OBJECTIVES

1. Create a mobile application that delivers the luxurious, immersive experience that is MJ Flights

2. Quick access for any user to connect with MJ Flights (Inquire, quote, book...etc.)

3. Refine existing brand assets (typography, color scheme, graphics)

RESEARCH

In order to refine the current website's design and accurately transfer the existing content and brand message onto the new mobile application, I decided to approach the research phase with the following methods: 

Main objectives of the interview were to obtain key insights, such as product vision, business goals, user demographic, and competitive landscape. Since the business owner is operating mainly in Asia, the interview was conducted online. 

The major takeaways from the stakeholder interview were:

• Customers almost never book the same route, even with recurring customers. This is due to the possible variations of a trip (time, location, terminal, limo size...etc.).

• Returning customers usually request the same in-flight dining preferences (eastern vs. western cuisine, allergies, and dislikes).

• To cater to each unique quotation of trips and the possibility of getting an inquiry from anywhere in the world at any time, it will take about 1 - 3 hours to respond back to the customer with an accurate quote.

• Secretaries are the usual users of the website. Actual passenger (their boss) is usually not involved in the transaction.

A matrix of features and services is built to understand the competitive landscape and better pinpoint the design direction of the mobile application. 

Hurdle - The major hurdle of this project is the accessibility to the target users. The main users identified are secretaries of the passengers, or the passengers, who are usually high-profile individuals. Given that the latter is harder to reach, attempts were made to connect to the secretaries. However, it was unsuccessful due to their low availability and overseas location. 

Solution - Alternative users types such as mid-level managers who travel and office administrators that has travel-arrangement experiences were chosen as proxy users for preliminary interviews. A number of questions regarding travel-planning behaviors were asked, including:

• Do you travel for work, or help plan the itinerary for others at work?

• What are some of the websites or apps you use for travel-planning purposes?

• Can you show me how do you normally go about planning your travel?

Key Insights

• The Managers type seems to value competitive pricing over ease of use, due to their cost-conscious nature.

• Office Admins appreciate the ease of use and speed over the flight quality as they need to provide quick choices for the actual passenger of the trip (usually bosses or managers).

• Ability to inquire, book, edit, and cancel travel plans on-the-go would benefit both archetypes of users.

• Instant response, fluid inquiry & check-out, and ease of use are keys to conversion.

IDEATION

I began sketching with pencil and paper as a brainstorming exercise. This allows quick, preliminary iterations. It also helps to accelerate the design process as I move onto Sketch. 

Wireframes

TESTING

Based on the wireframes and usability testing with proxy users, a mobile prototype was developed with Sketch and completed on Marvel. The prototype was built for usability testing of key user flows and interactions.

Usability testing was conducted in-person and via Skype's shared screen validate whether the designed product meets the potential users' needs and expectations. The 15-minutes tests shed some light on the following areas for further improvements:

1. The name "Home" did not convey the idea of the main screen to most users. Name changed to Dashboard.

2. The function to explore fleet aircrafts is not as important as the business first assumed. Tucked away under More button.

3. Dashboard design can be more comprehensive. Can consider adding additional functions on the screen. For example target location weather, today's date, time, and time zone.

4. Consider changes to the layout and getting to the in-app chat service

5. Display summary of quotes with more images, as users should not remember the make/model of the aircrafts.

NEXT STEPS

Overall, the project was a pleasant experience for the stakeholders. This was their first time to work with a UX designer. With a prototype built upon research findings, MJ Flights is enabled to be closer to its customers, thus creating a realistic concierge service experience for the customers. 

Should this project to continue with MJ Flights, I would focus on two things:

1. Continue building out the remaining of the app, especially the check-out process. I will first consider the design of other major airline and travel booking sites, and tailor it to MJ Flights and its customers.

2. Conduct usability testing with actual users. Not having to do so in the first place is starting the project off in an uncertain direction of the design. Therefore, after the prototype is more holistic and complete, it needs to be tested by the right users to identify further improvements, additional functions needed, and future scaling abilities.