The refined Starlux experience that makes users feel like they're in first class, online
The refined Starlux experience that makes users feel like they're in first class, online
The refined Starlux experience that makes users feel like they're in first class, online
Project Overview
The Story
Starlux Airlines is a new luxury airline based in Taiwan that had its inaugural flight in 2020. Since then, they are quickly rising to be one of Asia’s premium airlines like its rival Eva Air and China Airlines. As of now, they serve 20 destinations across Western Asia with more added every year. While the airline offers services rivaling those of Singapore and Qatar Airlines, their online (desktop and mobile) experiences lack that luxury feel. The idea? Make users feel the same online as they do in the air.
The Problems
While Starlux has received an 8.7/10 and 39th in the world 2024 (Skytrax), their website has a meager score of 2.8/5 (Yelp) citing confusion booking, lack of features, and inconsistent experience between desktop and mobile.
Starlux is popular among frequent travelers but has struggled to bring in new customers - user testing concluded that travelers first priority is price, especially when it comes to an unfamiliar airline with with poor branding and UX.
The Solution
The ideal solution is to provide a brand that builds confidence and trust that Starlux is a luxury airline that competes with familiar competitors, mimicking the white glove in-person experience to online.
Roles
UX Designer
UI Designer
Interaction Designer
Visual Designer
UX Researcher
Duration
4 Weeks
Tools
Figma
Maze
Optimal Workshop
Team
2024 Q1 Capstone
Project Overview
The Story
Starlux Airlines is a new luxury airline based in Taiwan that had its inaugural flight in 2020. Since then, they are quickly rising to be one of Asia’s premium airlines like its rival Eva Air and China Airlines. As of now, they serve 20 destinations across Western Asia with more added every year. While the airline offers services rivaling those of Singapore and Qatar Airlines, their online (desktop and mobile) experiences lack that luxury feel. The idea? Make users feel the same online as they do in the air.
The Problems
While Starlux has received an 8.7/10 and 39th in the world 2024 (Skytrax), their website has a meager score of 2.8/5 (Yelp) citing confusion booking, lack of features, and inconsistent experience between desktop and mobile.
Starlux is popular among frequent travelers but has struggled to bring in new customers - user testing concluded that travelers first priority is price, especially when it comes to an unfamiliar airline with with poor branding and UX.
The Solution
The ideal solution is to provide a brand that builds confidence and trust that Starlux is a luxury airline that competes with familiar competitors, mimicking the white glove in-person experience to online.
Roles
UX Designer
UI Designer
Interaction Designer
Visual Designer
UX Researcher
Duration
4 Weeks
Tools
Figma
Maze
Optimal Workshop
Team
2024 Q1 Capstone
Project Overview
The Story
Starlux Airlines is a new luxury airline based in Taiwan that had its inaugural flight in 2020. Since then, they are quickly rising to be one of Asia’s premium airlines like its rival Eva Air and China Airlines. As of now, they serve 20 destinations across Western Asia with more added every year. While the airline offers services rivaling those of Singapore and Qatar Airlines, their online (desktop and mobile) experiences lack that luxury feel. The idea? Make users feel the same online as they do in the air.
The Problems
While Starlux has received an 8.7/10 and 39th in the world 2024 (Skytrax), their website has a meager score of 2.8/5 (Yelp) citing confusion booking, lack of features, and inconsistent experience between desktop and mobile.
Starlux is popular among frequent travelers but has struggled to bring in new customers - user testing concluded that travelers first priority is price, especially when it comes to an unfamiliar airline with with poor branding and UX.
The Solution
The ideal solution is to provide a brand that builds confidence and trust that Starlux is a luxury airline that competes with familiar competitors, mimicking the white glove in-person experience to online.
