THE NEW
brief
This project explores innovative solutions for a brand in need of transformation, focusing on enhancing customer experience and aligning with evolving consumer values.
team
Kenzie Alderson
Nick Pratt
Anna Young
Taylia Des Fritas
role
UI and Visual Design
duration
10 WEEKS
SEP - NOV 2024
the problem
Budget-conscious travelers on ultra-low-cost airlines often feel frustrated by unexpected fees, cramped seating, and low-value loyalty programs, resulting in discomfort and weak brand loyalty.
our challenge
How might we upgrade the Free Spirit Loyalty Program, encourage the adoption of sustainable practices, and create a more comfortable flight experience that doesn’t break the bank?
The Process
01
Discover
Team Proposal
Problem Statement
Setting our goals
Determining our Audience
Concept Validation
Ideation
Value Proposition
02
Define
Product Definition
Competitor Analysis
Business Goals
User Research
Concept Validation
Personas
Functionality
Brand ID & UI Style Guide
03
Develop
Mid fidelity Wireframes
User Testing and Iteration
04
Deliver
Final Prototypes
Vision Video
Final Presentation
Process Book
Poster
Website
Lookbook
Executive Summary
discover
airlines
An ultra low cost carrier (ULCC) based in the United States.
Founded in 1983
Headquartered in Miramar, FL
The History
1964
Clippert Trucking Company is established in Michigan.
1980s
Founded as Charter One Airlines in 1983, offering schedule services to Boston, Providence, Rhode Island, and Atlantic City
1990s
Renamed Spirit Airlines in 1992. Began scheduled services in 1992.
Initially headquartered in the Metro Detroit area focusing on Detroit-Atlantic City routes.
1999
Headquarters is indefinitely moved to Miramar, Florida.
2000s
Transitioned to an ultra-low-cost carrier model in 2007.
Introduced their signature bright yellow branding.
2010s
Rapid expansion resulting in new routes and aircrafts.
Known for very low base fares but fees for many services.
Went public in 2011.
2020
Faced challenges during the COVID-19 pandemic, like most airlines.
In 2021, announced a merger agreement with Frontier Airlines.
In 2022, JetBlue outbid Frontier and agreed to acquire Spirit for $3.8 billion.
2024
Federal judge blocks JetBlue merge with Spirit airlines.
JetBlue will pay Spirit a $69 million termination fee.
The Ecosystem
GO!
SAVVY
SAVVY
COMFORT
COMFORT
BIG
BIG
Backpack
Carry-On Bag
Checked Bag
Snack + Drink
Priority Boarding
Wi-Fi
Priority Check-In
Standard Seat
Comfy Seat
Big Front Seat
9.65%
OUTSTANDING STOCK
VANGUARD GROUP, INC
INDIVIDUAL INVESTORS
57%
7.2%
COMMON STOCK
BLACKROCK, INC
3%
STATE STREET GLOBAL ADVISORS
Our Stakeholders
The Market Space
83 DESTINATIONS
83 DESTINATIONS
590 DOMESTIC ROUTES
590 DOMESTIC ROUTES
130 INTERNATIONAL ROUTES
130 INTERNATIONAL ROUTES
Fort Lauderdale - Most popular domestic destination
San Juan, Puerto Rico - Most popular out of state destination
airlines
Operates in the ultra-low-cost carrier (ULCC) segment of the airline industry so that they, can rely heavily on ancillary revenues from add-on fees/ services to keep base fares low.
This allows them to stimulate demand in price-sensitive markets by offering low fares and allowing customers to choose and pay for additional services.
It gives them a primary competitive advantage with their ability to offer extremely low base fares, enabled by its low unit operating costs
2024 PERFORMANCE
2024 PERFORMANCE
(AS OF SEPTEMBER, BEFORE THEY DECLARED BAKRUPTCY)
Financial Standing
Q1
Q1
Operating revenues: $1,265.5 million
Operating loss: $207.3 million
Net loss: $142.6 million
Q2
Q2
Operating revenues: $1,280.9 million
Operating loss: $152.5 million
Net loss: $192.9 million
WHAT HAPPENED IN Q2?
