PAN AM, a historic airline in the United States from 1927 until its cease of operations in 1991, was known for being the “Ritz Carlton” of airlines. Now looking to make a strong come back and for that, they will need a next-level user experience for their core digital flow involving the booking and online check-in of flights.
With an airline that is well known throughout the world, I took interviews into a different approach. Interviewees were male and females who frequent travel and one that has never flown before. One of the major findings was, everyone had something negative to say about their flying experiences and the current airline industry. After conducting these interviews there was a better understanding of my target market and insight into their mindset which allowed me to know what they need and want to be satisfied customers.
After getting a better understanding of my users I began to flesh out their thought process purchasing flights and what the site would need to provide the user needs. Most users will use third party sites but those who are loyal users will go through a site like.
Users are more likely to use a third party site to choose the best price so when coming up with their scenarios and flow, many of the interviewees thought process on purchasing the flights wouldn't be valid for this scenario.
For design, my thought process was to keep the original look and blend in a bit of a modern touch. With the logo, I contemplated keeping it as is because it's iconic but decided to modernize it and ideate an animated logo.
After testing with 6 participants, a lot of the feedback was positive. There was a clear and easy way to navigate the site. Users showed that having two CTA’s to check in was helpful to them having easy access. Some painpoints and comments were users couldnt find whwere to select their seat initlly. They also wanted an option to see flight prices on different days to get the best price. I went back and added these changes to the final result.