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AMERICAN AIRLINES MOBLIE APP AND VR EXPERIENCE

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American Airlines is one of the most popular and is the largest airlines when measured by fleet size,
revenue, miles flown and destinations served. American, together with its regional partners operates
an extensive international and domestic network with an average of 6,700 flights per day to nearly 350
destinations in more than 50 countries. While itis a sucessful airline, it has recieved reviews about their
app that is not consistent with the high quality service they provide.


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The problem that I saw within the app were found in the very beginning. The design felt outdated,
and when trying to view flight time, it re-directed = me to the browser. I was confused because I
had downloaded the app for the purpose of using it...not to be taken to the mobile version of the
desktop website. The amount of trust I had in the beginning, was gone and that me think about the
level of abandonment this app gets because of it. During my research, I had collected findings that
supported my concept to make changes to what is there currently and implement my ideas.

My findings during research given me enough evidence that this app needed a redesign. People had
a lot to say. Some users had stated that the app, "Doesn't give me access to what I need, have to go
to full internet website.", "Boarding Passes fail to upload.", Fails at it's most basic functions. Buggy
app. it's something I won't use often, but it's failed so much, it's basically less than 50% reliable.

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The solution I came up with was to design the app so it was updated, clean, simple, but enjoyable
for the user and appealing to the eye. I also wanted to add features and use specific features for
premium members, which gives basic users incentive to become a premium member. My goal was
to design to gain trust back from the users and lower the abandonment rate and design a UI with
colors that exhibited a more classy feel.

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Competitors that had good reviews were Delta, SouthWest, and KLM. Delta's app has a clean interface
with fair experience. Although Delta was rated the same as American, it was praised by reviewers for its
seamless experience. Users like the simplicity of the SouthWest App. They mentioned that it took no effort
on their part to look up flight statuses etc...Not a lot of frustrations. KLM's interface is simple, but it’s short,
sweet and straight to the point. This rated highly among travelers for its functionality and it wasn’t considered
“buggy” like reviewers had mentioned in other airline app reviews.

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John is a single businessman who travels often for work. He doesn’t have a lot of free time except
for when he’s in flight or waiting to board.

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Mike is an electrican who lives with his girlfriend in Castro Valley, CA. He an Average joe trveler
who likes to travel for fun. Because he only travels when time allows, he doesn’t keep an airline
app on his phone, but when he does, he doesn’t like to waste time entering information manually
every time he travels.

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Jerry is an AA Employee and has worked for American for over 30 years as an aircraft engineer/mechanic/ teacher.
His love for aviation and flying is what got him into the industry. He’s had 50 great years in the aviation industry
and appreciates how the airlines have advanced since he started. He wants to use an airline app to try it out.

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VR EXPERIENCE
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The goal of American Airlines Aviate is to provide excellent in flight experiences for those who choose
to fly with American Airlines who purchase a first class seat. This experience would be something new
and different for most customers, immersing them in a virtual reality experience, replacing
the constricted environment of an aircraft and enhancing the traveling experience.




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I have a few reasons for creating this project. My dad used to work for American Airlines as a mechanic.
I grew up around airplanes, visiting my dad at the hangar and learning about how planes work at an early
age. I have also been traveling for almost all of my life. To me, the sky feels like home. The Airline Industry
has taken many steps to ensure that each customer receives the best experience and I feel that an VR
experience with the entertainment system would enhance the flight and take the flyer out of their limited
surroundings of an aircraft and make it a fun experience.




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QANTAS Airlines Samsung Gear VR and SCHOTT Imaging and Lighting are the competitors I found.
Quantas Airlines offers VR experience to passengers. Schott Imaging approaches displaying their
interfaces differently. Instead of a device they use a glass surface.




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During my research I had collected findings by conducting interviews with 4 people. The 4 people interveiwed
had the perspectives of those I wanted to learn more about. Arnaldo represented the frequent flyer, and Mike
respresented the average joe traveler who travels about once a year. Kieth and Jerry were the experts I talked
to get a better understanding on this product I wanted to create. Kieth is from Float Hybrid and he was my expert
on the VR experience and how I could incorporate that experience in an aircraft. Jerry is my dad and he was the
expert on the aircraft and what I should know about airplanes. and what to keep in mind while designing this
experience in something such as an aircraft. With something like this, I wanted to make sure this was a fun,
but safe environment and experience for flyers.




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After conducting interviews, these were the conclusions I came up with to further establish reasoning behind
design decisions and behind what features were implemented.

1) Create feature for users to explore their destination, such as the nightlife.
2) Immerse user in a different environment. Help them forget they are in an aircraft. Essentially, create “Escape” feature.
3) Flight info feature to help the user get info they want / need.
4) Offer Entertainment system


Link to full Interviews

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“I’m looking for a flying experience that can make me forget I’m in an airplane." Arnaldo is flying to Los Angeles for
both work and pleasure. He has a fashion show to attend and his partner lives in LA. While he travels, he wants to
explore where he can take his partner out for for drinks when he lands. It’s about 5 PM and his arrival at LAX would
be around 6:00 PM. While the night is young he may want to explore the nightlife scene and see what he can do in
LA while he’s visiting.

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For this concept I wanted to bring 4 features to life in hopes of creating a one of a kind in flight experience.
The 4 features that I focused on were Entertainment, Flight Info, Explore and Escape.



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Aviate Entertainment from Noelle Giebe on Vimeo.

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I wanted to create an environment get flyers excited about getting to their destination as well as being able to
take care of business if they have to. If they need to look up any information on their flight, they can. They also
have the ability to see future flights, boarding passes and a 3D live Globe to see where they are in the
world during flight.

Aviate Flight Info from Noelle Giebe on Vimeo.

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The Explore feature gives the passenger an opportunity to see what is at their destination before they even get there. They can view
video of a bar, menu, and make reservations in flight so they can have a seamless, hassle free experience when they land.







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The Escape feature is a feature that can help passengers relax on thir flight. They canforget they are on an aircraft,
and escape to another reality and be fully emmersed into it by having the hearing, visual senses stimulated
throughout the experience.

Aviate Escape from Noelle Giebe on Vimeo.

Aviate3603 from Noelle Giebe on Vimeo.

Thank you for scrolling!!






Click here to download full American Airlines App case study



Click here to download full American Airlines VR case study