Embedded Files
FlyScoot - Singapore's Budget Airline
Duration
Duration
12 weeks @ Jan 2018
My role
My role
Project & Design Lead
My Involvement
My Involvement
Design approach, project planning, client engagement, scope negotiation, design strategy, team lead, research, wireframe, prototyping, usability testing, overseeing visual design, agile (SCRUM) development
* The details on Scrum development was not included in this folio.
Key Questions:
- How do people go through their travel experience, from inspiration to post-travel.
- How do people get inspire to travel.
- What do people need to decide which flight to take.
Background
Background
Scoot, is a Singaporean low-cost airline owned by Singapore Airlines. they were uninspired by the airline digital market and wanted something exciting, creative and fresh for their mobile app. Moreover
- Mobile flight bookings made up approx 10% of all digital bookings and they wanted to increase this to 15%.
- They wanted to build loyalty by being the budget airline of choice.
- The drop off rate for the mobile app was high.
The Ask
The Ask
To reimagine a brand new mobile experience with "Scootitude" and layout the experience strategy for the future.
Outcome
Outcome
The new solution focused on users being able to Book a Flight on the mobile app quickly and easily, while successfully communicating the true essence of "Scootitude". The design concept and experience strategy was received well, as a result, Tigerspike was awarded the contract to develop the entire experience. The Mobile App was released on the 26th November from App Store and Google Play.
Approach
Approach
Following the "Customised design thinking" process, this engagement was broken down in several phases:
- Project initialisation: To understand the client's ask and familiarise ourselves with the problem space. Plan out the project based on the ask and our assumptions.
- Project kickoff: As the first alignment session, all the key stakeholders were there to have a discussion on the project plan, project assumptions, goals, success factors, and revise the problem statement.
- Discovery: Conducting desktop research, as well as a series of workshops and interviews, was conducted to take a human lense at the problem from the perspective of both business and traveler. Afterward, different user research methods were used to uncover user's mindset, needs, pinpoint across "traveling as a journey" from "Triggering the idea of travel", "Research for destination", "Booking" to "Return Home" and more importantly, what is Scoot to them). Artefacts like user archetype, journey mappings were created.
- Ideation: After the discovery phase, ideations workshops were conducted targeting the booking journey. While iterating the concept between user testing and concept refinement, several new opportunities were identified.
- Define: After ideation sprints, the client agreed with the product MVP and the team proceed with defining user stories and UI style guide.
Customised design thinking framework
Phase 1: Project initialisation
Phase 1: Project initialisation
Reviewing problem space
Reviewing problem space
To plan out the engagement, we have to identify the key problem and assumptions. Prior project kicks off, we conducted some desktop research. (e.g. Via App analytics review, we can assume the target segment might be 25-45 years old)
App store review (1)
App store review (2) with conclusion
App analytics review
Project Planning in action
High-level project plan
Project plan in detail
Project planning
Project planning
Based on what we understood from desktop research, we listed out our project assumptions as well as the activities throughout the project and created the project plan accordingly.
Phase 2: Project kickoff
Phase 2: Project kickoff
Reviewing assumptions success factors and problem statement
Reviewing assumptions success factors and problem statement
During the kickoff workshop, we have presented the stakeholders with a list of assumptions, invited them to expand the list as well as validating the items. Afterwards, we presented the refined problem statement, success metrics as well as project goals.
Assumptions list in detail - We used this as a base to come up with research activities, goals, and questions later in the discovery phase.
Assumptions groupings overview - A great way to show project stakeholders that they may not know everything they thought they knew, and research was necessary.
Original ask
Refined problem statement
Success metrics or targets
Success factors or goals - We used this to make design decisions.
Phase 3: Discovery
Phase 3: Discovery
Initial discovery with stakeholders
Initial discovery with stakeholders
At the begining of discovery phase, a stakeholder workshop was conduced to map out the FlyScoot ecosystem, understand the type of internal and external users, business units and systems. Thorugh the workshop, some painpoints and aspirations were collected as reserch and design inspirations.
The result of the workshop was then used to fuel the SME interviews and user research.
