ClassyFly
Booking app concept
Concept:
Design a product for booking luxury airline tickets —
for business and first-class travelers with an emphasis
on the flight experience, like cabin features and dinner menu.



Story frame
Hi, we are ClassyFly.
We are reinventing flight and booking experience.

Passenger experience for us is about more than just legroom; it's an emotional journey.

We are designed around people and our app focused on flight itself instead of tickets.

Finally, you can control your flight experience

- choose with who you will seat,
- see fly habits and interest of people around you
- see aeroplane interior before choosing a seat


You can manage your meal fairly easily too.

And we also have tools to make your search tailored to your needs:

- see the list of services of departure and destination lounges
- easily order special equipment
- choose where to travel with filters by weather, visas, time


Also, we make it pretty simple to pay for your booking:

- you don't need to fill your card data, just use Apple Pay on your smartphone. Secure and easy.
- you can buy your tickets on credit or even Bitcoins.


Interested? Download now.


Development plan
- I started with the target audience research, draw up Personas
and their main pain-points of booking experience

- Formed hypotheses of service offer based on the JTD

- Considered the main scenarios: search, options, payment

- Did sketches and created interface solution

- Describe the economy of the app


Research
Research subject: aggregation of commercial aviation

Not considered:

  • b2c business aviation (30% of millionaires use it in Russia)
  • b2b commercial and business aviation, because it requires
    additional integration, coordination (exact data are not available)

Baseline scenarios for travellers: leisure, business, transportation.




Personas:

Travelers need to be guided through the purchase process in stages:
discovering, choosing, then customizing their unique journey.

The audience is quite different, but they have a lot in common:
pain-points, challenges and expectations.


Top-level manager Alexander
+40 yr, flies mainly on business trips.

This audience includes all users who do not have a b2b contract for business trips, or flying
to their personal needs, but not willing to part with the comfort you're used to on business trips.


Pain-points:
  • mismatch of expectations and reality of the services
  • spend time on business trips productive: work, meet new people, relax

Expectations:
  • have less stressful flight experience and spend flight time with benefits: relax or do work related issues
  • understand "what I'm paying for" and find the optimum level of comfort and price


Challenges:
  • book a convenient flight
  • tell about personal preferences and purchase additional services

Millionaire Roman
+40 yr, flies for business/leisure/transportation.

Up to 70% of millionaires in Russia use services of commercial airlines (the other 30% fly private jets). Companies value these clients and offer additional services in exchange for their loyalty: even offering them boarding on any flights with any urgency, even to the destination the company does not fly. Roman's tickets booked and monitored by his assistants. That's why describing these Personas we talk about not only Roman himself, but also his assistants.

Pain-points:
  • want to know exactly what he pays money for in terms
    of comfort and possibilities to manage onboard experience
  • it is difficult to find new options when there are strict requirements for comfort.
    Usual booking services don't allow to look for options to please with special requests

  • mismatch of expectations and reality of the services: different airlines and even aircraft offer different cabin comfort services, meals and alcohol policy.


Expectations:
  • understand "what I'm paying for" and find the optimum level of comfort and price
  • obtain services which are necessary to me personally and have an opportunity to explore new ones


Challenges:
  • book a convenient flight and get all necessary services easily
  • tell about personal preferences and customize services for future orders

Successful startup CEO/founder Mark
30-35 yr, flies for business/networking/transportation.

The most active users in mobile booking. They have no craving for luxury but want to have the more customized flight experience. Often book their own flights themselves. They count their own time so they want to spend flight time for work or entertainment.


Pain-points:
  • spend flight time with benefits: relax, network or do work related issues
  • Order maximum services online in one click: online registration, tickets sharing, convenient payment methods, additional services ordering

Expectations:
  • make the flight experience more customized
  • spend flight time with benefits and have less stressful flight experience

Challenges:
  • book a convenient flight
  • form a new habit to book premium and first class tickets
Millionaire's/Top-level manager's wife Elena
+30yr, flighs for travel/transportation.

Active mobile users, very independent and have strict requirements for services and comfort. At the same time, she's open to new experiences and suggestions. She has kids and plan trips based on the whole family comfort. Expect child-friendly experience and also has special requirements for onboard meals.


Pain-points:
  • travelling with kids can be stressful. You never know how other passengers
    even in first and business class will react on kids aboard.
  • often there is no possibility to book baby carriage in advance, you can do it only at the airport
  • it is impossible to predict the flight experience


Expectations:
  • spend flight time with benefits for the whole family and have less stressful flight experience
  • understand "what I'm paying for" and find the optimum level of comfort and price
  • make the flight experience more customized


Challenges:
  • book a convenient flight easily
  • tell about personal preferences and customize services for future orders
  • control special meals on board

Idea
The research shows that the target audience is willing to pay extra to get more customized experience.
So the main idea of this User-focused and Revenue-Driven Travel App is to give people more options to control their flight experience and, on the other hand, give the app opportunity to make money on special features.

