FlySmart Travel App
FlySmart Travel App
FlySmart Travel App
FlySmart Travel App
Your gateway to seamless travel
Your gateway to seamless travel
Your gateway to seamless travel
Your gateway to seamless travel
TIMELINE
TIMELINE
Jun 20 - Sep 7
Jun 20 - Sep 7
Jun 20 - Sep 7
PROJECT
PROJECT
BrainStation Bootcamp
BrainStation Bootcamp
BrainStation Bootcamp
ROLE
ROLE
UX Designer | iOS
UX Designer | iOS
UX Designer | iOS
TOOLS
TOOLS
Figma, Photoshop, Illustrator, Zeplin
Figma, Photoshop, Illustrator, Zeplin
Figma, Photoshop, Illustrator, Zeplin
The Problem
The Problem
The Problem
The Problem
In 2023, solo travel interest skyrockets by 761% on Google Trends, while traveler stress spikes by 90% per the Boston Globe. My solo travel experiences since age 13 have consistently become more taxing. This drove me to create FlySmart, a user-centered travel app. However, developing the app faces critical constraints like data security, regulatory compliance, and market competition.
In 2023, solo travel interest skyrockets by 761% on Google Trends, while traveler stress spikes by 90% per the Boston Globe. My solo travel experiences since age 13 have consistently become more taxing. This drove me to create FlySmart, a user-centered travel app. However, developing the app faces critical constraints like data security, regulatory compliance, and market competition.
In 2023, solo travel interest skyrockets by 761% on Google Trends, while traveler stress spikes by 90% per the Boston Globe. My solo travel experiences since age 13 have consistently become more taxing. This drove me to create FlySmart, a user-centered travel app. However, developing the app faces critical constraints like data security, regulatory compliance, and market competition.
In 2023, solo travel interest skyrockets by 761% on Google Trends, while traveler stress spikes by 90% per the Boston Globe. My solo travel experiences since age 13 have consistently become more taxing. This drove me to create FlySmart, a user-centered travel app. However, developing the app faces critical constraints like data security, regulatory compliance, and market competition.
Competitive Analysis
Competitive Analysis
Competitive Analysis
Competitive Analysis
Existing Traveler Solutions
Existing Traveler Solutions
Existing Traveler Solutions
Existing Traveler Solutions
In 2023, 75% of Americans spend more time at the airport than on their flights. I found out that airports are poorly designed for the number of travelers and use confusing, excessive signage to make up for it.
Existing solutions like AirportGuides and AtAirports have limitations and usability problems, leaving travelers without a seamless airport experience.
In 2023, 75% of Americans spend more time at the airport than on their flights. I found out that airports are poorly designed for the number of travelers and use confusing, excessive signage to make up for it.
Existing solutions like AirportGuides and AtAirports have limitations and usability problems, leaving travelers without a seamless airport experience.
In 2023, 75% of Americans spend more time at the airport than on their flights. I found out that airports are poorly designed for the number of travelers and use confusing, excessive signage to make up for it.
Existing solutions like AirportGuides and AtAirports have limitations and usability problems, leaving travelers without a seamless airport experience.
In 2023, 75% of Americans spend more time at the airport than on their flights. I found out that airports are poorly designed for the number of travelers and use confusing, excessive signage to make up for it.
Existing solutions like AirportGuides and AtAirports have limitations and usability problems, leaving travelers without a seamless airport experience.
The Challenge
The Challenge
The Challenge
The Challenge
Redesigning the Airport Travel Experience
Redesigning the Airport Travel Experience
Redesigning the Airport Travel Experience
Redesigning the Airport Travel Experience
My goal was to make airport travel stress-free and create an app that gives travelers more control over their experience.
My objectives were to:
Identify pain points and challenges faced by solo travelers at airports
Comprehend domestic and international airport navigation challenges
Evaluate the effectiveness of existing airport designs, layouts, and signage
Explore the causes of travel stress of frequent solo travelers
I applied Design Thinking to structure my process to build a user-centered solution.
My goal was to make airport travel stress-free and create an app that gives travelers more control over their experience.
