User Experience Designer
iphone7-concrete-freebie.jpg

Simplifly

 
human_search.jpg

Simplifly

a simplified flying experience

How might we: create a more seamless experience for flyers from when they are choosing a destination to when they arrive and need information about the adventure they are about to embark on. 


Industry Research 

We searched for the top airlines domestically and internationally to see where the airline industry was at that point. This information was pivotal in where to begin with this idea but it also left the doors wide open to where we could improve. We initially took on too much for the length of the course and would have needed additional resources and time to comprehensively redesign the entire experience. 

Personas

One customer in particular we were considering was the college student who lives far from where they go to school. This persona took on that case and reminded us to consider her interests when designing. This kept us on track with who we were designing for and what was important. Our other personas were the business traveler and the user that mostly flies for family visits or vacations. 

Screen Shot 2018-01-06 at 12.47.24 PM.png

 

User Research 

We mapped our data points using Affinitization methods, then categorizing them based on similarities or differences. In this step I wish we had used more of our data points to enhance the insights that could have stemmed from this process.  

First we developed some personas based off some typical and atypical airline experiences. 

Next we took the research we had thus far and did a brief affinitization. 

Simplifly_Final_Presentation_Page_56.jpg

Our categories and further consideration into the steps involved in taking a flight.


Mapping the User Journey

For this data, we did primary and secondary research, in the forms of Google Forms, interviews, observations at the Savannah/Hilton Head Airport, and online research. 

Simplifly_Final_Presentation_Page_34.jpg

From here we decided to take a closer look at the rollercoaster of emotions our participants noted. 

Simplifly_Final_Presentation_Page_42.jpg

Lo Fi Wireframes

Our next step was to begin implementing these insights into a mobile experience. At this point we decided to narrow down our purpose to an app that helps the user chose a destination, purchase the ticket, and save information about that destination for when they arrive. 


And finally we transferred those designs into Hi Fi Designs. 

Simplifly_Final_Presentation_Page_62.jpg
Simplifly_Final_Presentation_Page_63.jpg

WIP but below are the screens designed for the mobile app. 


User Testing 

From here we performed some User Testing with our original interviewees to see if those same problems beforehand mentioned were resolved. 


From this experience I really learned a lot about the UX design and research process as it was my first attempt at the system. I had a partner for the quarter that worked on this assignment as well and I was constantly learning from his experience and appreciate all the techniques and methods we used in addition to the class criteria. If I were to do it again I would have narrowed down the scope of the project from the beginning so we could have focused our energy more effectively rather than on spreading ourselves too thin. I also would have conducted more user research and testing throughout the entire process to gain better insights for the final design.