger name, loyalty tier, and relevant journey details.
2. Personalised meal recommendations based on past preferences.
3. Tailored content playlists and entertainment recommendations.
4. Contextually relevant offers in the IFE Marketplace, including duty-free and travel experiences.
5. Seamless integration between the Qatar Airways app and in-flight systems for content and service continuity.
6. Micro-feedback mechanisms for passengers to share quick insights.</p>
Timeline
Phase 1 (0-3 months): Research and data infrastructure setup.
Phase 2 (4-6 months): Design and development of personalisation features.
Phase 3 (7-9 months): Pilot testing with selected passenger groups.
Phase 4 (10-12 months): Full-scale rollout and optimisation based on feedback.</p>
Key Metrics
1. Increase in customer satisfaction (CSAT) and Net Promoter Score (NPS).
2. Growth in loyalty program engagement metrics (e.g., tier upgrades, repeat bookings).
3. Uptake of personalised offers and promotions in the IFE Marketplace.
4. Time spent on personalised content versus browsing.
5. Reduction in customer complaints related to lack of personalisation.
Stakeholders
1. Product Management Team: Driving feature development and alignment with strategic goals.
2. Data Analytics Team: Building and maintaining the data infrastructure.
3. Cabin Crew Operations: Delivering personalised onboard experiences.
4. Loyalty Program Team: Enhancing membership benefits and engagement.
5. Marketing Team: Designing communication for personalised offers and promotions.
6. IT and Engineering Teams: Ensuring seamless system integration and technical support.
7. Customer Experience Team: Gathering and acting on passenger feedback.</p>
Feature Research
It is really important at this point that you do additional research. We suggest you do Competitor Analysis and then Surveys and Customer interviews on the feature concept. to ensure your feature is bring value and solving customer problems. This helps you refine your thought and will aid in surfacing requirements.
Story Map
User Activities
User Stories
Success Metrics
Tasks
Value Proposition Canvas
Customer Jobs
- Experience seamless and personalised travel journeys.
- Feel recognised and valued by the airline.
- Enjoy convenience with reduced effort and cognitive load.
- Access tailored entertainment and offers effortlessly.
- Provide quick feedback to improve future experiences.
- Receive timely and relevant loyalty benefits.
Customer Pains
- Feeling like just another passenger without recognition.
- Overwhelmed by generic offers and irrelevant promotions.
- Spending time searching for information or entertainment.
- Repetition of preferences due to lack of memory in the system.
- Impersonal service interactions onboard.
- Lack of continuity across multiple journeys.
Customer Gains
- Feeling acknowledged with personalised greetings and status recognition.
- Enjoying tailored recommendations for meals, drinks, and entertainment.
- Experiencing seamless transitions from app to in-flight systems.
- Receiving relevant offers and promotions that align with interests.
- Having a sense of continuity across all travel experiences.
- Contributing to service improvement through micro-feedback.
Gain Creators
- Eliminating the need for passengers to re-enter preferences repeatedly.
- Reducing irrelevant offers and cognitive overload.
- Streamlining access to essential travel information.
- Making service interactions feel warm and genuine rather than scripted.
- Providing continuity to avoid disconnect between journeys.
- Ensuring passengers feel heard and valued through feedback loops.
Pain Relievers
- Feeling acknowledged with personalised greetings and status recognition.
- Enjoying tailored recommendations for meals, drinks, and entertainment.
- Experiencing seamless transitions from app to in-flight systems.
- Receiving relevant offers and promotions that align with interests.
- Having a sense of continuity across all travel experiences.
- Contributing to service improvement through micro-feedback.
Products & Services
- Personalised welcome screen with name and loyalty status.
- Meal and drink recommendations based on past preferences.
- Customisable in-flight entertainment playlists.
- Tailored offers in the IFE Marketplace.
- Seamless integration between app and in-flight systems.
- Micro-feedback mechanisms for continuous improvement.
Requirements
Product Feature Goals
Goals
Enhance Passenger Recognition
Make each traveler feel acknowledged and valued through personalised greetings and services.
Deliver Seamless, Personalised Experiences
Provide a consistent and customised travel journey from pre-flight to in-flight stages.
Elevate Customer Satisfaction and Loyalty Program Engagement
Boost engagement with loyalty programs and overall satisfaction through tailored experiences.
Increase Uptake of Tailored Offerings
Drive interest and purchases in the IFE Marketplace and other services that reflect passenger interests and preferences.
Build Trust and Engagement
Utilise micro-feedback loops to refine offerings and visibly improve the passenger experience, fostering trust and customer engagement.
Strategic Fit
This initiative aligns with Qatar Airways' strategic objective of reinforcing their premium positioning in the market by providing an elevated and personalised customer experience. It caters to identified passengers, delivering a high return on investment through increased passenger loyalty and differentiating the airline from competitors.
Assumptions
Data Availability
Passenger data is available and can be utilised for creating personalised experiences without infringing on privacy regulations.
Crew Training
Crew training can be effectively conducted for them to provide personalised services onboard.
System Integration
Seamless integration between various systems, including the Qatar Airways app, in-flight entertainment systems, and the loyalty program, is achievable.
Customer Receptiveness
Customers will respond positively to personalised experiences and the micro-feedback mechanism, enhancing their engagement with the airline.