My objectives were to:
Identify pain points and challenges faced by solo travelers at airports
Comprehend domestic and international airport navigation challenges
Evaluate the effectiveness of existing airport designs, layouts, and signage
Explore the causes of travel stress of frequent solo travelers
I applied Design Thinking to structure my process to build a user-centered solution.
My goal was to make airport travel stress-free and create an app that gives travelers more control over their experience.
My objectives were to:
Identify pain points and challenges faced by solo travelers at airports
Comprehend domestic and international airport navigation challenges
Evaluate the effectiveness of existing airport designs, layouts, and signage
Explore the causes of travel stress of frequent solo travelers
I applied Design Thinking to structure my process to build a user-centered solution.
My goal was to make airport travel stress-free and create an app that gives travelers more control over their experience.
My objectives were to:
Identify pain points and challenges faced by solo travelers at airports
Comprehend domestic and international airport navigation challenges
Evaluate the effectiveness of existing airport designs, layouts, and signage
Explore the causes of travel stress of frequent solo travelers
I applied Design Thinking to structure my process to build a user-centered solution.
Empathize
Empathize
Define
Define
Ideate
Ideate
Learn
Learn
Iterate
Iterate
Prototype
Prototype
Test
Test
So I asked the question...
So I asked the question...
So I asked the question...
How might we help frequent travelers navigate airports more confidently when traveling alone?
How might we help frequent travelers navigate airports more confidently when traveling alone?
How might we help frequent travelers navigate airports more confidently when traveling alone?
How might we help frequent travelers navigate airports more confidently when traveling alone?
Step 1: Empathize
Step 1: Empathize
Step 1: Empathize
Early Insights from Travelers
Early Insights from Travelers
Early Insights from Travelers
Early Insights from Travelers
My hypothesis was that I believe users face increased airport stress when traveling abroad.
I will know I’m right when at least 3 out of 5 of my interviewees express increased confusion while navigating international airports.
My assumptions were that:
Traveler frustrations stem from inconsistent airport experiences
Language/cultural variances magnify stress for travelers in foreign airports
Current airport signage fails to offer effective and user-friendly navigation
Solo travelers dislike the airport experience due to increased responsibilities
My hypothesis was that I believe users face increased airport stress when traveling abroad.
I will know I’m right when at least 3 out of 5 of my interviewees express increased confusion while navigating international airports.
My assumptions were that:
Traveler frustrations stem from inconsistent airport experiences
Language/cultural variances magnify stress for travelers in foreign airports
Current airport signage fails to offer effective and user-friendly navigation
Solo travelers dislike the airport experience due to increased responsibilities
My hypothesis was that I believe users face increased airport stress when traveling abroad.
I will know I’m right when at least 3 out of 5 of my interviewees express increased confusion while navigating international airports.
My assumptions were that:
Traveler frustrations stem from inconsistent airport experiences
Language/cultural variances magnify stress for travelers in foreign airports
Current airport signage fails to offer effective and user-friendly navigation
Solo travelers dislike the airport experience due to increased responsibilities
My hypothesis was that I believe users face increased airport stress when traveling abroad.
I will know I’m right when at least 3 out of 5 of my interviewees express increased confusion while navigating international airports.
My assumptions were that:
Traveler frustrations stem from inconsistent airport experiences
Language/cultural variances magnify stress for travelers in foreign airports
Current airport signage fails to offer effective and user-friendly navigation
Solo travelers dislike the airport experience due to increased responsibilities
User Survey | 22 Responses
User Survey | 22 Responses
User Survey | 22 Responses
Excited to begin my primary research, I faced the challenge of defining my target audience so to gain insights into user pain-points and needs, I cast a wide net and conducted a survey.
Excited to begin my primary research, I faced the challenge of defining my target audience so to gain insights into user pain-points and needs, I cast a wide net and conducted a survey.
Excited to begin my primary research, I faced the challenge of defining my target audience so to gain insights into user pain-points and needs, I cast a wide net and conducted a survey.
Excited to begin my primary research, I faced the challenge of defining my target audience so to gain insights into user pain-points and needs, I cast a wide net and conducted a survey.