Job stories
Situation:
Planning a flight
Motivation:

Benefit:
I want to spend time as I want, not depending on external circumstances
have less stressful flight experience and spend flight time
with benefits: relax, network or do work related issues
Situation:
Always when ordering expensive services
Motivation:

Benefit:
I want to get a new experience in terms of service or to
the service has corresponded to my ideas of comfort and luxury
to understand "what am I paying" and find the optimum level
of comfort and price
Situation:
Always when ordering flights
Motivation:

Benefit:
I want easily obtain services which are necessary to me
personally and to have the opportunity to explore new ones
to make personal flight experience more customized
Situation:
When re-ordering
Motivation:

Benefit:
I want app to remember my preferences and personal data
and offer me options that suit my preferences better
to make future orders experience as simple as possible
Situation:
When paying for the order
Motivation:

Benefit:
I want to have as many payment methods as possible
(apple pay, Bitcoin, credit, miles)
to make the payment process more convenient
Feature #1
Customize your flight experience

Business Class flights

To work with pain-points:

  • to control in-flight experience person can select badges or pins to add to the seat to express some of his or her interests and show what kind of passenger they are — Sleeper, Social, Headphone Guy, etc
To work with expectations:

  • the user is ready to pay for
    the extra choice and control
Product services:

  • Digital: show what people also booked this flight
    and what kind of passenger they are
  • Physical: provide or sell passengers prior
    to departure with necessary for them supplies
    (like pillow, headphones, joystick), content.
    Display areas divided by interests, it will give
    people the opportunity to select a place next
    to a passenger with similar interests.
The main types of in-flight experience simplified for MVP: work, networking, children, sleep, watch a movie/play.

The main types of in-flight experience advanced: do more fine-tuning of interest, add descriptions to the passengers
that can help to match them as tinder or automatically.
First Class flights
To work with pain-points:

  • to control in-flight experience person can select badges or pins to add to the seat to express some
    of his or her interests and show what kind of passenger they are — Sleeper, Social,
    Headphone Guy, etc
  • to have special zones on the aircraft
    according to the majority needs.
To work with expectations:

  • the user is ready to pay for
    the extra choice and control
Product services:

  • Digital: show what people also booked this
    flight and what kind of passenger they are
  • Physical: to create zones in aircraft like game zone, restaurant, cinema theatre, kids playground
    The main types of in-flight experience simplified for MVP: Apple Pay.

    The main types of in-flight experience advanced:
    other financial apps payment, bitcoin payment.
    Feature #2
    See photographs of the aircraft and seats/cabins while booking
    First and Business Class flights
    To work with pain-points:

    • passengers can see photographs of cabin
      and seats before booking the flight
    To work with expectations:

    • the user is ready to pay for
      the extra choice and control
    Product services:

    • Digital: show pictures of the aircraft salon before booking or give an opportunity to look for deals
      with similar types of salons
    The main types of in-flight experience simplified for MVP: photo of salons on the suggested flights

    The main types of in-flight experience advanced: give an opportunity to specify the type of the interior. For example, to show only first class cabins with separate bed and chair.
    Feature #3
    Additional services menu
    First and Business Class flights
    To work with pain-points:

    • provide an additional screen to display
      all the services offered on the flight and
      the ones that can be added to the list
    To work with expectations:

    • selling additional services and products
    Product services:

    • Digital: to show the menu of additional products
      and services, which may be included for the flight.
      For example, lounge services like the driver or
      escort, special meals and drinks prior to departure
      and during the flight, wheelchairs or baby strollers.
    The main types of in-flight experience simplified for MVP: show services which are already available on the flight and their options.

    The main types of in-flight experience advanced: give an opportunity to specify the type of services the passengers want to get on board to show the flights offering them.
    Feature #4
    More payment options
    First and Business Class flights
    To work with pain-points:

    • add more quick payment options
      like Apple Pay, cryptocurrency payment
    To work with expectations:

    • the user is ready to pay for
      the extra choice and control
    Product services:

    • Digital: give an opportunity to use payment
      system which is installed on the phone,
      and other payment applications.
    The main types of in-flight experience simplified for MVP: photo of salons on the suggested flights

    The main types of in-flight experience advanced: give an opportunity to specify the type of the interior. For example, to show only first class cabins with separate bed and chair.
    Ranking features
    What can be added to MVP:

    • Badges or pins to seats
    • Pictures of aircraft and cabins
    • List of offered services and options
    • ApplePay payment method
    • Opportunity to use the app immediately without registration,
      and then save personal settings to a profile automatically
    • Opportunity to choose a class of flight while booking: first, business, resident company
    • Progress bar from booking to check out with an opportunity to reset the chapters
      and add a route to favorites in the profile that is created
    • The selection of preferred airlines, they will display first in a result of the search
    • The ability to put preferences before or during the search for registred users
    • Filter options: stay in cool cities, for the weather on departure/arrival, the price, or comfort options
    • Additional options: strollers, large luggage, special diet, insurance, transfer, etc.
    • Opportunity to add loyalty programs cards and membership cards to the profile

    Advanced features:

    • Do physical zones on the air crafts according to the passenger interests,
      provide them with supplies they need during the flight
    • Give an opportunity to specify the type of the interior.
      For example, to show only first class cabins with separate bed and chair.
    • Give an opportunity to specify the type of services the passenger wants
      to get on board to show the flights offering them
    • Different payment methods including cryptocurrency
    • Create automatic queries: enter all the data and wait when the application will notify about the offer
    • Opportunity to compare flight options at different the criteria: time of flight, the number of stops, price, time of departure\arrival, lounge, meals, facilities in a cabin, baggage.

    The economy
    The Economic unit is request.
    The more requests, the more additional services - the better.
    The application has a lifecycle and passes it goes along with the user.
    User's cyrcle:

    • Exploring
    • Making decision on choices
    • Ordering additional options
    • Order reviewing
    • Payment
    • Flight







    Request's cycle:

    • The results from the server
    • Forming requests
    • Adding options to the request
    • Review, changing the number of options
    • Status: pre-booked, paid, booked
    • Status: in service
    • Status: closed
    This site was made on Tilda — a website builder that helps to create a website without any code
    Create a website