family=Abhaya+Libre:600" rel="stylesheet">


CLIENT

Pan Am Airlines | Concept

 

MY ROLE

UX/UI Design

CLIENT

Kaus Insurance | Concept

 

MY ROLE

UX/UI Design

SUMMARY

Airlines are currently working to enhance the UX/UI of their site and mobile apps to compete with other OTAs such as Google Flights, Kayak, and Scott's Flights. This case study is a concept design that showcases the next tier of direct booking.

SUMMARY

Insurance disruptors that prioritize UX  over everything are changing the industry. This is a concept brand that I designed from scratch which could compete in the race to be the best new brand. 

SUMMARY

Insurance disruptors that prioritize UX  over everything are changing the industry. This is a concept brand that I designed from scratch which could compete in the race to be the best new brand. 

PROBLEM STATEMENT

Pan Am wants to make a comeback. To do this, they need an updated brand, though more importantly, they need an impressive user experience to compete in and disrupt the industry.  

PROBLEM STATEMENT

Kaus needed to move digital in order to attract millennial audiences and compete with other insurance disruptors in the marketplace. 

PROBLEM STATEMENT

Kaus needed to move digital in order to attract millennial audiences and compete with other insurance disruptors in the marketplace. 

Project Goals

Project Goals

1. A responsive website (desktop, tablet, and mobile) that covers main functionality: search, booking and online check-in. 

2. Redesign the brand with a more modern feel, keeping the essence of the original brand still alive. 

3. Develop a flying experience a cut above the usual 

5. Develop loyalty among bookers

1. Move product offerings online in a responsive e-commerce website

2. Innovate the information architecture with new detailed categories

3. Tap into the millennial demographic

4. Create a fresh new logo and brand

5. Enhance loyalty among current customers 

6. Position the brand as disruptive and innovative

Research Methods

Research Methods

noun_discovery_2457860

Market Research

noun_User journey_2457897

Storyboard

Storyboard

noun_product phasing_2457894

Competitive Analysis

noun_interview_2457861 (1)

Interviews

Interviews

noun_persona_2457879

Personas

Personas

noun_ux solution_2457880

Information Architecture

Information Architecture

RESEARCH GOALS

1. What do users think about competitor experiences? Do they align with our opinion that even though they are functional, they feel outdated? 

2. What are some of the most significant design trends and predictions happening in the travel industry? 

3. What is the most common channel that people use when purchasing flights? How do we get them to our direct channel?

4. What type of mood do we want to bring to our new brand? 

5. Who is our audience?

6. What is frustrating about booking a direct flight?

1. Discover what Millenial's think about when it comes to purchasing insurance. Is it scary, stressful, confusing?  Why?

2. Discover current insurance trends within the industry - understand expert opinions, ideas and predictions

3. Discover and review competitors and gain insight into what, how and why they are running their business a particular way 

4. Discover potential moods, visuals and messaging for the new brand and website 

I conducted real interviews to gain insights into user needs, motivations, and frustrations. 

Core customer needs 

Needs

1. Users need simplified ways to book their fights. Each person complained that www.airline.com bookings are too complex, meaning it takes too many clicks to get through and purchase. 

2. Users need consistent and trustworthy pricing to remain loyal to one airline. Users are price sensitive, even if you're a business traveler. 

Wants

1. Users want quick access to customer service. A way to quickly receive help, specifically when delays or cancellations happen. 

2. Users want to ability to view flight attributes. They want to see what the flight has to offer (what plane type, entertainment, etc.)

3. Users want to be able to plan their trips. Whether it’s searching for price trends or creating an itinerary, they want the option to save flights.

4. Users want to be engaged, amazed, pleased and excited. Flying means to travel - travel is fun in most people’s eyes.

5. Users want limited product/upgrade choices. Often times airlines will try to upsell - they lost trust with the airline when this happens.

Desires

1. Users want to ease travel worries. Fear of flying, fear of losing baggage, long security lines, etc.

2. Users want personalization. They want to feel that flying or travelling is a personal experience - they want to feel that they get their own unique experience. 

DSC06883
collage1

After my initial interviews, I was able to create 2 personas. Grayson is a seasoned business flyer while Jake is a bargain finder.  

businesstravelerPNG
youngbudgetPNG

DESIGN

Once I had a great understanding of the people I'm designing for, I began to sketch and wireframe the platform. 

DESIGN

Once the research process was strong enough to guide my design decisions, I started to sketch and wireframe the site.

DESIGN

Once the research process was strong enough to guide my design decisions, I started to sketch and wireframe the site.

1Fist Timer _ My Trips WIRE
1Fist Timer _ Flight Selection WIRE

Now it was time to explore potential branding. 

I felt confident in the initial wireframes and began to explore potential branding.

panammoodboard
DSC06886
sketch1
together1

The Pan Am logo resembles the wind in the sky. It's simple and easy on the eye. Resembling exploration, a feeling of movement comes to the mind almost immediately. 

The Kaus shield is a sign of ultimate protection. It resembles their innate ability to protect their customer no matter the situation. The colors are playful, removing the serious image that most insurance companies hold - it's warm and inviting.

presentation1-min

Once the brand felt right, I brought the wireframes to life. 

After I established the brand, I created the hi-fidelity responsive prototypes.

1web
2web

Reflection

I have a bit of an obsession with planes, and well, with traveling in general. When I was younger, I had Microsoft Flight Simulator and would play it non-stop until the morning (I had the joystick with pedals and everything). That's one of the main reasons why I chose to design a concept airline brand. The other purpose, though, is because there is a real-life design problem that needs to be solved: airlines want to increase revenue and loyalty through direct bookings. If you browse through some major airlines, while the UX and information architecture is improving, it's still quite not there yet. Most often times, users don't know, or they don't trust, that they are getting the best deal and will go to another airline to scan prices. The goal of this work was simple: create a functional and beautiful, seamless user experience. I'm thrilled with how this turned out.

I had one goal throughout the entire design process: do better than the old and big, i.e. StateFarm, Progressive, etc. Massive insurance agencies have overwhelming sites where information architecture is all over the place. Most of the sites are beyond confusing and don't offer a simple way to understand the types of insurances they carry. As I went through my process, I realized that the best thing for Kaus was to educate the user while they flow through the site, all while maintaining a standard of simplicity and clarity. Enabling the user to gain knowledge while feeling at ease was the key to success. For someone who is not an expert in insurance, the greatest challenge was being able to distill packages and policy information down to a few words. If I were to go back again, I would have collaborated more with an expert in the industry in order to properly arrange educational elements. Overall, I feel very happy with how this turned out! 

VIEW THE NEXT PROJECT

CCIM Institute