Timeline 2 days
Project Case Study with Guided Questions
My Role UI Design
Tools Figma
The American Airlines app currently lacks a user-friendly design and fails to engage users effectively. The core functions of the app focus on flight tracking, trip finding, and flight booking, but do not encourage exploration of other features. The home page lacks personalization and important account information, inhibiting smooth user flow and decreasing engagement. To address these issues, I chose to redesign the American Airlines app.
I began by analyzing the current pain points and identifying opportunities for improvement. I brainstormed ideas to increase user engagement and restructure the app's content for better navigation and usability.
Based on feedback and insights from users and competitive analysis, I iterated on the initial wireframes, making revisions to enhance the user experience and address the identified pain points. I focused on creating a more personalized and intuitive flow throughout the app.
I translated the finalized design into a functional prototype. The new design features a bottom navigation bar and separate pages to fulfill user needs, increasing engagement and improving navigation.
User Base
American Airlines is a US-based airline service that provides domestic and international flights within the United States. The user base of the American Airlines app is comprised of travelers looking to book a new flight or to use the app to check flight statuses. The user base of the app is fairly limited compared to other transportation apps, seeing as the app does not fulfill the average person’s core daily needs (most people are not using a plane to travel everyday). In addition, the app faces a lot of competition from other airline services, such as Delta or United. The user base of the app is also primarily based in the US.
Features with User Targeting
The app has many specific features to target users, particularly those interested in travelling more. On the home screen of the app, the app promotes its loyalty and rewards programs to encourage users to book more trips, such as by incentivizing users to apply for the American Airlines AAdvantage credit card and join rewards programs. There is also a chat and notifications page.
The main bubbles on the homepage (flight status, find trip, and book flights) also incentivize users to engage with the app for their main action items.
Finally, there is an extra menu at the bottom of the screen which fulfills more potential desires of a user.
Basic User Flow