Customer needs to be meet
Customer Needs to be Met
Epic 1: Recognition and Acknowledgement
As a customer, I want to be greeted by name and have my loyalty tier visually acknowledged, so I feel recognised as an individual.
As a customer, I want my history with Qatar Airways—such as past flights and meals—reflected in my journey, so I feel acknowledged and valued.
Epic 2: Seamless and Personalised Journey
As a customer, I want personalised recommendations for meals and entertainment based on my previous preferences, so my in-flight experience feels tailored to me.
As a customer, I want to have my favourite content and playlists ready to go onboard, so I can enjoy a customised entertainment experience without extra effort.
As a customer, I want access to flight, gate, and transit details easily, so my journey feels smooth and convenient without the need to search for information.
Epic 3: Relevant Offers and Promotions
As a customer, I want offers in the IFE Marketplace that match my interests and previous purchases, so I am more likely to engage with them.
As a customer, I want loyalty offers that feel earned and timely, so I feel rewarded for my loyalty rather than being targeted with generic promotions.
Epic 4: Feedback and Improvement
As a customer, I want to provide micro-feedback easily during my journey, so I can have a positive impact on improving the service.
As a customer, I want to see visible improvements in the services I use based on my feedback, so I feel listened to and valued.
Business needs to be meet
Business Needs to be met
Epic 1: Passenger Recognition
As a business, we want to enhance passenger recognition by creating a welcoming interface that displays the passenger's name and loyalty tier, making them feel acknowledged and valued at each touchpoint.
Epic 2: Personalised Travel Journey
As a business, we want to deliver a seamless and personalised experience throughout the customer's journey, from pre-flight interactions to in-flight services, ensuring all interactions anticipate their needs and reduce cognitive load.
As a business, we want to integrate personal journey history and relevant transit details so passengers have easy access to essential information without the need to search or ask.
As a business, we want to allow passengers to pre-select and personalise their in-flight entertainment content, continuing their personal entertainment journeys with ease.
Epic 3: Personalised Meal and Service Offerings
As a business, we want to provide personalised meal and drink recommendations based on passengers' past preferences, offering a more human and thoughtful onboard service experience.
As a business, we want to deliver suggestive services through cabin crew that feel personal and conversational, rather than scripted, enhancing service interaction as moments of genuine hospitality.
Epic 4: Tailored IFE Marketplace Offers
As a business, we want to deliver contextually relevant offers in the IFE Marketplace, including duty-free shopping and travel experiences, based on passengers' interests and past purchases.
Epic 5: Loyalty Program Engagement
As a business, we want to visually acknowledge loyalty status on interfaces and provide access to personalised benefits and promotions, fostering emotional loyalty and enhancing the overall travel experience.
As a business, we want to implement loyalty-aware pricing and exclusives that feel earned and timely, encouraging engagement without overwhelming customers with generic promotions.
Epic 6: Continuous Improvement via Feedback
As a business, we want to gather micro-feedback from passengers to continually refine the personalised experience, making immediate visible improvements that build trust and reduce feedback fatigue.
Epic 7: Integration and Infrastructure
As a business, we want to develop a robust data infrastructure capable of tracking and utilising passenger preferences and history for a seamless personalised experience.
As a business, we want to seamlessly integrate with existing Qatar Airways app, in-flight systems, and loyalty program to maintain a consistent customer journey across platforms.
As a business, we want to train cabin crew and relevant staff on delivering personalised service, ensuring they can confidently provide the enhanced experiences our passengers expect.
Operational needs to be meet
Operational Needs to be Met
Data Infrastructure Development
A robust data infrastructure is needed to track and utilise passenger preferences, historical journey data, meal preferences, and content selections. This system must ensure real-time access and updates across all touchpoints, from booking to in-flight experience.
Integration with Qatar Airways app and existing in-flight systems to allow seamless information flow, carrying over data effectively and securely from app pre-selection to on-flight experience.
Ensure data privacy and security compliance in line with regulatory requirements to protect passenger information and maintain trust.
Cabin Crew Training and Engagement
Train cabin crew extensively on delivering personalised and thoughtful service using customer data, ensuring recommendations feel natural and genuine rather than forced or automated.
Equip staff with digital tools to access passenger preferences and history easily, enabling them to provide tailored experiences without interrupting their workflow.
System Integrations and Technical Support
Develop seamless integration systems between the mobile app, loyalty program, in-flight entertainment systems, and the IFE Marketplace to allow for consistent and personalised customer experience throughout all interactions.
Regularly update technical support to handle any integration issues swiftly, ensuring continuous service delivery without interruption.
Content and Experience Customisation
Collaborate with content providers and vendors for the IFE Marketplace to create a wide array of personalised offerings, from duty-free products to exclusive events and experiences that align with passenger interests.
Maintain a feedback loop with content providers to update and refine the offerings regularly based on evolving passenger tastes and preferences.
Feedback Mechanisms and Iterative Improvement
Incorporate micro-feedback mechanisms in both the app and in-flight systems to collect small, real-time inputs from passengers, using this data to enhance and refine the experience continuously.
Ensure feedback is integrated into the decision-making and update processes quickly, visibly improving the service and content offered based on passenger insights.
Proposed Roadmap
Roadmap Breakdown
Roadmap Timeline