What features could Southern add to its online ticket booking system to make it more user-friendly for elderly passengers?

Introduction

To improve Southern's online ticket booking system for elderly passengers, we need to focus on enhancing accessibility, simplifying the user interface, and addressing specific needs of this demographic. I'll outline a strategic approach to identify key pain points and propose user-friendly features that cater to elderly users' requirements.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the current user experience for elderly passengers. Could you share some insights on the primary challenges they face when using the existing online booking system?

Why it matters: Identifies specific areas for improvement and prioritization. Expected answer: Difficulties with small text, complex navigation, and lengthy booking processes. Impact on approach: Would focus on accessibility features and streamlining the booking flow.

• Considering user behavior, I'm curious about the device preferences of our elderly users. What percentage of elderly passengers book tickets on mobile devices versus desktop computers?

Why it matters: Determines which platform to prioritize for improvements. Expected answer: 60% desktop, 40% mobile usage among elderly users. Impact on approach: Would ensure responsive design with emphasis on desktop experience.

• Regarding product lifecycle, where does Southern's online booking system stand in terms of maturity and recent updates? Have there been any significant changes in the past year?

Why it matters: Helps understand the foundation we're building upon and potential legacy issues. Expected answer: System is 5 years old with minor updates, no major overhaul recently. Impact on approach: Would consider both quick wins and long-term architectural improvements.

• In terms of company alignment, what are Southern's key performance indicators (KPIs) for the online booking system, specifically related to elderly passengers?

Why it matters: Ensures our improvements align with business objectives. Expected answer: Increase in online bookings by elderly passengers, reduction in customer support calls. Impact on approach: Would focus on features that drive these KPIs while improving user experience.