1. Introduction and Context
1.1 User Persona
Our team gathered feedback and insights from different sources such as SIA PPS passengers as well as our
own family and friends. From the varied profiles, we converged recurring pain points and unmet needs to
formulate our user persona, Atas Abby. Atas Abby is a corporate executive who travels often for work and is
a frequent flyer with SIA. Decisive and independent, she values exclusivity and is willing to explore new and
interesting products and experiences. Some of her pain points include limited product range and availability
using the current inflight shopping model. Decision factors that cause her to make a purchase are customer
reviews, gift-ability, convenience, brand value, and product availability. Atas Abby is generally bored with
shopping and flights and needs something new and exciting.
1.2 Design Problem
We thus reframed the original design question to the following: How might we redesign the SIA inflight shopping
experience such that sales is more than a transaction and ensure that all customers can have a uniquely
exciting experience when they fly with SIA. Target segment: PPS (Beauty, Health).
1.3 Recommendation
From our brainstorming process and validation interviews, our team came up with our final solution: The
ExtravanganSIA. This is based on the premise that the anticipation of your trip is exciting, but the process of
travelling is boring. Visiting new places and immersing yourself in a culture different from your own never gets
old. The ExtravaganSIA combines cultural understanding with exciting product offerings from the comfort of
your second home in the air.
The ExtravanganSIA is meant to provide a seamless shopping experience for all SIA customers, from preflight
to post-flight.
Preflight
Inflight shopping does not begin when you step onto the plane; the journey begins when you book your flight.
Our proposed solution includes the following:
- SIA ‘personalities’ that facilitate monthly livestream based on a theme such as makeup for the Spring
season or fashion tips to match the Autumn season. This will be a talk show format which can be viewed
via the Singapore Airlines app and also accessed as recordings via the inflight entertainment (IFE) system.
- Personalised EDMs with sneak peaks and video highlights featuring recommended products and monthly
livestreams as opportunities to catch up with SIA’s newest products; gamification and prizes to encourage
interaction.
- Allow pre-ordering of customised products such engravings and labels.
- Product reviews by other customers which enhance product transparency and boost customers’
confidence in the product.
- There will also be an upcoming programmes segment which showcases the exclusive products that will
be sold inflight recommended by certain celebrities to build anticipation and excitement for the flight.
Inflight
- Inflight livestreams based on destination where the passengers can ask questions and interact with flight
attendants leading the livestream. Some topics could include “Day in my life” or “Wind down facial care
routine”.
- The products sold will be focused on inflight exclusive items (seasonal products) based on the flight
destination. These items will also be bundled based on recommendations by the SIA “personalities”.
Page | 1
, - We also recommend using a SIA personal shopper, which is essentially a smart recommendation system
that integrates data of the passengers such as purchase history, preferences, and age to make
personalised recommendations.
- For flights with layovers, order can be placed through livestream on one plane and collected during the
next flight.
- For red-eye flights, it will be apt to include a “Wake up with SIA routine” to help passengers combat jetlag
and feel refreshed throughout the day. For short-haul flights where an inflight live stream might not be
possible, passengers can still enjoy the pre-recorded shows and try out products using the AR features.
To allow testing the product in a virtual 3D space, there are AR-equipped try-on features built into the
system. This is especially important in a COVID-19 world, where we try to minimise contact, yet maximise
the shopping experience of the passengers.
Post-flight
Customers no longer need to worry about products going out of stock or having to carry bulky items inflight.
SIA provides the option for customers to collect items on connecting flights, delivery to address of choice, or
pickup at the airport.
2. Implementation Plan
Currently, SIA has a Kris+ App with its focus on allowing customers to earn rewards, miles, and other privileges.