REVENUE DOWN
Revenue for the last twelve months (as of June 30, 2024) was $5.13 billion, down 7.07% year-over-year.
HIGH COMPLETION FACTOR*
For Q2 2024 Spirit reported a system completion factor of 98.5% and a system controllable completion factor of 99.8%.
NEW AIRCRAFTS
Invested in 8 new aircrafts in Q2 2024. This has significantly contributed to the increase in its debt load.
* An airline's completion factor (CF) is the percentage of scheduled flights that are not canceled and arrive on time. It's a measure of how well an airline is able to keep up with its scheduled flight schedule
SPIRIT IS NOT
FINANCIALLY OKAY.
OBVIOUSLY.
WHAT IS SPIRITS BIGGEST CONTRIBUTORS TO DEBT?
FAILED
MERGER
COMPETITIVE PRESSURE
DEBT
MATURITIES
MARKET
DYNAMICS
WEAK FINANCIAL PERFORMANCE
NYSE PERFORMANCE
$5.13 billion
Revenue (Trailing 12 months)
-$676.77 million
Net Income (Trailing 12 months)
-$1.76
EPS
$273.80 million
Market Capitalisation
SELL
Average rating
$2.38
$2.38
Current stock price as of 09/24/ 2024
4.8% decrease for the day
The Competition
SPIRIT IS DIFFERENT
BECAUSE ....
THEIR UNBUNDLED PRICING STRUCTURE
THEIR “NO-FRILLS” APPROACH
THEIR YOUNG, ALL AIRBUS FLEET
THEIR FOCUS ON PRICE-SENSITIVE CUSTOMERS
THEIR POINT TO POINT NETWORK
BUDGET TRAVELERS
35-55 Y/O
42% OF CONSUMER
BASE
FREQUENT TRAVELERS
Target Audience
Technology
Customers are leveraging technology to make their experience better.
Sustainability
Exploration of more sustainable air travel and green initatives.
Amenities
Customers desire more spacious and comfortable seating, even on budget airlines.
Bag drop
Access to curbside/self bag drop counters.
“Rawdogging Travel”
Trend on social media to experience air travel with no external stimuli.
Social media
Airlines are increasing their social media presence to capture and build relationships with customers.
Current Market Trends
How might we redefine Spirit Airlines’ public image and modernize the in-flight experience to align with current technology and trends?
CABIN IMPROVEMENTS
CABIN IMPROVEMENTS
TARGET AUDIENCE EXPANSION
TARGET AUDIENCE EXPANSION
MOBILE APP EXPERIENCE
MOBILE APP EXPERIENCE
The Opportunity
PRIMARY RESEARCH
FORSYTH PARK
SAV AIRPORT
SPIRIT COMMUNITY GROUPS
IDEATE AND PROTOTYPE
MOBILE APP EXPERIENCE
CABIN IMPROVEMENTS
TEST SOLUTIONS
INITIAL CONCEPTS
Next Steps
define
User
Surveys
Cultural
Probe
User Interviews
300+
data points
from all research methods
User Surveys
We sent out an online survey to find out how people feel about budget airlines.
Goals:
Find out why people fly budget
What do people think of budget airlines?
What can we do to improve their budget airline experience?
Audience:
Travelers of all ages
18-55+
Result:
104
responses
We asked the big questions.
and found out a lot about what their users want.
What do people care about when picking an airline?
What factors are most important when picking an airline to fly with?
FARE
PRICES
GOOD
CUSTOMER
SERVICE
EASY
CHECK - IN
EASY
BOOKING
COMFORT
IN-FLIGHT
ENTERTAINMENT
SEAT
SELECTION
BAGGAGE
POLICIES
“I feel like flying is something that I have to 'get through' because the inadequate experience forces me to wish that the flight will conclude soon.”
