We we planned the project in 6 stages:
Discovering the true problem through exploring all possible pathways.
Hunting for potential pain-points in the airline process that could be improved.
In this instance, we decided to pursue improving the experience for families and solo travelers.
Discover what Southwest is doing correctly and incorrectly in relation to families and solo travelers.
Discover what families and solo travelers desire through desk research, with further confirmation coming in later stages.
Explore brands in the competitive space that also focus on solo travelers or families.
Look at how brands outside the category serve solo travelers or families.
Identify the areas to focus on for improvement
Combine Inspirational Audit findings and insights from Southwest to develop platforms and hypothesis to test.
(5) Consumer Understanding
Conduct quantitative and qualitative research on target audience
Find insights and start to discover motivations of audience.
(6) Experience Definition
Discover which direction to take: should the solo travelers and families co-exist in the same space or in separate planes?
Based off of this discovery, pursue the path of testing and prototyping this phase would take.