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Safely Fly-in 🛬 Fly-out! ✈️

Safely Fly-in 🛬 Fly-out! ✈️

Discover how Amazon’s Global Workforce were empowered with secure business trips to areas with political unrest, severe weather, or epidemics.

Discover how Amazon’s Global Workforce were empowered with secure business trips to areas with political unrest, severe weather, or epidemics.

Please note that to comply with my non-disclosure agreement, I have omitted, rehashed and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Amazon.

Please note that to comply with my non-disclosure agreement, I have omitted, rehashed and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Amazon.

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My role

My role

UX Research

Conceptualisation

Lead Design

Usability testing

Dev handoff

Team

Team

UX Lead (FinAuto)

UX Lead

Business manager (TRM)

TRM Business Manager & team

Technical Project Manager (FinAuto)

Technical Project Manager

Tech Lead & 2 SDE (FinAuto)

Tech Lead & 2 SDE (FinAuto)

Duration

Duration

2022-23

Business goals

Business goals

Simplify the Booking Process (CRUD)

Simplify the Booking Process

Reduce Manual Coordination

Improve Communication

Increase Traveler Awareness

Platform

Platform

Web (internal tool)

Mobile app (TBDL)

Problem

How might we streamline the secure ground transportation booking (SGT) process for Amazon employees traveling on a business trip to high-risk locations, while reducing the manual coordination burden on the Travel risk management (TRM) team and improving communication efficiency between travelers and transportation providers?

How might we streamline the secure ground transportation booking (SGT) process for Amazon employees traveling on a business trip to high-risk locations, while reducing the manual coordination burden on the Travel risk management (TRM) team and improving communication efficiency between travelers and transportation providers?

How might we streamline the secure ground transportation booking (SGT) process for Amazon employees traveling on a business trip to high-risk locations, while reducing the manual coordination burden on the Travel risk management (TRM) team and improving communication efficiency between travelers and transportation providers?

Status Quo

Status Quo

the existing state of affairs until 2022

the existing state of affairs until 2022

the existing state of affairs until 2022

Image 1.1 Showing the long SGT intake form Amazonians used to fill to request the service until 2022.

Image 1.1 Showing the long SGT intake form Amazonians used to fill to request the service until 2022.

Image 1.1 Showing the long SGT intake form Amazonians used to fill to request the service until 2022.

Until 2022 | Context

Amazon employees, from VPs to staff, faced a lengthy SGT in-take form (image 1.1) and on average 36-hour approval wait time with no prior awareness of acceptance criteria.

Amazon employees, from VPs to staff, faced a lengthy SGT in-take form (image 1.1) and on average 36-hour approval wait time with no prior awareness of acceptance criteria.

Amazon employees, from VPs to staff, faced a lengthy SGT in-take form (image 1.1) and on average 36-hour approval wait time with no prior awareness of acceptance criteria.

Solution

Solution

MVP Solution

in the constraint of time, budget and resources

in the constraint of time, budget and resources

in the constraint of time, budget and resources

Image 1.2 Comparison between the former state and the optimized, user-validated MVP solution.

Image 1.2 Comparison between the former state and the optimized, user-validated MVP solution.

Image 1.2 Comparison between the former state and the optimized, user-validated MVP solution.

Backstory: The how

Backstory: The how

We navigated to an optimal and user-validated solution through an iterative approach

We navigated to an optimal and user-validated solution through an iterative approach

Employing Design Philosophy: STRIDE

Employing Design Philosophy: STRIDE

1

1

Empathy with business stakeholders

I quickly set up calls with the Travel Risk Management (TRM) team and invited the Engineering team to collaboratively understand the business challenges, identify technology gaps and constraints, explore viable opportunities, and determine how an optimal product experience could drive positive business impact and enhance customer satisfaction.

I quickly set up calls with the Travel Risk Management (TRM) team and invited the Engineering team to collaboratively understand the business challenges, identify technology gaps and constraints, explore viable opportunities, and determine how an optimal product experience could drive positive business impact and enhance customer satisfaction.

2

2

Understanding customer (travelers) pain-points

Next, interviews with past travelers were set up in collaboration with the TRM and Engineering teams. I mapped the existing customer journey, highlighting key stages, goals, pain points, frustrations, and motivations to define the design goals, scope, and success metrics.

Next, interviews with past travelers were set up in collaboration with the TRM and Engineering teams. I mapped the existing customer journey, highlighting key stages, goals, pain points, frustrations, and motivations to define the design goals, scope, and success metrics.

3

3

Designing the SGT MVP: Prioritizing Impact, Feasibility & Future Scalability

After establishing business and customer empathy, I collaborated with TRM, Engineering, and key stakeholders to conceptualize the SGT MVP. Through 5+ brainstorming sessions, we explored various design directions, ensuring alignment with user and business needs. Over 10+ iterations, we refined the scope and workflows to streamline secure transportation booking and request lifecycle management (Create, View, Update, Cancel). With 5+ usability studies, we validated the design, ensuring an intuitive and efficient experience for travelers.

After building business and customer empathy, I collaborated with TRM, Engineering, and stakeholders to design the SGT MVP. Through 5+ brainstorming sessions, 10+ iterations, and 5+ usability studies, we refined booking workflows and request lifecycle management (Create, View, Update, Cancel) for a seamless traveler experience.

