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OVERVIEW

*airlines name redacted, but if you were to put 2 and 2 together

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An airline is currently facing high call centre volume due to lost or delayed baggage queries, with no in-app reporting or status updates.

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Working within strict budget constraints (no live tracking or chat), I led the UX design of a self-service baggage claim/help feature in the app.

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The design is aiming to reduce support calls, improve customer trust, and create a smoother experience during a stressful travel moment, all while staying within the limits of existing infrastructure. This addition to the app will reduce the strain of $xxxk on the business.

My role

Lead UX/UI Designer

Timeline

Feb 2025 - Ongoing

PROBLEM

Bags are frequently delayed, with no way for customers to track or receive updates on their location

An airline faced high call centre volume from baggage-related queries, but lacked in-app support. Within tight budget constraints and no live tracking, I led the UX design of a self-service baggage help feature to reduce support calls, ease customer stress, and improve trust—minimizing business strain without requiring new infrastructure.

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  • Occurs often on International routes, especially as not every destination has an agent/desk

  • Users cannot report baggage problems via the app/website

  • Only able to report via an outdated form or calling a help desk

  • Users recieve no status updates or confirmation

  • They usually feel anxious or angry due to a lack of transparency

Current user's submitting claim journey and the missing bag's lack of journey

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CONSTRAINTS

Financial and system limitations when designing

Due to the business having limitations, we can’t offer live tracking, so we need to find a workaround to ease the journey from submitting a request to receiving the bag.

Instead, I worked with the product owners and front & back-end devs to find ways to combat this:

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  • Leveraged existing backend systems and contact centre workflows.

  • Implemented one-way, AI-generated messages to reduce agent load while delivering empathetic updates to ease customer stress.

  • Enabled automated email updates throughout the case journey, as push notifications are not currently not supported.

Based on constraints & ideas, how can we streamline the new claim process within the app?

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Round 1 Designs based on new process - low fidelity & blocking (testing limits)

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1. START JOURNEY

User navigates on app to 'more,' where they will find everything related to flights

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2. NEW CLAIM

The new claims page will allow user to create a new claim

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3. INPUT DETAILS

Input all user and missing bag details

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4. CLAIM

When completed, user can revisit this page anytime to view updates (a constraint is the inability to allow push-notifications for this component)

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4A. CLAIMS PAGE

All updates will appear on this page itself, all claims will be on this page

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4B. CLAIMS PAGE

User can view claim and it will open on a new page, this can reduce clutter. However we will need to do user research to see whether this is too much interaction or works well

AI AI AI AI AI

We’ll use AI to craft human-like, empathetic messages that reassure users they’re being heard, creating a sense of genuine support and timely updates, even without live human interaction.

Round 2 Designs Refined based on feedback from initial concepts

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1. DETAILS

The form pre-fills the passenger’s name from the booking, so users only need to add contact details and a bag description—making the process more intuitive and less effort during a stressful time.

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2. CLAIM

Add a chevron button to expand a claim, reduce the need of another page. Introduce a "!" button to indicate a new message has arrived. 

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2. SEPARATE CLAIMS

Presenting a 'journey' section that shows where in the journey this claim is. Could possibly show next steps so the user is not confused on what is happening. 

Progressive Disclosure & Simplification (2024 - Current) Variant 2

Better price breakdown table

Transparency in designs and content/price

Removal of green ticks

Better page spacing UI

Personal note: I was exploring how other airlines handle baggage tracking and customer communication, and it quickly became clear that live tracking would significantly improve the user experience. Unfortunately, due to budget constraints, implementing real-time updates wasn’t possible. While that was frustrating, it also became an interesting design challenge: how can we rebuild user trust and reduce stress without the ideal technical solution? It wasn’t the path I would have preferred, but it pushed me to think creatively within realistic constraints.

NEXT STEPS

Validation, refinement & testing

We're now moving into the validation phase to refine and strengthen the design based on real feedback and data.

 

Our next steps include working with the UX researcher, product owner, business analyst, customer contact team and other stakeholders:

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  • Conducting usability sessions to observe how easily customers can report baggage issues and interpret the responses on the claim. 

  • Meeting with the customer support and baggage operations teams to uncover edge cases, internal workflows, and missing context.

  • Reviewing support call data and email engagement metrics to measure impact and identify areas for improvement.

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