UI Design
UX research
product design
Three digital product designs to improve consumer experiences with Spirit Airlines.
Spirit Airlines is an ultra low cost carrier airline with flights throughout the United States, Caribbean, and Latin America.
Spirit Airlines has a bad reputation for being a low quality airline, people have bad experiences with Spirit.
Website: Encourage a more spontaneous lifestyle by connecting customers to new experiences with the help of Spirit’s ultra-low ticket prices.
App: Expedite the flying process by providing tools that guide our customers through all stages of travel.
Kiosk: Allow on-the-go customers to be safe and efficient during their time at the airport.
Researcher, UI App Designer,
Design System Designer
4 months, 2021
Figma, Adobe After Effects
Kay Bunting
Gwendolyn Chin
Cailey McKenna
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Spirit Airlines is the largest Ultra Low Cost Carrier network in the U.S., Latin American and Caribbean. They’re most known for their transparency about their no-frills policy and their low costs.
Mission Statement: "We are committed to offering the lowest total price to the places we fly, on average much lower than other airlines...We help people save money and travel more often, create new jobs, and stimulate business growth in the communities we serve."
Mantra: Less Money. More Go.
Archetype: Jester & Outlaw
Strengths:
Cheap flights
Flies to major airports
Planes hold many people
Transparent branding
Nationally recognized
Accessible
Weaknesses:
Additional fees for everything (some are unaware).
Negative reviews.
Cramped planes.
Poor customer service.
We created three digital products to aid Spirit flyers by creating more efficiency, less confusion and catering to travel desires of consumers. Our three digital products include; Spirit Website, Spirit App, and Spirit Kiosk.
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Geared toward someone who wants to fine tune their skin regimen, or isnew to skincare and does not have too much time in their schedule. | Gender neutral | Invested in affordable high quality products | young adults to middle age |
Blemish free skin and maintaining healthy skin with a long-lasting regimen.
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
Minimalistic Aesthetic
Neutral Colors
Gender Neutral
"Bring humanity back to air travel."
Major American low-cost airline.
Serves 100 domestic and international network destinations.
Customer service, friendly staff reviews.
Partnerships with pro sports teams and venues.
Standard Core ticket 1 bag fee $25.
Additional fees: $100 extra for overweight/oversized bag, $75 same day change of flight.
Top Complaints: Flight Problems (Delays, cancellations, or misconnection), Customer Service, Baggage
"Keep climbing."
Travelers' Choice 2020 Winner
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One of the best records for on time flights
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One of the largest airlines in the United States, allowing for an array of services for travelers of
any budget.
Lots of negative reviews regarding customer service and mishandling belongings.
Basic Economy tickets not be eligible for paid or complimentary upgrades.
Basic Economy seats are assigned after check-in
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You are not guaranteed a seat next to traveling companions, including family members with Basic Economy.
"Low fares. Nothing to hide. That's TransFarency!"
Earn mileage points when you fly with Southwest.
Doesn’t charge for cancel fees.
Fly with two bags free.
One way flights as low as $50.
Uses own app for ticket and flight info.
Includes an Airport Checklist on what documents to bring along with how long security and other services take.
LUV Culture, making their customers seems like they are part of a family.
Provides a non-stop flight under its point-to-point service. This saves on time wastage for travelers.
Only flies to certain states within the USA.
Only flies within the US, Mexico and some parts of the Caribbean.
After the first two bags being free there is a charge of $75 for bags over 45 lbs.
Seats can be upgraded for an additional cost.
Cancellation fees after 10 mins prior to the flight.
No seat confirmations.
Limited amenities.
Boards from front to back.
I performed empathy interviews in order to get an insight into the thoughts and feelings of people. This way I can take human psychology into account when creating the brand made for people. I asked people a series of questions, and they told their stories, feelings, and experiences. I gathered data and information from their answers and non-verbal cues like their facial expressions and body language.
“Tell me about the first time you flew on an airplane.”
“What are some expectations you have when you fly now?”
“Which airlines do you take the most frequently? Why?”
“What is one of the things you hate about flying?”
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Tighter seating and small planes is a constant complaint from customers.
A $22 flight concerns most people and makes many instantly consider they will be scammed.
Many people have heard from others that Spirit is bad - immediately creating a negative idea of the brand before flying with them.
Overall: How much will someone give up for Spirit Airlines to be worth it?
Spontaneous bachelor
Family-Oriented Flyer
Frequent Flyer
Inexperienced Flyer
HMW engage with family flyers and their hesitations?
HMW encourage leisure during flying?
HMW create a more spontaneous atmosphere when traveling?
HMW make the inexperienced flyer as prepared as the frequent flyer?
By catering to the inner travel desires of the spontaneous consumer, we focus more on the destination rather than planning. Therefore, challenging the idea that spontaneous flying is pricy and unrealistic.
By adding touchpoints from checkout to boarding, we provide a flyers with a seamless experience so they can go through the process quicker and feel confident in their travel journeys.
By providing accessible information and tools, we ease safety concerns for those flying with family, creating a more relaxed flying experience.
Guide users through all stages of travel with “Spirit 101” pre-flight planning to limit hidden costs.
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“Baggage Updates & Tracking” features tools for luggage upgrades/tracking to optimize time efficiency in the airport.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare,
“Baggage Updates & Tracking” features tools for luggage upgrades/tracking to optimize time efficiency in the airport.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare,
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“Airport Assist” features an interactive, live GPS navigation to optimize time efficiency in the airport.
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Created three innovative digital products that simplify, and create a spontaneous, effortless the flying experience.
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