A mobile app for travelers to plan and organize all flight-related information in a single cohesive experience. It also integrats with physical touch points inside an airport.
As a Product Design consultant, I worked with the VP of Product Strategy and two UX designers at Westfield Labs. We enlisted Magid Inc. for ethnographic studies of our target audience. Together we researched pain points in a traveler's journey and designed a mobile app and physical touch points inside an airport. I was mainly responsible for the mobile app experiences and the overall design direction for all the platforms.
We designed various use-cases for different types of travellers Here is a walkthrough of the 'Optimized Traveller' use-case. This traveler unlike others has no time to explore and wants to find the optimal path to his flight. Let's follow him step by step:
A traveler's frustrations arise from the unknown. How early do I need to be at the airport? How is the traffic to the airport? How long is the wait at security? The flight day app experience brings real-time data from the airport to address these concerns.
Often travelers can't find what they're looking for, or the right deals for shopping go unnoticed. Embedding the e-commerce platform in the app enables travelers to discover dining or shopping experiences and have them delivered to their gates. It also allows airports to create contextual deals or bundles.
Our product proposal was well-received by the Westfield Labs executive team and approved to be adopted in the next development cycle. The International Air Transport Association (IATA) forecasts massive growth in air travel: 4 billion more people will be flying annually by 2036. This growth creates a competitive platform for additional technological innovations, encouraging airports and airlines to develop human-centered experiences for all the inconvenient steps in a traveler's journey.
This was an excellent opportunity to learn about traveler psychology and airport wants/needs from technology to leasing agreements. In hindsight, we should've user tested additional use-cases to better identify the essential features, and allocated more time for streamlining the current flight-day flow. It would've also helped our final proposal if we kept an executive stakeholder in the loop during the conceptualizing phase of the project.
An improvement of key functionalities for Macy's and Bloomingdales iPhone apps, focusing on user behavior to provide a personalized shopping experience.