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When a bag is lost or delayed, customers are often anxious, confused, and repeatedly contact support for updates. This created a high‑pressure experience for customers and a significant operational burden for support teams.

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This project focused on designing a self‑service, in‑app bag tracking and reporting experience that increased transparency, reduced uncertainty, and deflected unnecessary support calls — despite major system constraints that prevented true live tracking.

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

The core issue was a critical lack of transparency and an inefficient reporting process for users. The existing system for reporting a missing bag was a source of significant anxiety and frustration:

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  • Users had no way to report a baggage issue directly within the app or website.

  • The only options were an outdated online form or a lengthy, frustrating call to a help desk.

  • Once a report was made, customers received no status updates, leaving them feeling anxious and uninformed.

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

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CONSTRAINTS

Strategic approach & constraints

The primary challenge was a hard business constraint: the inability to provide real-time bag tracking. This forced us to find a creative workaround. Instead of viewing this as a roadblock, I collaborated closely with product owners and developers to design a solution that felt transparent and empathetic, using existing systems. Our approach focused on:

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  • Leveraging Existing Infrastructure: We utilized existing backend systems and contact center workflows to streamline the reporting process.

  • Empathetic Communication: We designed a system for AI-generated messages to reduce the agent workload while delivering timely, human-like updates to customers to build trust and ease stress.

  • Automated Updates: In the absence of in-app push notifications, we enabled automated email updates throughout the case journey, ensuring users remained informed.

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

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Ideation & Low-fidelity prototyping

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1. STREAMLINED ENTRY POINT

I established a clear path for users to find the new feature by placing it within the existing "more" section of the app.

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2. SIMPLIFIED CLAIM FLOW

The journey was broken down into a simple, logical sequence: Start Journey > New Claim > Input Details. This was designed to reduce cognitive load during a stressful time.

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3. INPUT DETAILS

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4. CLAIM

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5A. MESSAGE DELIVERY EXPLORATION

I created two initial concepts for how users would view updates: a combined "all claims" page vs. a separate page for each claim. This was a key area for future user research to determine the optimal interaction model.

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5B. MESSAGE DELIVERY EXPLORATION

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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.

Refinement & Mid-fidelity mockups

Based on initial feedback, I moved to mid-fidelity mockups, focusing on refining the details to create a more intuitive and reassuring experience.

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1. SMART FORM DESIGN

To minimize user effort, the form was designed to pre-fill passenger names, leaving only a few key fields for the user to complete.

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2. SIMPLIFIED CLAIM

We consolidated the claim view to a single page, using a chevron to expand and view details. This reduced the need for multiple pages, saving the user steps and reducing clutter.

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3. PROACTIVE STATUS INDICATORS

I introduced visual cues like an exclamation mark ! to indicate a new message, and a 'journey' section that shows the claim's current status and next steps. These were designed to provide clarity and reduce user anxiety.

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 thought: This project reinforced that trust can be designed, even when technology is limited. By shifting focus from unavailable features to user confidence and expectation‑setting, we were able to deliver meaningful value without increasing technical complexity.

Working within tight constraints required strong cross‑functional collaboration and clear prioritisation, a reminder that senior design impact often comes from choosing what not to design.

The AI-powered empathy solution

A key design decision was to leverage AI to craft reassuring, human-like messages. This was a critical part of our strategy to rebuild user trust in the absence of live tracking. It created a sense of genuine support and timely updates, ensuring the user felt heard even without real-time human interaction.

NEXT STEPS

Validation, refinement & testing

The project is now in the validation phase, where we will refine the designs based on real feedback and data. Our next steps include:

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  • Iterate messaging based on customer feedback and support insights

  • Explore proactive notifications for status changes

  • Continue optimising flow clarity to further reduce repeat contact

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