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P3: Delta Airlines iPhone App Features for In-flight Offerings
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Changes
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Stage Change Was Detected
Change MadeWhy?
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SynthesisWe took out the entertainment portion of the appThere is a way to stream content from devices already--just through a few different third parties, so the process is clunky. Fixing that process is not within our project scope. There is already a list of what's available on the app taken directly from the website. Also, there weren't enough justification in our research.
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SketchingWe decided against being able to set delivery timesIt wasn't feasible for labor practices and fairness to the flight attendants.
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Feature PrioritizationWe got rid of the option to reserve complimentary itemsIt just didn't make too much sense to have a regimented system for free items.
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Paper PrototypeWe got rid of the scrollable hero image feature in the current app. We found it to be distracting to users on mobile and not conducive to the task-oriented environment of the app. We turned that content into buttons instead. With the current set up, there are too many images, too many options cramped together, and too much content, making it harder for users to do what they need to do and also click through too many scfreens to get to their goal. It looks poorly translated and designed from web to mobile.
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Paper PrototypeWe got rid of sorting for food typeThere aren't multiple options for different types of diets or allergies, and there aren't enough options in general to warrant a sort.
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Paper PrototypeADD: specifiy the direction of flight (A to B, not A to B and back)Users commented that they weren't sure if they were in the right flight or not
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Paper PrototypeADD: Carrot leading to detail page for productsFix confusion
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Paper PrototypeWe separated the checkbox and name of item being clickableIt confused users as to what added items to cart, and what went to the product page
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Paper PrototypeADD: specific review selected screen for each taskIt was confusing to users why they had items they didn't click in cart
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Paper PrototypeADD: keyboardUsers needed to know what they could type in
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Paper PrototypeADD: save card checkbox under new paymentUsers need to be able to change or save the
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Paper PrototypeWe are switching from ordering and paying now for a future flight to reserving the mealUsers were confused with the ordering process and didn't understand what was happening with timing and wording
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Paper PrototypeADD: receipt screen (sent to "My Wallet" in app)Users have no way of keeping records of their purchases and this could create complications with not only getting what they ordered, but verifying expenses
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Paper PrototypeWe changed "order now" to request and put a disclaimer that the food might not be availableUsers brought up a good point that if they are ordering after people have eaten, the food they ordered might not be available anymore. Also it would be impossible for FA to keep accurate inventory at all times
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Paper PrototypeADD: edit button on review screenUsers don't like feeling locked in, and going back and changing manually isn't obvious without a prompt
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Paper PrototypeChange "back to browse" on feedback submission to "return to my trip"Users were confused about why they would have to go back to browsing after they said they didn't want anything
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Paper PrototypeInclude ingredients and details for each snackThere aren't many snacks, and users who are sensitive about ingredients and dietary needs would appreciate it
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Paper PrototypeAdd a link to go to purchase available items at the end of complimentaryIt will drive traffic to revenue-generating parts of the app, and it is what users expect
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Paper PrototypeMore characters for feedback formThis will allow people to give feedback easier
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Mid-fi WireframesADD: duplicate the screens for the product page and "cart" to reflect ordering now featureThe tasks and what the user sees aren't matching up currently, which slows them down and confuses them during their tasks
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Mid-fi WireframesChange the edit and cancel my order buttons to combination of modify/cancelFor clarity and to clean up some space on the interface
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Mid-fi WireframesAdd a button at bottom of select screen to cancel orderFor clarity and to clean up some space on the interface
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Mid-fi WireframesAdd price to Product PageFor clarity and expectancy, when users buy something they need to see the price
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Mid-fi WireframesADD: back buttons on order summary pages, complimentary/available for purchase pageFor consistency
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Mid-fi WireframesADD: boxes that checkUsers will get confused with what they have to click. This was something we saw in the paper prototype too
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Mid-fi WireframesNeed nutrition guide on Purchase itemsRight now it is onlyon Complimentary items
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Mid-fi to Hi-fi WireframesRemove notice of only one food suggestion/ feedback per itinerary; give more space and allow users to edit (and have sent after flight completed)Off-putting, users think this is "weird", not want to be limited this way, "I should be able to give them as much feedback as I want"
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Mid-fi WireframesMake sure the food items pop out more than the feedback buttonOur main goals are food-centric and revenue-driven, so we should be driving the users' eyes to food, not complaints
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Hi-fi PrototypeClarify where click on menu items to view vs. to see detailsMost people not click on carrots to see details, or try to click words to check box
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Hi-fi PrototypeMake nutritional key more legibleTo make it accessible, as some users could not read the little icons
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Hi-fi PrototypeNeed to create a "cart" page that only has 1 selection in itOur flows are incorrect, and this is confusing to see more items in the cart than selected
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Hi-fi PrototypeNeed to link to "cart" and reserving/requesting functions from product pageFlow error, illogical sequence
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Hi-fi PrototypeClear up any blurry items or pagesUser commented on pixelation and visuals
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Hi-fi PrototypeMake sure "My Delta" button is linkable on all pagesUser experienced navigational error
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Hi-fi Prototypemove feedback button up so not have to scroll to itUsers either aren't finding where to go, or are having a difficult time and increasing TOT trying to look for it
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Hi-fi Prototype, second round of testing
Add menu additions option to complimentary and purchase pagesUsers expect it on those pages, have trouble finding it now
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Hi-fi Prototype, second round of testing
"selection one" to "items selected"confusing and illogical for the user flow and expectations of microcopy
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Suggestions
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Stage Suggestion Was Made
SuggestionUser
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Paper PrototypeIf we need to change "complimentary" to "view" and specifiy that it is view only before clicking throughDurlav
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Mid-Fi WireframesThe white boxes on the Delta appAnnalyse
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Mid-Fi WireframesCombine complimentary and purchase items on one pageDan Skehan
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Mid-Fi WireframesPlus symbol for itemsBrand-alignment
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