Get away from the crowds, queues and jostling for overhead bins. Soaring above the rest is the way to go.
PROBLEM
Nexgen Aviation Inc. wants to enter the private air travel space in the Greater Toronto Area. To do this they need a website to bring in potential clients.
GOALS
INTERVIEWS
TARGET PARTICIPANTS
Age: 35-65
CEOs/executives
Lives in the GTA
Variety of genders
High net worth individuals, entertainment industry, diplomats, sports teams and athletes
RESEARCH GOALS
The project aims to enhance Nexgen's website by highlighting its extensive aviation experience and personalized services while ensuring ease of navigation and engagement for users. Through qualitative interviews with target audience segments such as business travellers and luxury seekers, the research seeks to clarify user preferences, gather feedback on website usability, and identify opportunities to differentiate the company from competitors. Pain points
PAIN POINTS
Financial - Wants to find a balance between the desired level of luxury and efficiency while managing costs effectively
Product - Wants the website to be mobile first
Process - Wants to have a seamless experience, free of glitches
Support - Always available to answer questions
DEFINE
SAYS
Airlines have a lot of disruptions
Flight schedules are pre determined and not flexible
Airports have a lot of wait times to check in and collect baggage
THINKS
A lot of online booking options
Last minute travel needs aren’t easily accommodated due to flight schedules
Security checks increase wait time at airports
DOES
I want my flight to be on my schedule so that I can go where I want, when i want.
I want to be in my seat with my laptop open as soon as possible to stay connected with work.
I want flexibility to meet my needs when they arise.
FEELS
I’m always waiting in check ins lines, at security and for my bags.
I feel my business needs me to travel to expand.
I’m ready to personalize my air travel to get ahead in business
Emma Thompson
Age: 42
Location: GTA
Gender: Female
Marital status: Married with one kid
Education: Bachelor's
Occupation: CEO, Technology Start-up
GOALS
Business expansion to access new markets, diversify revenue, attract talent, innovate, and ensure long-term sustainability.
Employee development is crucial for fostering a skilled workforce, boosting morale, increasing productivity, and ensuring organizational adaptability and growth.
Innovation leadership is essential for driving creativity, inspiring teams, staying competitive, and spearheading transformative changes within the organization.
FRUSTRATIONS
Time Constraints: Balancing multiple projects and client meetings leaves Olivia with limited time to explore new design resources and suppliers.
Information Overload: With a plethora of design options available in the market, Olivia often feels overwhelmed by the sheer volume of choices.
Budget Considerations: While Olivia appreciates the value of high-end craftsmanship, she also needs to consider her clients' budget constraints.
USER STORY
As a CEO of a tech start up I want to travel for business meetings, conferences and investor relations so that she can continue to expand her business efficiently.
How might we make air travel seem simple and hassle free?
Clear and concise CTAs.
How might we look more personable than our stiff competitors?
Incorporate lifestyle imagery that isn’t so generic and leans towards a more creative approach
How might we project a luxurious persona?
Through font choice and minimalistic layout design.
How might we make our website more accessible to those on the go?
Designing it from a mobile standpoint first
How might we make the website interactive and enjoyable?
Bring in hover states that are tasteful and eye-catching. Show attention to detail in even the smallest touches.
PROBLEM STATEMENT
Emma is a CEO of a tech start up who needs to travel with her small team because they can continue to work while flying to important business meetings.
HYPOSTHESIS STATEMENT
If the flights adapt to Emma’s needs then she will be able maintain her fast paced lifestyle and travel stress free.
How might you, get in contact with me?
#92B4A7
#BDC4A7
#F3F9D2
#93827F
#2F2F2F
Key takeaways
The website will feature extensive information, but throughout the design process, I aim to maintain a minimalistic approach to emphasize the luxury aspect of private air travel.
Usability testing
The design needs more white space and the color palette needs to be used more sparingly throughout. CTAs were not obvious and overall key information needed to be clearer.
