BRIEF - Dollair Experience
Consolidated Air® has become the fastest growing air conglomerate in the 21st century due to the extraordinary business acumen, technical chops and big brains - in short, they have already improved and streamlined everything possible via spreadsheet, technical planning and computer code.
In addition, they feel it is time to start navigating their competitive advantage by utilizing new technologies such as AI, ML and blockchain among others. They won't settle for being a commodity,
so they are launching Enhanced Interaction Experience Initiative (EIEI) to continue that growth by providing the best air travel experience through excellent interaction design.
A five weeks school project to define and design the overall travel experience and at least three of the most important customer touch-points for the low-budget airline - Dollair.
Design Process and Timeline
• Week 1, 11/6 – 11/13
Understand & Research: Understand brand and what aspects inspire our exploration along with research process, insights, opportunities explained in a journey framework.
• Week 2, 11/13 – 11/20
Journey, Ideate, and concept, experience strategy: Use research, key opportunities, and challenges, to ideate solutions and create the ideal traveler journey and experience strategy.
• Week 3, 11/20 – 11/27
Service Blueprint. BMC and prototype: Architect the experience blueprint and identify,
design, video storyboard and rough prototype the selected touchpoints.
• Week 4, 11/27 – 12/4
Finalize designs, video rough cut: Rough cut of final communication video, refined blueprint,
prototypes and designs specifications.
• Week 5, 12/4 – 12/11
Communicate (final presentation): Communicate: Prepare your final video, demonstration
prototype and specifications.
Through automation, personalization, and transparency, Dollair strategically improves the overall flight experience while keeping prices low.
Concept video of Dollair
With the increasing competition in low-cost airlines sector, our research objective was to:
Understand the needs and the expectations of the low budget flyers.
Identify the opportunities of enhancing the existing low budget flying experiences.
We started our research by reading about low-budget airlines and customer experience online. After our secondary research, we conducted In-person interviews at the airport and also sent out online survey for quantitative data. All the data collected from various research methods was synthesized to create insights, opportunities and finally our HMWs.
Synthesis & Insights
Not being transparent upsets customers, even if it’s about something negative.
The size of the plane (leg room, overhead space, etc.) is the least negotiable.
Customers are willing to sacrifice service for lower prices.
The reputation of an airline is greatly affected by its timeliness.
Budget airlines suffer from a lower perceived reputation.
Friction between phases of the user journey is the main source of stress.
After our research phase, we came up with six different opportunities targeting timeliness, reputation, reduced stress etc. After further refinement, we finalized four HMW's to work on, they are
How might we clarify what customers are and aren't paying for to alter our perceived reputation?
How might we also alter our perceived reputation in regards to timeliness and safety?
How might we reduce friction during the departing and arrival phases of the traveler journey to ultimately relieve some of the stress of our customers?
How might we lower costs knowing that our customers are willing to sacrifice services but don't want to compromise space (including legroom, overhead space, and seat) size?
IDEATE & CONCEPTUALIZE
Brainstorming & Voting
After defining our How Might We's, we diverged again. Each of us came up with seven ideas for each of the four How Might We's. When discussing our ideas, we come up with even more ideas resulting in over one hundred ideas in total.
Then we had a hundred ideas, we had to converge again and decide which ideas we wanted to prototype. Each of us got to pick their favorite, as well as three additional votes. The five winners were ticket insurance, seat options, a chatbot, in-flight apps, and a floor robot.
All of our principles serve to increase the customer experience without compromising cost.
Simplify through automation to reduce stress.
Incorporate personalization to cater to various needs.
Be transparent about costs, options, and shortcomings to alter our perceived reputation.
#1 Floor Robot
Reduced costs on flight attendants through automation
#2 Ticket Insurance
Reduce stress about delays and cancellations through automation.
Increase revenue through collection of valuable data.
Reduce costs on a fleet and customer service.
Personalized responses to questions
Transparency about ticket insurance, permissions, etc.
Reduced costs on flight attendants.
#4 In-Flight Apps
Automated delivery of products and services
Increased revenue through various partnerships
Nov 2017 -