Website Transformation of a Latin American Airline: Effects of Cultural Aspects and User Experience on Business Performance

This paper describes a real case of redesigning a Chilean airline’s website, considering cultural elements, customer behavior, and general user experience. We analyzed usability issues and problems in the information architecture, such as a benchmarking for best practices in the current area. We con...

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Published in:Revista IEEE América Latina 2019-05, Vol.17 (5), p.766-774
Main Authors: Diaz, Jaime, Villareal, Angela, Aguirre, Andres, Collazos, Cesar, Rusu, Cristian, Quinones, Daniela, Virginica, Rusu
Format: Article
Language:eng ; spa
Subjects:
Airlines
Benchmark testing
Business
Cross-cultural communication
Cultural differences
Cultural factors
Electronic commerce
Human computer interaction
IEEE transactions
Irrigation
User centered design
User experience
User interfaces
Websites
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container_issue 5
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container_title Revista IEEE América Latina
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creator Diaz, Jaime
Villareal, Angela
Aguirre, Andres
Collazos, Cesar
Rusu, Cristian
Quinones, Daniela
Virginica, Rusu
description This paper describes a real case of redesigning a Chilean airline’s website, considering cultural elements, customer behavior, and general user experience. We analyzed usability issues and problems in the information architecture, such as a benchmarking for best practices in the current area. We considered Hofstede's cultural recommendations, and previous work, to propose the final design. Different experiments and more than 40 direct participants worked in the current proposal. After a year of the implementation, and more than 4,000 transactions, the company obtained significant improvements and a better position on the market.
doi_str_mv 10.1109/TLA.2019.8891945
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source IEEE Electronic Library (IEL) Journals
subjects Airlines
Benchmark testing
Business
Cross-cultural communication
Cultural differences
Cultural factors
Electronic commerce
Human computer interaction
IEEE transactions
Irrigation
User centered design
User experience
User interfaces
Websites
title Website Transformation of a Latin American Airline: Effects of Cultural Aspects and User Experience on Business Performance
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