Customizing passenger experienceseffortlessly and on a mass scale

UX HubExperience Rules Manager For Airlines

Customers today are more savvy, more empowered and consequently more demanding than ever. In order to attract and retain them, airlines need to present relevant content to them, optimized for each interaction. Inflexible and disjointed user experience for your passengers simply won’t do any longer.

The customers wish to have everything tailored to them - offers, ancillaries, any type of user experience. It seems that they are willing to give away much of their data in order to get personalized services from businesses.

The challenges for passengers

The airlines today are frustrated by the slow pace when making the needed changes - changes to any functionality - especially as they require the IT department’s involvement. This often results in ancillaries not being sold in an integrated, strategic manner.

The vast store of customer data that airlines have remains underutilized, its potential stifled by the technological process. Although more feasible than ever, the market targeting is inadequate.

The challenges for airlines

Making the user experience of airline passengers more flexible, as in changing it routinely, has now become very easy. Who can change the UX routinely?

• Business users within airlines,• marketing and sales specialists, • the conversion rate optimisation team, • IT teams.

Having the ability to dynamically change the user experience in an instant, without needing the IT department, can personalize travel for all passengers and give the airline the way to test and adapt different approaches to different user groups, in real time.

One solution for both sides

We give our clients a simple form through which they can modify the behavior of all their customer-facingapplications.

According to Gartner, “a BRE enables IT and/or business staff to define rules using decision trees, decision tables, pseudonatural language, programming-like code or other representation techniques.”

Business Rules Engine – UX Hub’s Parent

“a business rules engine (BRE) is a software system that executes one or more business rules in a runtime production environment.“

A business rule is a statement that describes a business policy or procedure. According to Wikipedia,

Business rules engine is a software component that allows non-programmers to add or change business logic without intervention of IT department, or external programmers.

Business rule engine enables company policies and other operational decisions to be defined, tested, executed and maintained separately from the application code.

In any IT application, externalization andseparation allowsbusiness users to modify rules much more fre-quently than the applica-tion is modified.

WHERE DO RULES COME FROM?

Internal staff / Conversion Rate Optimization (CRO)

Business users

Dot.comNative Mobile

BUSINESS RULES

Code Analytics CMS

Booking data

Single Viewof Customer

Consider an airline-specific business rule: business travellers should be offered different ancillaries than tourists. E.g. the business traveler should be offered bags and taxi.

The segmentation of data should govern the decisions an airline makes regarding what ancillaries should be offered to which passenger types, based on specific criteria.

BR EXAMPLE 1: ANCILLARY OFFER

Offer

Offer

Offer

Experience Rules

ManagerBooking Order

Ancillary offer based on segmentation data and dynamic rules

Consider another airline-specific business rule: the Gold tier users should see the entire self-service website in Gold theme and the Premium users should see the same website in a Black theme.

The segmentation of data should govern the decisions an airline makes regarding what colour scheme should be displayed to which passenger types, based on specific criteria.

BR EXAMPLE 2: ANCILLARY OFFER

Personalize appearance based on dynamic rules and customers loyalty tier

PersonalizeSearch

Gold Tier

Top Tier

UX Hub Home

• Experience Rule Manager = UX Hub is a software that enables both IT and non-IT employees to control different aspects of any application in runtime environment• It serves as a pluggable software component which can execute business rules that a company sees as externalized or separate from the application code• It provides ability to register, define, classify, schedule and manage all the rules, verify consistency of rules definitions and execute them fast• Importantly, it lets business users change business rules without having to ask programmers for help.

SOLUTION ARCHITECTURE

Configuration RepositoryDatabase for storing configuration and business rules as defined by the business users

DEFINITION What is UX Hub?

Rules EditorAn intuitive user interface that allows business users to define, design, document and edit business rules

Reporting ComponentUser interface that allows business users to query and report existing rules

Touchpoint componentInterface that allows any application to connect to rules engine via REST calls

BR ExecutionEngine that loads, validates and executes business rules

Experience Rule

Manager

• Accessible from everywhere, round the clock• Separates decision logic from code• Allows speed and flexibility in customizing the experiences• Allows versioning of changes, monitoring of history and restoration of any past version

• Enables A/B testing of alternative experiences• Quickly integrates with any system• Allows definition of categories of internal users (those who can just set up changes and those who can authorize and publish the proposed changes)• Built on newest technologies

UX Hub Features:

Quick integration with any other system

FEATURE HIGHLIGHT

By integrating a stateless protocol and widely used standards such as REST, it links to any application, allowing work in sync in real time, without hindrance or latency

Touchpoint module allows companies to expose only relevant set of rules to specific applications, enabling airlines to create different configurations and rules for specific applications and across different channels

• Requires no deployment

• Pay-as-you-use model allows cost planning, without hidden costs

• Hierarchic access privileges offer added security

• Can increase airline revenue through a productive use of segmentation of data

• Cloud-native service, it lets users focus on their business, rather than on the technology

• May increase productivity and employee satisfaction through greater autonomy in decision-making

• Lets airlines offer their passengers unique and personalized experiences in travel

• Ensures performance & enables scalability

BENEFIT HIGHLIGHT

Matches customers’ expectations very closely, setting the stage for their long-term relationships with the airline

Removes the risk of over-selling – airlines’ offers are based on customers’ past behavior and actual preferences

POWERING DIGITAL TRAVEL

Voyego is part of Comtrade Group, a leading IT provider with offices in 16 coun-tries across the globe. The group was established in 1990 and operates through 27 companies with over 2,000 employees.

Voyego develops tailor-made software solutions and opens up novel possibili-ties and business opportunities in the Mobility & Travel industry. Our extensive expertise and domain knowledge are the bedrock of this unique combination of content creation, thought leadership and advisory. Our consulting services span Ireland, China, Singapore, Germany, Slovenia and Austria. Using emerging technologies such as AI, Chatbots and Blockchain, our Digital Transportation Lab is paving the way for the industry. Through digitization of airlines and ground mobility providers, Voyego enriches the mobility experience of millions of people across the globe.

VoyegoPenthouse, Blackthorn Exchange, Bracken Road

Sandyford Industrial EstateDublin 18, D18 P3Y9

Irelandwww.voyego.com

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VOYEGO