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Sky Savour Menu
Sky Savour Menu
BACKGROUND
Once upon a time, flying was a luxurious adventure. With the rise of technology, I wanted to bring that magic back by designing food menu on a mobile app, where passengers could choose their meals from anywhere and airlines could save money and make their customers happy. The food menu app becomes an important part of a smooth and enjoyable travel experience. No more boring in-flight meals, now every meal is a memorable adventure!
My Role
Product Designer
Skills
UX Research
UI/UX Design
Usability Testing
Tools
Duration
Jan 2023 - Mar 2023
Figma
Miro
UX Army
Prototyping
FLIGHT BOOKING WOES
"App-etite for Confusion: In-flight Meal Menu Missing from Singapore Airlines Mobile App (here after SIA)"
Travellers are unable to check for meal options while planning their itenary on SIA’s mobile app.Currently, to do so they need to browse a seperate web service to obtain information about meal services I, envisioned and designed how to elevate the air passengers meal service experience. More details has been provided in the research section below
The existing app which lack menu options
The existing app which lack menu options
Empathise
First off I conducted surveys and user interviews to understand the needs, and pain points of frequent flyers. I then checked Tripadvisor to know what frequent flyers think about Singapore Airlines as an additional step in research. Afterwards conducted competitive analysis of different airline platforms in the market.
User Survey & Analysis
To gather quantitative data, I conducted a user survey with 7 participants. These travelers, who frequently fly with different airlines, shared insights on their experiences across various aspects, from in-flight comfort to digital conveniences.
Age : The age range from 21 to over 40 shows a mix of young and middle-aged users, highlighting the need for diverse services that meet different age group preferences.
Satisfaction (1-5): Satisfaction levels range from moderate to high (3 to 5), suggesting overall positive experiences but also room for improvement in certain areas.
Flying Frequency : Flying frequency varies from rarely to weekly, indicating a blend of occasional and regular travelers. This suggests the need for flexible services suitable for all types of flyers.
Interested in Future Surveys (Yes/No): The willingness to participate in future surveys shows a segment of engaged users who are likely to provide valuable ongoing feedback.
This initial survey offers specific insights into the preferences, experiences, of airline travelers, which can guide me in refining my design offerings. to the customers.
User Interviews
I conducted a series of 6 user interviews specifically targeting frequent flyers. Based on their feedback, I identified several pain points associated with booking flights as follows :
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There are very limited meal choices in SIA
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No menu language options other than English which is difficult for non-native speakers
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No Specific Vegan or Vegetarian Indicator
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Connecting To Wifi System and then retrieving Menu is Cumbersome
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Accesibilty of Menu in Inflight entertainment system
Competitive Analysis
I looked at both direct & indirect, competitors of Singapore Airlines. Based on common app functionalities and services, I came up with the understanding that :
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Key services like booking flights, choosing seats, and loyalty programs are standard across all airlines.
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Real-time flight tracking and notifications are common features that improve the overall customer experience.
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Features like multiple languages and special assistance cater to a wide range of customers.
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However, I also realised that the in app meal menu is missing in Singapore airlines but is in all the other competitors.This point is a major concern even in the user interviews.So I plan to design this important missing feature in SIA mobil app.
Supplemental (Tripadvisor)
To gather more data on challenges faced by travelers of SIA, I also looked at user reviews on Trip advisor.The reviews seem to be in accordance with insights that I obatined from the user interviews
Cluster Maps
The data obtained from interviews were grouped intop affinity maps :-
Turning Research Into Actionable Insights
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It should be easy for me to access the menu from SIA mobile app
Keying in the flight number is mandatory to access the food menu.This further increases the complexity and is overwhelming to plan the itinerary
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I like the menus to be more informative & should include dietary information
As seen above in the existing web design there is no dietary information.
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I prefer having menu in regional languages depending on the choice of destination
As seen in the above web page the menu is available in English language only
Define
In the second phase of design thinking process I will be defining the problem statement, and the How Might We statements
The Issue Statement
Air travelers need an effective system to plan their Itinerary faster so that they can effectively use their time ahead of their travel
How might we simplify the travel planning process for air travelers and provide them with all the necessary information they need to prepare for their trip in one place?
Ideate
In the third phase of design thinking process which is the creative phase I came up with sketc-
hes, wireframes for the mobile app
Early Sketches
Rapid(on paper) Sketches showing the food menu concept
Detailed sketches of the food menu on the app
Prototype
In the fourth phase of design thinking process, I designed high fidelity wireframe and created a prototype.
Visual Design
UI evolved with UX findings through iterations. Improved it with user understanding, focusing on typography, imagery and layout for a visually appealing interface.The prototype depicts the below :-
1. Creation of accessible food menu for SIA mobile app without login / registration
2. A graphical digital menu showing dietary options, master chef dishes, and local cuisine.
3. Regional language options for menu, based on travel destination.
4. New Design for inflight menu viewing, only requires origin and destination, not flight number
Test
In the fifth phase of design thinking process, usability testing and feedback incorporation was done
Assessment
I conducted usability test by making use of unmoderated testing method
Sent out google forms to 5 users to complete following tasks :
a) Checking and accessibility of flight menu
b) Use Language Switcher to view menu in regional language
I asked them follow up questions in the above tasks and received feedback on adding in-flight meal info for long haul flights
Based on the feedback received during the usability test, there is a need to incorporate long-haul flight / connecting flight information for improved inclusivity which I did as below :
Before
After
1a) Is there an option for Hanoi-Bengaluru (Long Haul ) flight to have the screens to check food menu
Created screens to check food menu on long haul flights.Now users can check food menu from Hanoi to Singapore & Singapore to Bengaluru
1b) Is there an option for Hanoi-Bengaluru (Long Haul ) flight to have the screens to check food menu
Created screens to check food menu on long haul flights.Now users can check food menu from Hanoi to Singapore(Vietnamese) & Singapore to Bengaluru (Kannada)
MY LEARNINGS
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Designing the SIA inflight menu for the mobile app was a valuable and enjoyable experience.
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The project taught me how to enhance the user experience of SIA's mobile app and the various benefits it can offer.
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Through the project, I gained crucial knowledge about research and design methodologies.
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It highlighted the significance of providing comprehensive information to cater to different types of passengers during their travel itinerary planning.
Thank you for your time, appreciated
Looking forward to working with you
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