Air France-KLM “Lets’s Cargo”
CLIENT
Air France-KLM Cargo
PRODUCT
Marketing Website
ROLE
UI/UX Designer
TIME
5 Months
Overview
The project aimed to create a web-based platform for desktop browsers that connected Air France KLM Cargo employees worldwide. The focus was to encourage discussions about the company’s five core values through gamification, using features like chatrooms, interactive passports, and messageboards.
My Role
As a UI/UX Designer, I developed core elements, including the chat functions and the digital passport, ensuring they were accessible and engaging for a non-gamer audience. I collaborated with game artists and developers to redesign initial UI elements and tested the platform to ensure alignment with employee understanding of the core values.
Goals
Creating an engaging, gamified platform where employees globally connect and discuss Air France KLM Cargo’s core values.
My focus was on designing intuitive UI elements, interactive features, and a passport system inspired by familiar interfaces, ensuring accessibility while balancing visual appeal and usability for a diverse, non-gamer audience.
Concept Phase
Early brainstorming sessions focused on simplifying the values: Teamwork, Adaptability, Customer Centricity, and others into features that employees could actively engage with. This led to the creation of tools like chatrooms, digital passports, and messageboards. The passport emerged as a central feature, envisioned as a personal hub where employees could track their contributions and achievements while connecting with colleagues. Chatrooms were designed to facilitate real-time discussions and were organized by region to account for time zones and cultural contexts, ensuring accessibility for all users.
The concept for the Air France KLM Cargo platform was driven by the need to engage a global workforce in discussions around the company’s five core values. With employees spread across regions and cultures, traditional methods of communication weren’t enough to foster meaningful engagement. The client wanted an interactive gamified platform to encourage these discussions.
Rewards System
The rewards system is designed to encourage employees to engage in discussions about the core values. Employees earn points by participating in chatroom conversations, posting on messageboards, or receiving stickers for meaningful contributions. Or talking in events about said core value weeks.
These points can be redeemed in the reward store for items like avatar customizations, passport customization, or tangible company perks. Stickers, tied to positive interactions, act as a lightweight way to recognize contributions, fostering a sense of collaboration and reinforcing the importance of the core values in daily work.
Challenges
The initial UI was too bold, bulky, and playful, which didn’t align with the audience. After a retrospective with game artists, the design was restructured to be more professional and clear. Testing with employees also revealed areas to refine how the game communicated the company’s core values effectively.
The biggest challenge was designing a gamified platform that made discussing the core values engaging on a global scale. Many employees were unfamiliar with games, so the UI needed to be accessible while avoiding overly childlike designs.
Testing
This testing phase provided key insights into how features like chatrooms and the messageboard could fit within the project and if the project was going into the right direction with its features.
Testing was critical to ensure the platform met its goal of helping employees discuss core values. Through ethnographic research using word concept association, employees highlighted whether the gamified elements aligned with their understanding of these values .
UI
The UI design relied heavily on Air France KLM Cargo’s style guide, which featured a combination of blues, whites, and oranges. These colors were integrated into the platform to ensure brand consistency, while adjustments were made to balance accessibility with visual engagement. Initially, the UI was too bold and childlike, with clunky layouts and overly playful compositions that didn’t align with the professional tone required for the audience.
The UI design initially leaned too heavily into childlike aesthetics, with bold colors and clunky layouts. Following a retrospective with game artists, the design was overhauled to prioritize clarity and professionalism. This included reorganizing the digital passport, simplifying the layout, and adjusting color palettes to be more subdued while remaining engaging.
Results…
Features like chatrooms, messageboards, and the digital passport created an engaging way to connect globally. While the project didn’t go live, the efforts behind it opened new possibilities within Air France KLM for fostering creativity in global communication initiatives. Reflecting on the project, earlier cultural testing and collaboration could have further streamlined its development, but it remains a strong example of innovation and teamwork.
and Reflections!
Reflecting on the project, testing revealed areas for improvement in aligning features with the company’s values early on. The redesign of the UI was a key turning point, showcasing the importance of collaboration and iteration in creating a professional and engaging platform.
What I would do differently is to to test at the beginning of the project what employees found missing themselves in how AirFrance-KLM Cargo discussing the core values and how they would see it better and create a concept from there.
Want to see more?Here are my works.