Reimagined Journeys

Innovating Air New Zealand's customer and operational digital experiences
Role Overview
I was a Senior User Experience Strategist and Designer in the Air NZ User Experience team, responsible for designing innovative and delightful travel experiences for Air New Zealand customers and operational crew. I helped create alignment around product visions, business opportunities and authentic user needs through customer insights analysis, design thinking and visual concepts.
My Responsibilities
• Translated user needs, design strategy & business goals into value-driven product visions
• Product design research and analysis to articulate strategic direction and opportunities
• Developed and facilitated user-centred design, customer journey and ideation workshops
• User personas, user journey maps, information architecture, wireframing and prototyping
• Fostering cross-collaboration with product managers, software engineers and data scientists
• Used qualitative and quantitative customer data to drive product & business decisions
• Enabled scalable design by developing standardised design systems across digital products
• Recruitment, interviews and mentorship for Air New Zealand's digital internship programme for three consecutive years
In my three years at Air New Zealand, I conducted UX strategy, research and design for a wide-range of digital customer products such as global websites, digital travel retail, digital marketing communications, Grabaseat mobile app, flights delays/disruption and the Oscar AI chatbot. I also had the opportunity to design and facilitate numerous co-design workshops to create digital experience visions for operational staff, such as Air NZ's 3000 cabin crew and 1000 aircraft engineering crew.

The role allowed me to develop my skill-set as a UX practitioner, by understanding how to apply design methodology, frameworks and processes to different business situation. In each project, I spent time and energy on understanding the context and environments the various teams operated in and the challenges they faced. This guided greater understanding of how design could possibly help teams to visualise a more ideal experience for their intended users (whether it be customer or operational crew).

I found many projects at Air New Zealand incredibly rewarding, mainly because it allowed me to join teams I would have otherwise never had the opportunity to interact with. From cabin crew to aircraft engineers, contact centre to koru lounge staff, commercial sales to Airpoints loyalty marketers. Each project presented unique situations for me to learn about the fundamentals of each Air New Zealand unit, and seek to provide the best possible user-centered solutions to their problems.
Air New Zealand
Senior UX Strategist
Innovation UX Designer
Apr 2016 – Mar 2019