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UberELEVATE Design Exercise

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Design Exercise for a hypothetical airport app for Uber.
Prompt: Design the Arrivals flow for an airport app. I chose to design it with UberELEVATE, their air travel team, in mind.

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UberELEVATE Design Exercise

  1. 1. Uber ATC Design Exercise Airport Arrivals Flow Zaid Haque, www.zaidhaque.com Watch screen transitions on https://dl.dropboxusercontent.com/u/ 4512128/20161027%20Design%20Exercise%20Prototype%20Video.m4v
  2. 2. Uber ATC Design Challenge - Airport Arrivals Flow Outline • Project + Considerations • Design Process • Exploration • Prototype 2
  3. 3. Uber ATC Design Challenge - Airport Arrivals Flow TL;DR I created an interaction flow for the arrivals process for an airport app. The app works with a process flow logic - each step in the travel flow is a ‘card’. Passengers would be able to scroll through all cards to understand the process for going through the airport. 3
  4. 4. Uber ATC Design Challenge - Airport Arrivals Flow Exercise Details This project took me 8 hours to complete: 1 hour conceptualizing, 4 hours designing prototype+UI, 1 hour making interactions and 2 hours on documenting. Software used: UI: Illustrator + Sketch + XD Interactions: Keynote 4
  5. 5. Uber ATC Design Challenge - Airport Arrivals Flow Full Disclosure I worked in airport management (at Qatar Airways) as an Interaction Designer for 3 years. I personally feel that airports should not have their own apps because the relevant information they provide should already be accessible enough in the airport facility to not warrant a need to take out a cell phone for said information. A passenger should not need to download yet another app for an airport, until either (1) there is a unified airport/travel app that has information on all airports, or (2) it has a killer feature like the ability to check you into your flight using iBeacons/micro-location sensing tech when you enter the facility, which would only be possible if airlines collaborated with airports - which has not happened because of legal implications for data sharing. Baggage Information - technology exists to allow us to determine where a particular bag is in the baggage handling system (e.g. whether it is in the plane, has gone past border security scanners, etc.) but there is no plan to share this info with passengers for security reasons. If a dangerous passenger with a bomb knows where his bag is in the terminal, it could lead to dangerous consequences. 5
  6. 6. Uber ATC Design Challenge - Airport Arrivals Flow Project + Considerations 6
  7. 7. Uber ATC Design Challenge - Airport Arrivals Flow Introduction Uber recently released a whitepaper about a blue- sky future where we would be able to be transported by air, on- demand. Although that may not be the intent of this design challenge - for this exercise I have made a fictional “Uber Elevate” app - which could potentially be a universal airport app. 7 Elevate
  8. 8. Uber ATC Design Challenge - Airport Arrivals Flow Types of Passengers First and foremost, we have to understand which types of passengers would be going through the arrival flow in the app. Then we need to narrow down to passengers that would need to use the specific feature. 8 Pittsburgh International AirportTerminal Departing Arriving Transit Arriving Domestic Arriving International Terminal Arriving Departing Domestic Departing International AIRSIDE LANDSIDE
  9. 9. Uber ATC Design Challenge - Airport Arrivals Flow Types of Passengers First and foremost, we have to understand which types of passengers would be going through the arrival flow in the app. Then we need to narrow down to passengers that would need to use the specific feature. This Interaction Flow needs to target passengers who may need to pick up bags in PGH 9 Pittsburgh International AirportTerminal Departing Arriving Transit Arriving Domestic Arriving International Terminal Arriving Departing Domestic Departing International AIRSIDE LANDSIDE
  10. 10. Uber ATC Design Challenge - Airport Arrivals Flow Hierarchy of Needs Throughout the airport experience, we would need to understand what our passengers’s priorities are. It goes without saying that the main priority is to travel, but as frequent travelers we understand other needs as well. The app should reflect an understanding of these needs. 10 Travel! Depart/Arrive, and all associated steps/touchpoints (e.g. check-in, baggage etc) Routine needs Restrooms, children’s rooms, other such facilities/amenities Food Cafes + Restaurants Entertainment Shopping/Exploring
  11. 11. Uber ATC Design Challenge - Airport Arrivals Flow Passengers are stressed Passengers are generally stressed about being late for a flight, or confused by the information overload around them. Given that an airport facility caters to many thousands of individuals per day, there will surely be information overload. This app is an opportunity to reduce the information to show what’s relevant to the individual, rather than cater to all passengers. 11
  12. 12. Uber ATC Design Challenge - Airport Arrivals Flow Passengers are busy Apart from passengers’ minds being busy, their hands are also busy. They are generally carrying bags and may only have one hand free. We need to minimize taps and minimize engagement in general - the faster we can pass information to the passenger, the more successful the app would be. 12
  13. 13. Uber ATC Design Challenge - Airport Arrivals Flow Exploration The first step involved looking at a couple of different concepts and trying to see which ones would fit best with the considerations listed on the previous slides. 13
  14. 14. Uber ATC Design Challenge - Airport Arrivals Flow 5 Design Concepts I started with 5 ideas on how to communicate baggage information to passengers. The next slides explains each in more detail. 14
