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Designing An On-Demand Amenities feature

 
 
 
 
 

Here’s a live prototype of my solution:

 
 

Brief:

  • Make in-flight services available to passengers on their mobile devices.

  • In-flight services are manual (food and drink service, summoning an attendant), or limited to the headrest console. 

  • Design a way for passengers to access these services through the existing Fly Delta app or website.

Must include features:

  • Request for services or amenities by paging a flight attendant.

  • Utilize the built-in entertainment displays to view movies, listen to music, play games, and view flight information.

  • Purchase Wi-Fi on their devices.

  • Shop duty-free through Delta SkyMiles® Marketplace and Sky Magazine.

Client:

  • Delta Airlines (Concept Project)

Tools:

  • Sketch, InVision, Google Forms

  • Marker, Paper, pen, Whiteboard

Team:

  • My Role: UX Researcher, UX Designer

  • My Team: UX Designer, Content Strategist

 
 
 
 

Discover

This would be an app to be used by passengers during a flight. To really understand a passenger's need, I needed to dig deeper, so I conducted research to understand who the users actually are and be able to identify their needs and goals.

 
 
 
 

Competitive Analysis

I started first by looking at other airlines doing similar things. I looked at what their key features were to assess what made them individually successful and what their shortcomings were. This analysis gave me a good understanding about what features to consider including in my solution and why this contributed to their success.

 
 
 
 
 

Site Map

 
 
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User Flows

 
 
 
 
 
 
 

User Survey

To give me a scope of what the essence of the problem, I conducted a survey with 56 respondents to learn more about the users. Here’s some of my findings:

 
 
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I found that nearly 28% of our users fly at least once a month and nearly 8% fly every 2 weeks. So why was it that almost 44% did not use amenities or in-flight services at all? I set out to find out.

 
 

Define

With the accumulation of all this research, it was now time to synthesize all the data that would inform the future design decisions.

 
 

Primary Persona

Discovering who I was crafting a solution for helped me identify their needs as a user. With all the data synthesized, I identified a primary persona. Here we have Anxious Andy:

 
 
 
 
 
 
 

Design

 

Concept design

After some initial sketches, I designed a paper prototype in order to run early usability tests that would inform later design decisions.

 
 
 
 

Wireframes & Prototypes

 
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Testing

 
 
 
 
 

Style Guide

Iterations & Visual design

 
 
 
 
 

Deliver

 
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Live Prototype

Finally, you’ve arrived to your destination. Below is a live clickable prototype. Click through it to see the solution I came to.

 
 

Final Thoughts

 

in the future:

  • the ability to download movies prior to flight (expiring 2 hours after arrival) to free up wifi bandwidth in-flight

  • compatibility with wearable devices (Apple watch, Fitbit, Samsung gear) to hail an attendant for basic amenities

  • Potential to pay via NFC (Apple pay, Samsung pay) to avoid having to use physical cards or saving payment types to app

  • A tablet and desktop version would expand the application usage rate to generate more revenue

 
 
 
 

*I am not affiliated with Delta Airlines in any way. This case study’s purpose was to

conceptualize how I would improve their existing product’s user experience.*