A Delightful Travel Experience

To build a mobile app that provides a delightful end-to-end user experience for air travellers through streamlining the process, removing sticking points and providing value added services.

USER INTERVIEWS

Six users were interviewed and one user was observed in the context of going through the air travel experience. This allowed me to identify frustrations, delightful moments and goals when travelling as well as an understanding of their emotional state. The research also helped to narrow the focus to the specific persona I would be targeting.

KEY FINDINGS

MOBILE ID & BOARDING PASS

People want all documentation such as IDs and boarding passes contained within a single mobile app and it should be able to authenticate to pass through the various travel steps

REMEMBER INFORMATION

Users find it frustrating that they have to recapture information required for booking and using airmiles. They want an app that stores all the required info and remembers frequently booked flights

SEAT CHOICE

Users highlighted the importance of being able to select a seat on the mobile app as well as make informed decisions based on aircraft type and seat type as well as information on how to avoid noisy areas

EASY REWARDS CLAIM

Users find the process of using rewards or airmiles to pay for flights as frustrating and confusing

REAL-TIME NOTIFICATIONS

Users find it annoying to have to get up and check the board for flight status. They would like to be notified in real-time

AIRPORT PRODUCTS & SERVICES

Users would find it useful to get information on airport amenities such as restaurants, shops, services

PRE-ORDER IN-FLIGHT FOOD

Users would like to have the option to pre-order food and drinks for the flight and pay by card so they don’t have to carry cash

LIVE MAP WITH DIRECTIONS

Users would find it useful to be given directions to the boarding gate including being told how long it will take to get there

LOCATE AIRPORT AMENITIES

Users want the ability to locate  airport amenities such as restaurants or coffee shops near their boarding gate and be able to order and pay up front via an app to decrease waiting time

COMPETITOR ANALYSIS

Competitor analysis was conducted on multiple airline apps in the market to discover popular features and trends and gather customer sentiment on apps and features

The findings from user research allowed me to build an empathy map, persona and customer journey map. This process helped me to create a cohesive, empathetic view of our users and to gain insights into ther emotional state when travelling. The customer journey map illustrates frustrations and delight of the customer during thei experience

EMPATHY MAP & PERSONA

CUSTOMER JOURNEY MAP

KEY FEATURES

Based on research I identified the key features that would solve the users' frustrations and improve their experience while travelling

MOBILE BOARDING PASS

Access your boarding pass via the app. Then, scan the barcode at airport security and your gate

SMART FLIGHT STATUS SCREEN

See relevant information right on the app homescreen based on where you are in your Pan Am travel experience

AIRPORT FOOD, DRINKS AND DEALS

Search for amenities in the airport prioritised by customer reviews and proximity to your boarding gate. Pre-order and pay to avoid waiting times

SMART PROFILE

The app account profile contains personal and payment information as well as your mobile ID

MY ID

Access your biometric authenticated ID on the app. Then scan at airport security

IN-FLIGHT PRE-ORDER

Pre-book and pay for food, drinks and services offered in-flight

TRAVEL POINTS

Users would like to have the option to pre-order food and drinks for the flight and pay by card so they don’t have to carry cash

REAL TIME NOTIFICATIONS

Receive flight updates within the app and via push notifications

LIVE MAP WITH DIRECTIONS

Get directions to the boarding gate via a live map including being told how long it will take to get there from your current position

I used a method called Crazy Eights to sketch as many ideas as possible. After multiple iterations I took the best ideas and created a storyboard to map out a scenario that a user would experience. This helped me narrow the huge amount of ideas to a specific piece that I would solve in this project.

CRAZY EIGHTS & STORYBOARD

USER FLOW

Next I created a detailed user flow based on the storyboard that had been sketched out. This helped me to visualise the flow and identify the interactions, decisions and screens needed before building wireframes.

WIREFRAMES

Based on the storyboard and user flow I created wireframes of key screens

APPLICATION MAP

The application map merges wireframes and user flows to create an artefact that mixes readable screens with flows and user actions and screen interactions

Wireframes were turned into an interactive prototype using InVision to be used for user testing. The prototype covers the use case explored in the user flows. The user logs into the app, checks flight status and pre-orders food for the flight. While waiting to board the app generates a notification that the flight is boarding. The user is given the option to get directions to the gate. If selected a live map directs the user to the gate. On arriving at the gate the app displays that boarding pass to be scanned. Once scanned the user can select his ID to be scanned.

The prototype was tested with six users matching the target persona of local business travellers. The goal of the testing was to identify usability issues, validate assumptions and ensure the design allowed users to achieve their goals quickly and easily.

The data was organised and categorised by participant, comment type and part of the process where the issue or comment occurred. Thorough analysis of the qualitative data was conducted allowing themes to emerge. The themes were used to inform the subsequent design iteration.

KEY QUOTES

“I’d like the app to tell me when priority boarding has started so that I don’t miss it”

“I love the concept of a live map directing me to my gate. I’m never sure where to go”

“The label “Mobile ID” is confusing. How about you call it “My ID?”

“I would like to see “boarding time” on the flight status screen”

“I’d like to see airport restaurants with ratings and proximity to my boarding gate”

“When I ordered the pizza I wasn’t sure if it had worked because I didn’t see a notification

“I don’t see the need for the flight confirmation number on the status page as I only really need it when I check in”

“The status screen is nice but I’d also like to see estimate time until boarding with a count down timer

“The label “Mobile ID” is confusing. How about you call it “My ID?”

“The food ordering process worked really well. It flowed ands is intuitive”

“I’m not sure what the “use travel point” button means?”

The feedback from user testing was used to inform the design of high fidelity mockups showcasing key screens in the user flow.

REFLECTION

It was evident from user research that users generally have a frustrating and fragmented experience that could easily be improved through a digital app. There are many opportunities to streamline the experience but only a few apps in market are doing this successfully. Furthermore, travellers frequently purchase flights based on price and therefore use different carriers who have their own apps with different experiences. There is an opportunity for an app that integrates all popular airlines into one holistic experience.

In terms of the process it was a valuable exercise mapping out the user journey. It created a visual representation of the users’ emotions throughout the journey, thus highlighting points of frustration and delight. This allowed me to focus on a problem that would provide the greatest value to both users and the business.

Going forward I would like to investigate the appetite for holding a users’ ID on the app therefore removing the need to carry physical ID. This would be linked to their fingerprints to prevent fraud.

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