In addition, it has launched the Singapore Airlines app which includes flight bookings, trip scheduling and is
also integrated with the KrisFlyer Programme, KrisWorld, and KrisShop. We propose that SIA incorporate our
idea of The ExtravaganSIA into its current Singapore Airlines app, making it a conspicuous and attractive
element in the app. To drive downloads and retain customers, SIA can host exclusive and engaging sharing
sessions featuring various celebrities and influencers as well as offer special bundle discounts.
SIA can include an innovative onboard scheme at the start to incentivize customers to download the enhanced
SIA app. For every new signup, SIA can award 1000 KrisFlyer miles which customers can use to pay for SIA
and partner airline flights or items on KrisShop. SIA can further offer a referral program where customers will
earn an additional 500 KrisFlyer miles for every customer they refer who signs up and makes a purchase on
the application.
SIA can also easily integrate an AR functionality into its current IFE system, by having inbuilt cameras on the
IFE system. Alternatively, SIA can implement a function whereby passengers can simply scan a QR code on
the IFE screen using their phones, and the AR system will use their phone cameras to enable taking of photos
such that passengers can try out the various product offerings on sale while they are flying.
3. Solutioning Schedule
The project can be classified into 3 phases, Project Initiation, Product Development, and Product Launch.
Project Initiation will be done in 12 months and begin with intensive research and development, followed by
design sprints and development of base level plans like solution architecture, risk and mitigation plan and cost
benefit analyses. Phase 1 will also include the development of both low and high-fidelity prototypes which is
an iterative process where changes will be made in accordance with the feedback received. During this phase,
SIA will also liaise with major influencers and celebrities to prepare for product line-ups and shows.
Product Development will largely be the development of the approved UI/UX based on the prototypes in Project
Initiation. The development of the backend system, cloud configuration as well as vigorous penetration testing
is performed at this phase to ensure stability and software security.
Finally, the Product Launch phase will be rolled out in two sequences, Beta Launch and Actual Launch. Beta
Launch will be rolled out to selected users to test the application and reconfigure functionality if needed. Actual
Launch will be rolled out on App stores, with app optimization and bug fixes scheduled regularly. Marketing
Page | 2
1.1 User Persona
Our team gathered feedback and insights from different sources such as SIA PPS passengers as well as our
own family and friends. From the varied profiles, we converged recurring pain points and unmet needs to
formulate our user persona, Atas Abby. Atas Abby is a corporate executive who travels often for work and is
a frequent flyer with SIA. Decisive and independent, she values exclusivity and is willing to explore new and
interesting products and experiences. Some of her pain points include limited product range and availability
using the current inflight shopping model. Decision factors that cause her to make a purchase are customer
reviews, gift-ability, convenience, brand value, and product availability. Atas Abby is generally bored with
shopping and flights and needs something new and exciting.
1.2 Design Problem
We thus reframed the original design question to the following: How might we redesign the SIA inflight shopping
experience such that sales is more than a transaction and ensure that all customers can have a uniquely
exciting experience when they fly with SIA. Target segment: PPS (Beauty, Health).
1.3 Recommendation
From our brainstorming process and validation interviews, our team came up with our final solution: The
ExtravanganSIA. This is based on the premise that the anticipation of your trip is exciting, but the process of
travelling is boring. Visiting new places and immersing yourself in a culture different from your own never gets
old. The ExtravaganSIA combines cultural understanding with exciting product offerings from the comfort of
your second home in the air.
The ExtravanganSIA is meant to provide a seamless shopping experience for all SIA customers, from preflight
to post-flight.
Preflight
Inflight shopping does not begin when you step onto the plane; the journey begins when you book your flight.
Our proposed solution includes the following:
- SIA ‘personalities’ that facilitate monthly livestream based on a theme such as makeup for the Spring
season or fashion tips to match the Autumn season. This will be a talk show format which can be viewed
via the Singapore Airlines app and also accessed as recordings via the inflight entertainment (IFE) system.
- Personalised EDMs with sneak peaks and video highlights featuring recommended products and monthly
livestreams as opportunities to catch up with SIA’s newest products; gamification and prizes to encourage
interaction.
