Boeing
Commercial Market Outlook
January 2019 - October 2019
The Boeing Commercial Market Outlook informs the aviation industry and its suppliers about the 20 year market forecast of global and regional delivery, fleet, traffic flow, and more. It is available to the public on iOS, Android, and Windows.
Overview
UX Designer responsible for executing entire iterative Lean UX design process, managing project artifacts, and assisting in production releases.
MY ROLE
Every year, Sales Directors and Regional Marketers from Boeing attend the largest annual Air Show in Paris or Farnborough. The Air Show is one of the most important events for Boeing and other companies solely to allow their key players to network with others in the aviation industry, learn about new commercial opportunities, showcase their expertise and innovations, and form partnerships.
In preparation for an event like this, it is important for key players to easily access the commercial forecast data. Boeing issues the forecast data in a booklet every year, however this can be cumbersome when looking for specific data.
A mobile application that holds the data and demonstrates a visual story of the data would allow easy access and help provide a visual for quick consumption. This needed to happen in time for the Paris Airshow 2019 annual event.
CUSTOMER PROBLEMS
communicate complicated data that would easily digestible and accessible to our target audience?
HOW MIGHT WE
Design workshop
I facilitated a 3-day design workshop, where I facilitated multiple workshops with key stakeholders, Product, Developers, and other Designers for persona generation, project success workshop, and risk and mitigation analysis to determine the definition of done and what to prioritize in the project increment.
3 DAY WORKSHOP
DESIGN PROCESS
I followed Pivotal’s double diamond design process.
To create the personas, I asked general sets of questions to my team and allowed everyone to hold discussions on whether the answers captured the correct personas. Through persona generation, I discovered:
That we had 4 main persona groups: External Operator/Customer, External Business Analyst, External Aviation Reporter, and Internal Sales & Marketing
Common obstacles in all 4 personas were data related - questions like is the data reliable, am I interpreting the data correctly, and is it easy to digest?
A common demographic in all 4 personas were that they are currently in the aviation industry or share a passion for aviation
PERSONA GENERATION
The project success workshop determines what key stakeholders and responsible team members deem to be important for the success of the project. I gave a colored sticky note to each person and had asked everyone to write what they thought would make the project successful - keeping one idea per sticky. After about 5 minutes, I had everyone share their thoughts, and we as a team created general themes of common ideas. I discovered these were important to the project success:
Releasing in time for the Paris Airshow in June 2019
Displaying accurate data through numbers and clear visuals
Including offline capability to view data for each region
Including Asia Pacific sub-region data for September 2019 release
PROJECT SUCCESS WORKSHOP
RISK AND MITIGATION WORKSHOP
The risk and mitigation workshop allows the team to write what risks they think could potentially “kill” or hinder the project early on so everyone can identify who could help mitigate the risks. I gave a colored sticky note to each person and had asked everyone to write what they thought would risk the project - keeping one idea per sticky. After about 5 minutes, I had everyone share their thoughts, and we as a team created general themes of common ideas. I discovered these were major key risks:
Not releasing the app in time for the Paris Airshow
App Design Release approval process may take longer than expected
Displaying inaccurate/misleading data
Contextual interview findings
I interviewed 6 participants to learn what their current frustrations were and what they expected. These were the findings:
4/6 expected a high level message upon opening the app (why should we trust the app, where is the data coming from)
4/6 expected display of high level data around delivery & fleet
5/6 noted the importance of having intuitive interactions
6/6 voiced frustration in 2018 information architect
2/6 wanted related information on the same page
2/6 wanted interactive graphs and more visuals
Value analysis
I created a value analysis diagram based on low/high customer value and low/high business value using the findings from the contextual interview and requirements from the business. The highest priority items were:
Data results: How might we display data results in an easy to consume manner?
Cross Platform: How might we support various devices?
Easy Navigation Flow: How might we design an easy and intuitive navigation flow?
Updating the sitemap
Based from the value analysis, navigation flow was the one of the top priorities based on customer and business value. Instead of building upon the existing 2018 navigation, I decided to create an entirely new information architect sitemap to solidify what could have been improved and/or condensed down so that the navigation was intuitive.
Building the prototype
Usability Test Insights
I conducted 12+ series of user test sessions on the mockups using a combination of internal critiques for initial feedback and real users for testing a full walkthrough of the app. Through these, I discovered… all participants (100%) focused on the importance in easily accessing and comparing data for:
Total Deliveries
Current Year/Future 20 Year Total Fleet for all regions
Viewing Region Specific Data such as Traffic, Fleet Growth, Market Value, etc
Changes based on findings
Highlight the Total Deliveries, Current Year Fleet, Future 20 Year Total Fleet on the home page
Provide breakdown of Total Deliveries, Current Fleet, and Future Fleet per region
Provide a high level region specific data capture within the regional pages
High fidelity designs
After rounds of design, test, and iteration, I delivered high fidelity mockups to the developer so that he could develop the application. In addition, I supported the release to the App Store by preparing release snapshots and documentation.
Outcomes
77%
increase in impressions
31%
increase in conversion rates
50,000
downloads globally
App store release
My main goals in creating a logo for the CMO application were
Capture Market Data
Have Boeing Branding (Boeing Blue, Airplanes, etc)
Show/Symbolize Upward Progression or Moving Forward
APP LOGO ITERATIONS
This is the final app logo used in the Boeing Commercial Market Outlook (CMO) application.
FINAL APP LOGO
I worked on creating the final feature graphic that would be displayed on the Android / Google App Store.
FEATURE GRAPHIC
Reflection
Defined and captured more metrics
Provide a better design to development handoff
Create a design system
AREAS FOR IMPROVEMENT
Tight timeline, less than 6months to design and develop
Gathering end-users for interviews and testing
Design technology limitations (not having InVision & DSM)
Tedious design to developer handoff (using Word document/PowerPoint)
CHALLENGES FACED
Work on backlog items for following years release
Create a UX design system or library to use on this application
Explore other graph/data visualizations that is simple and intuitive on a mobile device
Add the ability to compare data (if needed)
NEXT STEPS
