Role: UX designer, Marketing lead
My Tasks: Conceptual design, visual design & style guide, presentation decks
Timeframe: 8 weeks
Team: 2 designers, 1 developer, 1 researcher
Airpetite is a business idea to provide a food delivery service inside the airport.
We worked with a class client to explore (1) how it would be received by travelers, and (2) what it would need to be successful.
Validated customer interest and demonstrated how the core functions of the service could work with a MVP prototype.
Here is what I designed for our final prototype. Some features include:
We discovered market opportunities through interviews, market research, and competitive analysis.
We found business travelers had an un-met need to get the food they want when they want it. They travel frequently and are price-insensitive so we decided to focus on them for the MVP.
We had to carefully prioritize features to be able to present an effective concept in 5 weeks of design and testing. Our solution needed to be valuable for both customers and the startup while also working with airport entities including TSA and restaurants.
From our research, we wrote up the 5 key values shown. Based on the values, we narrowed 100+ features to 10 key features to focus on.
Some Key Features
I directed our team in designing the optimal flow to test our concept, which we divided into three initial sections: browse, checkout, and delivery. We focused on one complete experience to meet the needs found in our research while minimizing prototyping time.
We had lots of ideas for additional features, but we were only able to finish on time by following our key workflow diagram and evaluating the impacts of scope creep.
We all sketched ideas, and then the other designer and I sketched out our first prototype. We decided to focus on the consumer application first to validate interest before looking into restaurant or delivery applications.
We decided to go with simple, monochromatic wireframes which enabled us to focus on validating the core concept.
I created a style guide to create a consistent prototype with the other designer.
We iterated and tested three times and solved concept problems by focusing on key features such as a flexible delivery time and real-time status updates.
I created the final design and prototype based on our learnings. I added a sticky toolbar on the browse pages to make it easy to update delivery time, location, and place an order. We found this helped travelers whose flight or location frequently change.
I added ways to customize orders so travelers can easily select how they want their food. I also simplified the checkout process to three easy steps.
All of this helped Airpetite customers get “what they want, when they want it.”
For time purposes, we focused mostly on the customer application of Airpetite, so next we would need to work with restaurants and delivery people to research and design their views of the application.
We would also need to collaborate with the SEA-TAC airport on how to run Airpetite’s operations securely within their ecosystem.