Connecting lives with ICHANGI app

The Situation

  • Changi’s brand promise and identity is expressed in its purpose of “Exceptional People, Connecting Lives”

  • Changi plays a “critical role in connecting people, business, and commerce on a daily basis and fulfilling the aspirations present in every journey”.

  • Introduce Changi not just as an airport, but also as a lifestyle brand for shopping, dining and entertainment.

The drawbacks

Main Frustrations:

• Cluttered User Interface (UI)

• Difficult to navigate

• Content overload

• Slow load time

How might we design a customer-centric app for greater usability, efficiency and consistency?

Our Design Sprint Phase I:

Discover

  • Understanding Users’ Needs

  • Immersing into Users’ Context of Use

  • Card sorting and way-finding methods

Our Design Sprint Phase II:

Define

  • Creation of personas

  • User journey mappings

Persona 1

Persona 2

Persona 3

Our Design Sprint Phase III:

Develop

  • Enhancing iChangi App to Meet Users’ Needs

  • Building User Journeys for Greater Usability & Efficiency

Design improvisations

Flight info screens

Feedbacks (Old)

  • Some users find it difficult to see Flight Info on Home

  • Some users are unaware that flight listings are clickable

  • Bottom nav bar is confusing

Feedbacks (New)

  • Some Focus on ‘Follow a Flight’ as Call To Action

  • Flight listings are displayed as affordances

  • Hamburger menu for navigation

Airport experience screens

Feedbacks (Old)

  • Some users have no frame of reference of what the options are & need to click into each.

  • Icons are too close.

  • Some users are unaware that listings are clickable

  • Unable to sort by terminal

Feedbacks (New)

  • Users can stay withinthe screen & select from top nav bar

  • Clarity of listings with ample visual spacing

  • Listings are displayed as affordances

  • Sort by terminal first

Our Design Sprint Phase IV:

Deliver

  • Testing iChangi App Prototype

  • Refining iChangi App Prototype

Tasks for Usability Testing (UT)

  • Find flight information & create flight alerts

  • Navigate directory for shopping & dining options, and learn about current promotions

  • Navigate the airport to locate services such as free-to-rest areas

Criteria for Success of Design

  • Is the design effective in helping users achieve their specified goals?

  • Is the design efficient in helping users achieve their specified goals with the best use of resources?

  • Are users satisfied with the app’s usability?

User testing results

UT Round 1 Results (Average of 6 users )

  1. Simplified Login page

  2. Improved usability of Follow a Flight button

  3. Top navigation bar made more visible

  4. Restructured information hierarchy on shop details page

UT Round 2 Results (Average of 4 users )

  1. Linked map to shop & dine listings

  2. Included price range for shop & dine listings

Future roadmap

Design phase 1

Flight Information & Alerts

Shop & Dine Directory

Airport Experience

Design phase 2

Changi Rewards

Virtual Map features

Give estimated walking

distance & time

API Plug-ins (to receive data

from third-party sources)

Travel Advisory (with

Ministry of Foreign Affairs)

Sync Flight Itinerary (with

Gmail Inbox API)

Food Reviews (with

Burrple)

Travel Guides (with

Singapore Tourism Board)

Design phase 3

Chat-bot service with multiple

languages capabilities