Interviews | 4 Participants
Interviews | 4 Participants
Interviews | 4 Participants
Interviews | 4 Participants
The survey revealed users’ main pain point, navigation challenges. Also, travelers aged 18-35 use and prefer tech solutions like airline apps and digital wallets. To understand their travel behaviors and navigation experiences better, I conducted 20-minute interviews.
The survey revealed users’ main pain point, navigation challenges. Also, travelers aged 18-35 use and prefer tech solutions like airline apps and digital wallets. To understand their travel behaviors and navigation experiences better, I conducted 20-minute interviews.
The survey revealed users’ main pain point, navigation challenges. Also, travelers aged 18-35 use and prefer tech solutions like airline apps and digital wallets. To understand their travel behaviors and navigation experiences better, I conducted 20-minute interviews.
The survey revealed users’ main pain point, navigation challenges. Also, travelers aged 18-35 use and prefer tech solutions like airline apps and digital wallets. To understand their travel behaviors and navigation experiences better, I conducted 20-minute interviews.
“I'm anxious about missing flights when I travel alone.”
“I'm anxious about missing flights when I travel alone.”
“I'm anxious about missing flights when I travel alone.”
“I'm anxious about missing flights when I travel alone.”
“It was stressful specially because it was a new country.”
“It was stressful specially because it was a new country.”
“It was stressful specially because it was a new country.”
“It was stressful specially because it was a new country.”
Tell me about a time you experienced stress while navigating airports.
Tell me about a time you experienced stress while navigating airports.
How does your international airport experience compare with domestic?
How does your international airport experience compare with domestic?
Click here to view Interview Guide
Click here to view Interview Guide
Affinity Mapping | 4 Themes
Affinity Mapping | 4 Themes
Affinity Mapping | 4 Themes
Affinity Mapping | 4 Themes
I reevaluated my assumptions and found I was right about all except #4. Travelers enjoy airports for the sense of being part of something bigger, but their stresses outweigh the positives. After mapping out my data, navigation challenges emerged as the top priority.
I reevaluated my assumptions and found I was right about all except #4. Travelers enjoy airports for the sense of being part of something bigger, but their stresses outweigh the positives. After mapping out my data, navigation challenges emerged as the top priority.
I reevaluated my assumptions and found I was right about all except #4. Travelers enjoy airports for the sense of being part of something bigger, but their stresses outweigh the positives. After mapping out my data, navigation challenges emerged as the top priority.
I reevaluated my assumptions and found I was right about all except #4. Travelers enjoy airports for the sense of being part of something bigger, but their stresses outweigh the positives. After mapping out my data, navigation challenges emerged as the top priority.
Navigation Challenges
“When you're in a rush, it's hard to think straight”
Participant 1
“Each country’s airport has a different process.”
Participant 2
“I missed my connection because I got lost.”
Participant 3
Timing and Uncertainty
“Airport staff are not always helpful or aware.”
Participant 1
“You never know how long security may take.”
Participant 2
“Unexpected changes at airports are stressful.”
Participant 3
Solo Travel Stress
“It helps to have two sets of eyes.”
Participant 1
“When things take a sudden turn, it's harder being alone.”
Participant 2
“I hate navigating all by myself.”
Participant 3
Cultural Barriers
“International airports are confusing.”
Participant 1
“Flying abroad is challenging because of language.”
Participant 2
“Unhelpful airport staff communication is frustrating.”
Participant 3
View Affinity Map
View Affinity Map
After synthesizing my interviews and creating my persona, I further refined my HMW to focus more on user pains.
After synthesizing my interviews and creating my persona, I further refined my HMW to focus more on user pains.
After synthesizing my interviews and creating my persona, I further refined my HMW to focus more on user pains.
After synthesizing my interviews and creating my persona, I further refined my HMW to focus more on user pains.
How might we enhance the airport experience for frequent travelers navigating unfamiliar environments under time constraints?
How might we enhance the airport experience for frequent travelers navigating unfamiliar environments under time constraints?
How might we enhance the airport experience for frequent travelers navigating unfamiliar environments under time constraints?
