Unveiling Opportunities for Inclusion
Change begins with a feeling. I spearheaded an all-encompassing audit of customer touchpoints at Air France, from booking forms to CRM systems, highlighting gaps in gender inclusion. Working hand in glove with industry experts and LGBTQIA+ organizations such as Lambda Legal and GLAAD, I gathered insights that would come alive in an inclusive new vision.
Designing the Blueprint for Change
Inclusivity is more than words—it's a mindset. Along with stakeholders at every level across Air France, I co-created actionable content guidelines that introduced gender-neutral language at every touchpoint—carefully crafting the Air France tone of voice to balance respect with clarity.
Designing Inclusive Customer Experiences.
Client
Air France
Role
UX Writing Lead
Air France
Role
UX Writing Lead
Services
UX Writing, Content Strategy, Brand Strategy, Localization
UX Writing, Content Strategy, Brand Strategy, Localization
The Challenge
Air France’s digital and customer-facing systems had long adhered to binary gender norms, limiting options to “Male/Female” and outdated titles like “Miss” or “Mrs.” These limitations alienated non-binary and gender non-conforming customers, creating barriers to a welcoming travel experience.
The Objective To redefine Air France’s content strategy and customer journey to ensure every traveler—regardless of gender identity—feels respected, acknowledged, and valued.
My Responsibilities Through strategic UX writing and collaboration, I helped Air France move beyond outdated norms, crafting an inclusive experience that welcomed non-binary customers and set a new industry benchmark.
The Objective To redefine Air France’s content strategy and customer journey to ensure every traveler—regardless of gender identity—feels respected, acknowledged, and valued.
My Responsibilities Through strategic UX writing and collaboration, I helped Air France move beyond outdated norms, crafting an inclusive experience that welcomed non-binary customers and set a new industry benchmark.
The Process
Transforming the Customer Experience
I led the implementation of inclusive updates across web and mobile interfaces, kiosks, and CRM systems. Working closely with design and development teams, we crafted frictionless experiences that allowed customers to select their preferred titles and pronouns, taking into consideration legal and market-specific requirements.
Iterating with Feedback I oversaw usability testing with diverse user groups to refine our approach and ensure every change resonated with customers. Their feedback allowed us to create personal, intuitive, and impactful solutions.
Iterating with Feedback I oversaw usability testing with diverse user groups to refine our approach and ensure every change resonated with customers. Their feedback allowed us to create personal, intuitive, and impactful solutions.
The Outcome
Increased customer satisfaction and loyalty
Air France introduced gender-neutral options and personalized communication to make non-binary travelers feel valued and included. Positive feedback highlighted how easy and comfortable the updated experience was, leading to increased customer loyalty and repeat bookings.
Created a scalable platform for inclusion Collaborated cross-functionally to create a replicable process between the design, development, and legal teams for incorporating inclusive solutions. This framework reduced friction from the project efficiency perspective and opened further opportunities for an innovative customer experience.
Integrated inclusivity into the customer experience strategy We highlighted how inclusiveness at every touchpoint in a customer's journey demonstrates and reinforces Air France's commitment to serving the needs of diverse customers. This has directly enhanced the customer journey, as respect for non-binary travelers aligns with the company's greater mission of ensuring exceptional service to all passengers.
Created a scalable platform for inclusion Collaborated cross-functionally to create a replicable process between the design, development, and legal teams for incorporating inclusive solutions. This framework reduced friction from the project efficiency perspective and opened further opportunities for an innovative customer experience.
Integrated inclusivity into the customer experience strategy We highlighted how inclusiveness at every touchpoint in a customer's journey demonstrates and reinforces Air France's commitment to serving the needs of diverse customers. This has directly enhanced the customer journey, as respect for non-binary travelers aligns with the company's greater mission of ensuring exceptional service to all passengers.