Our design team created generative research methods, product opportunity gap analysis, concept visualization, and UI/UX for air travelers.
My role:
Research, Ideation, Concept Visualization
Duration:
6 Months
Outcome:
Digital Ecosystem
We learned that most air travelers form a strategy at each particular point.
Questions
How likeable is our product?
What features catch the eye of the user?
What features annoy the user?
How easy is the product to use?
Low-fidelity Prototyping
Mid-fidelity Prototyping
Needs Assessment
Critical information is scattered among many sources within the air travel environment.
Questions:
What types of behaviors does the user group exhibit with the current design of the experience? What are their pain points in the experience, and what are all of the different factors affecting their experience?
“It depends, but there are technological changes: calling is very easy, but there are more things to consider and think”
Professor, adventure traveler
“When I’m waiting in the security line, I can't utilize time effectively”
Sales Executive, business traveler
"whole process is very inefficient and takes much longer than it should”
Student, solo traveler
We conducted 8 different interviews with different stakeholders to understand different memories that people have when they are traveling, as well as what the good and bad moments are and how we might be able to think about the emotions and experiences at these points to improve a particular pain point in the journey.
Behavioral Mapping Study
Our first activity that we designed consists of a drawing exercise where we will have our participants map their mental model of their journey in the airport. The prompt that they will be given is: "On the paper provided, sketch out your air travel to represent you journey starting from your home to your final destination."
Cognitive Mapping Study
Our second activity consisted of a cognitive walk through of a generic airport space so that we can learn and find out what people are doing as well as what they are thinking and feeling at particular points of travel. "We would like you to talk us through each and every step of your behavioral (physical) journey and then talk us through your mental (cognitive) journey."
Diary Study
Travelers are always in some form of waiting or holding pattern.
Questions
Who are the actors/stakeholders?
What are the areas of influence?
Where is the opportunity for intervention?
Where are we adding to the existing concepts?
Concept Mapping
We looked at travel relating to the very literal sense of the word, taking into consideration means of transport as well as who are travelers and what are their personas? What are the environment factors that affect travel such as personal space, ergonomics, indoor/outdoor access? What activities do travelers do? What are their motivations? And what is the industry or business perspective on travel, how are they making money?
Cognitive Ideation
We explored the idea of what was travel like before everything was digital? How has the digital world changed the travel experience? We began to explore this less literal side of the concept of “what is travel” a bit more and decided to orient the interview questions that we developed around this, so that we might be able to get richer responses and conversations from our interview subjects.
At baggage claim
Waiting in line
Some of the biggest findings from 107 survey responses were that we discovered a spike in stress for people as they got to the airport and before/during security as well as at the exit point of the journey whether it be because of concerns about luggage or impending obligations.