China Southern Global App

Redesign the UX flow and define digital components for China Southern Airline global app

China Southern Airline is the largest in Asia and number four in the world. The outdated app no longer met their requirements today for fast service and loyalty program. Together with multiple stakeholders from Mirabeau, China Southern Airline and third parties, the new global app is finally soft launched.

I was involved in the project from refining typical user flows on Android platform to defining design regulations to detailed wireframing to creating interactive screen prototypes.

You can download the global app here at iTunes Store and switch to New Version.

Personal contribution: Defining style guide and digital components; Refining UX flow; Motion demo; Aligning bilingual assets

Team: Paul Versteeg (Principle Interaction Designer), Patrick Hessels (Senior Visual Designer), Cyrille Rentier (UX Business Lead Mirabeau Asia)

07/2016 - 02/2017

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Mobile application is becoming the main focus in the customer journey in various industry businesses in China. Mobile friendly and the right digital strategy result in better conversion rates and customer loyalty.

Working in Sprints allowed us to innovate quickly. By mixing work onsite in China and collaborating digitally in the Rotterdam office, we both learned a lot about the possibilities and limitations of Scrum over a great distance and with different levels of experience.

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The strategy of staying focus on the mobile interface was carried out and maintained strongly through different functions of the app. Travellers can easily search and book their flight in stages and with a focus on relevant elements. You can now book a ticket or reserve your seat from anywhere; it's all about convenience. The new app is designed on both iOS and Android platforms in both English and Chinese.

Scrum Development

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The project has gone through process of client workshops to map out experience journey, establishing Epics for MVP, a 5-week Scrum development with refining user stories and UX flow, low to high fidelity usability tests.
I was involved in the project process from understanding the usability test results, Epics and UX flow. The redesign scope was settled with the rest of team members.

The challenge was to pick up large amount of project information quickly while contributing my value and insights as an interaction designer.
I helped to clear out some doubts between the clients and the team, to strength design decisions. With my knowledge sharing inside the team, we are able to move forward on a fast pace based on an understanding of Chinese users and mindsets.

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Rework and Redesign

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After graining the insights from usability tests, the main purpose of next stage was set to rework on the details of multiple key features, so as to improve the usability of MVP. I was mainly in charge of redesigning the flow and interfaces for frequent travellers.

Within the design scope, users are able to fill in passenger information from their Favourite passenger list. Data filling is automated, while the system recognises passenger categories according to their age. It should be natural for users of both platforms to recognise the feature and the way to delete passenger.

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In order to demonstrate our redesigned concepts, I also helped on editing interactive motions with Origami Studio.

Styleguide

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As the main designer working on this project at a later stage, with a knowledge of cultural background and different OS platforms, I took the responsibility to refine style alignment on both Android and IOS platforms for both languages, English and Chinese. All digital components from buttons to forms to cards to headers are defined in pixel (dps and pts) detail. With my knowledge of front-end development, paddings, margins and interaction possibilities are provided in consideration of development instead of only from visual aspects.

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Through close communication with our Asian team in Guangzhou and deputies from China Southern Airline, our final deliverables gained compliments from the client and maintained our long-term relationship.

Based on the project experience on how to work with multiple stakeholders, I have published an article, Five Details for UX/UI Designer to Tackle Multidisciplines on uxdesign.cc to reflect on my design process and conclusions.