Roles
UX Designer
UI Designer
Interaction Designer
Visual Designer
UX Researcher
Duration
4 Weeks
Tools
Figma
Maze
Optimal Workshop
Team
2024 Q1 Capstone
Design Process
Research
Market Research
Competitive Analysis
User Research
User Persona
Strategy
How We Might
POV
Product Goals
Site Map
Feature Roadmap
User & Task Flows
Design
Wireframes
UI Library
Branding
Testing
Low-Fi Prototype
Usability Testing
Iterations
High-Fi Prototype
Design Process
Research
Market Research
Competitive Analysis
User Research
User Persona
Strategy
How We Might
POV
Product Goals
Site Map
Feature Roadmap
User & Task Flows
Design
Wireframes
UI Library
Branding
Testing
Low-Fi Prototype
Usability Testing
Iterations
High-Fi Prototype
Design Process
Research
Market Research
Competitive Analysis
User Research
User Persona
Strategy
How We Might
POV
Product Goals
Site Map
Feature Roadmap
User & Task Flows
Design
Wireframes
UI Library
Branding
Testing
Low-Fi Prototype
Usability Testing
Iterations
High-Fi Prototype
Research
Research Plan
Research enables me to dig deep into my understanding of users - not only their immediate frustrations, but also their hopes, fears, abilities, limitations, reasoning, and goals. It lays essential foundations for creating solutions in later stages
Secondary Research
Market Research
Competitive Analysis
Findings
It is important to get a big picture of the market by starting with market research - to get a sense of what we know and don't know yet, who the audience are, as well as what the recent trends or news are. The insights gathered from market research will help me frame provisional personas and ask meaningful questions in primary research.
Travel Industry & Luxury Airlines
A luxury airline is distinguished by its exceptional service, comfort, and amenities, setting it apart from standard carriers. Key features often include spacious and private seating options such as lie-flat beds, gourmet dining with a variety of culinary options, high-quality in-flight entertainment systems, and personalized service with attentive cabin crew.
Additionally, luxury airlines provide exclusive access to premium lounges, expedited check-in and boarding processes, and often include extra perks like spa treatments, designer amenity kits, and seamless travel experiences from start to finish (International Air Transport Association).
Starlux Airlines differentiates itself by offering a luxury travel experience with a strong emphasis on personalized service, modern amenities, and high-quality dining options. That said, users have expressed their displeasure with their online brand and website booking process.
Demographics
Travelers on luxury airlines predominantly consist of affluent individuals, with business executives and high-net-worth travelers making up a significant portion. Approximately 60% of luxury airline passengers are corporate travelers, often seeking comfort and productivity during frequent flights.
High-net-worth individuals, including celebrities and wealthy tourists, account for about 25%, drawn by the premium services and exclusivity. Additionally, older adults and loyalty program members, who value comfort and have accumulated wealth or frequent flyer miles, make up the remaining 15% of the luxury airline demographic (Going.com) (Pilot | The Collaborative Trip Planner) (One Mile at a Time).
My research first centered around the competition landscape. By capitalizing on competitors' weaknesses and acknowledging their strengths, Starlux can find its unique competitive advantage. Over 5 user interviews were conducted that helped understand their unique pain points and what they’re hoping to resolve.
Luxury airlines (EVA, Singapore, and Qatar) use a limited color palette that corresponds with their airline cabin with imagery that matches their hub (Taipei in Starlux's case).
Mobile and desktop share a familiar experience where Starlux's experience creates a disconnect and friction points.
Competitors have custom and unique icons that adds a feeling of class and luxury.
Primary Research
User Interviews
Building on a general understanding of the market and the audience, I continued to dive deeper and build a real connection with our users, to gain direct insights on them by primary research.
I created an interview guide to facilitate the user interview process, with 10 open-ended questions listed to invite the participants to share their experiences and stories.
In total, 5 participants were interviewed about their experience opening restaurants.
Findings & Key Motivations
When people want to find out about a new airline, they rely on reviews and airline websites to find out more.
Users don't want to take a risk flying on an unfamiliar airline and often stick with one they know and trust, even if it's more expensive
What mattered most to all participants was comfort, service, and the least amount of layovers. Price wasn't a main factor for some participants while it was the main motivation for others. The same went for quality.
