norwegian airlines

Norwegian Airlines

Pet TrackingDesigning for Trust.

Client: Concept  •  Role: UX Designer   •  Date: January 2019

The Brief

Create a pet-tracking app, to counter bad press on animal treatment in long-haul flights.

  • The client for this group concept project was Norwegian Airlines, one of the largest low-cost airlines in Europe that also offers intercontinental flights.
  • We were tasked to create a Pet-tracking System to use on their intercontinental flights (from the UK to the United States and South America)

My role: UX strategy, competitive analysis, user research, design studios, keynote presentation.

Read the extended case study on Medium

affinity mapping

paper prototype

The Process.

Research.
Competitors

To better understand how Norwegian Airlines can meet the competition, we did a Competitive Research. We also mapped the current experience on the client’s website, when booking a ticket for a pet. Finally, we compared the features of different animal tracking applications.

  • Opportunities: general lack of information, no online booking, competitors don’t carry animals.
  • Common Features: GPS tracking, pet profile, location updates.
  • Norwegian: the information is too technical, booking a flight is not easy or clear.

Understand
User Experience

To gain critical insights on how is the current experience of flying with a pet, we sent out a screener and subsequently interview numerous people.

  • Almost 40% of users avoid flying with pets because of lack of trust.
  • People consider their pets as members of their family and demand the same care expected for a human being.
  • When flying with pets users are stressed and worried, before during and after each flight.

 

Define.
Testing & Iterations

We used the Design Studio to quickly create numerous ideas, dot-voting the best parts of each and merge them together. Then we proceeded with many rounds of usability testing and gathered the following findings.

  • Users need reassurance
  • Too much information is counterproductive
  • A careful balance between informing and tracking became the goal

iterations pet profile

Conclusion.

What I learned.
Design as a Team

Working on this project has allowed me to expand my knowledge and understanding of the UX process, as well as the benefits and difficulties of teamwork.

  • I learned to be open-minded and accept very different ideas from my colleagues. Every idea is a precious resource and we can build upon them, instead of rejecting them.
  • It was incredibly insightful to see that different kinds of information, and how they are displayed, can influence greatly the user’s experience of a product.
  • The benefits of the Design Studio techniques and voting over talking were one of the biggest learning from this project. And I count on continuing to use them during my career.

To Improve.
Next Steps

Things that could be improved and future steps:

  • Some information that is currently tracked could be eliminated and the application further refined.
  • The information screen is a great opportunity and the content needs to be structured better.
  • The checklist is useful but needs to be implemented with more focus on its technical feasibility.
  • The website of Norwegian Airlines should be designed to incorporate all the necessary information that we already included in the app.

Feedback.
My Experience

  • This was my first team project. Working as a team had its difficulties, but working hard together really allowed us to achieve great results.
  • Understanding the user’s final goals proved extremely important in this project. It was a great exercise of feature prioritization, keeping in mind the business side at the same time.

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