Partnered with Aeroplan, I completed a 1 week design sprint with a team of 4 where we re-designed Aeroplan’s current app with the goal of engaging more infrequent flyers with the app on a day to day basis.
With COVID-19 being an ever present part of our day-to-day lives now, the idea of traveling and going on vacation can feel farther and farther away. This means that travel-focused incentive programs have naturally fallen off of our radar.
Using existing program perks, benefits, and products, how might we get more members engaging with the Aeroplan website and mobile app every day.
After establishing our Problem Space and How Might We Question, my team and I wanted to set some specific goals that would reflect our aspirations.
For our primary research, we created a list of open-ended questions to ask Aeroplan users. These questions would provide us with insights into our audience's attitudes, behaviours, needs, and goals. Below are the questions and answers from the two interviews that I conducted.
After compiling all of our interview results, we organized the data into three categories: Pain Points, Motivations, and Behaviours. These isights were very beneficial as they allowed us to narrow down some specific frustrations that we could focus on.
After we organized our interview data into categories of Pain Points, Motivations, and Behaviours, we created a persona based on our findings.
Robin and her partner have had to adapt to life during the COVID-19 pandemic. After being laid off, household spending has focused around the essentials. As an optimistic couple, they are looking forward to the future when things are back to normal and when they can safely travel and go on vacation.
With our Persona established, we wanted to create an experience map based on a specific goal. This step is important in the process because it allows us to identify opportunities for design intervention in each step of accomplishing her goal.
This was a group effort, and every member gave their own input into this experience map. I was in charge of the design and layout of the map.
After creating an experience map, our team moved onto the next step which is creating a task flow. We took a specific section in our map, when Robin was interacting with the app, and expanded it into a series of steps.
After creating an Experience Map and a series of User Stories, our team moved onto the next step which is creating a task flow. We took a specific section in our map, when Robin was interacting with the app, and expanded it into a series of steps that combined a few tasks from out User Stories.
In this task flow, Robin wants to get her partner a gift for his birthday. She will do some browsing and once she finds a gift she likes, she will set a new goal for herself based on how many points she needs.
This second task flow is to display the steps that it would take for Robin to reach her goal that she set for herself, and redeem the gift she chose for her partner.
It was now time to start working on the new layout for the Aeroplan app. As a team, we all collaborated and contributed our own sketches. At the end of these BrainStorming sessions, we would look at all of the sketches as a group and take notes on which functions and aspects of each others sketches we liked. Below are the sketches that I drew during those BrainStorming sessions.
After collaborating on some sketches and voting on which functions to include, my design partner and I started to work on our lo-fi prototype.
After the research team in my group conducted a round of User Testing, my design partner and I started implementing changes to our Lo-Fi Prototype. We considered the feedback and test results and made these changes accordingly. We also added a visual identity which was in line with Aeroplan's design standards.
