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#Rohit pick the phone tones download
United, like many other airlines, offers the functionality to print a boarding pass or download a mobile version that can be scanned at the airport. The online Check-in for flights is increasingly one of the most common things that travelers are doing before heading to the airport. United makes none of this simple and instead forces potential vacationers to even choose right away from whether they want to book a Vacation Package or reserve a Cruise. And, of course, they want to get a sense for how much it might cost them and how easy it is to actually get there from where they live. They want to see the possibilities They want to dream about where they might go and how they might get there. When the average traveler is planning a holiday, it is the ultimate browsing scenario. Clearly booking hotels and car rentals bring more commission dollars back to United, but why offer so many confusing options when the vast majority of customers are probably wanting to start by booking a flight? Not only does this make the menu needlessly longer, but it is also the perfect example of United putting its own priorities ahead of its customers. Under “Reservations,” every type of reservation from flights to hotels to car rentals are each presented in a separate drop down menu.
For example, “My Account” is buried at the bottom of the MileagePlus section, even though many users who click on that area are most likely trying to navigate to their own account. All the menu options seem to be randomly assorted across all the tabs – with no system of order. At one point, the menu says “Use Award Miles” and a few options later, it says “Book with Award Miles.” And neither option is actually under the “Reservations” tab, where most users would actually expect to find an option for booking a new flight, even if they happen to be using miles. So below are some concrete examples of what any brand that aspires to build a great user interface can learn from United’s missteps, and Delta’s strengths.
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Delta may present the ultimate case study in contrasts for how to successfully implement a great user interface, and how NOT to – in a way which should offer lessons for any industry. Luckily, there is good news in this story. While United was taking a giant leap backward last year by abandoning their own site to adopt the Continental Airlines website after their merger, Delta has spent the last few years investing in creating a great online experience. Over the past year, I have often traveled on Delta Airlines as well – and the difference between their recently redesigned easy to use site and United’s is like night and day.
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It’s quite another to put a bad experience in front of your customers, make no effort to fix it (after a full year), and create marketing messages to promote it. It is one thing offer a poor experience and be working hard to fix it. While I’m hardly the first to point out the usability flaws, what IS amazing is that it has been nearly a year later and the site shows no signs of any improvement. Despite offering one of the consistently worst user experiences of any website in the travel industry, United continues to promote it. Unfortunately, that is exactly what United Airlines has done over the past year with routine promotions for their website. Successful brands don’t offer their customers bad experiences and pretend they are great. What doesn’t work is when a brand is proudly bad. That usually works for me … but not this time. Even when a strategy is executed poorly, I would rather focus on missed opportunities than write about the negative. Usually, my philosophy for sharing marketing insights is to always use a positive tone. I’m going to break one of my own rules today.
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