- Allow pre-ordering of customised products such engravings and labels.
- Product reviews by other customers which enhance product transparency and boost customers’
confidence in the product.
- There will also be an upcoming programmes segment which showcases the exclusive products that will
be sold inflight recommended by certain celebrities to build anticipation and excitement for the flight.
Inflight
- Inflight livestreams based on destination where the passengers can ask questions and interact with flight
attendants leading the livestream. Some topics could include “Day in my life” or “Wind down facial care
routine”.
- The products sold will be focused on inflight exclusive items (seasonal products) based on the flight
destination. These items will also be bundled based on recommendations by the SIA “personalities”.
Page | 1
, - We also recommend using a SIA personal shopper, which is essentially a smart recommendation system
that integrates data of the passengers such as purchase history, preferences, and age to make
personalised recommendations.
- For flights with layovers, order can be placed through livestream on one plane and collected during the
next flight.
- For red-eye flights, it will be apt to include a “Wake up with SIA routine” to help passengers combat jetlag
and feel refreshed throughout the day. For short-haul flights where an inflight live stream might not be
possible, passengers can still enjoy the pre-recorded shows and try out products using the AR features.
To allow testing the product in a virtual 3D space, there are AR-equipped try-on features built into the
system. This is especially important in a COVID-19 world, where we try to minimise contact, yet maximise
the shopping experience of the passengers.
Post-flight
Customers no longer need to worry about products going out of stock or having to carry bulky items inflight.
SIA provides the option for customers to collect items on connecting flights, delivery to address of choice, or
pickup at the airport.
2. Implementation Plan
Currently, SIA has a Kris+ App with its focus on allowing customers to earn rewards, miles, and other privileges.
In addition, it has launched the Singapore Airlines app which includes flight bookings, trip scheduling and is
also integrated with the KrisFlyer Programme, KrisWorld, and KrisShop. We propose that SIA incorporate our
idea of The ExtravaganSIA into its current Singapore Airlines app, making it a conspicuous and attractive
element in the app. To drive downloads and retain customers, SIA can host exclusive and engaging sharing
sessions featuring various celebrities and influencers as well as offer special bundle discounts.
SIA can include an innovative onboard scheme at the start to incentivize customers to download the enhanced
SIA app. For every new signup, SIA can award 1000 KrisFlyer miles which customers can use to pay for SIA
and partner airline flights or items on KrisShop. SIA can further offer a referral program where customers will
earn an additional 500 KrisFlyer miles for every customer they refer who signs up and makes a purchase on
the application.
SIA can also easily integrate an AR functionality into its current IFE system, by having inbuilt cameras on the
IFE system. Alternatively, SIA can implement a function whereby passengers can simply scan a QR code on
the IFE screen using their phones, and the AR system will use their phone cameras to enable taking of photos
such that passengers can try out the various product offerings on sale while they are flying.
3. Solutioning Schedule
The project can be classified into 3 phases, Project Initiation, Product Development, and Product Launch.
Project Initiation will be done in 12 months and begin with intensive research and development, followed by
design sprints and development of base level plans like solution architecture, risk and mitigation plan and cost
benefit analyses. Phase 1 will also include the development of both low and high-fidelity prototypes which is
an iterative process where changes will be made in accordance with the feedback received. During this phase,
SIA will also liaise with major influencers and celebrities to prepare for product line-ups and shows.
Product Development will largely be the development of the approved UI/UX based on the prototypes in Project
Initiation. The development of the backend system, cloud configuration as well as vigorous penetration testing
is performed at this phase to ensure stability and software security.
Finally, the Product Launch phase will be rolled out in two sequences, Beta Launch and Actual Launch. Beta
Launch will be rolled out to selected users to test the application and reconfigure functionality if needed. Actual
Launch will be rolled out on App stores, with app optimization and bug fixes scheduled regularly. Marketing
Page | 2
