Empathize

Research Methodology

To better understand the competition and target users, I conducted user interview, survey and competitive analysis to gather information that will help me create a successful design.

User Interview

Participants are leisure and business travelers. They shared informations based on their personal experience in flight searching, booking and online check-in.

Key Insights:

• Convenience and affordability is a huge deciding factor when booking a flight.

• Interview participants are wanting to have real time updates on seat availability while booking a flight.

User Survey

I was able to gather data from 13 survey participants regarding their most recent experience in flight search, booking, online check-in and real-time notification updates feature.

Key Insights:

• Passengers book their own flights through the airline’s website for convenience and flexibility in terms of communicating with the airlines.

• Rewards/perks keep passengers loyal to the airlines.

• Online check-in is popular to the passengers. It saves time, provide a chance to select seats before the day of the flight and provides digital boarding pass.

• Flights updates were received through sms and email, but some are wanting to receive a call reminder.

• Passenger pain points are inconsistent/no daily flight schedule, seat availability, and price fluctuation.

How are we going to address these needs?

Real-time seat availability updates while booking a flight is difficult to achieve at this time. So we focus on the convenience and affordability.

Competitive Analysis

By using SWOT analysis method, I was able to learn on what other popular airlines are currently offering the travelers and found opportunities for Pan Am.

Research Findings

To organize the data I gathered, I created an Affinity Map. This allowed me to summarize facts, opinions and problems during interviews, survey and competitive analysis.

Key Insights

• Passengers find real-time flight update to be really helpful in travel planning.

• Online check-in is widely used by airline passengers.

• Passengers are drawn to low priced tickets.

• Based on study,  when covid started, airline travellers are mostly the younger population.

• Passengers book their own flight to find the best deal and flight schedule that will work for their schedule.

• Branding, advertising and offering loyalty rewards are key factors to attract and retain customers.

• Airport maps are great guide to passengers. It helps them plan and find places especially in large airports.

Define

User Persona

I created two user personas that will best represent the target users - business travelers and leisure travelers. Pan Am’s new website will cater to both personas.

I formulated POV and HMW questions to define and formulate the right task so I can solve them purposefully and focus on the target user.

Ideate

After gathering Pan American Airways’ requirements and establishing the target user’s needs, the project will focus on four key features for Pan Am’s strong comeback.

Sketching The Key Features

After establishing the key features of the website, I began sketching some ideas to guide me with wireframing.

User Flows and Task Flows

These were crafted to help visualize the paths users might take to complete a task.

In Pan Am's brand redesign, I modernized the logo while preserving its core essence. The original slogan, "World's Most Experienced Airline," was integrated as a nod to the airline's rich history and reputation.

Prototype

Let’s start building the ideas!

UI Component Library Kit

I decided to put together a UI Component Library Kit to keep reusable user interface components in a single place and to make the entire task easier and faster.

Wireframes, Testing, and Iterations

This section will show the key screen wireframe development of Pan Am’s flight searching, booking, and online check-in with regards to high priority iterations after conducting usability test.

Usability Test was conducted unmoderated through Maze.co. I recruited 5 participants who recently booked flights to test my design and get feedback.

Test Tasks:

1. Search for a flight and book the lowest priced round trip ticket from Montgomery, AL to Honolulu, HI and back for the dates June 10 and June 18 .

2. Check-in online, reserve a window seat and obtain the digital boarding pass.

Usability Test Key Insights:

Homepage Screen

I decided to design an intuitive homepage due to it being the first introduction to the business. A customer should be able to see the services/products being offered right away.

Iteration

Problem: The hero image is occupying excessive space and not providing any helpful information.

Flight search and navigation needs a better placement.

Solution: I repurposed the white space for the slogan search, flight CTA button, and main features navigation. This improved visual focus and usability.

Homepage Mid-Fidelity

Flight Search

I crafted the flight search with careful consideration of usability and efficiency after removing it from the homepage. By implementing filters, sorting options, and a user-friendly interface, I aimed to streamline the flight search process and provide users with relevant and personalized results. Clear and concise flight details helped users make informed decisions.

Iteration:

Problem: Book a flight and Route Map sub-category were neglected by testers and went straight to selecting what kind of trip they are booking.

Solution: Removed the Book a Flight and Route Map sub-category, and replaced the Book category from the navigation with Book a Flight. This labeling is easier to understand for the users.

As part of flight searching, I created a user-friendly airport lookup screen that provides a comprehensive list of all airports offering Pan Am flights, streamlining the flight search process for users.

Airport Look up Screens

Passenger Information Form Page

Collecting personal information is crucial for airline security. To ensure inclusivity, I implemented an inclusive design approach for the gender section of the form. This ensures that the product is accessible and effective for a wide range of users, fostering inclusivity and making all users feel valued and included.

Problem: Non-existing gender inclusivity form.

Solution: Added a more diverse gender option.

V.1_Passenger Information Form

To ensure passengers stay informed, the flight notification feature was designed to provide timely updates without having to download or install anything. Implementing real-time flight status, gate information, and notifications through various channels, such as email or SMS, offered convenience and peace of mind to travelers.

Contact Method for Flight Notification

Online Check-in Feature

The online check-in feature aimed to make the process convenient and hassle-free. By simplifying form fields, providing clear instructions, and the ability to book your seat ahead of time, I sought to enhance the user experience and reduce any potential stress associated with the check-in process.

Online Check-in Feature

Homepage on Multiple Devices

After designing the MVP for the mobile device, I started creating wireframes for other devices.

While designing for multiple devices, I had to keep in mind that my wireframes should focus on visual hierarchy and functionality rather than visual design like fonts and colors. There were plenty of things that I considered, like the touch target for handheld devices, the width and spacing of CTA buttons/icons to make sure it is easier to select as the device size change ,and when to use the hamburger menu.

Tablet Version

Laptop Version

What’s Next?

Impending ideas for Pan Am

• Build Pan American Airways App.

• Include a feature to integrate digital airport map. 

• Include hotels and cars in the booking feature.

Reflections

Designing Pan American Airways’ flight search, flight booking, online check-in, and flight notification features has been a fulfilling experience.

Understanding the airline's brand identity and their desired positioning in the market was the first thing that I tackled. I delved into user research to gain insights into travelers' pain points and expectations. This research formed the foundation for designing an intuitive and user-centric flight booking experience.

This project has strengthened my skills in user research, information architecture, interaction design, and visual aesthetics. It has also highlighted the importance of collaboration with my mentor and product testing participants.

As I move forward in my UX design career, I am excited to apply the knowledge and experience gained from this project to future endeavors. Designing features for an airline has taught me the significance of creating delightful experiences that instill confidence, simplify complex processes, and ultimately elevate the overall journey for travelers.