iFly - Indoor Skydiving Australia
iFly website and on-site services
iFly website and on-site services
Redesign of the entire customer experience starting from online to on-site services including a checkin kiosk and a media purchase process.
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New customer journey, desktop & mobile screens, on-site touch screens.
Category
UX, CX, Service Design
About this project
About this project
Indoor Skydiving Australia or iFly (the brand name) is a theme park introducing the skydiving experience inside of a wind tunnel without the need to jump from a plane. The experience is accessible to everyone from 3 to 99 years old and assisted by instructors. It is also a training space for professional skydivers preparing for skydiving competitions around the world.
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I was lucky enough to lead the digital transformation of iFly by reviewing the entire customer journey from online booking services to on-site experiences including a check-in service (to sign a legal waiver) and a media purchase service realized through touch screen kiosks.
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The goal was to simplify the online booking process to generate more business and offer a better on-site experience to make all processes easy and clear in order to reduce the customer service desk's administrative tasks.
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My role was to define a more streamlined customer flow on-site and online to solve current manual administrative tasks and improve the customer experience in general.
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Detailed user research was done including on-site observations, customer and customer service staff interviews, competitor research and data analysis. Four personas were identified at the end of the research and a completely new approach was developed for one particular persona - members of iFly's loyalty program.
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Considering the complexity of the project, there was several technical and business challenges.Technical challenges required working with a Solution Architect to respond to a deeper understanding of the customer and client's concerns. Business challenges were faced throughout the design process, namely in applying the best customer service experience while responding to the client's financial objectives.
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I defined an entirely new customer experience, introducing new technologies to automize the flow and worked on a solid design process based on customer insights. I was responsible of facilitating workshops, sketch sessions, wireframing, user testing, prototyping and design iterations. We were also asked to work on an admin tool for the iFly staff where they would view the planning of each instructor in each location. In addition to the staff planning tool another admin tool was required to view all the data collected from the iFly centers about the usage of the wind tunnels, customer path, and detailed marketing statistics. I've worked on the exploration phase of both backoffice tools by gathering the requirements and researching on different similar tools.
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The Goal
Challenges and Approach
Successful Outcomes
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Introduced an improved customer journey facilitating each step of the process from online booking to the end experience at the iFly center.
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Improved online booking flow for different customer profiles and design by reducing the steps from 7 to 4.
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Introduced new technologies to use during the customer journey to automize the flow and reduce the customer service desk's administrative tasks: Use of barcode and RFID.
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Content structure review: More meaningful content guiding user at different steps and making important information easily accessible.
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iFly clients were happy with the new customer journey and the designs and they approved the budget to build.
Prototype
Mobile wires: http://bit.ly/2y1JrJ5
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Mobile design: http://bit.ly/2k3o34l
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Desktop: http://bit.ly/2fT4qrj
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First launch for the Malaysian website Air rider. The visual design was re-skinned for their own brand.
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Project
I spent two days per week at the client's office during the customer journey mapping and running of workshops.
On-site checkin flow to sign the waiver and get a wristband through the kiosk as opposed to collection from the customer desk. Introduction of QR code sent through email when customers sign waiver online. The purpose is to have an atomized recognition for a streamlined customer experience.
In addition to these new features, a new content strategy was also developed to guide the customer on the website and through the checkin user flow.
Loyalty program members booking flow. "Frequent flyers" was a project apart as they had completely different behavior. I've also worked on the implementation of the new CRM program into the new customer experience.
Photos and video purchase flow after experiencing the indoor skydiving. The solution involves using a third party system for the photo shooting and video recording.
Content review and information architecture for the website. Main challenge was to make the large amount of information accessible to users and guide them in order to make clear what to expect on the day of their flight.
Online booking design on mobile. All website screens have been redesigned for mobile and desktop: 14 templates.
Redesigned a floor plan for better customer flow at the Penrith iFly facility.
I suggested placing all checkin kiosks at the entry level of the facility to make the checkin process more obvious. They were initially placed on the second floor behind the stairs which was making them unnoticeable. This solution solves the problem of customers arriving and going straight to the customer service desk because they don't know what to do or where to checkin.
I reorganised different areas of the second floor according to the order of actions that the customer needs to do.
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Initially the checkin desks were behind the stairs followed by the customer service desk, merchandise purchase corner, media kiosks, classroom, gear up area and cafeteria. I only left the cafeteria and the wind tunnel (in the middle) at the their original place and rearrange areas as above.
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The rearrangement of the physical space makes the actions clear to the customer. Customers do not need to go the customer desk directly which was part of the biggest challenges for the stakeholders. The suggested review of the floor plan in addition to the new customer experience helps also solving the problem of the chaotic ambiance during weekends if customers are directed naturally to their next action.
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