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Assembly air

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by

Amelia Schmidt

on 7 July 2016

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Transcript of Assembly air

That's a lot of things
Refine the scope
Competitor research
What is the current experience like?
Assembly Air
Continue testing
What's the problem?
Design thinking in motion
What do users want?
Let's start talking to people
Tell me about the last time you booked a flight online?
What if booking flights
started with learning
about you?
Start drawing
Let's ideate!
GV Design Sprints
Crazy 8s
New user flow
Be humble
Jetstar
Virgin
Webjet
Air Asia
Open question
interview
Contextual
inquiry
User
research
findings
Affinity
map
Key
themes
Map out
the current
journey
and choose where
to focus
Start
small
Brain wave!
Test
early
Be fearless
Map out your idea
Feedback
It was much
faster to find
what I wanted
It felt like it knew me. Maybe too well.
It's like a travel
agent, but
cheaper
Users couldn't make changes to the suggestions
Less concerned
about privacy than
expected
How does the business model work?
Business goals
Generate more revenue from recurring use
Generate revenue from good NPS from users
Generate more revenue per trip
Who are the users?
Goals
Pain points
Book flights online
Book the cheapest flight
Find flights that match existing schedules
Build a new schedule around good flights
Want to fly domestic frequently for business or family visits
Want to go on exciting international holidays
Want to spend less time booking flights
Time poor
Worried about security of money online
Annoyed by hidden fees
Sick of long complicated forms
What are the assumptions?
Every flight is different
Users need to see all the information to choose from
Building trust comes from giving more information
The best way to make money by upselling the user
Test with
real people
Even
paper
works!
Refine
Do business
experiments
Test your hypothesis
eg. put up a landing page with a call to action
Learn more about your user needs and the job to be done
See whether your business model is viable without building anything
Hypothesis: users will allow us to access more information about them if it means booking flights is less painful
Results
Most users allowed us to connect their calendar (85%)
Users who wanted to book a business flight were more likely to connect their calendar
Older users (40-60) were less likely to connect their calendar but make up a smaller part of the target market
Next experiment
Test whether users will pay extra for a faster flight booking experience + access to their personal data
Validated
Solution
A personalised flight booking service that uses your data from connected accounts and conversational commerce to recommend flights.
Lean canvas
Booking flights
takes too long
Personal
flight
concierge
Number of
flights per user
per month
Travel agents
Connects
to your
data. Knows
you and saves
time.
Pagerank for Uber
First mover
Shareable
itineraries
via social media
Business travel
Frequent
domestic
travel

International
economy
Business travellers
Frequent flyers
Added fees per flight ($20)
Advertising ($2000 pm)
Partner content( $3000pm)
Hosting
Web development
Design
Partnerships + advertising mgmt
Support
= will make money! Keep going!
Scaling Lean - Ash Maurya
Full transcript