— PROJECT NAME
Moments & Memories
— ROLE
Design Research Lead
Design Strategy
User Testing
— Team
Ian Tan
Karen Gan
— SUPERVISOR
Asst Prof Patrick Chia
— DATE
Aug – Oct 2019
13 Weeks
In collaboration with Singapore Airlines, we were tasked to study the behaviors, expectations, and desires of premium passengers and envision a new standard of luxury in the airport experience.
For many, travelling is a magical experience.
But for SIA premium passengers who fly over 30 times a year,the airport journey has become such a monotonous routine that they cannot remember exactly how many times they’ve flown to each country.
Interviewing 7 premium passengers of SIA, ranging from business owners to CEOs,we discovered that what they value most
is not just tangible luxury like posh furniture
but also — the intangible. In their own words,
“feeling at home”.
The sense of
“familiarity and comfort that SIA provides”,
giving them a sense of belonging.
Understanding that these premium passengers fly so frequently, this means SIA has a rich pool of data.
We identified that their flight history data, which is untapped on, can be utilised and translated into something meaningful for the passengers.
Currently, when a first-class passenger checks in,
they are entitled to SIA’s most exclusive lounge. The private room.
They pay about $15,000 Singapore Dollars per ticket, yet each visit, they receive these same slips — over and over again.
While this golden ticket embodies the pinnacle of luxury in SIA’s premium experience, it contains merely their name.
Hence, they do not resonate emotionally and over time, ends up being discarded.
Leveraging on these invites, we believe that they could be used to foster an emotional connection between SIA and its passengers by reliving fond memories with SIA from their past travelling experiences.
Through specially-tailored messages. For example,
“Dear David, Remember your first flight with us to Tokyo?
It was on 21 January 1995.”
For David receiving this: He feels heartened by SIA’s special attention, and nostalgic, as he reflects on his growth with Singapore Airlines.
These messages offer a range of endless permutations
that will be different each visit, such as Through specially-tailored messages. For example,
“Dear David, You have been to 35% of the world with us and
we would love to bring you to more.”
As David reminisces about past memories with SIA, he also gets to create new ones for the future.
Packaged together with our new invitation slip, is a perforated postcard with unique prompts such as,
“Write something special to your loved one…”,
or “Write something to your future self…”.
Why a postcard, you may ask?
We discovered that these passengers are overseas for over 50% of the time, yet what they value most is family.
This postcard allows them to take that moment of pause
to connect with the ones who truly matter.
Furthermore, SIA already provides mailing services for their passengers.
Having touched on the past and the future, our solution Moments & Memories also seeks to focus on the present.
How many times do you check your boarding pass before flying?
The current design, this information is inconvenient to access. What if, with a simple tweak, the boarding pass can help relieve anxiety?
Fitting nicely into the passport, our redesigned boarding pass features a tab that peeks out.
With a simple flip, they can instantly retrieve their flight number, boarding time, gate and seat number.
At the back, a collectible travel stub serves as a token of memory. Featuring an icon of their destination
and a counter that reflects their number of visits.
We believe this solution can be extended to all tiers of SIA’s passengers, making it a premium experience for everyone.