2016 Asia-Pacific Stevie Awards Gold Winner – Singapore Airlines
Company: Singapore Airlines, Singapore
Category: Award for Innovation in Shopping or E-commerce Apps
Entry Title: Singapore Airlines Multi-Device Roll Out
Multi-device App Roll Out:
With one of the highest multi-device usage rates in Singapore from across APAC, Singapore Airlines’ apps for smartphones, Apple Watch and tablets combine rich functionality with a user- friendly focus and contemporary design to offer an engaging digital traveller experience across multiple devices. Since initial launch in April 2015, uptake from Singapore Airlines’ increasingly mobile-centric customers has been phenomenal.
Some innovative design and app feature highlights are summarised below.
Personalised Digital Experience:
In addition to slick flight search and booking, the smartphone app features include a contextual homepage that displays the most relevant trip information. A ‘My Trips’ section keeps necessary information such as flight dates and booking references at the customer’s fingertips.
With 3D Touch, passengers can search for flights direct from their smartphone homescreen in seconds. Touch ID enables passengers to login to the app using their fingerprint and quickly retrieve their customer information and auto-fill forms, making the flight booking process as quick and easy as possible.
Extending to Wearables:
Singapore Airlines was one of the first airlines on the Apple Watch. The Watch app includes features such as Glance View, incorporating trip reminders and up-to-date information including when counters are ready for check-in.
The tablet app, launched in May 2015, includes integration of the loyalty programme, destination and travel guides, a contextual homepage and the ability to view the latest ‘Fare Deals’.
Inflight Entertainment (IFE):
In March 2016 the tablet app intelligently integrated with Singapore Airlines’ IFE system, KrisWorld, to enable passengers enjoy a personalised IFE experience direct from their own devices. Prior to boarding, travellers can access the app via their tablet to view movie trailers and schedule their favourite films, music and TV shows in advance of flying. Once on-board, the companion app links with the seatback screens, allowing guests to continue their KrisWorld experience by browsing their entertainment choices on their personal device. The companion app is the first of its kind to integrate fully with the Panasonic IFE system, providing travellers with greater control over their IFE experience.
Exceptional Design and UX:
-The app features contextual imagery based on destinations searched and the next trip. For example, if the upcoming trip is to Hong Kong, a striking image of that city will be featured in the app background.
-Panoramic photos have also been infused into the design layout to render a modern and sleek look.
-The tablet app is appended with rich destination information and IFE integration, both of which ensure a highly engaging user experience.
-The KrisFlyer dashboard is very visually appealing, almost like an infographic, with easy to follow flows for an enjoyable user experience.
-The Apple Watch extension of the app is excellently designed and optimised for the smaller screen to provide at-a-glance notifications and contextual information on the ‘day of travel’.
-The app makes use of subtle Singapore Airlines design motifs, including batik textile patterns from air hostess uniforms and sympathetic use of the brand colour scheme.
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