This project was developed as part of a hackathon at SAP in 2019.
NiceJet, a budget airline, wanted to design their new app to provide a better experience to their users.
• Understanding user roles and goals
• Deriving the business process of an application
• Wireframing and prototyping
• Story identification and slicing
• Story writing and elaboration
The solution showcased here is an MVP (minimum viable product) for a simple and intuitive app, which will help NiceJet's customers to search for their tickets and have all the services they need in their hands, offering a mobile-friendly customer-centric experience concentrating on the path to sale completion. Because I had two roles in this project, besides the design deliverables, I also worked on writing user stories, which was a great exercise and helped me to understand better the business goals and how my designs could help.
My role: Synthesis, Business Analysis, Information Architecture, Wireframing & Prototyping.
SYNTHESIS & PERSONAS
I was given a spreadsheet coming from the Sales & Marketing department with information about customers. The first part is about booking information: the number of purchased tickets, type of travel (business or leisure), fare booked (flexible, standard or lower). The second part contains responses from a survey placed to these same users, with information about the reason why NiceJet was chosen, the chosen add-ons and personal information.
Having all this information in hands, I took a series of steps:
1. Identified a list of candidate roles of the NiceJet system;
2. Based on their feedback, I prioritized which candidate roles are most relevant to NiceJet, always having in mind the business objectives;
3. Defined a set of behaviors, goals, and frustrations for each role;
4. From this understanding of each role, I then created three detailed personas.
Having the personas, it was time to create a User Journey. Because the time was short, only one persona was chosen to create the journey. It helps to understand and address user needs and pain points, and also to understand user behavior, uncover gaps in the user experience, and then take action to optimize the experience.
STORY MAPPING & USER STORIES
In this step, I first created a story mapping that covered the concept I created, consisting of epics and a backlog of user stories. Writing the stories also helped me to ideate and sketch later.
• Create stories that are end-to-end and cut through all application layers;
• Create stories that satisfy the INVEST principle;
• Write clear narratives from the viewpoint of the end-user and the business;
• Write acceptance criteria that can be clearly understood by anyone reading it.
Based on the user stories, I started sketching my proposal for the app. It's a very quick way of prototyping an idea, which is great for projects that have a tight deadline.
Having the sketches ready, I was then able to dedicate myself to the creation of the visual language of my solution. I created a friendly interface, with a simple color palette and following Android guidelines.
SYSTEM USABILITY SCALE
The System Usability Scale (SUS) is a questionnaire to measure usability. It can be used to measure any systems and applications ranging from digital products such as mobile apps, digital kiosks, laptops to machinery. The main benefits of using this method are:
• It is quick. The template is readily available. There’s no need to rephrase or think of your own questionnaire.
• It is cheap. This questionnaire can be administered easily without much effort.
• It is tested and reliable.
Although this 10-item scale looks simple, it has been validated with thousands of surveys over hundreds of studies for decades.
APPLYING THE QUESTIONNAIRE
I tested the interface with three users of different ages. I asked them to simulate the designed flow (Search for tickets > Choose tickets > Provide information > Payment) and then applied SUS.
The average SUS score is 68. This means that a score of 68 is the same as 50%. Below is the general guideline on the interpretation of the SUS score and the three questionnaire details:
I was very satisfied with the results from the testing for this first version of the product. Considering the average score is 68 and that the lowest score obtained was 70, I understand that for this specific flow and users, this product would work. Of course, there are things than I can improve, and that's something I mapped in the verbal feedback to keep working in the future, such as:
• Use more pictures, since there are users that sometimes want to travel but need inspiration, which can be provided by the app itself;
• Prototype more features, so I can test if all the flows would work inside the app and guarantee that the user won't hit a dead-end;
• Understand how I can make it even more user-friendly for elderly people, so they don't have to ask for help and feel safe to provide their credit card information, for example.
I'd also love to expand this project considering all the insights from the interviews and user journey.