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

Jaime DIaz, Angela Villareal, Andres Aguirre, Cesar Collazos, ALEXANDRU CRISTIAN RUSU, DANIELA CONSTANZA QUIÑONES OTEY, Rusu Virginica

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

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.

Original languageEnglish
Article number8891945
Pages (from-to)766-774
Number of pages9
JournalIEEE Latin America Transactions
Volume17
Issue number5
DOIs
StatePublished - May 2019
Externally publishedYes

Keywords

  • Cross-cultural communication
  • Electronic commerce
  • User centered design
  • User Experience
  • User interfaces

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