Sticky note exercise to map out a high level FlyScoot's ecosystem
A summary of SME interview presented during stakeholder playback
Looking at the stickies that form the draft service blueprint and user journey
The first draft of the service blueprint
The first draft of the service blueprint
The artefact was created during the stakeholder workshop. We used this as a base to understand the user journey and further refine the blueprint during the ideation phase. When we mapped out the actual touchpoint, backend process, and systems, they were far more complex than expected.
Contextual research
Contextual research
"Where could we find young travelers that are already in the mood of travel and recently booked Scoot?" We figured the best place to approach our audience could be the waiting area by the gate inside the airport. It was a great success running both contextual interviews and surveys in the right context.
Contextual Research @ Changi Airport
A summary of User research presented during stakeholder playback
Research script (page 1)
Research script (page 2)
Archetype - Explorer
Archetype - Budget Explorer
Survey summary presented at playback - over 3800 survey were filled out.
Survey result presented at playback
Phase 4: Ideation
Phase 4: Ideation
Ideation alignment meeting
Ideation alignment meeting
At the beginning of the ideation phase, we had an alignment meeting with all the key stakeholders to walk through the previous findings as well as the key use cases identified. We mapped the use cases against success factors and the challenge statement to aid the prioritization of focus during the ideation phase.
Ideation sprint
Ideation sprint
Two ideation sprints were conducted. In each sprint, based on the prioritized use case(s), stakeholders were invited to collaborate with the design team to come up with ideas that contribute to the use case. After the workshop, the ideas were further developed into wireframe and prototypes, getting ready for usability testing.
Selected use case
Ideation workshop
Navigation Model
Screen Flow
Wireframes review
Journey Mapping & Ideation
Usability testing
Usability testing
At the end of each round of ideation sprint, we conducted usability testing on a mobile prototype using black and white wireframes. Each session consists of 45 minutes of cognitive walkthrough and 15 minutes of the short interview to validate assumptions. A system usability scoring (SUS) sheet was filled to evaluate the prototype quantitatively.
Usability testing recruitment brief
Usability testing setup
Usability testing participant demographics
Wireframe from ideation sprint 1
Wireframe from ideation sprint 2
Information architecture
Journey based design
Journey based design
A mobile app of an airline is a big ecosystem of features. To tackle this, we sliced the ecosystem the human way - into a different user journey.
Each user journey represents a specific use case and consists of a certain amount of screens (screen flow). It was very beneficial to educate the client early with a journey based design that would fit nicely with user story based agile development. Besides, using a journey-based approach could communicate the value delivered easily, and contribute to the prioritization session with the client's team.
Screen cap in Sketch
Updating type of assumptions tracker - this was proven well received and appreciated by the client to have a simple way to give them ease of mind throughout the project.
Updating assumptions tracker
Usability testing result
Phase 5: Define
Phase 5: Define
Presenting a story
Presenting a story
In the define phase, through consolidating all the insights from research as well as stakeholder's business need - some marketable ideas ("Marketing firework"), we came up with a "To-be-journey" of how a future Scoot traveler will experience part of Scoot's ecosystem.
Utilising the research, we then came up with a visual direction based on the main element that existing Scoot customers really felt in love with - Scootitude, the unique quirkiness, or attitude that the entire brand and frontline staff communicate.
In addition, a list of service concepts or improvements beyond the mobile app platform was delivered. The client continues developing new services from the list until now. (2020)
MVP journey in story format
Experience design direction
A few UI screens that communicate visual direction
Reflection
Reflection
This was my first project with Tigerspike. Time was very tight at the beginning of the project. I was briefed about this project within the first hour of my first day. I learned and adapt the Tigerspike way of work with mine during this assignment.
Looking back, I learned a few important things that influence my time with Tigerspike greatly:
- Preparation time between projects is very important for the practitioner to get ready for the next assignment.
- It is okay to be uncertain, especially when you are new, trust your team, collaborate as a unit and things will work out. The lesson learnt in project was a milestone to shape my leading style.
- Importance of expectation management and estimation - The attempt of a service blueprint was good but it turned out to be a rather complex exercise with a multi-layer and spider web look-a-like backend system.
- Be united and work as a team with your Client. I always find it enjoyable to be able to work closely and collaborate with the client. A close relationship will open many doors and get unexpected support/results on the way.
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