Research Synthesis
How We Might & POV
To define the problem I am going to solve, I create Point-of-View (POV) Statements that allow me to ideate in a goal-oriented manner, and How-Might-We (HMW) Questions to frame the ideation in the brainstorm session for solutions. The statements and questions are generated based on the insights and needs I gathered in my synthesis.
Final Persona
Superficially it might seem that everyone is interested in the same thing: Finding the balance between cost and experience…but upon closer inspection, user research made it clear that nuances existed between personas.
Separating these personas helped highlight these slight differences, which became important as it helped prioritize features and UI that would be the most effective to the largest group.
As I proceeded with design, I focused on one persona as they represented the largest group and would lead to faster revenue for Starlux if this succeeds.
Research
Research Plan
Research enables me to dig deep into my understanding of users - not only their immediate frustrations, but also their hopes, fears, abilities, limitations, reasoning, and goals. It lays essential foundations for creating solutions in later stages
Secondary Research
Market Research
Competitive Analysis
Findings
It is important to get a big picture of the market by starting with market research - to get a sense of what we know and don't know yet, who the audience are, as well as what the recent trends or news are. The insights gathered from market research will help me frame provisional personas and ask meaningful questions in primary research.
My research first centered around the competition landscape. By capitalizing on competitors' weaknesses and acknowledging their strengths, Starlux can find its unique competitive advantage. Over 5 user interviews were conducted that helped understand their unique pain points and what they’re hoping to resolve.
Luxury airlines (EVA, Singapore, and Qatar) use a limited color palette that corresponds with their airline cabin with imagery that matches their hub (Taipei in Starlux's case).
Mobile and desktop share a familiar experience where Starlux's experience creates a disconnect and friction points.
Competitors have custom and unique icons that adds a feeling of class and luxury.
Restaurant Industry & Existing Solutions
Overall: the restaurant industry has remained steady since the first so-called restaurant in 1765. That said, the technology hasn’t evolved with industry.
Over the years, the restaurant industry has proven to be a massive market with new restaurant openings up 40% since 2019 (Axios).
However, the market isn’t always kinds with unforeseen challenges when it comes to opening a restaurant. There is currently no one single solution on the market that guides new restaurant owners through the process from conception to grand opening.
Demographics
Overall: People of all incomes and ages have dreams of starting their own restaurant; from ex-Wall Street investors to your local waiter at the diner down the road.
Men tend to be opening more restaurant compared to women (54% to 46%) with the average age being around 39 years old.
Where you start to see a big shift is in race with Caucasian making up 55% of the market with the next biggest group being Hispanics at 18% (Zippia).
Primary Research
User Interviews
Building on a general understanding of the market and the audience, I continued to dive deeper and build a real connection with our users, to gain direct insights on them by primary research.
I created an interview guide to facilitate the user interview process, with 10 open-ended questions listed to invite the participants to share their experiences and stories.
In total, 5 participants were interviewed about their experience opening restaurants.
Findings & Key Motivations
Superficially it might seem that everyone is interested in the same thing: Saving time… but upon closer inspection, user research made it clear that there were divergent motivations.
One interviewee, 30 male, didn't care about saving time as much as it was money deduction in any area; permit fees, finding the right vendors, and seeking legal help.
Another interviewee, 55 female, who opened a fine dining restaurant back in 2018 and didn't care about saving money. As she put it, "I only have a couple decades left to launch my dream. I didn't want to waste anytime in achieving that."
Research Synthesis
How We Might & POV
To define the problem I am going to solve, I create Point-of-View (POV) Statements that allow me to ideate in a goal-oriented manner, and How-Might-We (HMW) Questions to frame the ideation in the brainstorm session for solutions. The statements and questions are generated based on the insights and needs I gathered in my synthesis.
Final Persona
Superficially it might seem that everyone is interested in the same thing: Finding the balance between cost and experience…but upon closer inspection, user research made it clear that nuances existed between personas.
Separating these personas helped highlight these slight differences, which became important as it helped prioritize features and UI that would be the most effective to the largest group.
