Accessible Travel Content
My Digital Experience team improved the Help Center content for accessible travel, making it easier for customers with disabilities to find information about Southwest’s services and accommodations.
The Improvements
Redesigned Content Structure
We reorganized the accessible travel section to be more intuitive:
- Clearer categories - Services grouped by customer need
- Quick answers - Key information visible without extensive scrolling
- Mobile-first design - Optimized for the majority of visitors using mobile devices
Enhanced Discoverability
The improvements made this important content easier to find:
- Better navigation - Clear paths from the Help Center homepage
- Improved search indexing - More accurate results for accessibility queries
- Cross-linking - Related topics connected for comprehensive information
Content Coverage
The accessible travel section covers Southwest’s services including:
- Wheelchair and mobility assistance
- Service and emotional support animals
- Customers traveling with medical devices
- Seating accommodations
- Assistance for customers who are blind or deaf
- Traveling with oxygen
Results
The redesigned content saw a 7.4% increase in visit rate, indicating more customers were successfully finding the information they needed. With 30 million visits per year to the Help Center and 47 million page views, even small percentage improvements represent significant customer impact.
Customer Value
For customers who need accessibility accommodations, finding clear information quickly can make the difference between a stressful and smooth travel experience. These improvements ensure Southwest’s accessibility services are easy to discover and understand.
Improved accessible travel content with a 7.4% increase in visit rate to these important resources.
