Methodology: 60 minute IDIs
Riyadh Air
"Design must be versatile to cater for variety of travellers and their needs."
Introduction
The objective of this project is to validate the assumptions and working hypotheses the client has on the journey and design direction with customers to gain deeper insights into needs, motivations, and pain points across the digital moments of the macro journey, from discovering products to arriving at the destination. We also looked to concept test 4 specific moments in the journey with customers for appeal and relevance. This will enable the client to both refine the future state journey maps and inform the Design System.
Specifications
China
Age: n=4 24-40 n=4 41-65
Minimum n=2 travel for business
Interviews conducted in Mandarin
Location: n=4 Shanghai, n=4 Beijing
India
Age: n=4 25-40 n=4 41-65
Minimum n=2 travel for business
Interviews conducted in English
Location: n=2 Pune, n=2 Delhi, n=2 Mumbai, n=2 Bangalore
Kingdom Saudi Arabia
Age: n=4 20-35 n=4 36-50
All travel for leisure
Interviews conducted in Arabic
Location: n=8 Riyadh
Results
There is a shift away from human interaction to planning and booking travel digitally through apps, airline websites and communication platforms. However, travellers also want human contact; AI and Chat Bots can be time consuming and frustrating mainly because of limited responses provided. Travelers also seek reassurance on data collection and security.
The concepts that were tested were perceived as forward thinking, relevant and address many journey pain points, but design must be versatile to cater for variety of travellers and their needs.
