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Service Design in Aviation
Enhance end to end customer experience
Project
As the Lead Designer for United Airlines' customer experience project, my role involved enhancing the customer travel experience through the introduction of new applications and revamping existing products.
Customer Experience Redesign
What I did
User research and Testing
Product Design
Project Management
My Role
Experience Designer Manager
Why we revamped customer experience?
During the Covid-19 pandemic, it became apparent that customers wanted to minimize their reliance on airport staff in order to protect both themselves and the staff. As a result, we have developed processes and features to assist customers in navigating the airport and their trip in a post-pandemic world with minimal dependence on airline staff.
Image Courtesy:
https://www.businessinsider.com/flying-on-united-airlines-in-2021-during-pandemic-photos-2021-3#digital-signage-above-the-gate-also-explained-the-airlines-new-boarding-procedure-and-additional-social-distancing-measures-17
Context
For our research, we conducted interviews with 20 customers at three different locations and analyzed the airport landscape blueprint to gain a better understanding of customer movement from the airport to the final boarding gate. By mapping out the journey and identifying pain points, we were able to brainstorm solutions based on these insights.
Project Goal
The goal is to create a solution that simplifies the customer journey from start to finish, with minimal assistance from airline staff. This involves redesigning the airline application and digital signage throughout the airport to enhance self-navigation.
Insights and Solutions
To elevate the travel experience of our customers with the airlines. To accomplish this, I have segmented the into five distinct sections Planning your trip, In the lobby, At the gate, On the plane, and Upon arrival. Additionally, we are meticulously mapping out various touchpoints within each of these sections.
Let's take a journey
Kathy, aged 21, flies home from Chicago.
Kathy experiences anxiety before heading to the airport for her trip to Houston. She has reserved a ticket and will be carrying a larger checked bag and a smaller carry-on bag. The checked bag be stored in the plane's cargo hold while the carry will be taken on board.
Airlines mobile application
Kathy has downloaded the United app on her phone, which allows her to check-in for her flight, access her boarding pass and flight information, and receive notifications to leave for the airport on time. Additionally, she can use the app to play games and watch movies during her flight.
Self Checking in
Kathy has her boarding pass on her phone through the United app and can alternatively print it at a United Airlines kiosk located in the airport lobby.
Checked my Bag with Kiosk
Kathy has a checked bag and can print a bag tag. Afterwards, she needs to take her checked to the counter where a person will ensure that it is loaded onto the plane.
Finding her gate
Kathy can find her gate information on both her boarding pass and the digital screens located throughout the airport. Additionally, she can access the gate guide on her mobile app and follow the strategically placed digital signage.
Boarding the plane
To manage the crowd, Airlines has a system of boarding passengers in groups. Kathy can easily locate her group number on her boarding pass, which also indicates her turn to board the plane.
Flying towards the destination
Kathy has the option to make contactless payments for snacks and drinks while watching a movie. In case of an announcement by the pilot, the movie will pause and resume after it is over.
Collecting her baggage
Kathy utilized the app's check bag tracking feature to locate her luggage and referred to the terminal guide for baggage claim.
Time to leave the airport
Kathy has arrived at her destination and now feels more confident about traveling. She is excited to spend her holidays with her family and enjoy the time together.
Image Courtesy: United Airlines
https://www.united.com/en/us/fly/travel/trip-planning/social-story.html
Final Product
As design manager for an aviation project I aimed at improving customer experience. My team and I have developed three essential products: Wall screens, digital signage/Way-finding, and kiosks. These products play a vital role in providing customers with relevant information at various locations within the airport, ensuring a seamless journey.
**Due to NDA restrictions. I am only sharing the final designs that are public**
Wall Screen
Image Courtesy:
https://www.flyertalk.com/forum/united-airlines-mileageplus/2058042-den-check-moves-self-bag-drop.html
Digital Signage
Image Courtesy:
https://liveandletsfly.com/united-airlines-767-300-polaris-review/
Kiosk
Image Courtesy:
Google Images
Impact
We expanded the roll over feature from Denver airport to other airports, while ensuring compatibility with various screen sizes based on each airport's needs. Additionally, I developed new digital signage specifically for smaller airports, which received positive feedback from customers on social media.
Social Media Success Story
Other Projects
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Product Design
UX Evaluation
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