OBJECTIVE
How might we help Saudia passengers manage their flight booking effectively?
SCOPE
✦ Interaction design
✦ Service Design
✦ Benchmarking
✦ Wire framing
DURATION & SECTOR
~ 10 months
~ Air Travel
SETTING CONTEXT
Saudia Airlines, the national flag carrier of one of the Government of Saudia, had launched its innovative digital platform, the Travel Companion (TC), powered by advanced artificial intelligence.
The design team was trying to address two challenges in Saudia’s current way of working. Firstly, how might we enhance the existing legacy issue in the Saudia eco-system & secondly innovate for the future passenger.
MY ROLE
I was a Senior Interaction & Service Designer with Accenture Song working with Fjord in the iOS mobile app flows for Saudia.
Our team worked on the manage my booking flows for passengers in their pre-flight journey.
Research phase
09 weeks
Discover
“Let’s travel somewhere”
Booking
“Where & how can we book our tickets?”
Planning
“What do we need for this trip?”
Pre-Flight
“What do I need to do close to departure?”
In-Flight
“What will my journey look like?”
Post-Flight
“How can I complete my trip effectively?”
Design Phase
15 weeks
Development & Testing
04 weeks
KEY CHALLENGES AND BARRIERS FACED BY SAUDIA PASSENGERS
Travel disruption
Limited Channels
Group Deliveries
Lack of comfort
Lack of clarity
Child Facilities
Long Queues
Flight Delays
WHAT DOES THE DATA FOR SAUDIA AIRLINES SAY?
Of the couples face issue while deciding a location.
Face there is a lack of parental services.
Travellers experience anxiousness due to long lines.
Travellers raise issue when flights are cancelled.
Travellers choose theme based holidays.
INSIGHTS & DESIGN ROADMAP
As a Senior Interaction designer, my responsibility was to lead the manage passenger booking (MMB) flow for the iOS mobile platform.
FEATURES LED BY ME
✦ Assist passengers in adding booking to their profile.
✦ Design flows for single, return & multi-trip journeys.
✦ Craft the trip summary & MMB page.
✦ Design nudges to direct passengers to ancillary purchases.
✦ Designed the passenger check-in eco-system.
✦ Created the flows for cancelling or rescheduling flights.
Download the product document
🖥️
Design for Web
📱
Design for Mobile
🇸🇦
Approval from Design Governance
AS IS USER JOURNEY FOR FAMILIES TRAVELLING TOGETHER IN SAUDIA
TRANSLATING WEB SCREENS TO iOS - NAVIGATING THE INFORMATION FLOW
Explore
Discover the wonders of Saudia Airlines
Plan
Book & manage
Experience
Loyalty
Help
Dubai - English
Travel Updates: Travel restrictions to enter Saudi Arabia during Hajj period with passengers holding commercial visit or work visa.
View all
Discover an exciting range of activities and Saudi destinations that are perfect for the cooler months of the year.
Web layout for options to book, manage and perform check - in for trips
Manage booking
Book
Check in
Flight status/schedule
Hajj & Umrah
Alhayaa Holidays
Cars
Hotels
Last name
Find the latest COVID-19 requirements for your destination
Learn more
Translating new designed Web screens for Saudia Airlines Revamp to iOS
Input fields for Booking details.
BENCHMARKING COMPETITORS TO UNDERSTAND THE MENTAL MODELS - 58 AIRLINES BENCHMARKED
Analyzing the competition
In our comprehensive benchmark analysis, we evaluated the features of 58 airline apps, focusing on functionality, user interface, speed, and overall user experience. Taking the insights from this exercise to flesh out the features, use cases, and content that would be incorporated into each screen of the Saudia app.
Key considerations being easy discoverability and simplicity, ensuring that users can easily navigate the app while still being able to complete the most crucial tasks.
THE EVOLUTION OF THE LAYOUT AND INTERACTION PROCESS FOR RETRIEVING TRIPS.
9:41
My trips
You don’t have any upcoming bookings.
Explore
Flights
Trips
Loyalty
9:41
My trips
Upcoming
Completed
Cancelled
No upcoming bookings
9:41
My trips
Upcoming bookings
Find the latest Covid 19 requirements for your flight Learn more
OR Login to find all your bookings
9:41
My trips
Login
Upcoming bookings
Find the latest Covid 19 requirements for your flight Learn more
HOW DO THE MANAGING BOOKING SCREENS LOOK LIKE?
When the user click on the trip card, then:
-
User views his journey details.
-
Sees the dynamic Check-In status.
-
They can access a view menu on the title bar to view bills, invoices, flight modification flows & terminal details.
9:41
Trip details
Dubai to Riyadh
19 Sep . Oneway
N84MTH
Hotels
Search for hotels and book
Cabs
Search for cab and book
Manage
Passenger details
Manage your frequent flyer number
Manage
Seats & Extras
Purchase extras for your flight
Sun, 19 Sep
DXB to RUH
9h 15m
Non stop
02:35
15:20
Flight details
Upon scrolling down, the user sees:
-
Trip summary card with trip details.
-
Check-in CTA upon check-in start.
-
Conversational cards for ancillary purchase.
9:41
Trip details
Dubai to Riyadh
19 Sep . Oneway
N84MTH
Hotels
Search for hotels and book
Cabs
Search for cab and book
Manage
Passenger details
Manage your frequent flyer number
Manage
Seats & Extras
Purchase extras for your flight
Sun, 19 Sep
DXB to RUH
9h 15m
Non stop
02:35
15:20
Flight details
BUT HOW DID WE COME TO THE FINAL DESIGNS? EXPLORE ITERATIONS BELOW.