How might we enhance the airport experience for frequent travelers navigating unfamiliar environments under time constraints?
Step 2: Define
Step 2: Define
Step 2: Define
Deeper Insights from our Target User
Deeper Insights from our Target User
Deeper Insights from our Target User
Deeper Insights from our Target User
Persona
Persona
Persona
Based on my primary research, I created FlySmart's persona, Evelyn James, an American frequent flyer. Her needs and challenges were to crucial to guide FlySmart's development.
Based on my primary research, I created FlySmart's persona, Evelyn James, an American frequent flyer. Her needs and challenges were to crucial to guide FlySmart's development.
Based on my primary research, I created FlySmart's persona, Evelyn James, an American frequent flyer. Her needs and challenges were to crucial to guide FlySmart's development.
Experience Map
Experience Map
Experience Map
To grasp the highs/lows of Evelyn's experience and identify design opportunities, I crafted an experience map. Considering the complexity of the whole travel process, I made a tough choice to focus only on the processes between airport entry to boarding.
To grasp the highs/lows of Evelyn's experience and identify design opportunities, I crafted an experience map. Considering the complexity of the whole travel process, I made a tough choice to focus only on the processes between airport entry to boarding.
To grasp the highs/lows of Evelyn's experience and identify design opportunities, I crafted an experience map. Considering the complexity of the whole travel process, I made a tough choice to focus only on the processes between airport entry to boarding.
Step 3: Ideate
Step 3: Ideate
Step 3: Ideate
Narrowing Down on App Features
Narrowing Down on App Features
Narrowing Down on App Features
Narrowing Down on App Features
User Stories | 27
User Stories | 27
User Stories | 27
Using Evelyn's persona and experience map as a guide, I created user stories, including tailored epics based on user feature preferences. To gain deeper insights, I expanded the 'Mapping' epic with 10 additional user stories, ensuring a comprehensive understanding of user needs.
Using Evelyn's persona and experience map as a guide, I created user stories, including tailored epics based on user feature preferences. To gain deeper insights, I expanded the 'Mapping' epic with 10 additional user stories, ensuring a comprehensive understanding of user needs.
Using Evelyn's persona and experience map as a guide, I created user stories, including tailored epics based on user feature preferences. To gain deeper insights, I expanded the 'Mapping' epic with 10 additional user stories, ensuring a comprehensive understanding of user needs.
Final Concept
Final Concept
Final Concept
An all-in-one cross-platform airport app for indoor navigation, real-time updates, and travel tips including gift recommendations, dining suggestions, and language assistance globally.
#1 Easy Airport Mapping
Addresses users' #1 need, efficient navigation
Empowers users to navigate airports confidently
Utilizes Wi-Fi and BLE technology for precise tracking
Enhances indoor guidance with augmented reality tech
💡 Partnership with MongoDB
#2 Real-Time Updates
Provide real-time line wait times and occupancy information
Empower travelers with control over their airport experience
Use mobile apps, Wi-Fi/Bluetooth beacons, QR code scanning, customer feedback analysis
Enable travelers to make informed choices
#3 Enhance Local Discoveries
Empower international travelers for confident exploration
Provide language tips, gift recommendations, and restaurant suggestions with traveler testimonials to meet user needs
Transform layovers into cultural adventures
💡 Partnership with DuoLingo
An all-in-one cross-platform airport app for indoor navigation, real-time updates, and travel tips including gift recommendations, dining suggestions, and language assistance globally.
#1 Easy Airport Mapping
Addresses users' #1 need, efficient navigation
Empowers users to navigate airports confidently
Utilizes Wi-Fi and BLE technology for precise tracking
Enhances indoor guidance with augmented reality tech
💡 Partnership with MongoDB
#2 Real-Time Updates
Provide real-time line wait times and occupancy information
Empower travelers with control over their airport experience
Use mobile apps, Wi-Fi/Bluetooth beacons, QR code scanning, customer feedback analysis
Enable travelers to make informed choices
#3 Enhance Local Discoveries
Empower international travelers for confident exploration
Provide language tips, gift recommendations, and restaurant suggestions with traveler testimonials to meet user needs
Transform layovers into cultural adventures
💡 Partnership with DuoLingo
An all-in-one cross-platform airport app for indoor navigation, real-time updates, and travel tips including gift recommendations, dining suggestions, and language assistance globally.
