UX Writing #1
Inform a traveler that their flight has been canceled.
Above is a scenario which we all have encountered many times. Most of the times it’s conveniently due to “bad weather”, “operational reasons”, “unforeseen circumstances” or things like that. These are just information and rarely helps. Most of the times the reality is not communicated and the ability to treat the customer as a human being is missing.
Let’s see how we can add that humane touch.
The scenario mentioned has some interesting nuances —
“A traveler is in an airport waiting for the last leg of a flight back home when their flight gets abruptly canceled due to bad weather.”
The last leg — can be inferred that the traveler had to change multiple flights and this was the last flight back home.
Back home — adds an emotional element. “The last leg back home” is very different than “the last leg to a conference” or “last leg for a meeting” or things.
Bad weather — let's presume in this case it was indeed bad weather and which was beyond the control of the airline, now how can you “own” the problem and convey?
Challenge is to notify and also mention what needs to be done next.
There are certain details which will help, like what time of the flight (an early morning flight vs a late night flight, both have different reactions when canceled), whether the traveler is traveling alone or with family or with aged parents or with a baby or with a child or with a girlfriend, whether the traveler is young or old, whether they are a mother traveling with an infant child and so on. Most of these details are already available with the airline as these are asked while making a reservation.
The context is important to serve the best user experience and especially when tackling exceptions like these.
For the purpose of this particular exercise, let’s assume no further details are available except Flight No. and Name of the traveler.
Version 1
Interestingly after doing a quick usability testing session, users were not sure whether the new booking is free or one has to pay for it again.
So I attempted to make it more explicit —
Version 2
Here the free refund and also a free reservation at the next flight made the user less angry or sad about their flight being canceled.
Version 3
With one user, the free refreshments was a relief as he had faced the same situation recently where had already paid for in-flight meal and now since the flight was canceled, he had to pay again for food at the airport as his next flight was in a few hours due to which he couldn’t leave the airport.
With another user, the free food was not important as long as he got a free seat on the next available flight.
Version 4
Dear Mr. Anirudh, we have some bad news — your flight FL-999 has been cancelled. Good news — please approach any of our airline staff to get a booking on the next flight available. Also, allow us to pay for your snacks and beverage.
Similar problem here as in Version-1 wherein whether the user can book a ticket on the next flight is paid one or free.
So made it explicit —
What Version is right or wrong is not important as such as the process and the thought which went behind each version keeping in mind the end users keeping in mind some preconceived assumptions such as free food and offering a seat on the next available flight would soften the news to an extent.
This simple exercise was useful to think from a user’s view.
Looking forward to what the next UX Writing challenge is about.
