WestJet In-flight Experience
Onboard, enjoy movies, TV shows, games, internet access, and more...
Overview
WestJet recognizes the opportunity to expand its competitive presence among premium airlines. Their aim is to overhaul the mobile app, infusing it with a premium, contemporary, and lightweight design. Many passengers turn to an airline app primarily when they're in-flight without internet access, seeking entertainment for extended journeys at 37,000 feet.
WestJet's In-flight Entertainment, formerly known as WestJet Connect, represents the app's most frequently used feature. It encompasses movie streaming, entertainment access, internet purchase, and flight tracking on the flight map, offering a cherished in-flight connection experience for WestJet guests.
Project scope
Mobile app re-design - In-flight Entertainment section
Role
UI/ UX Design
Tools
Challenge: Crafting a Unique In-Flight Entertainment Experience
WestJet guests deserve an onboard interface that's not only engaging and visually striking but also resonates with the WestJet brand ethos. Many platforms excel in entertainment, but simply replicating their design wasn't our goal. Given the high traffic directed towards the entertainment section, it was vital to strike a balance - an experience that feels both familiar and uniquely WestJet.
How can we curate an in-flight entertainment mirroring the premium feel of the 787 Dreamliner's seat-back experience?
The Objective
User Personas to shape design decisions
WestJet Guest
Travel Frequency: Occasional (Teal tier in WJ flight levels)
Once on board, I wish to access the In-flight entertainment promptly when available. I expect movies to be easily discoverable with a wide selection. The app's navigation should be intuitive and reminiscent of entertainment platforms I've encountered on other flights. With limited flight duration, like a couple of hours, I don't want to waste time searching; I might just fit in one movie.
WestJet Guest
Travel Frequency: Frequent/Business (Platinum tier in WJ flight levels)
On flights, movies aren't my priority. I primarily use In-flight entertainment for the flight-map and to buy internet – staying prepped for work upon landing. I want instant access to flight duration and time remaining. With flight attendants not always available, I rely on the app for flight info. I wish for a seamless transition from losing service to quickly accessing the internet onboard.
Understanding the Current Landscape
My immediate step was to delve into our existing in-flight entertainment, WestJet Connect. I compiled screenshots to fully grasp the user experience on offer. This foundation allowed me to brainstorm enhancements, aiming for a more premium feel that could rival top-tier airline apps.
While innovation was vital, I recognized the importance of some continuity. Since guests were accustomed to the Connect app's layout, a total overhaul wasn't ideal. Retaining certain familiar elements ensured users wouldn't be starting their understanding from ground zero.
WestJet Connect pre 2019
Key Insights
The current interfaces feel outdated, despite clearly representing WestJet. An airline's in-flight experience is pivotal; it should mirror the brand's excellence in customer service. Our digital presence should be consistent with our in-person reputation.
Aiming to reflect the WestJet identity - friendly and helpful - I looked to industry giants: Netflix and Disney+. Their vast R&D and user feedback provided quick insights into entertainment platform preferences.
Constraints
Gaining access to other airlines' in-flight entertainment was challenging, especially with COVID-19 limiting travel. This meant my reference mostly comprised platforms focused on movies and TV shows. Yet, since a majority of our guests primarily use IFE for such content, I felt assured in capturing the essence of 75% of our platform.
Industry examples
Netflix mobile app
Disney+ mobile app
Netflix desktop site
Disney+ desktop site
User flows mapping high-level
Sample of testing prompts setup
Desktop portal home screen
Purchase internet screen
Entertainment home screen
Movie/ Tv Series drilled down details screen
Paused movie/ tv series view
Mobile app
Final thoughts
It can be challenging to create an entertainment segment of an app that is still unique and has it’s own style. With a few big entertainment products out there in the world killing it and having it all figured out you still want to be aware of adding your own twist and flare to the interface. I tried my best to ensure that the WestJet brand didn’t get lost within the whole process and I kept my focus on ideating for an airline app, not just showcasing movies and tv shows to users.
Keeping that perspective present in the back of my head kept me on track and helped me to not veer off course from the end goal of providing WestJet guests with a premium and convenient in-flight experience within the WestJet app.