Flight Change Flow Improvements
My Digital Experience team streamlined the flight change experience, making it faster and easier for customers to modify their existing reservations without calling customer support.
The Problem
Changing a flight was one of the most common customer service requests, yet the digital experience had significant friction:
- Too many steps - Excessive clicks to complete a simple change
- Confusing fare displays - Unclear what customers would pay or receive back
- Slow performance - Long wait times for alternative flight searches
- Mobile difficulties - Desktop-oriented design frustrated mobile users
These issues pushed customers to call instead of self-serving, increasing support costs.
The Solution
We redesigned the change flow with efficiency and clarity as priorities:
Streamlined Journey
- Reduced steps by 30% - Eliminated unnecessary confirmation screens
- Smarter defaults - Pre-selected options based on original booking
- Progress indicators - Clear visibility into where customers are in the flow
- Quick escape - Easy path back to original itinerary if needed
Fare Difference Clarity
- Clear cost/credit display - What you’ll pay or get back prominently shown
- Side-by-side comparison - Original vs. new fare breakdown
- Travel fund messaging - Clear explanation of how credits are applied
- No surprises - Total cost visible before confirmation
Performance Improvements
- Faster flight search - Optimized queries for alternative flights
- Progressive loading - Results appear as they’re found
- Cached options - Common alternatives pre-loaded for speed
Mobile Optimization
- Touch-friendly interface - Large buttons and clear touch targets
- Responsive design - Works seamlessly across all device sizes
- Simplified forms - Minimal input required on small screens
Results
The improved change flow delivered significant results:
- 30% fewer steps to complete a change
- Higher completion rates for self-service changes
- Reduced call volume for change-related requests
- Improved satisfaction scores for change experience
Business Impact
Every self-service change that doesn’t require a phone call saves money while improving customer satisfaction. By making changes fast and easy, we turn a potential pain point into a demonstration of Southwest’s customer-friendly policies.
Customer Value
Southwest’s no-change-fee policy is a major differentiator. By making the actual change process smooth and easy, we deliver on the promise of flexibility that customers expect when they book with Southwest.
Redesigned flight change flow, reducing steps by 30% and improving change completion rates.