— survey respondent
Customers scored their experience with Spirit...
3/5.
we need to make that
5/5
so, we can improve on...
IN-FLIGHT
EXPERIENCE
SEAT
COMFORT
WI-FI
KIND AIRLINE
STAFF
CHECK-IN
PROCESS
BAGGAGE
POLICIES
Which add-ons are most crucial?
1.
Carry-on bags
2.
Checked bags
3.
Seat selection
4.
Priority boarding
5.
Wi-Fi
6.
Refreshments
customers love baggage.
staying connected.
picking their own seat.
“My carbon footprint is nowhere close to huge corporations or Taylor Swift’s.”
“I feel like everyone is going to fly regardless of wether it’s sustainable or not”
most travelers don’t think about sustainability.
sustainability is the future.
and congrats, Spirit is already ahead of the game!
but we wanted to dive deeper.
User Interviews
We conducted further interviews with passengers who had flown Spirit before.
Goals:
Find out the experience of being a Spirit customer
Does the publics perception align with the reality of flying Spirit?
Audience:
GEN Z
18-27
Participants:
10
but...
they loved the
price point
felt they lacked transparency
“I’m just so used to companies not showing me the final price until the end, so I went in booking my ticket expecting a lot of extra fees.”
—Interview participant
“Super uncomfy. But I think the lack of legroom was probably what made me most uncomfortable, and I’m not even tall!”
—Interview participant
“It was uncomfortable- the seats felt like folding chairs and very cramped. I think it’s not un similar to other low cost airlines, but it felt more cramped.”
—Interview participant
How would you describe the comfort level of Spirit's seats compared to other airlines you've flown?
”I feel like I did get what I paid for. It wasn’t mind blowing, but you can’t beat $70 dollars.”
—Interview participant
“You’re going to be fine. Don’t listen to what people say about them; just simply be a good passenger and you will arrive to where you need to go.”
—Interview participant
“Just do it once! You’ll recognize that it really isn’t as bad as people say it is!”
—Interview participant
What advice would current customers give to future customers?
we then decided to look
even further
Cultural Probe
We went to Forsyth Park on October 5 to talk to users and continue finding issues they want addressed.
STATION 1
The desire of flying luxury vs. budget
“In an ideal world, where money is not a factor, would you rather fly luxury or budget?”
STATION 2
Top 3 Must-Haves
“When booking your ticket, what are the top 3 non-negotiable add-ons?”
STATION 3
Loyalty, Experience, and Perception
Spin for question
During our cultural probe we set out to find what passengers desire, need, and how they interact with their airline.
When asked in their dream world, if they would choose to fly luxury or budget...
78%
said luxury.
no surprises here...
but,
participants stated
that is an ideal preference, and not their current situation.
We next asked what their top 3, non-negotiable add-ons are when flying
FREE
BAGGAGE
COMFY
SEAT
CLEAN CABIN
and these were the “must-haves of the must-haves.”
Lastly, we wanted to hear about loyalty.
85%
were enrolled in an airline loyalty program.
(but not Spirits)
and they all utilized it for reduced flight fare.
Budget-conscious travelers who choose ultra-low-cost airlines encounter a compromised flying experience that makes them feel nickel-and-dimed, uncomfortable, and can heighten their frustration with air travel.
This experience stems from unexpected fees, cramped seating, and a perceived lack of value in loyalty programs, ultimately leading to decreased satisfaction and weak brand loyalty.
so what’s the problem?
concept 1
Sustainable $avers Club
Let’s combine affordability with sustainability.
Amplifying your ULCC model, The Sustainable $avers Club is an initiative that will amplify your image as the sustainable airline, showing people Spirit in a new light.
Green Travel Options
Eco-friendly destination spots
Sustainable packing tips (which helps us too!)
