Govt portal redesign
to win trust and adoption of
sophisticated air travelers in India
a design case study
The client and the context
The minister of Civil Aviation, the Govt of India and Airports authority of India Ltd
The version one of the application had found no adoption by end users.
The downloads were low and in 100s, the DAU even lower
To create a highly contemporary design which is easy for the end users and elegant in appearance.
Scalable design which is line with growing air travel infrastructure in India
This was a U$ 5 Mn project to serve 340Mn annual air travelers in India.
Served by 400 airports and 40 airlines, the air travel requirements are fast exploding in India
design challenges and history
The version one of the application didnt have a respectable design but the sponsors had already invested good time, effort ,money and emotions in it.
The minister wont give a go ahead to the project unless the product vision appeared compelling. The existing app was barely usable, it also looked ugly. See the screen shot on the right ->
The problem areas
Almost every thing in general and the following in particular.
Logo : It was badly designed, non scalar, non vector and complex.
Navigation system : It was not persistent and hence made it difficult for users to swich tasks once they left the home screen.
Layout : A non scalable layout which would break if any new service was to be added.
User Context : The creators didnt address the key issue of convenience of end users who would like the relevant flight information to be automatically visible rather than be searched..
Before Ux Design
The design team took an agile and Interfaces based approach which apart from using the iterative process, kept the app user centered
Requirements :The functional specification document was decomposed into agile stories with clear acceptance criteria
Information Architecture :The documents and user behaviors were studied, the verbs or actions were extracted in mindmaps and visual diagrams. The actions were assigned to each persona type. The common actions were extracted and moved to common pool. Th
Navigation system : A combination of closed card and open card system was used to iterate and converge to create primary, secondary and tertiary navigation system
Layout : The inspiration was drawn from apple appstore and google play to reuse user cognition.
Color palette : The color emotion guide was used to select the theme colors.
Rapid prototyping : We used paper and digital prototype to check our assumptions on layouts and navigations.
Logo redesign : A combination of conotation and denotation was used to redesign the logo and brand identity.
the design approach
Redesigned page and
the impact of design
The design team created a vision of the application replete with color theme, logo, layout, navigation, scroll patterns and refined workflows. The following contemporary designs were incorporated
Profiling : The customer profile was created to push relevant information to users without they trying to pull them .
Navigation system : A persistent navigation system was designed and placed at bottom for easy tappability with just the thumb while on the travel
Layout : Contemporary mixed scroll layout was designed to help quick secondary navigation using easy vertical scroll and tertiary navigation using horizontal scroll
Iconography : Light vector icons were created using principles of graphic design so that they closely correspond to the real functions
Imagery : High quality domain related images were used to enhance the visceral feel of the app.
Logo redesign : The classical method of log of design was used combining the shape of wings, the letter "A" and folded hands to signify service ( Sewa in Hindi) . On request of ministry, the logo colors were aligned to the national flag.