An In-Flight Entertainment & Shopping Experience for users onboard on AirAsia Flights.
Experience Live Product at
Overview
Design Brief
Design a Customer Journey and Experience to enable SugarBox App & Network to run as a White Labelled service in Air-Asia Flights.
Services that should run on an Airline environment:
My Role
User Experience Definition in the Product
- Worked closely with Head of Business, Product and Engineering to align with Long term Goals, Business objectives, Current business and user problems and defined User experience strategy that resulted in Product Road map, Userstory and feature definations.
Design Direction
- Direct the team and came up with End to end Customer Journey for a User onboarding a Flight until exiting the environment by deboarding.
Background
What is SugarBox Network?
SugarBox Network is a First of its kind Hyperlocal Content delivery network. It constitutes a network of Data servers that host a variety of Partner content like Movies, Games, TV shows, Music, e-commerce products. The Network is designed to work in Bad internet or No internet areas so that people have access to content.
SugarBox App enables users in a remote location connect to SugarBox network with an available WiFi zone called SugarBox WiFi. Once connected to the server, A user can access all kinds of content hosted by various App Partners.
Business Needs
The service should provide users on-board Air-Asia to:
- Watch Movies and TV shows from our Content Partner, Zee5
- Shop from D2C Brands like Manmatters, Bolt, Mulmul and alike.
- Place Food Order from AirAsia on board Food Catalog.
- For Tata Neu users, Enable transactions for users to use Tata Neu coins for their Orders.
Product Feature List
Network
- Enable users to access SugarBox network and content in a completely disconnected environment
OTT, Podcasts & Music
- Ability to stream and download content on user’s devices with the help of Offline DRM licensing.
e-commerce
- Enable e-commerce category, brands and products and build end to end e-comm journey.
Payments
Enable payment methods like Tata Neu coins, Amazon Pay, Simpl and Pay to Crew.
Heuristic evalaution of Previous User Experience
A thorough heuristic evaluation was conducted of the major user-flows of the journey. Combining the exercise with the past knowledge of Usability testing that we had conducted in the real-time environment, We were able to come up with Experience issues and their solutions.
Problems Summary
- Dependency on the Internet across the entire user journey was counter intuitive for the value proposition itself that SugarBox is a platform/network that a user can access in no internet zones.
2. The user journey particularly onboarding to consuming a content was still too long due to the Tech constraints in which the previous solution was build. This compromised on User Experience hugely, had caused massive drop offs as seen in the analytics.
3. There were two user journeys to provide experience for Users in a Metro (With internet) and for those who are not receiving data on their devices. This caused too many variables to handle and inconsistency in user experience.
Require internet as User is expected to install SugarBox Native App from Playstore/Appstore.
Require Internet to fetch Location and download Hyperlocal content on the App.
Require Internet to link payment modes like Amazon pay and Simpl for the first time before a user can use.
Learnings from On-Ground usability testing
Since internet in Metro POI is inconsistent, Services like OTP Login Auth service and Online payment methods won’t work.
To enable internet dependant usecases, We need to have a Backhaul which simply means a Mobile SIM installed in edge servers which would run services like OTP, Link PayTM wallet, Pay online etc.
If a User is connected to SugarBox WiFi, then sideloading & installing Partner App like Zee5 is not possible in iOS. So, We would lose the entire user base.
At Many SB installations, User would be completely out of mobile network and data range due to being underground at Metro. Hence will not be able to use our Primary user journey.
Task Flow Explorations
A group exercise was conducted among the Design Team to achieve the following:
1. Ideate an ideal user journey forgetting about all the Technical constraints.
2. Come up with more scenarios & flows outside of Airlines scope but take SugarBox’s future vision as a Goal to solution design for the problem on a Broad scale.
Visual QA
Experience Live Product at
