Product Design, Business Strategy
A premium luggage concierge service for travelers who want a hassle-free way to transport their luggage.
I worked in a team of five classmates as a co-designer and co-strategist in this project. The purpose of this project was to practice business strategy in the production of an idea. This project was part of the Human Centered Design & Engineering (HCDE) graduate curriculum at the University of Washington.
Midway through the quarter, projects were switched among teams to simulate a business and client relationship. Once receiving our new project, we
1. Refined the product idea with a market analysis
2. Developed user stories and features
3. Designed low and high fidelity wireframes
4. Created a prototype to present to clients
In 2014, the top 11 domestic airline carriers lost one million bags. In 2015, missing bags cost the airline industry roughly $2.3 billion dollars, yet they are still making an average profit of $5.42 per passenger on baggage alone.
Prior to the switch, our clients targeted business travelers to make their trips more convenient. With this research however, we realized that there is an opportunity to improve luggage service for all travelers.
Some services already exist such as Luggage Forward and American Airlines Luggage Delivery, but they are too expensive for an ordinary traveler. We believe there's an opportunity to partner with Lyft, FedEx Air, USPS Air, etc. to provide the same experience at an affordable price.
USER STORIES & FEATURES
We developed three user stories which address three different features of our product.
1. Receiving notifications on package location
2. Company membership for business travelers
3. Service plugins on airline websites
Since one of the features we provide is a plugin on airline websites, we decided to use desktop as our primary platform for the service. Users would receive notifications via SMS messaging and can be managed during their experience online.
Below is a user flow of the first user story.
Each member created wireframes for one user story. Our teammate Xiaodong then consolidated them and I gave them a visual treatment. Finally, Xiaodong and I worked together to make sure the entire experience was cohesive.
We used Sketch for our designs and Marvel to create this interactive prototype. Due to the nature of the course, we were not able to test our design. To view our prototype,
Looking back on this project again, there were a number of things I wish we were able to do. For example, in addition to a market analysis, I want to interview people at the airport, specifically couriers to see how packages are handled and if there was a way to improve their experiences as well. I also want to research thoughts and behaviors people have while traveling and booking flights to see how it'll impact the design online.