Project Overview
With one of the highest multi-device usage rates in Singapore from across APAC, Singapore Airlines’ apps for smartphones, tablets and Apple Watch combine rich functionality with a user-friendly focus and contemporary design to offer an engaging digital travel experience across multiple devices.
Highlights of the apps include a contextual homescreen that adapts to upcoming trips, loyalty integration, a slick booking & check-in process, the latest fare deals, destination guides and integration of the tablet app with Singapore Airlines’ In-Flight Entertainment, KrisWorld, to provide a sophisticated IFE companion app. Since launch, uptake has been phenomenal, with 4.5 app store ratings.
Project Commissioner
Project Creator
Team
Patrick Biggerstaff, Head - Digital Experience, Singapore Airlines
Bryan Koh, VP eCommerce, Singapore Airlines
Andric Chang, Technical Specialist, Singapore Airlines
Elizabeth Wong, Project Manager, Singapore Airlines
Jierong Tan, eCommerce Executive, Singapore Airlines
Cheng Zheng Hong, eCommerce Executive, Singapore Airlines
Aisling Hayes, Product Owner, MTT
David Garvan, Development Team Lead, MTT
Matthew Ovington and MTT Design Team
From 'MTT'
Project Brief
Singapore Airlines partnered with MTT to re-launch the airline’s apps, to bring fresh, cutting edge digital services to its customers and to collaborate on a dynamic mobile strategy.
With its revamped, high-end apps, Singapore Airlines rewards its increasingly tech-savvy customers with intelligent and intuitive digital services that enable them to have more control over their travel experience.
In April 2015 an all-new mobile app for both iOS and Android smartphones, as well as for the Apple Watch, was launched. Introducing a fantastic newly designed user interface with new user features, the app provides an excellent user experience.
In October 2015 a tablet version of the app was launched, with the aim of bringing the comprehensive functionality and user-friendly focus of the smartphone apps to tablet devices.
A slick companion app for In-Flight Entertainment was subsequently launched in early 2016 with a fully integrated IFE experience that guests can personalise with their viewing preferences via their own tablet devices both on and off the aircraft.
The apps are constantly evolving in line with latest mobile and digital trends and have been met with overwhelmingly positive reviews from Singapore Airlines’ increasingly mobile-centric travellers.
Throughout development, a significant focus was placed on ensuring an exceptional design and seamless user experience. Design and UX highlights include the use of contextual imagery, infusion of panoramic photography to communicate the travel experience, infographic-style dashboards and a fully optimised design for tablet and watch screens.
Project Need
• Personalised Digital Experience
The smartphone app includes a contextual homepage that displays the most relevant trip information. A ‘My Trips’ section keeps information such as flight dates and booking references at the customer’s fingertips.
• Seamless Booking
With 3D Touch, passengers can search for flights direct from their homescreen. Touch ID enables passengers to login using their fingerprint and quickly retrieve customer information and auto-fill forms, making the booking process as quick and easy as possible.
• Wearables & Tablet
The Watch app includes features such as Glance View, incorporating reminders and up-to-date information. The tablet app includes integration of the loyalty programme, destination guides and latest ‘Fare Deals’.
• Real-Time Alerts
Leveraging the apps, Singapore Airlines can communicate in real-time with travellers to send alerts and inform of any travel disruptions and flight information.
• In-Flight Entertainment (IFE)
The tablet app intelligently integrates with Singapore Airlines’ IFE system, KrisWorld, to enable passengers enjoy a personalised IFE experience direct from their own devices. Prior to boarding, travellers can access the app via their tablet to view movie trailers and schedule their favourite films, music and shows in advance of flying. On-board, the companion app links with the seatback screens, allowing guests to continue their KrisWorld experience by browsing their entertainment choices on their personal device. The companion app is the first of its kind to integrate fully with the Panasonic IFE system, providing travellers with greater control over their IFE experience.
User Experience
User experience was paramount throughout development and the apps were rigorously tested with Singapore Airlines’ customers in mind. The app’s UX was designed within an agile development environment, allowing regular usability testing with real-world travellers and iteration with design. A focus was placed on making use of innovative design to ensure passengers interact with the app in the most user-friendly and intuitive way possible. Some key UX highlights are below:
• Smart homescreen: The app’s contextual homepage displays the most relevant trip information such as booking references and check-in reminders.
• Branding: The app makes use of subtle Singapore Airlines design motifs, including batik textile patterns from air hostess uniforms and sympathetic use of the brand colour scheme.
• Visual design: The loyalty programme dashboard is very visually appealing, almost like an infographic, with easy to follow flows for an enjoyable UX, making keeping track of air miles and travel history a simple pleasure.
• Apple Watch: The Watch extension is excellently designed and optimised for the smaller screen to provide at-a-glance notifications and contextual information on the ‘day of travel’. It featured on Apple.com on launch of the iWatch in Singapore.
• Latest OS enhancements: Features such as 3D touch and Touch ID allow for a more seamless UX.
• Use of imagery: The app features contextual imagery based on destinations searched and the next trip. Panoramic photos have been infused into the design layout to render a modern and sleek look that engages the app user.
Project Marketing
Singapore Airlines places a significant focus on marketing the apps and communicating the various features available via the multiple devices. Engagement with the target audience occurs via multiple channels, including the below:
• You Tube Video: Singapore Airlines created highly engaging YouTube videos to communicate the breath of app functionality for both the iOS and Android apps. MTT also created a video to showcase the breadth of functionality of the apps. The videos can be viewed here: https://vimeo.com/161598247 and https://www.youtube.com/watch?v=X8embLqZTb0
• Press Releases: Press releases were issued on launch of the smartphone and Watch apps in April 2015 and also when the IFE companion app was launched in March 2016. They can be viewed here: http://alturl.com/e4yrk and http://alturl.com/vzstp
• Earned marketing: The smartphone apps were ranked as the no. 1 travel app by Apple in 15 countries and featured on the iTunes homepage in 13 countries. The Apple Watch app was promoted on Apple’s homepage when launched in Singapore.
• Website: A microsite was created on the Singapore Airlines website with strong call to actions to encourage downloads and details of the various ways in which the apps can improve the travel experience: http://www.singaporeair.com/en_UK/plan-and-book/sia-mobile-services/
• Email Marketing: Singapore Airlines also promotes the app via direct email campaigns to its database.
• ASO / Mobile SEO: Singapore Airlines implements Mobile SEO & ASO techniques to ensure visibility of the app.
Project Privacy
The privacy of data on internet or mobile devices is very important and taken seriously by Singapore Airlines. Any data taken on the device or passed to the device is for use in the booking process or by Singapore Airlines to provide the best service to its clients.
Industry standard encryption is used to make sure that the data is not captured or altered along its routes and while in storage. The configuration of the system and the staff who manage it are compliant with current PCI DSS security certification.
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TravelTech
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