Global Entry (Design Challenge) : In progress

Background: Global Entry is U.S. Customs and Border Protection (CBP) program that allows expedited clearance for pre-approved, low-risk travelers upon arrival in the United States. Members enter the United States through automatic kiosks at select airports.

Problem: Potential Global Entry members are turned off by the intimidating and overwhelming appearance of the application process for obtaining Global Entry. 

Hypothesis: Create a more efficient and simple application process for users to be excited about the Global Entry program. 

My Role: Personal passion project 


Goals

I tried to put myself in a stakeholder's perspective on the goals they would want to accomplish through this UX process. These were a few of the goals I had in mind. 

  • Show the process from application to membership
  • Show the benefits of Global Entry
  • Increase web traffic and applicant numbers 

Current Website

Here is the current website. The main goal of this website is to have easy access to find the application. After glancing at the main site, it took me several seconds and lots of clicking to find out how I could apply for Global Entry. 


Research

I sent out a survey to get an initial response on Global Entry and see what the participants thought about the website. I did personal interviews with participants to go through the website and test out the reaction and feedback. These were some of the questions I asked as the user evaluated the website.

  • What are your first thoughts when you look at the website?
  • How do you get access to the application process? Can you show me step by step?
  • Can you show me the benefits of being a member of Global Entry? 
  • What are some the words you think of as you are using this site?

"This site looks way too complicated, especially when I'm applying. There are too many words and they are tiny!  I want it to be easy, not a turn off." - Kassie, 32

Competitive Research

It's no surprise that government websites look complicated. I looked at other programs that had to deal with intimidating and somewhat lengthy 'paperwork' process. Some sites that I really liked were legalcontracts.com, thecommonapp.com, and turbotax.com. All these sites made the process easier and more fluid. 


User journey

Empathy Map

persona


User Flow


Low Fidelity Wireframes

After interviews and testing, I created simple wireframes for the main Global Entry site. Click on link below for prototype.