Ledger Airlines

Revolutionize inflight entertainment

Role: Product Designer

Year: 2023

Introduction

Overview

In embarking on this design journey, my focus was directed towards an aspect often underestimated in the realm of flight user experiences. Motivated by the desire to address an under-explored dimension, I assumed the role of a product designer with the intriguing challenge of conceptualizing a digital in-flight entertainment experience. This case study delves into the considerations, innovations, and design decisions that emerged during the course of reimagining and enhancing this pivotal element of the passenger journey.
KADO Research

Who is the Customer

Identifying the Customer 

To discern the inherent value that the product seeks to deliver, a fundamental step involves identifying the primary customer base and understanding the motivations behind their travel. Drawing insights from Statistas' comprehensive market research spanning 2019 to 2021, business travel emerged as a substantial contributor, constituting 20% to 21% of the global travel expenditure, while leisure travel encompassed the remaining 79% to 80%.Key considerations in pinpointing the customers include:

1. Purpose of Travel
2. Age Demographic
3. In-flight Desires

This analysis has paved the way for the creation of three distinct user personas, each meticulously crafted to encapsulate the unique desires, motivations, experiences, and pain points associated with travel for their respective profiles:

- Business Traveler, David Reynolds
- Leisure Traveler, Emma Mitchell
- Adolescent Traveler, Taylor Williams

Notably, after meticulous research, it became apparent that there was a significant correlation between leisure and family travel. Consequently, to maintain precision and relevance, I chose to focus on these three personas, ensuring a nuanced exploration of the diverse facets of travel experiences within this context.

Business Traveler Personas

David

David Reynolds

37, Male, Married

Senior Sales Executive, Altanta GA

David is a seasoned senior sales executive for a multinational manufacturing company based in Atlanta. With extensive experience in international sales, he frequently travels by air to meet with clients, attend global conferences, and oversee business operations in different regions.

Goals & motivations

Productive Work Time

David sees in-flight time as an opportunity to catch up on important work, review client proposals, and prepare for upcoming meetings. A quiet and comfortable environment is crucial for focused work.

Time Zone Adjustment

For international flights, David values the ability to adjust to different time zones during the flight, minimizing the impact of jet lag upon arrival.

Entertainment and Relaxation

During long-haul flights, David looks forward to entertainment options to unwind, such as movies, music, or reading. Comfortable seating and amenities enhance the overall in-flight experience.

Pain Points

Limited Connectivity

While in the air, David faces challenges with limited connectivity. He values airlines that offer reliable in-flight Wi-Fi, allowing him to stay connected and address urgent emails or last-minute updates.

Restful Sleep

Managing a demanding schedule, David often needs to hit the ground running upon arrival. Quality sleep during overnight flights is crucial for him to be sharp and effective upon landing.

Needs

Seating

Prefers business class or premium economy for added comfort, extra legroom, and a quieter environment conducive to work or relaxation.

Amenities

Values airlines that provide amenities such as noise-canceling headphones, blankets, and pillows to enhance the overall in-flight experience.

Dining

Appreciates airlines with diverse and high-quality in-flight meal options, catering to different dietary preferences. A balance of healthy and indulgent choices is ideal

Tech Usage

David relies on his laptop, tablet, and smartphone for work and entertainment during the flight. He ensures all devices are fully charged and appreciates in-flight power outlets to stay connected throughout the journey.

Personal Touch

While David values productivity during in-flight air travel, he also appreciates personalized services, such as attentive cabin crew and airlines that recognize frequent flyers with loyalty programs

Leisure Traveler Persona

Emma

Emma Mitchell

32, Female, Single

Creative Director, Los Angeles, CA

Emma is a creative professional working as a director in an advertising agency in Los Angeles. With a demanding job that involves constant creativity, she looks forward to leisure travel as a way to recharge, explore new destinations, and find inspiration for her work.

Goals & motivations

Relaxation and Escapism

Emma views in-flight time as an opportunity to relax and escape from the demands of her busy job. She seeks an environment conducive to unwinding and enjoying the journey.

Destination Exploration

Enthusiastic about exploring new places, Emma values in-flight entertainment options that provide information about the destination, travel tips, and cultural insights to enhance her overall travel experience.

Creative Inspiration

As a creative professional, Emma finds inspiration in various forms of entertainment. She appreciates airlines that offer a diverse selection of movies, music, and literature to stimulate her creative thinking.

Pain Points

Comfort and Space

For Emma, comfort is a priority during leisure travel. She prefers airlines that provide spacious seating, and she values the ability to recline and stretch out during the flight.

Flexible Schedule

Leisure travel often involves a more flexible schedule. Emma appreciates airlines with a variety of flight options, allowing her to choose departure times that align with her travel preferences.

Needs

Seating

Prefers a comfortable seat with extra legroom, and if feasible, would consider premium economy for added comfort without the expense of business class.

Entertainment

Values a broad range of in-flight entertainment options, including recent movie releases, curated playlists, and a selection of e-books or magazines.

Dining

Enjoys airlines that offer a variety of in-flight dining options, including local cuisine or specialty dishes, adding to the overall travel experience.

Tech Usage

Emma brings her tablet and noise-canceling headphones for entertainment during the flight. She appreciates airlines that offer in-flight Wi-Fi for staying connected with friends and sharing travel experiences on social media.

Personal Touch

While Emma values a relaxed atmosphere during her leisure travel, she also appreciates friendly and attentive cabin crew, enhancing the overall enjoyment of the flight.

Adolescent Traveler Persona

Taylor

Taylor Williams

13, Female, Dependent

8th Grader, Denver, CO

Taylor is an 8th-grade student from Denver, looking forward to a family trip by air to visit relatives in another state. This trip is a source of excitement for her, as it involves quality time with family and the prospect of new adventures.

