Research | UX Strategy | Interaction Design | UI Design
Creating a well-thought-out mobile app to bring the best user experience to our valuable customers
Pan American World Airways, known from its founding until 1950 as Pan American Airways and commonly known as Pan Am, was the principal and largest international air carrier in the United States from 1927 until its collapse on December 4, 1991. We are using Pan Am as an exercise of working with - and implicitly translating and refreshing - an existing, iconic brand in a frequently grimy and transactional realm: airlines.
Pan Am plans on launching a new airline in 12-18 months, and are looking for a tight, well-thought-out user experience to match. 2016 was projected to be the first year where more than half of all online bookings for U.S. travelers will be completed on a device or tablet. While desktop still brings in greater overall sales (big-ticket, considered purchased are often the last to shift), a future-focused airline needs to imagine a mobile-first future.
I came up with six solutions after synthesizing the research findings and usability testing results to resolve user's pain points and integrate their feedback into the application.
White background and bigger font sizes for better legibility
Boarding pass / flight status /notifications / special offers / my trips menus on home screen for quick access
Prices on calendar for users who are flexible with dates or looking for cheaper prices
Non-stop flights are listed first rather than cheaper prices
Wi-Fi availability is shown on the fare list
Seat choices during booking process
I conducted my research by doing a thorough competitive analysis, user interviews, and an online survey. These are the key findings from my research.
Most Used Features: Check-In, Boarding Pass, Flight Status,Booking
Additional Features Users Want: Travel Advisory Notification, Seat Choice, Special Offers, Wi-Fi
Pain Points: App Crash, Lack of Flexible Dates,Fine Print, Confusing Interface
Insights: Willing to change destinations depending on ticket prices, Airline brand is more important than ticket prices, Non-stop or short layovers are more important than ticket prices
I synthesized my research findings by creating an empathy map and persona which helped me empathize and better understand my end users. I also created the business goals to translate them into a better UX strategy.
I created the information architecture based on the research findings and designed the low-mid fidelity wireframes for the booking, check-in, and boarding pass.
I recruited four users from ages 30 to 60 and conducted 1-to-1 usability testing using Invision. I selected the users who travel at least twice a year to match my persona, Kelly. Some of the users were remote, so I used Google Hangouts and watched how users completed the tasks.
Each participant were asked to complete the following tasks
Book the flight for yourself.
Change the number of travelers.
Click the menu that has your reservation.
Go through the check-in process and check the boarding pass.
I used my iPhone for usability testing in person and shared the invision link for remote users, and recorded the completion time and any hiccups they made.
After all of the tests were completed, I created an Affinity Map to synthesize the test results.
After I had studied my persona, Kelly, I decided to keep UI design simple, so I limited the number of colors to 4. Royal blue was used for buttons or icons that users can tap and the red color to highlight text. I chose the white and light gray colors for the background to have a clean look.
More usability testing will be conducted to validate the changes that were made after the last round of testing.