After building business and customer empathy, I collaborated with TRM, Engineering, and stakeholders to design the SGT MVP. Through 5+ brainstorming sessions, 10+ iterations, and 5+ usability studies, we refined booking workflows and request lifecycle management (Create, View, Update, Cancel) for a seamless traveler experience.

5+

Brainstorming & ideation sessions

10+

Scope revisions & design iterations

5+

Usability studies

5+


Usability studies

Customer validated Outcome 🎉🥳

Customer validated Outcome 🎉🥳

Customer validated Outcome 🎉🥳

Showcasing key HMW screens in the MVP;

few HMWs were parked for future releases.

Showcasing key HMW screens in the MVP;

few HMWs were parked for future releases.

Showcasing key HMW screens in the MVP;

few HMWs were parked for future releases.

Image 1.3 Some final product screens for each HMWs

Image 1.3 Some final product screens for each HMWs

Image 1.3 Some final product screens for each HMWs

Impact

Hitting the business goals

Impact

Hitting the business goals

Increased

SGT Adoption

Increased

SGT Adoption

Increased

SGT Adoption

30%+ increase in the number of unique travelers booking SGT compared to the previous system.

30%+ increase in the number of unique travelers booking SGT compared to the previous system.

Faster

Booking Completion

Faster

Booking Completion

50%+ reduction in the time taken to complete a booking (from initial request to confirmation).

50%+ reduction in the time taken to complete a booking (from initial request to confirmation).

Real-Time

Eligibility & Approval

Real-Time

Eligibility & Approval

Real-Time

Eligibility & Approval

Over 80% of low-risk SGT requests now receive quick approval (15-30 mins), significantly reducing manual TRM intervention time.

Over 80% of low-risk SGT requests now receive quick approval (15-30 mins), significantly reducing manual TRM intervention time.

Reduced

Support Tickets & Escalations

Reduced

Support Tickets & Escalations

Reduced

Support Tickets & Escalations

50%+ reduction in customer support inquiries related to confusion about SGT bookings, pricing, and eligibility.

50%+ reduction in customer support inquiries related to confusion about SGT bookings, pricing, and eligibility.

Learnings & Reflections 🧠💬

Learnings & Reflections 🧠💬

Learnings & Reflections 🧠💬

Following insights shaped our next set of user stories, driving

continuous improvements in subsequent releases. 🚀

Following insights shaped our next set of user stories, driving continuous improvements in subsequent releases. 🚀

⦿ Mobile Accessibility Gap

⦿ Mobile Accessibility Gap

⦿ Mobile Accessibility Gap

The SGT platform was launched only on Amazon’s secure desktop network, making it inaccessible at critical moments like airport arrivals. As a scrappy workaround, we connected travelers with providers via WhatsApp. However, a mobile-friendly version remains a priority.

The SGT platform was launched on Amazon’s secure desktop network, making it inaccessible at critical moments like airport arrivals. As a scrappy workaround, we connected travelers with providers via WhatsApp. However, a mobile-friendly version remains a priority.

The SGT platform was launched only on Amazon’s secure desktop network, making it inaccessible at critical moments like airport arrivals. As a scrappy workaround, we connected travelers with providers via WhatsApp. However, a mobile-friendly version remains a priority.

⦿ Integration with Amazon’s Travel Suite

⦿ Integration with Amazon’s Travel Suite

⦿ Integration with Amazon’s Travel Suite

Travelers valued the auto-save feature (save as draft), but pulling booking details from SAP Concur via API could further streamline the process. Instead of manual entry, users could simply enter a Booking ID, reducing friction and speeding up requests.

Travelers valued the auto-save feature (save as draft), but pulling booking details from SAP Concur via API could further streamline the process. Instead of manual entry, users could simply enter a Booking ID, reducing friction and speeding up requests.

Travelers valued the auto-save feature (save as draft), but pulling booking details from SAP Concur via API could further streamline the process. Instead of manual entry, users could simply enter a Booking ID, reducing friction and speeding up requests.

⦿ Centralized Communication

⦿ Centralized Communication

⦿ Centralized Communication

Travelers and providers relied on WhatsApp for coordination, causing scattered conversations. Introducing a built-in chat within the request page would ensure all interactions stay within the platform for better tracking and transparency.

Travelers and providers relied on WhatsApp for coordination, causing scattered conversations. Introducing a built-in chat within the request page would ensure all interactions stay within the platform for better tracking and transparency.

Travelers and providers relied on WhatsApp for coordination, causing scattered conversations. Introducing a built-in chat within the request page would ensure all interactions stay within the platform for better tracking and transparency.

⦿ Pilot Launch & Scaling

⦿ Pilot Launch & Scaling

The SGT MVP was rolled out in a controlled pilot (1 country) before scaling globally. Future releases will focus on mobile optimization, automation, and deeper integrations to refine the experience and achieve product optimization for specific geographies.

The SGT MVP was rolled out in a controlled pilot (1 country) before scaling globally. Future releases will focus on mobile optimization, automation, and deeper integrations to refine the experience and achieve product optimization for specific geographies.