As I proceeded with design, I focused on one persona as they represented the largest group and would lead to faster revenue for Starlux if this succeeds.
Research
Research Plan
Research enables me to dig deep into my understanding of users - not only their immediate frustrations, but also their hopes, fears, abilities, limitations, reasoning, and goals. It lays essential foundations for creating solutions in later stages
Secondary Research
Market Research
Competitive Analysis
Findings
It is important to get a big picture of the market by starting with market research - to get a sense of what we know and don't know yet, who the audience are, as well as what the recent trends or news are. The insights gathered from market research will help me frame provisional personas and ask meaningful questions in primary research.
My research first centered around the competition landscape. By capitalizing on competitors' weaknesses and acknowledging their strengths, Starlux can find its unique competitive advantage. Over 5 user interviews were conducted that helped understand their unique pain points and what they’re hoping to resolve.
Luxury airlines (EVA, Singapore, and Qatar) use a limited color palette that corresponds with their airline cabin with imagery that matches their hub (Taipei in Starlux's case).
Mobile and desktop share a familiar experience where Starlux's experience creates a disconnect and friction points.
Competitors have custom and unique icons that adds a feeling of class and luxury.
Restaurant Industry & Existing Solutions
Overall: the restaurant industry has remained steady since the first so-called restaurant in 1765. That said, the technology hasn’t evolved with industry.
Over the years, the restaurant industry has proven to be a massive market with new restaurant openings up 40% since 2019 (Axios).
However, the market isn’t always kinds with unforeseen challenges when it comes to opening a restaurant. There is currently no one single solution on the market that guides new restaurant owners through the process from conception to grand opening.
Demographics
Overall: People of all incomes and ages have dreams of starting their own restaurant; from ex-Wall Street investors to your local waiter at the diner down the road.
Men tend to be opening more restaurant compared to women (54% to 46%) with the average age being around 39 years old.
Where you start to see a big shift is in race with Caucasian making up 55% of the market with the next biggest group being Hispanics at 18% (Zippia).
Primary Research
User Interviews
Building on a general understanding of the market and the audience, I continued to dive deeper and build a real connection with our users, to gain direct insights on them by primary research.
I created an interview guide to facilitate the user interview process, with 10 open-ended questions listed to invite the participants to share their experiences and stories.
In total, 5 participants were interviewed about their experience opening restaurants.
Findings & Key Motivations
Superficially it might seem that everyone is interested in the same thing: Saving time… but upon closer inspection, user research made it clear that there were divergent motivations.
One interviewee, 30 male, didn't care about saving time as much as it was money deduction in any area; permit fees, finding the right vendors, and seeking legal help.
Another interviewee, 55 female, who opened a fine dining restaurant back in 2018 and didn't care about saving money. As she put it, "I only have a couple decades left to launch my dream. I didn't want to waste anytime in achieving that."
Research Synthesis
How We Might & POV
To define the problem I am going to solve, I create Point-of-View (POV) Statements that allow me to ideate in a goal-oriented manner, and How-Might-We (HMW) Questions to frame the ideation in the brainstorm session for solutions. The statements and questions are generated based on the insights and needs I gathered in my synthesis.
Final Persona
Superficially it might seem that everyone is interested in the same thing: Finding the balance between cost and experience…but upon closer inspection, user research made it clear that nuances existed between personas.
Separating these personas helped highlight these slight differences, which became important as it helped prioritize features and UI that would be the most effective to the largest group.
As I proceeded with design, I focused on one persona as they represented the largest group and would lead to faster revenue for Starlux if this succeeds.
Strategy
User Flows
I mapped user flows whose scenarios correspond to the established tasks. This process helps me walk in an individual user's shoes, and think through different scenarios that this user might encounter. Below is the user flow booking a flight.
Strategy
User Flows
I mapped user flows whose scenarios correspond to the established tasks. This process helps me walk in an individual user's shoes, and think through different scenarios that this user might encounter. Below is the user flow booking a flight.
Strategy
User Flows
I mapped user flows whose scenarios correspond to the established tasks. This process helps me walk in an individual user's shoes, and think through different scenarios that this user might encounter. Below is the user flow booking a flight.
