For this project we were assigned a brief for Norwegian Airlines. I say we because for this project I worked in a team with 3 others ux designers.
About Norwegian
Norwegian Air Shuttle ASA, trading as Norwegian, is a Norwegian low-cost airline that is the third largest low-cost carrier in Europe, the largest airline in Scandinavia, and the ninth-largest airline in Europe in terms of passenger numbers.
It offers a high-frequency domestic flight schedule within Scandinavia and Finland, and to business destinations such as London, as well as to holiday destinations in the Mediterranean and the Canary Islands, transporting over 30 million people in 2016. The airline is known for its distinctive livery of white with a red nose, with individual portraits of noteworthy Scandinavians on the tail fins of its aircraft.
THE SITUATION
Norwegian wants to make their in-flight services available to passengers on their mobile devices.
The current Norwegian app only offers the essentials such as trip planning and check-in for your flight.
Currently Norwegian offers in flight services such as video on demand, food and drink ordering, and access to 3D maps through their built in screens. With this unique 3D map the user can browse points of interest and even look at street maps. They can also look at restaurants or sites at their destination, therefore offering quite a guide of the city.
COMPETITIVE ANALYSIS
The next step was to conduct a competitive analysis. We looked at Scandinavian airlines, European airlines, international airlines and low budget ailrines.
Because our focus is on in-flight services, we first had to identify competitors offering this through their mobile apps. This is something very unique within the marketplace. United currently offers entertainment within their existing app. Lufthansa offers an additional app to showcase entertainment.
We took an approach that puts emphasis on the users natural needs and behavior rather than on the object itself.
Affinity Map
The next quotes illustrate the themes we detected from the user research.
As a result from the user research, we determine the primary opportunity for Norwegian is around the following services:
Wifi, movies and maps.
Personas
These are the personas we created from all the research that we did. We decided to have John as the primary persona.
from there we created a scenario for John.
We took this scenario in the design studio and started sketching!
We had some great ideas from the design studio. We also managed to work on the design principle and brand values of Norwegian.
Card sorting
We wanted to have a look at how the current information was organised within the native app. Because we are including the in-flight services into the existing app we did an open and close card sorting.
The key findings from the testing:
We need to enlarge the wifi button and make it more prominent. There was confusion around the destination info verbiage and we need to improve the reservation screen. We moved into low fidelity you can see an updated version of the menu page.
- We learned “city guide” was more intuitive for users.
- We also refined the duomo page within the city guide.
