UXDI Project 3 — Redesign the Scoot Mobile Application

Project Brief

Work in a team to identify problems and/or an opportunities with an existing mobile application and utilise your knowledge to design a solution.

Chosen mobile application by my team:

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Scoot Mobile

Purpose of the app:

To book your flights on the go anytime and anywhere.

Review on the App Store:

1.5/5 stars

About Scoot Brand

Scoot Pte Ltd. is a budget airline owned by Singapore Airlines Group. On 25 July 2017, the Scoot and Tigerair will merge to operate under a single brand, Scoot.

When it comes to booking flights on budget, Scoot promotions are always something that people will look out for. Their most popular promotions are the Scoot Morning Glory/Take off Tuesdays on 7am-2pm every Tuesdays and UOB Scoot.

Growth of Mobile Travel Bookings

Worldwide mobile travel bookings grew by 13 percent year-over-year for the second quarter with smartphones in the lead. source: https://skift.com/2016/10/26/growth-of-mobile-travel-bookings-in-6-charts/

With the increase of mobile travel bookings, there is a NEED for Scoot to improve it’s Scoot Mobile app!

Heuristic Evaluation of the Scoot Mobile app

My team first did a heuristic evaluation of the app to find out what is wrong with the app.

User Research

User Interviews and User Testing of Scoot Mobile

We started each session with an interview to find out more about how users book flights online. The aim of the interview was to discover what are some of the habits and behaviours of the user. After the interview, the user will try to book a flight to Seoul with the Scoot Mobile app.

  • Users think that the Notification icon was the chat icon to chat/message the scoot helpdesk.
Unconventional notification icon
  • Some users thought the flight booking process bar was the app’s navigation bar.
Flight booking process bar mistaken as the navigation bar
  • Users find the buttons too small and hard to select.
Buttons are small and hard to select
  • Most users skip this important information button which will tell them if there is a transit layover for the flight they selected.
Tiny information icon to hide important flight transit details

Other findings from the user test:

  • The app keeps crashing and users need to select everything all over again which some of them are reluctant to and gave up.
  • Users find that the app loads too slow! After every selection, users need to wait quite some time for the app to load before they can move on to see or choose anything.
  • Users didn’t realise that their flight to Seoul consist of a layover to Taipei and most only realise it when they had a lot of meals to select for the flight.
  • Users like the auto-fill details function in the app and find it convenient and useful.
  • Users did not like that the preselected add-ons are selected for them by default and had to unselect them one by one. Some were angry when they missed out unselecting one and was about to be charged extra for the add-on.

We evaluated all our findings so far and came out with 6 ‘I’ statements:

  1. I want a clear presentation of the information.
  2. I want to save time and effort when booking and accessing my flight details.
  3. I want to get to my destination faster (by checking if there were transit stops).
  4. I trust airlines that have positive reviews/reputation.
  5. I want the cheapest deal available.
  6. I want my travel partner to have access to the same information as me(sharing flight information).

Personas

We created 2 main personas based on the user habits and behaviour of the users we interviewed.

Persona 1: Venetia Tan, a student who travels on a budget. She is a frequent Scoot user and is always on the look out for cheap flight deals.

Persona 2: Jayden Low, an art director who does not mind paying a bit more to travel in comfort. He have never fly with Scoot or used the Scoot mobile app before and he always does research and planning before a trip.

Persona 1: Venetia Tan
Customer Journey Mapping of Venetia Tan
Persona 2: Jayden Low
Customer Journey Mapping of Jayden Low

We mapped out the journey of each persona showing the process of how they booked flights with scoot, how they feel and think throughout the process and proposed some solutions.

Feature Prioritisation

With so many solutions proposed for each personas, we prioritised the solutions based on the Business and User goals so that my team could have a better focus on which solutions to implement for a short 2 weeks project.

Business Goals

  • Create brand awareness
  • Promote community among Scoot travelers
  • Generate more revenues

User Goals

  • Get the cheapest ride
  • Accurate and updated information
  • Seamless flight booking process

Prototype and Usability Test

We did one round of usability test with our prototype. Users were able to complete all the tasks, but we received feedback from users about navigating issues and getting back to homepage when she intends to get out of the flight booking process.

View our prototype here after one round of iteration: https://marvelapp.com/4bhg891

Next Steps

Do more usability testing with users and to implement a digital boarding pass into other devices such as apple watch and etc.

Learning Points

To check the prototype throughly! During presentation, there were errors pointed out in our prototype. Though users were able to complete all task in the usability tests and did not realise that we had a few UI mistakes in our prototype, we should still have checked it through since we have decided to place the features in our prototype.

Group members: Nic Yang and peiyingk

Thanks for reading!

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