The world’s borders were starting to open up at the end of the pandemic and the app team at Scoot wanted to take a step back and imagine how the app will fit in the post-pandemic world. The team found that users were more reliant on the website than on the app for bookings and general visits. So we wondered if the app could provide more utility beyond just booking management and online boarding and hence give it a more permanent spot on user's home screens.
We brought back some previous work where customer journeys were defined through the lifecycle of the Scoot widget. We've also included some insights from surveys, customer feedback and app interactions. To further supplement these insights, we did additional fieldwork in the form of qualitative interviews with existing Scoot customers.
With the research done, we sat down through a workshop where we did a quick analysis on competing apps and travel apps. With this, we began to think critically through the existing Scoot app and evaluated what worked and what didn't work for their customers.
With discovery done, we brainstormed some solutions and concepts that could be realised as features for the new homepage. These concepts were brought to life as wireframes that we could test and validate on our customers. Through several iterations with stakeholders, we refined the features that should be prioritised and what could be pushed back until more concrete evidence has been gathered.
Early in the process the team and I discussed how we can make the features independent of the layout of the homepage. Imagine how the order of the features can be arranged in response to different segments of users or how marketing can be made more personal. What we decided on were modules that serve different functions that have variables based on modifiers such as the stage of the customer journey a user would be on.
The proposed homepage would significantly improve the utility of the Scoot app by becoming a new default way to discover and manage flights for frequent flyers. Instead of being just a way to check in online, customers can do more before they fly and even when they have no travel plans in mind. In testing, there were a lot of positive feedback around the personalisation and the overall feel of the new homepage. The Scoot team were also quite thrilled with the modular approach and rethinking around content delivery for marketing.
