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Redefining Airline Experience

Where did we start?

Alhayaa, the national flag carrier of one of the largest middle-east governments, had launched its innovative digital platform, the Travel Companion (TC), powered by advanced artificial intelligence.

This programme was initiated in response to revolutionise the airline industry and establish Alhayaa as the best in class.

What is the real problem here?

The goal here is two-fold. To enhance the existing and innovate for the future. It addresses two problems -

To reduce dependency on legacy softwares and on digital assets. Secondly, to revolutionise the travel industry by embracing digital innovations.

TLDR

I was a Senior Interaction & Service Designer with Accenture Song working with Alhayaa. 

Our challenge was to address Alhayaa's legacy platform & lead the transformation from paper assets to its flagship digital domain.

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Research

09 weeks

Discovery

Booking

Planning

Pre - Flight

Managing bookings - iOS

My team

In - Flight

Post - Flight

Design

15 weeks

Testing

04 weeks

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Research

Travel
disruptions

Group
planning

Lack of
clarity

Long
Queues

Limited
Channels

Lack of Comfort

Lack of Childcare
Facilities

Flight Delays

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Where do I come in?
I led the Manage Passenger Booking journey

57%

Choose theme based holidays

67%

Family groups buy seats together

41%

Anxiousness due to long lines

36%

Check-in 6 hours before departure

44%

Issues in decision making in couples

I was a Senior Interaction & Service Designer

My domain was to translate web flows into iOS mobile app flows & craft new features.

I championed the journey of assisting passengers in managing their booking after they had purchased tickets.

Passenger groups included, family, diplomats, couples, single mothers etc.

Features led by me on an individual level :

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Assist passengers in adding booking.
Flows for single, round & multi trips.
Trip details & check-in status.
Designs to nudge users to purchase ancillaries.
Check - in flows.
Flows to reschedule or cancel flights.

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🖥️ Translating Web into iOS screens

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✈️ 58 airlines benchmarked - here are some below ⬇️

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 Alhayaa 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.

📈 Re-defined hierarchy - My trips & Manage my booking

1.1 Home

  • Check-In

  • Offers

  • Theme selection

→

2.1 My trips

2.2 Manage my booking

  • Trip summary

  • Proceed to check-in

  • Avail ancillaries

  • Upcoming trips

  • Retrieve a trip

→→

  • Redeem points

  • Avail cabs

❇️ Iterations for the process of retrieving user bookings

Final flow for retrieve my booking

❓ How will the flight summary and feature page look like?

Title

Back to My trips

Journey details

Menu for flight change and invoices

Flight status

❇️ Wireframe options for flight summary & ancillaries

Iteration 01 ⤵️

Iteration 02 ⤵️

Iteration 03 ⤵️

Manage my Booking screens were designed for comfort and speed for passengers moving on the go

👏🏻 The team at Alhayaa

MVP User Testing

Website & App MVP experience

User testing in numbers

The Results

+121 New services

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