My Approach

With the user flow/journey complete i was able to better visualize the needs for this new feature. I started by sketching ides on to paper fleshing out the look of the icons represent the different features.

Design

With the user flow/journey complete i was able to better visualize the needs for this new feature. I started by sketching ides on to paper fleshing out the look of the icons represent the different features.

Sketches/LoFi Wireframes

Icon Development

Hi-Res Wireframes

Icon development was crucial as it needed to seamlessly integrate into Singapore Airlines' existing site design. I aimed for an intuitive and user-friendly interface for this new feature to enhance overall usability and user experience.

The Solution

Primary Colors

Primary 1

#2D2E2A

Primary Colors

Primary 2

#E9A57F

Primary Colors

Primary 3

#FFFFFF

Secondary Colors

Secondary Color 1

#7C7C7C

Secondary Colors

Secondary Color 2

#DEDEDE

Secondary Colors

Secondary Color 3

#F3F1FF

VISUAL SYSTEM

Colors -

Typography -

Iconography

Misc Elements

Buttons

48 px

32 px

28 px

18 px

16 px

Termina

Heading 1

Heading 2

Heading 3

Body Large

Body

Body Small

Body Large (Bold)

Body (Bold)

Body Small (Bold)

Link Large

VISUAL SYSTEM

About

Work

Contact

DESIGN

Get-A-Glimpse

Adding a simple but effective feature the Singapore Airlines websites

View Prototype

ROLE/TEAM

Project Manager

Sole UI/UX Designer

TOOLS

Figma - Adobe Illustrator Zoom - Lyssna

DATE/DURATION

8 wks - 80 hours

Problem

Solution

My Approach

Research

Design

Wireframes

Prototype

Reflections

Reflection/ Key Takeaways

What I learned

Future Goals

In future updates, I aim to improve usability with user feedback, possibly add more relevant seat selection info, enhance integration with Singapore airlines' services, and ensure it works well with new technology and meets users' changing needs. Perhaps add 360 degree view capabilities.

Designing the Get-A-Glimpse feature taught me the importance of focusing on user needs and preferences during Iimportat moments like seat selection. I also learned how to integrate new features smoothly into an existing platform to enhance the overall user experience.

Reflection/ Key Takeaways

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DESIGN

The Problem

The goal for this project was to enhance the user experience for Singapore Airlines customers by adding new features to the seat selection process, allowing travelers to make better choices before purchasing their tickets. From a business perspective, I believe this feature could improve the ticket-buying experience, potentially leading to increased sales and revenue.

Background

Users seek more detailed information during seat selection when flying.

While booking airline tickets online specifically during seat selection there is a lack of relative information available to customers who might find this information useful when choosing seats on any given flight. For example: There have been instances where I selected a window seat, only to find upon boarding that the actual seat was either between two windows or had no window visible at all. This experience became the catalyst for the idea.

The problem arose on a particularly long flight where I had specifically chosen a window seat during booking window is my preferred sest, but after boarding, I realized the window was missing. Frustrated and feeling misled by the airline, I wondered why such details and other useful information were not provided during the booking process.

Background

01

02

03

04

05

Research

Define

Design

Testing

Iterate

I utilized these five methods to achieve my project objectives.

My Approach

RESEARCH

Research Consisted of User Interviews and Competititve Analysis

RESEARCH

I conducted a competitive analysis comparing several different airlines to determine if any of them offered similar features.

User Interviews

I conducted user interviews to document how users book seats when flying and to identify which features are most important to them. These interviews provided valuable insights into user preferences, pain points, and expectations, helping to shape the development of a more user-friendly seat selection process. Additionally, I gathered feedback on potential new features to ensure they would meet the needs and desires of travelers.

5 interviews

Lookout.io

Competitive Analysis

What I found with this competitive analysis was that this market for this kind of feature was largely untapped.

Summary

User Flow/Journey

To understand how each persona would navigate the seat selection feature, I created user journeys based on their specific goals.

Cam Jackson

About

Wants & Needs

Pain Points

Cam is a busy freelance photographer who loves to travel around the world to capture stunning moments with his camera. He is always on the go and needs to book flights frequently. Cam values comfort and convenience while traveling and wants to ensure he has a comfortable seat during his flights.

Cam's biggest challenge is finding flights that meet his preferences and budget. He struggles to find enough information about seat features during the booking process. As a taller guy he needs to know about seat size as photographer he needs to know beforehand the charging options for his laptop and ipad and whether there’s enough room for his camera backpack. Cam wants to easily select his preferred seat and view all the available features and amenities

London, England

Internet

Social Media

Online Shopping

Gadgets

Single

Photographer

33 yo

Struggles to find enough information

Finding flights that meet his preferences & budget

Wants a simple and user-friendly flight booking interface

Frequent disappointment after his flight.

“ Travelling is a big part of who i am comfort is a must ”

Jill Snyder

About

Wants & Needs

Pain Points

Jill is a hardworking and ambitious young woman who has been working as a pharmaceutical sales representative for a few years now. She is passionate about her job and enjoys meeting new people and building relationships with healthcare professionals. She has a busy schedule and often travels to different cities and towns for work

Jill number one priority when flying is comfort. Having information on how much her seat can recline and how much legroom is available to her is key for a comfortable and relaxing flight.

Seattle, WA

Internet

Social Media

Online Shopping

Gadgets

Single live in BF

Pharmecutical Sales

26 yo

Former college athlete with lingering injuries

Struggles to find flight details with specific seat information

Taller than average person so she needs ample legroom

I just want to feel comfortable and that I got a good value whenever i fly”

In order to justify the design decisions I was about to make, I developed these personas to further validate those designs prior to implementation. I referenced these throughout the design process.


Define

Personas

User Flow

Hi -Res Screens

Test: Validation, Usability, Feedback

The goal for moderated usability test for the mobile functionality was to learn how easy it is for users to access the features understand which each feature and accompanying icon was and could they successfully complete the task of selecting a seat aided by the new features. I also learned if the users enjoyed or were happy with the new available features and also what they did not like or would wish to change. I conducted teh test using Lokkbak io as well as zoom.

User Testing

Introducing "Get-A-Glimpse": A feature offering essential information during seat selection to enhance the user experience.

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Get-A-Glimpse would provide usable information pertaining to legroom, seat reclining range, infotainment systems, movie titles, storage, charging capabilities, lavatory’s and more, all important features one could use to help when selecting airline flight seats.

The Solution

Final Design

Iterations were needed to improve the overall design and with the help of the usability test results I was able to get valuable feedback needed to make the necessary changes to the designs. Key changes to the Get-A-Glimpse icon tray, removal of the pills and the ability to see all the features from the seat map screen to name a few were implemented. Some minor revisions were also made as well.

Iterations

Design Changes

Link Here

View Prototype

PROTOTYPING

PROTOTYPING

After finalizing the general look and feel, creating my flows, and designing key screens, it was time to develop the prototype.

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