Scoot’s App Redesign
Project includes User Research, Personas, Consumer Journey Mapping, Feature Prioritisation, UI Design & Usability Testing.
Experience the revamped Scoot App here: https://marvelapp.com/4bhg891
Study shows an increasing number of online travel bookings via smartphone usage from 2015–2016 as airfares fluctuate tremendously over these 2 years. This affected budget and commercial airlines around the world, as they are vigorously competing with one another. They are also constantly thinking of new ways to upsell their airfares. This resulting in companies like Scoot envisioning to upgrade and create a more user friendly booking system for their mobile app and website for value customers.
Keeping in mind that Scoot is a budget airline, their business model is mainly selling promotional airfares and most of their consumers are mostly impulsive buyers and price would affect greatly their decision at the point of purchase.
We aim to redesign Scoot’s mobile app mainly to ease users, enhance their experience while using the app, keep booking of flight process short and precise, bookmarking promotions, sharing promotions and flight itinerary with travel buddy, having digital boarding pass stored in app and improving the user interface for clearer information stated in the app. We concluded all these based on the personas and consumer journey mapping which we had done after user research and heuristic evaluation on the current mobile app.
Let’s go through the design process and how we came about the solutions.
We started with…
Results for User Interviews & Heuristic Evaluation
Interviews were conducted to find out user’s patterns and habits when they search and book flights/travel and also going deeper to ask them how they feel and think about the current Scoot’s mobile app. We also did competitors analysis to gauge what competitors are doing. Below are the results and how they felt for the current app.
What users think?
1. Why is the app always crashing?
2. It’s taking too slow to load.
3. I don’t know if it is a transit flight.
4. The auto-fill details function is convenient.
5. So many additional cost pre-selected for me.
Then we moved on to Heuristic Evaluation and this is what we concluded.
We concluded with 6 ‘I’ statements from the findings and aim to solve all these problems.
Creating Personas & Customer Journey Mapping
We came up with 2 main personas after conducting user research.
1. Venetia Tan — the frequent Scoot user, impulsive buyer who looks for promotional airfares.
2. Jayden Low—the first time Scoot user, does research before travel to find out best promo available.
After we clearly understood the personas’s needs and pain points, we did feature prioritisation due to time constraints and understand the Business Goals and Users Goals, so that we could design what is most crucial at this stage. The Business Goals are, to generate more revenues, create brand awareness and promote community among Scoot travelers. As for the User Goals are, to get the cheapest flight, to have accurate and updated information and seamless flight booking process.
(see above for final prototype)
We hope to do more user testings and iteration and implement digital boarding pass into other devices such as the apple watch.
I feel it is important to clearly understand why each icon/buttons appears for a reason and not blindly placing them with no research or findings. Multiple aspects needs to be considered while desiging for an app.
“Get Outta Here”
Thanks Michelle & Nic for the collaboration! 😊