Goals & motivations

Family Connection

Taylor is thrilled about spending time with her relatives and is excited about the family activities and adventures that await them at their destination.

Shared Experience

Flying with her family is an opportunity for shared experiences and bonding. Taylor is looking forward to playing games, chatting, and creating lasting memories during the flight.

Comfort and Relaxation

Taylor values a comfortable and relaxed journey. She sees the flight as part of the overall family experience, and amenities that cater to the comfort of all family members are important to her.

Pain Points

Navigating Together

While Taylor is familiar with air travel, ensuring that the entire family navigates the airport and flight together smoothly is a consideration. Clear communication and coordination are key.

Ensuring Family Comfort

With family members of different ages, preferences, and needs, Taylor wants to make sure the airline provides amenities and services that cater to everyone's comfort during the flight.

Needs

Seating

Prefers seating arrangements that allow the family to sit together. A comfortable section with enough space for everyone is essential.

Entertainment

Appreciates a range of in-flight entertainment suitable for all family members, including movies, games, and perhaps educational content for younger siblings.

Snacking

Values airlines that offer a variety of snacks and beverages, including options suitable for different family members. Special considerations for dietary preferences are appreciated.

Tech Usage

Taylor and her family bring a mix of devices for entertainment during the flight, and Wi-Fi, if available, can be useful for staying connected and entertained.

Personal Touch

For Taylor, a warm and accommodating cabin crew can enhance the family travel experience. Friendly assistance and a family-friendly atmosphere make the journey more enjoyable for everyone.

Competitive Research

In analyzing the dynamic landscape of the competitive airline market, my attention was directed towards five prominent domestic airlines. Specifically, I delved into the realm of entertainment and amenities offered by these airlines, seeking to discern the alignment with the preferences of distinct user personas. Through a meticulous examination, I juxtaposed the provided features with the articulated needs of each user persona, identifying valued features and pinpointing areas where current offerings may fall short.

To gather comprehensive insights, I leveraged Nerdwallet's detailed breakdown of the amenities provided by each airline, encompassing a comprehensive overview of services, customer-centric offerings, and an overall rating for each airline. This comprehensive analysis serves as a foundation for understanding the nuanced landscape of airline services and aligning them with the diverse preferences of passengers.
HiHello

JetBlue Airways (rating: 5.0)

Movies: Limited selection compared to other airlines. However cycled frequently with updates
Television: Direct TV with over 100 channels
Music: SiriusXM radio
Wi-Fi: Flyfi free Wi-Fi no restriction on streaming
Other: Hub syncs with phone download inflight experience; Partnership with Peacock
HiHello

Delta Airlines (rating: 4.3)

Movies: Extensive catalog 300+ movies
Television: On-demand tv shows, 15 channels or live TV
Music: Playlist curated by Spotify
Wi-Fi: Free Wi-Fi
HiHello

Southwest Airlines (rating: 4.2)

Movies: Average amount of movies
Television: Live network channels FX, CNN, ESPN
Music: Stream music from iHeartRadio
Wi-Fi: Wi-Fi 8$ per device
HiHello

American Airlines (rating: 3.9)

Movies: Mobile in-app movies
Television:Not Available
Music: Stream music from Apple Music
Wi-Fi: Wi-Fi 10$ per device
Limitations: Backseat display only on limited flights
HiHello

United Airlines (rating: 3.6)

Movies: Mobile in-app movies
Television: Mobile in-app DirectTV
Music: Stream music videos and playlist from Vevo
Wi-Fi: Wi-Fi 8$ per device limited use
Limitations: Backseat display only on limited flights

Research Synopsis

Upon examining the characteristics of these five airlines, a discernible trend emerged, Revealing Airline carriers frequently collaborate with third-party entertainment services to enhance content delivery with their in-app experience. This observation prompted me to delve into an analysis of customer needs, exploring the potential for customers to contribute and offer supplementary services for in-flight platforms. Embracing an approach akin to Chrome Cast or AirPlay could seamlessly bring users' entertainment from their smartphones to the in-flight displays, thereby enhancing the overall in-flight experience.

Implementation Challenges

Challenge

In-Flight Phone Casting: Tailoring Sharing for Diverse Displays on Domestic Flights
A challenge associated with the current phone casting approach lies in effectively tailoring the sharing experience to accommodate the diverse in-flight displays of individual users. The scalability of this solution is paramount, as a typical domestic flight may consist of 30 to 100 passengers, each with their unique display preferences and requirements

Solution

Streamlined Onboarding: Unique Casting Names and Secure Pins for In-Flight Features
In order to implement this feature, it is imperative to incorporate it into the onboarding user-flow. During this process, the inflight unit should generate a unique "cast" name structured as Firstname_Lastname_Display_pair. Additionally, a secure access pin should be either generated or created to serve as a user verification measure.

Product Features & Theme

Product Features

Feature Discovery

Theme

Color Theme
The selection of colors is intentionally curated to evoke a soothing aesthetic throughout the user experience. Each streaming platform embraces a dark theme to instill a sense of tranquility, providing users with a serene and relaxing atmosphere while navigating their platform.

Typography
Roboto

Icon Library
Iconly Pro
Theme

Conclusion

I found great satisfaction in engaging with this design exercise. The process of developing detailed user personas and subsequently juxtaposing them with the existing market offerings has been illuminating. It has revealed a promising opportunity to capitalize on within the realm of commercial airline entertainment. I firmly believe that implementing these innovative approaches in inflight entertainment could significantly alter customers' perceptions of air travel, ushering in a positive transformation in the overall passenger experience.
Check out the Prototype

Ledger Screens

Onboarding
Entertainment
Digital Business Card

Onboarding

Home Hub

Entertainment

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