In-app Mileage Tracker
Track your miles/points
earn extra points for making sustainable purchases
Carbon Footprint Calculator
Estimate carbon emissions of your next flight
Offers other ways to reduce carbon footprint
Sustainability Scores
Overall score on products and services
Leads to more informed decisions
Personalized Recommendations
Eco-friendly brand and deal suggestions based on shopping activity
Great new rewards!
how does the customer benefit?
customers enjoy exclusive benefits for being a loyal spirit customer.
get rewarded for bettering the environment.
save money!
how does Spirit benefit?
Acquire a vast customer base that keeps coming back.
Deals and Partnerships with eco-friendly brands
Appeal to a new, future-forward audience
A new revenue stream, through promotion of eco-friendly products
what’s needed to make this happen?
UX Team
Development/Engineering Team
Eco-friendly partnerships
Data Analytics
Marketing Team
concept 2
Spirit Comfort Packages
Seat Cushion
Drinks & Snacks
Eye Mask
Ear Plugs
Free Wifi
all in a reusable bag.
how does the customer benefit?
Improved comfort during flight, especially on longer routes.
Provides essential items that passengers may have forgotten.
Offers a sense of being cared for, despite flying with a budget airline.
how does Spirit benefit?
Differentiates Spirit from other ultra-low-cost carriers.
Increases customer satisfaction and loyalty.
Aligns with Spirit's "Invest in the Guest" initiative.
Could justify an increase in ticket prices to cover costs.
what’s needed to make this happen?
Collaboration with eco-friendly companies to develop sustainable packaging.
Cost analysis and pricing strategy adjustments.
Develop a plan for proper disposal or recycling of packaging materials.
Establish a reliable supply chain for materials.
concept development & finalization
Sustainability $avers Club
Comfort additions
prototype
Digital prototype
Physical prototype
test concepts
and validate solutions
our next steps
develop
We want the world to know how sustainable Spirit is.
so we’re giving Spirit a
REFRESH
we’ve created for them...
the airport is already so stressful; using our vending machine shouldn’t be.
GET STARTED
OUR PACKAGES
PACKAGE BREAKDOWN
BUILD YOUR OWN PACKAGE
CART
PAYMENT
CONFIRMATION
we’ve refined and consolidated the app to make it as easy to use as possible.
HOME
BOOK/FIND FLIGHT
ADD ON PACKAGES
SUSTAINABLE SPIRIT
SIGN UP
SELECT DESTINATION
SELECT FLIGHT
SELECT ADD-ONS
PAYMENT
CONFIRMATION
BOOK
DEALS FOR YOU
HOT DEALS
LIMITED TIME OFFERS
OUR PARTNERS
DEALS
MY TRIPS
MILESTONES
MY ACCOUNT
MY SUSTAINABLE JOURNEY
ACCOUNT
now with our concepts finalized, we then needed to validate our interface solution
so, we asked our testing participants questions like:
“Do you use an airline’s app or a third party reservation service to book your ticket?”
“On average, how many flights do you take a year?”
then, we asked them to test our key wireframe solutions
the results showed that our users found the solution was
easy to navigate.
aesthetically unique.
and straightforward.
100%
total percentage of tasks completed successfully
100%
of testing participants
preferred our solution compared to the existing Spirit app
learnings from user testing
touch points need to be larger
add a flight deal of the day
make it clear how Spirit is sustainable
deliver
Introducing Spirit Vending
you can browse Spirit’s curated packages
or, just pick out what you need for your flight.
situated at your gate to give you...
comfort
convenience
an experience just for you
our BRAND NEW add-on packages
our brand new SPECIALTY packages
a new app design, made to optimize the customers experience.
we wanted to be sure we applied
transparency
making sure customers are comfortable.
keeping things simple.
we’re giving your customers the deals they’re looking for.
& the points they’re looking for, too.
all while saving the planet.