Design
Wireframing
Low-Fi Wireframes
Low-fi prototypes were created to understand what’s going resonate and empower users. This step allowed me to garner valuable user feedback, initiate the design direction is correct, and make sure time is well spent. This ensured the final design would be more polished and user-centric.
Design
Wireframing
Low-Fi Wireframes
Low-fi prototypes were created to understand what’s going resonate and empower users. This step allowed me to garner valuable user feedback, initiate the design direction is correct, and make sure time is well spent. This ensured the final design would be more polished and user-centric.
Design
Wireframing
Low-Fi Wireframes
Low-fi prototypes were created to understand what’s going resonate and empower users. This step allowed me to garner valuable user feedback, initiate the design direction is correct, and make sure time is well spent. This ensured the final design would be more polished and user-centric.
Testing
Usability Testing
Preparing for Testing
Before usability testing, it is important to set up test objectives, subject, methodology, tasks, and rubrics for measuring the result of the testing before conducting a test. Therefore, I wrote a usability testing plan to define what and why I want to test and get prepared for the test.
For all the tests, I expected a 100% completion rate since all tasks are straight forward and refined from low-fi testing. That said, I expect a 80% error-free rate due to prototype limits and unavailable features.
The Test
I conducted remote usability testing with 5 participants, and created transcripts for each participant based on my observation of their interaction with the prototype. I jotted down their mistakes, slips, and confusions they expressed in the process. This transcript is a perfect raw material for summarizing the patterns of user’s interaction with the prototype.
Iterations
Surfacing New Issues
The high-fidelity prototype brought test users closest to the real experience yet, and it revealed some key issues that needed to be addressed. While some users were able to complete the flows, UX heuristics needed to be improved.
Users familiar with Starlux said it felt too different while new users understood right away that the airline was luxury and open to exploring more. This presented the new problem of how to find a middle ground that would appease both users.
Testers also presented feedback on having a redesigned About page that told the story of how the airline formed to create an emotional connection to the brand.
Visual Design - Desktop
Visual design was inspired by the the cabin of their famous Airbus a350s with the sleek and modern copper, slate, and gold color scheme. This was used throughout the site with buttons, callouts, and cards.
Visual Design - Mobile
When moving over to mobile, the same visual style was used across the check-in process. The idea was to make users feel like they were in first class while using the app.
The Refined Starlux Experience
The final prototype allowed users to experience the type of luxury they feel onboard a Starlux plane, online.
Testing
Usability Testing
Preparing for Testing
Before usability testing, it is important to set up test objectives, subject, methodology, tasks, and rubrics for measuring the result of the testing before conducting a test. Therefore, I wrote a usability testing plan to define what and why I want to test and get prepared for the test.
For all the tests, I expected a 100% completion rate since all tasks are straight forward and refined from low-fi testing. That said, I expect a 80% error-free rate due to prototype limits and unavailable features.
The Test
I conducted remote usability testing with 5 participants, and created transcripts for each participant based on my observation of their interaction with the prototype. I jotted down their mistakes, slips, and confusions they expressed in the process. This transcript is a perfect raw material for summarizing the patterns of user’s interaction with the prototype.
Iterations
Surfacing New Issues
The high-fidelity prototype brought test users closest to the real experience yet, and it revealed some key issues that needed to be addressed. While some users were able to complete the flows, UX heuristics needed to be improved.
Users familiar with Starlux said it felt too different while new users understood right away that the airline was luxury and open to exploring more. This presented the new problem of how to find a middle ground that would appease both users.
Testers also presented feedback on having a redesigned About page that told the story of how the airline formed to create an emotional connection to the brand.
Visual Design - Desktop
Visual design was inspired by the the cabin of their famous Airbus a350s with the sleek and modern copper, slate, and gold color scheme. This was used throughout the site with buttons, callouts, and cards.
Visual Design - Mobile
When moving over to mobile, the same visual style was used across the check-in process. The idea was to make users feel like they were in first class while using the app.
