Project:
mock American Airlines mobile application redesign
Stakeholders Request for change:
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What are the current pain points for airline travelers, and how do we improve upon existing features and aspects of the app?
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What unmet needs do airline travelers have which might be met by enhancements to the app?
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How do we engage travelers with the new boarding/de-boarding features in the app?
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Are there monetization opportunities to provide enhanced digital services along with premium travel perks?
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Travelers need a way of completing their flight experience even if their mobile device battery has died, or if they don’t have a mobile device (fallback)
Systems used:
Omnigraffle
Sketch
Adobe Photoshop
Adobe Illustrator
Prezi presentation
Axure prototyping
UX Methods used:
Research/Interview
Comparative/Competative Analysis
Affinity diagrams
Persona creation
Storyboard
Task Analysis
User Journey Map
Moscow Method
Site Map
Userflow
Prototype testing in Axure
Marcus is a hard working career driven man who travels a lot on American Airlines for work. He works full time and flies 4 days a week. Most of his flights are domestic but on occasion he flies internationally.
“My feet are in the air more than they are on the ground”
Marcus would like to streamline his travels by using an app to help him navigate the airports, and find his connecting flight quickly.
Proto Persona: Marcus
Bio & Demographics
Behaviors
Goals/Needs
Lives in the city
Middle aged
Mixed race
Ambitious
Workaholic
Leader
Wants to travel faster
He needs better navigation
Wants up to date info for his flights
Affinity Diagram from pain points
Per the feedback from all the surveys (45) and interviews (11) Our team was able to determine the main pain points. There were about 6 common data points obtained from this feedback.
Neilson's Heuristic Trait followed:
#8 Aesthetic and minimalist design.
Users wanted the application similar to competetitors with less noise, minimalistic design, and a more modern feel. Users wanted more access to traveling tools to help them find their way and also the most up-to-date information. They trusted the FIDS board more than any airline infomation
Task Analysis
From the persona and story boarding our team was able to determine what the tasks/steps the persona would use for an upcoming flight.
Neilson's Heuristic Trait followed:
#5 Error Prevention
Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action
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Per the task analysis the team was able to create a strait path for the persona to get to viewing and scheduling and checking in for an upcoming flight. We minimized any opportunities for confusion and followed real-world conventions, making information appear in a natural and logical order.
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User Journey Marcus: time and effort
Task Analysis
(current version)
(new redesign)
Per interviews and research analysis of the current American Airlines mobile application and compare it to the competition, the team was able to identify the main redesign needs/wants. From there we did 3 rounds of design Charetts and team sketches to come up with the current redesign layout.
Neilson's Heuristic Trait followed:
#8 Aesthetic and minimalist design
Users wanted the initial home screen buttons more modern and smaller. They want a familar page with the logo at the top with minimalistic design and added minimalistic icons. The individual components needed were condensed to eliminate all units of information in a dialogue that competes with the relevant units of information and diminishes their relative visibility.
American Airlines App Redesign
Stakeholder's Problem Solution:
Identify common pain points for airline travelers, and how do we improve upon existing features and aspects of the app.
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Pain Point: Airports/air travel is stressful
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Solution: make travelors more aware with up-to-date application information
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Pain Point: Mobile applications seem out of date
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Solution: redesign for better user flow
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Pain Point: Standing/Waiting in lines is time consuming
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Solution: Mobile application will allow for mobile check-in without lines
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Pain Point: Flight changes are very stressful
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Solution: mobile application will have better communication (alerts & push notifications)
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Pain Point: Luggage stored overhead makes it longer to board and deboard
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Solution: incentives will be offered to have less overhead luggage.
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Analyze unmet needs travelers have that might be met by enhancements to the app
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Better Communication
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Solution: Push notifications and alerts
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Finding where to go quickly
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Solution: update and enhance airport maps
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Finding status of their flight
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Solution: offer in app FIDS board (Flight Information Display System)
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Getting on and off the plane faster
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Solution: offer seating maps for every flight
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Engage travelers with the new boarding/de-boarding features in the app
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Solution: Per research of the competitive boarding procedures American Airlines has the 2nd fastest boarding procedures ( Firstclass, priority boarding, then back to front). No recommendations to change this procedure.
Offer monetization opportunities to provide enhanced digital services along with premium travel perks
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Solution: Offer free wifi and movies to the passengers that do not have over-head luggage.
Travelers need a way of completing their flight experience even if their mobile device battery has died, or if they don’t have a mobile device (fallback)
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Solution: American Airlines App Kiosk located in the gating area for passengers to charge their phones and check their application information.