Seamless travel

made easy

by Singapore Airlines

Singapore Airlines is a prominent global organisation committed to providing unparalleled air transport services, with a primary focus on optimising returns for its shareholders and ensuring the welfare of its employees.

Established in 1972, the airline has grown from a regional carrier to one of the world's most respected travel brands. Singapore Airways flies to destinations across six continents, demonstrating its extensive global reach.

In an ongoing commitment to enhance the customer experience, Singapore Airlines has been busy expanding the functionality of its mobile application. By incorporating innovative features and refining its design, the airline has successfully raised its app's star rating from 2 stars to an impressive 4.5 stars.

This achievement reflects the airline's commitment to continuous improvement and responsiveness to the evolving needs of its passengers, and cements Singapore Airlines' position as a leader in the aviation industry.

CHAPER #1 - DEFINING PROBLEM

Challenge

In today's airline landscape, one of the biggest challenges is maintaining engagement with potential travellers. A prevalent trend is the tendency of airline customers to uninstall the airline's app immediately after completing their journey.

In response to this challenge, Singapore Airlines has taken a proactive stance, aiming to disrupt this behaviour by enhancing the overall customer experience through personalised and innovative digital services.

The airline recognises the importance of fostering lasting connections with passengers beyond the confines of their journey. Through these forward-thinking initiatives, Singapore Airlines not only aims to retain its customer base, but also to set new standards for digital engagement in the aviation sector.

Business goals

Drive optimal growth and profitability by strategically elevating customer attachment and engagement rates.

Metrics

Engagement rate
Pageview
Average session duration
New v Returning visitors
Conversion rate

Research & User Journey Mapping

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Persona

A user persona was carefully created through a combination of internal research and Singapore Air-specific research, including user interviews and surveys. This persona served as a central guide in shaping the narrative for the development of the user journey map and played a central role in the formulation of user stories. This comprehensive approach ensured a deep understanding of user needs and preferences, providing a solid foundation for creating a user-centric experience throughout the project.

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User Journey Map development

A User Journey Map is a visual tool that provides insight into the evolving dynamics between a brand and its customers across channels over time.

Based on extensive research, we meticulously constructed a user journey map. The process began with the creation of personas, key players who gave structure and coherence to our map.

These personas played a crucial role in guiding the narrative, providing a clear understanding of the key pain points and needs of Singapore Airlines' customers.

By digging deeper into these insights, we uncovered valuable opportunities to strategically redesign the app to improve the overall customer experience.

CHAPER #2 - APP DEVELOPMENT

Contextual Trips

Contextual Journeys provide customers with dynamic content tailored to their user profile, journey details, personal preferences and exclusive Singapore Airlines promotions. This innovative approach ensures ongoing user engagement and encourages users to interact with the app both before and after their journey.

The content dynamically evolves at precisely defined points in time, presenting users with a variety of information and targeted calls to action related to their ongoing journey. These strategic changes create a personalised and timely experience, increasing overall engagement.

Distinctive calls to action allow users to customise their experience and explore opportunities to purchase upgrades and ancillary services. For repeat users, the platform reveals exclusive 'hidden' discount codes and vouchers, enriching their interactions and offering added value that can be redeemed on the airline's and its partners' websites. This approach not only builds user loyalty, but also contributes to a more rewarding and personalised customer journey.

CHAPER #2 - ENTERTAINMENT

In-Flight entertainment app (IFI)

The Singapore Airlines Companion App is a groundbreaking innovation as it is the first of its kind to seamlessly integrate with Panasonic's in-flight entertainment system. This integration gives travellers unprecedented control over their in-flight entertainment (IFE) experience.

With this groundbreaking feature, passengers can effortlessly browse the media library and access real-time flight information without interrupting their film or entertainment. This synergy between the app and the in-flight entertainment system not only enhances the overall travel experience, but also reflects Singapore Airlines' commitment to providing passengers with a harmonious and uninterrupted journey.

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Problem statement

Singapore Airlines' KrisWorld inflight entertainment (IFE) system is a vast platform, offering an impressive selection of up to 295 movies, over 475 TV programmes and more than 450 CD albums each month. While this variety is undoubtedly a great asset, it also presents a challenge familiar to many travellers: information overload.

For travellers, navigating through such a vast array of options can be overwhelming, hindering the decision-making process and potentially leading to sub-optimal choices or even decision paralysis. Recognising this common concern, Singapore Airlines is committed to finding innovative solutions to streamline the user experience and ensure that passengers can easily discover and enjoy the content that is most relevant to them during their journey.

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Solution

The Singapore Airlines Companion App provides a thoughtful solution to travellers' information overload. Passengers can proactively browse the extensive range of IFE video and audio content before their flight, allowing them to curate personalised favourites lists in advance.

This proactive feature empowers travellers to make informed choices ahead of time, ensuring a more seamless and enjoyable in-flight entertainment experience. By offering the ability to create pre-selected favourites, the app increases user control and convenience, effectively preventing information overload and contributing to a more personalised and satisfying journey.

Sketches

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App flow diagram

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Wireframes

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Design

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