The Refined Starlux Experience
The final prototype allowed users to experience the type of luxury they feel onboard a Starlux plane, online.
Testing
Usability Testing
Preparing for Testing
Before usability testing, it is important to set up test objectives, subject, methodology, tasks, and rubrics for measuring the result of the testing before conducting a test. Therefore, I wrote a usability testing plan to define what and why I want to test and get prepared for the test.
For all the tests, I expected a 100% completion rate since all tasks are straight forward and refined from low-fi testing. That said, I expect a 80% error-free rate due to prototype limits and unavailable features.
The Test
I conducted remote usability testing with 5 participants, and created transcripts for each participant based on my observation of their interaction with the prototype. I jotted down their mistakes, slips, and confusions they expressed in the process. This transcript is a perfect raw material for summarizing the patterns of user’s interaction with the prototype.
Iterations
Surfacing New Issues
Surfacing New Issues
The high-fidelity prototype brought test users closest to the real experience yet, and it revealed some key issues that needed to be addressed. While some users were able to complete the flows, UX heuristics needed to be improved.
Users familiar with Starlux said it felt too different while new users understood right away that the airline was luxury and open to exploring more. This presented the new problem of how to find a middle ground that would appease both users.
Testers also presented feedback on having a redesigned About page that told the story of how the airline formed to create an emotional connection to the brand.
Visual Design - Desktop
Visual design was inspired by the the cabin of their famous Airbus a350s with the sleek and modern copper, slate, and gold color scheme. This was used throughout the site with buttons, callouts, and cards.
Visual Design - Mobile
When moving over to mobile, the same visual style was used across the check-in process. The idea was to make users feel like they were in first class while using the app.
The Refined Starlux Experience
The final prototype allowed users to experience the type of luxury they feel onboard a Starlux plane, online.
Conclusion
Lessons Learned
Key Takeaways
I went into this project with the mindset to rebrand Starlux and refine its user experience. While researching and testing, I found that building trust and confidence in the brand were the pillars to build upon.
While testing with users, I found out several divergent personas that differed wildly when I assumed most travelers were the same.
People travel in different ways - to have once-in-a-lifetime experiences, get away from work and relax, etc.. and refreshing a brand needed to match all travel needs.
Next Steps
Handoff
Since the design has been tested and revised, it is ready to enter the development phase. In order to effectively communicate the design to developers, I redlined and organized my design deliverables using Figma for handoff, and prepared to assist with any follow-up questions.
Maintenance & Updates
Revisions will continue to be made in the future as new priorities are created.
Conclusion
Lessons Learned
Key Takeaways
I went into this project with the mindset to rebrand Starlux and refine its user experience. While researching and testing, I found that building trust and confidence in the brand were the pillars to build upon.
While testing with users, I found out several divergent personas that differed wildly when I assumed most travelers were the same.
People travel in different ways - to have once-in-a-lifetime experiences, get away from work and relax, etc.. and refreshing a brand needed to match all travel needs.
Next Steps
Handoff
Since the design has been tested and revised, it is ready to enter the development phase. In order to effectively communicate the design to developers, I redlined and organized my design deliverables using Figma for handoff, and prepared to assist with any follow-up questions.
Maintenance & Updates
Revisions will continue to be made in the future as new priorities are created.
Conclusion
Lessons Learned
Key Takeaways
I went into this project with the mindset to rebrand Starlux and refine its user experience. While researching and testing, I found that building trust and confidence in the brand were the pillars to build upon.
While testing with users, I found out several divergent personas that differed wildly when I assumed most travelers were the same.
People travel in different ways - to have once-in-a-lifetime experiences, get away from work and relax, etc.. and refreshing a brand needed to match all travel needs.
Next Steps
Handoff
Since the design has been tested and revised, it is ready to enter the development phase. In order to effectively communicate the design to developers, I redlined and organized my design deliverables using Figma for handoff, and prepared to assist with any follow-up questions.
Maintenance & Updates
Revisions will continue to be made in the future as new priorities are created.