THE CHALLENGE
Southwest Airlines (SWA) handles approximately 250,000 lost luggage incidents annually — and not very effectively. However, it’s difficult to place full blame on the airline. With over 4,000 flights daily to more than 100 airports, supported by thousands of full-time and part-time contractors, complete control is nearly impossible.
Still, these incidents remain the leading contributor to customer dissatisfaction. Southwest aims to improve how it manages this frustratingly common issue by developing an app that allows passengers to manage lost baggage claims filed with airports. For this project, assume Southwest has secured access to this data and can use it reliably. While the app won’t locate lost luggage, it will leverage information already available at local baggage offices.
Aspects to Consider
My role is not to reduce the number of lost luggage incidents — it begins after the luggage is misplaced.
This is an opportunity to update and edit Southwest's lost baggage policy, provided it makes business sense and doesn’t result in significant financial loss for the company.
What type of information and updates would reassure an anxious traveller? Since lost baggage is a frequent source of poor customer satisfaction, how can I ease their frustration or shift the blame to the appropriate party?
Beyond locating lost luggage (which may be permanently lost), how can Southwest assist travellers without their belongings? For instance, if a passenger arrives in a foreign country without essential supplies, what support could Southwest offer?
My Approach
My approach as a Lead Product Designer is to develop a clean, modern aesthetic combined with intuitive components that make navigating and interacting with the SWA app effortless for passengers. By delivering a sleek and professional design for the lost luggage claim process, I aimed to streamline the experience for frustrated, confused, and time-sensitive passengers.
Sketches
Interviews & Affinity Map
Through brainstorming and instructor feedback, my team and I developed 20 in-depth questions to ask airline passengers about their flying habits and experiences with lost luggage. The two most common reasons for flying were business and leisure, often involving layovers.
After conducting the interviews, we created an affinity map to identify common pain points. Key themes included:
"I fear the loss of sentimental items."
"I need regular updates on my luggage status."
"I want real-time tracking through apps."
"I expect quick access to compensation."
Persona
Competitive Analysis
To identify the optimal path to success, we analyzed four American airlines and one Canadian airline. We focused on the percentage of unreturned luggage, limitations of liability, and reimbursement procedures for essential items. These insights influenced our design sketches, shaping the prototype's goals and functionality.
For instance, we determined that a dedicated page explaining passenger compensation, in accordance with government regulations, was essential.
Identifying Unique Challenges
One key challenge in designing a lost luggage claim system is balancing simplicity with complex data and functionality. Users expect clear, concise language, minimal steps, and guidance without feeling overwhelmed.
Our redesign addresses these challenges by breaking down tedious processes into digestible steps. From a user-friendly interface to intuitive booking screens, I ensured users of all experience levels — from first-time to frequent flyers — could engage with the platform effortlessly.
Lo-fi Prototype
During sketching, my team and I decided to redesign the homepage to make the lost luggage claim section more accessible, as the current navigation was too convoluted. We used Apple’s Human Interface Guidelines (HIG) Figma components to expedite the low-fidelity (lo-fi) prototype while maintaining a realistic user experience.
We created a streamlined hamburger menu to help users locate key details. We also incorporated Radio Frequency ID (RFID) technology to increase the likelihood of recovering lost luggage. Users can photograph their checked bags and upload images to the airline's system. If luggage goes missing, passengers receive notifications that guide them through the four-step claim process. Upon completion, passengers can view a list of SWA-provided amenities and services for compensation.
We also developed a luggage status update screen to track luggage in real time and included a live chat feature for those needing immediate support.
Usability Testing
Once the lofi prototype was complete, Thara and I conducted interviews with four users to observe their navigation through the app. Some users noted that the flow between pages was not intuitive, and certain descriptions were vague. Based on this feedback, we made adjustments for the high-fidelity (hifi) prototype.
User-Centric Design
At the heart of this redesign is a commitment to user-centric design. The layout prioritizes simplicity and clarity — crucial for handling lost luggage. The Home and Lost Luggage pages are carefully structured to guide users through the app without confusion.
I created the screens using Apple's iOS Figma components, ensuring the typography and layout support intuitive navigation. The design allows users to locate claim forms quickly and efficiently.
Accessibility and Optimization
Accessibility was a core consideration in this redesign. The app is fully optimized for A11y standards, providing features like keyboard navigation, screen reader compatibility, and high-contrast display options to support visually impaired users.
Detailed Pages and Features
Home: A welcoming introduction to the app, with engaging content about trips and services. It establishes a modern, professional aesthetic for the user experience.
Features: Highlights the platform's key features, presented in a visually appealing, user-friendly format to streamline the lost and damaged luggage process.
RFID Integration: RFID tags enable real-time tracking of baggage as it moves through various checkpoints (check-in, sorting, loading, etc.). This system reduces human error and speeds up baggage handling, offering large-scale, automated tracking integrated into airport systems.
Compensation: This section explains passenger compensation options and directs users to airport stores where they can obtain essential items while their luggage is being tracked.
Live Update: Provides near real-time updates on the location and status of luggage as it is tracked and returned to the passenger.
Contact: A simple way for users to connect with a live agent for immediate support.
Hi-Fi Prototyping
During the development of the hi-fi prototype, we aimed to align the design with Southwest’s brand identity. We retained SWA’s brand colors for visual consistency, and we added images to enhance visual appeal.
While page interactions were established in the lo-fi prototype, usability testing revealed the need for clearer page transitions. We refined the flow to minimize friction and maximize functionality.
With feedback from the lead instructor, we incorporated new features like an airport store map to help passengers locate essential items on-site. This feature wasn’t included in the lo-fi version but was deemed crucial in the hi-fi design.
The final hi-fi prototype included vibrant colors, smooth screen transitions, and clear explanations of the benefits of using RFID tags when flying.
CONCLUSION
This project demonstrated the power of collaboration in developing innovative solutions for a major client like Southwest Airlines.
With a blend of modern aesthetics, user-centric features, and intuitive design, I aimed to empower anxious and frustrated passengers to retrieve their lost luggage with ease.
Our primary goal was to support passengers in cases of mishandled or delayed luggage. By updating Southwest's lost baggage policy to align with U.S. Department of Transportation regulations, we created a design that addresses passengers' most urgent needs.
With features like clear navigation, detailed claim pages, and an easy-to-access contact option, users can navigate the app and track their luggage with minimal effort.
Losing luggage is highly stressful, so our solution focused on providing real-time updates and live agent support to ease passengers' anxiety. By addressing key pain points and adhering to client requirements, we presented a product that helps passengers regain control in stressful situations.
