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JetBlue

Role : UX / UI Design , UX Research, Front-End Development
Timeline : September - December 2016
Team Members : Avash Rao, Debra Bonnington, Nish Kumar, Prithvi Datla (Cornell Tech Grads)

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As part of Cornell Tech's Product Studio, I worked in a multidisciplinary team consisting of a MBA, Computer Science, Connective Media graduate students to develop a product that responds to a company challenge proposed by JetBlue. 

My role in the team was to lead user research, strategize user flow, design the prototype and code the front-end of the mobile using HTML | Javascript. 

Company challenge posed by JetBlue :

How might we create a seamless, frictionless and magical airport experience for travelers with unique challenges (families, mobility challenged, minors, elderly and/or international travelers)?

 

The Narrative

Airports can be intimidating places with expansive and confusing terminals.

Any kind of delay or uncertainty at the airport can ruin the experience; we aim to remove this uncertainty by providing travelers with distance and location information for all landmarks in the terminal.

 

Process

Research

Our research showed that the biggest challenge in the airport is not finding your way to the point of interest, but ensuring that you get there on time. There is a saying in the airport industry that travelers forget to pack their brain.

Put another way, travelers may not be fully aware of their surroundings, and make avoidable mistakes, causing delays and added costs for both all involved. Maintaining relationships with customers is important for airlines; they would prefer to keep users within their ecosystem, rather than sending them to other apps.

Based on this hypothesis, I created a product sketch. The team then voted on their preferred features to further develop our product. 

Ideate

Identifying potential wedges and opportunities. Creating a system diagram and creating possible user scenarios to best communicate our audience. 

Wireframe

Possible raw user flows to communicate my ideas to the team. 

Design Iterations

High fidelity user flows and iterations from Sprint 1 and 2. These iterations were presented to the team at JetBlue, our peers, faculty critics and user tested with potential users. Following the feedback and critique received, the final designs were executed to be further tested. 

Initial prototype

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Customer Journey


One tool I found really useful to communicate the user journey is 'The 5 E’s of Customer Journey', taught to us during a workshop by the creative team at Google Creative Lab. 

Detailed Design

App Map

The main screen allows the users to access information about their boarding gate, ETA to boarding, landing and baggage arrival. The user can access these updates at any point between pre-boarding and post-landing. The time updates are calculated with the help of beacons installed at the airports (proposed plan to JetBlue for Terminal 5 at JFK). The icons make it easier for the user to comprehend walking, landing and baggage times.

The time updates are complimented with retail, food and entertainment suggestions based on the user's preference, stage of travel (eg, pre-boarding, in-flight, post-landing) and time intervals. 

The countdown above is an indicator of how time updates will be shown to a user at the stage of pre-boarding. The colors green, orange and red help the user understand how much time they have to explore the terminal before boarding. Orange and red mark the urgency to board while green indicates ample time.

For the purpose of creating an interactive framework, I built the prototype with teammate Avash Rao from Cornell Tech using HTML, CSS and Javascript. This prototype was further connected on a device using Phonegap for user testing. 

User Testing