  15. 15. Uber ATC Design Challenge - Airport Arrivals Flow AR Directions What if you were able to pick up your phone and point it around to see which direction to go in? While this seems to be an idea AR enthusiast dub to be great for wayfinding, it would not fair well in an airport. Apart from requiring too much engagement (passenger needs to carry it around in hand) - it could be considered a security threat to be carrying a camera phone around in that manner. Hardware deficiencies may also limit the success of such a product. 15
  16. 16. Uber ATC Design Challenge - Airport Arrivals Flow Airport Maps Providing a nice looking map of the airport to help passengers with directions. Maps of new places can be difficult to understand for everyone - and chances are for something as simple as ‘baggage claim’ there would be enough signs in the airport and enough people walking in the same direction for a passenger to experience less cognitive load by simply following the crowd. 16
  17. 17. Uber ATC Design Challenge - Airport Arrivals Flow Walk times only The other option is to go minimal and remove directionality information completely. Although an app like this could provide all the basic information a passenger would need, it wouldn’t warrant enough reason to take one’s phone out of the pocket just to look at this information. 17
  18. 18. Uber ATC Design Challenge - Airport Arrivals Flow Complete Status On the other hand, we could provide our passengers with all information pertaining to their bags. This would be on the other end of the spectrum - and may be too much information that the passenger does not need. Could be a secondary function - after pressing a ‘more information’ button. 
 However airports are not authorized to provide too much detail on these things for security reasons (see disclosure p. 5). 18
  19. 19. Uber ATC Design Challenge - Airport Arrivals Flow Process Flow What if baggage information could be a ‘card’ on a page which has multiple cards depending on the passenger information? If this app showed one screen which contained the individuals’ complete itinerary, including all the touch points in the passenger journey, it could possibly both provide a low cognitive load, but also enough relevant information on one page for the user to understand the entire journey with a glance. 19
  20. 20. Uber ATC Design Challenge - Airport Arrivals Flow Final design I explored the idea of using cards to showcase touchpoints in the passenger flow. Each card would have information about a certain point, and could be expanded to show more details if required. The idea was that if the passenger is only interested in getting from A to B, all the information is on one screen. 20
  21. 21. Uber ATC Design Challenge - Airport Arrivals Flow Prototype Created in a combination of Illustrator, Sketch and Adobe XD. Whereas the final designs were produced in XD, some elements were easily manipulated in Illustrator/Sketch instead. Transitions done in Keynote. Watch interaction video here 21
  22. 22. Uber ATC Design Challenge - Airport Arrivals Flow Notification The app starts off with a notification. For most people, this would be enough information so there would be no need to proceed. Opening the app reveals more information. 22
  23. 23. Uber ATC Design Challenge - Airport Arrivals Flow Splash Screen App branding + possibility of displaying a personalized welcome message for airport. 23
  24. 24. Uber ATC Design Challenge - Airport Arrivals Flow Home Screen Shows information on the passenger’s flight, as well as all relevant touchpoints. Since we are currently looking at a domestic arrivals passenger, the only information showed is baggage info and exit info. Exit info provides options to ride with uber, get a rental or choose public transit as well. Baggage info provides minimum relevant detail, but can be tapped to show more. 24
  25. 25. Uber ATC Design Challenge - Airport Arrivals Flow Expanded view Upon clicking on the Baggage card, it is expanded to show more information 25
  26. 26. Uber ATC Design Challenge - Airport Arrivals Flow Home Screen Upon clicking again, map and extra information hides again. 26
  27. 27. Uber ATC Design Challenge - Airport Arrivals Flow At Carousel Once passenger is at carousel, relevant information changes to show ‘wait time’ instead of ‘walk time’. 27
  28. 28. Uber ATC Design Challenge - Airport Arrivals Flow At Carousel After wait time is over and bags are on carousel, status changes to display “Bags on Carousel” 28
  29. 29. Uber ATC Design Challenge - Airport Arrivals Flow At Carousel Once the last bag is on the carousel, there is a possibility that the passenger’s bag did not turn up. They can press the ‘information’ button to file a missing bag report. 29
  30. 30. Uber ATC Design Challenge - Airport Arrivals Flow At Carousel Once the last bag is on the carousel, there is a possibility that the passenger’s bag did not turn up. They can press the ‘information’ button to file a missing bag report. 30
  31. 31. Uber ATC Design Challenge - Airport Arrivals Flow At Carousel Once the last bag is on the carousel, there is a possibility that the passenger’s bag did not turn up. They can press the ‘information’ button to file a missing bag report. 31
  32. 32. Uber ATC Design Challenge - Airport Arrivals Flow At Exit Once the baggage process is over, the baggage information is no long shown on the screen. Now the passenger has the ability to access exit information only. 32
  33. 33. Uber ATC Design Challenge - Airport Arrivals Flow Alternative screens Based on the passenger profile, the initial screen could show different information. Shown here are screens for Transiting passengers (left) and international arriving passengers (right). 33
  34. 34. Uber ATC Design Challenge - Airport Arrivals Flow Alternative screens Based on the passenger profile, the initial screen could show different information. Shown here are screens for Transiting passengers (left) and international arriving passengers (right). 34
  35. 35. Uber ATC Design Challenge - Airport Arrivals Flow 35 Overview
  36. 36. Uber ATC Design Exercise Airport Arrivals Flow Zaid Haque, www.zaidhaque.com

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