Iteration 01 : Selected version
-
Approaching the MMB page like a conversation.
-
Cards with details and headers with progressive reveal to show more info.
Iteration 02 :
-
Bundled information in form of clusters.
-
Viewing details upfront so inform users early.
-
Flight wise modification.
Iteration 03 :
-
Chunking information with tabs.
-
Compartmentalising info with cleaner view.
-
Journey details a priority.
9:41
Manage trip
Dubai to Riyadh
28 Aug - 09 Sep 2022
N84MTH
View
Passenger details
2 Adults · 1 Child
Add
Extras
Purchase extras for your flight
View
Flights
View and manage your flight itinerary
Add
Upgrades
Add upgrades to your journey
Download invoice
Download E-tickets
Share itinerary
9:41
Manage trip
Dubai to Riyadh
28 Aug - 09 Sep, 22
N84MTH
Modify
Sun, 28 Aug
Non-stop · 1h 45m
Flight details
01:50
06:40
DXB
Dubai International
Terminal 1
RUH
King Khalid International
Terminal 1
Departing
2 Adults · 1 Child
Passenger details
Fri, 09 Sep
Non-stop · 1h 45m
Flight details
01:50
06:40
RUH
Dubai International
Terminal 1
DXB
King Khalid International
Terminal 1
Returning
Check the latest travel regulations to ensure you’re eligible to fly
Download invoice
Download E-tickets
Share itinerary
Numeric booking reference
230804222917
Booked on
19 Aug 2022
Booking status
Confirmed
9:41
Manage trip
Flight
Passengers
Extras
More
Sun, 28 Aug
01:35
Flight details
RUH to DXB
06:20
5h 15m
1 stop
Tue, 30 Aug
02:35
Flight details
RUH to DXB
17:20
5h 15m
1 stop
Change flights
Cancel flights
Check the latest travel regulations to ensure you’re eligible to fly
Dubai to Riyadh
28 Aug - 09 Sep 2022
N84MTH
BOLT
Manage my Booking screens were designed for comfort and speed for passengers moving on the go.
58
Airlines
benchmarked
22+
Scenarios designed
for managing trips
104
screens designed
for My Trips
THE EVOLUTION OF THE LAYOUT AND INTERACTION PROCESS FOR RETRIEVING TRIPS.
9:41
AB12345
Riyadh
London
Oneway trip
Hotels
Find and accomodation through Booking.com
Your upgrade
You can have a better travel
experience by placing a bid
Sat, 03 Sep
19:45
22:17
RUH to LHR
1 stop
3h 20m
Flight details
Manage
Passenger Details
Edit passenger details
Seats & Extras
Purchase extras for your flight
Manage
Intro to User Testing
What
User testing is a common design process that evaluates the usability, functionality, and user experience of the website typically used to get qualitative information from either existing or potential users.
User testing is typically moderated by one or two designers in approximately 1-1.5 hours. Interviews are usually conducted both virtually and in person while ensuring a high level of comfort and transparency with the users.
Why
At its core, user testing helped Saudia save money, save time, and make the new digital experience more useful and satisfying to users. The team tested the final design solution with real Saudi customers and helped the UX and UI team create designs that are people focused and intuitive.
Through this process, the team found out how customers use Saudia digital products. The goal of the user testing was to understand and validate the information architecture, experience flows, content consumption and look and feel.
How
We conducted 5 user testing sessions with 38 participants both virtually and in-person by using interactive prototypes and setting up comfortable and neutral areas and atmospheres for the user to transparently express him/herself. This allowed the team to observe and capture users' behaviors when interacting with the prototype.
Qualitative and quantitative data were then analyzed based on given metrics and behavioral patterns and translated into insights to give back to the UX and UI team.
MVP user testing
EXECUTIVE SUMMARY
4.
Run interview sessions
5.
Analyse and present insights
1.
Understand the scope
Three user testing sessions where identified covering:
Web MVP topics aggregations, architecture and flows testing
Web MVP homepage, booking, MMB and check-in
App MVP homepage, booking, MMB and check-in
The usability testing sessions were run both virtually and in person. The sessions were recorded and supported by live note-taking on excel. The interviewee was requested to experience the prototype and share thoughts and impressions while the researcher was observing body/facial reactions.
The team delivered research insights and actionable recommendations:
Miro boards for the UX team to visualize insights within the visual prototype
Word documents to share across the entire design and Alhayaa.
Retro deck for presentations and in-depth findings walkthrough
Identified 5 Alhayaa samples user based on the research scope and travel habits, after the recruitment the team requested the volunteers to fill out an interviewee screening to collect basic information while fitting them into the right sample category
The research protocol was built to share internally and with the client, it includes:
Research objectives
Research metrics
Interviews samples
Interview facilitation guidelines
Figma prototypes links
Tasks scenario description
Questions
2.
Define and recruit audience
3.
Draft the research protocol
+70
UX/UI implementations after conducting the user test
+85
UX/UI implementations after conducting the user test
“The user testing sessions were a great way to settle doubts about the designs and uncover pain points that are not always apparent. It’s an efficient approach to ensure the designs are moving on the right path”
UX Designer
WEBSITE & APP MVP EXPERIENCE
User testing
in numbers
8
Weeks
320
Prototypes created
5
500+
38
Observed market segments
Inisghts found
Interviewd customers
400+
Asked questions
Hours
The results
+121
New services
A great way of documentation and capturing insights, the detailed feedback per screen was so helpful to directly translate the findings into action.”
Design Governance
“
4.6
App Store rating
+85
Increase in passengers
155+
Design enhancements for web and app after user testing
