JOEL LOO
UI.UX Designer
Internship
Singapore Airlines
Interaction/UX Design
UX Research
Singapore Airlines Limited (SIA) is the flag carrier airline of Singapore with its hub at Singapore Changi Airport. It is one of the world’s most admired companies and has consistently topped airline and travel industry awards in Asia.
Project Team
Joel Loo - User Experience Intern
Insuk Ko - UX Strategist
Darren Yeo - Principal UX Strategist
Ferrand Francis - UX Designer
Time Period
Jun - Aug 2019
Tools
Scope of Work
Job Activities:
Desk Research - 45%
UI/UX Expert Review - 25%
Design System Organization - 20%
User testing Interview - 10%
Objectives:
-
Conduct expert reviews and competitive analysis desk research on airlines apps in the market.
​
-
Construct and align the components within the design system across SIA's digital products internally.
Research Findings
Benchmarking Comparison
Taps and Screens were used as the baseline to measure the user flow of the various airlines’ mobile apps. These two factors were selected to identify the number of transitions a user goes through, with lesser screens and tap interactions, the user overall booking process is smoother and takes less time.
​
The three main areas we targeted were the Flight Booking, Flight Selection and Seat Selection process.
Future Trends Analysis
The advancements in machine learning, data analytics and AI provides a means to personalize your app in a detailed way: you can bring in elements like gender, age and preferences to tailor different experiences.
Towards Designing
Seamless UX
Breaking down the various phases towards a seamless and integrated user experience helps the company to understand potential design opportunities in the future.
Summary Report
Having a rough sensing of Singapore Airlines' positioning helps to better understand its competitors differentiation and value proposition. This also helps to anticipate future design options and trends in the market
​
This report was pitched to the department for further assessment and plans for development moving forward.
UI/UX Expert Review
Digital Interface Analysis
Identifying the key insights and reviews after conducting several interview sessions with current users on the new beta interface and features.
Hover to view more info
Design System Audit
Standardizing Elements and Components
Organizing and validating consistency in UI elements and components such as buttons, toggle, tabs, dropdowns etc.