#1 Easy Airport Mapping
Addresses users' #1 need, efficient navigation
Empowers users to navigate airports confidently
Utilizes Wi-Fi and BLE technology for precise tracking
Enhances indoor guidance with augmented reality tech
💡 Partnership with MongoDB
#2 Real-Time Updates
Provide real-time line wait times and occupancy information
Empower travelers with control over their airport experience
Use mobile apps, Wi-Fi/Bluetooth beacons, QR code scanning, customer feedback analysis
Enable travelers to make informed choices
#3 Enhance Local Discoveries
Empower international travelers for confident exploration
Provide language tips, gift recommendations, and restaurant suggestions with traveler testimonials to meet user needs
Transform layovers into cultural adventures
💡 Partnership with DuoLingo
Task Flows
Task Flows
Task Flows
Inspired by the user stories, I started the ideation of my task flow, but was faced with the challenge of determining the sequence of events. After 4 iterations, I finalized on two flows:
Primary: Onboarding, permissions and boarding pass set-up
Secondary: Providing an option to map out their gate using AR features
Inspired by the user stories, I started the ideation of my task flow, but was faced with the challenge of determining the sequence of events. After 4 iterations, I finalized on two flows:
Primary: Onboarding, permissions and boarding pass set-up
Secondary: Providing an option to map out their gate using AR features
Inspired by the user stories, I started the ideation of my task flow, but was faced with the challenge of determining the sequence of events. After 4 iterations, I finalized on two flows:
Primary: Onboarding, permissions and boarding pass set-up
Secondary: Providing an option to map out their gate using AR features
Primary Task Flow
Primary Task Flow
Primary Task Flow
Secondary Task Flow
Secondary Task Flow
Secondary Task Flow
Ideation Sketches
Ideation Sketches
I began with 17 sketches (2-3 per screen) to quickly generate and iterate on ideas. I also began brainstorming interaction design ideas for a seamless app flow at this stage.
I began with 17 sketches (2-3 per screen) to quickly generate and iterate on ideas. I also began brainstorming interaction design ideas for a seamless app flow at this stage.
I began with 17 sketches (2-3 per screen) to quickly generate and iterate on ideas. I also began brainstorming interaction design ideas for a seamless app flow at this stage.
Step 5: Test
Step 5: Test
Step 5: Test
Wireframe Testing
Wireframe Testing
Goal
Goal
Get user feedback on the feature concept and identify design issues
Analyze the effectiveness of the usability
Evaluate design improvements
Get user feedback on the feature concept and identify design issues
Analyze the effectiveness of the usability
Evaluate design improvements
Get user feedback on the feature concept and identify design issues
Analyze the effectiveness of the usability
Evaluate design improvements
Recruitment
Recruitment
Candidates who are frequent flyers: 3 have experience using technology solutions in an airport and 2 do not.
Candidates who are frequent flyers: 3 have experience using technology solutions in an airport and 2 do not.
Candidates who are frequent flyers: 3 have experience using technology solutions in an airport and 2 do not.
How
How
Using click-through prototype to conduct three tasks, focusing on the mapping feature.
On-boarding
Upload boarding pass information
Map your way to Gate 24
User AR feature to reach Gate 24
Prompt users to think out loud
Ask follow up questions post each action
Don’t reveal any information until after
Using click-through prototype to conduct three tasks, focusing on the mapping feature.
On-boarding
Upload boarding pass information
Map your way to Gate 24
User AR feature to reach Gate 24
Prompt users to think out loud
Ask follow up questions post each action
Don’t reveal any information until after
Using click-through prototype to conduct three tasks, focusing on the mapping feature.
On-boarding
Upload boarding pass information
Map your way to Gate 24
User AR feature to reach Gate 24
Prompt users to think out loud
Ask follow up questions post each action
Don’t reveal any information until after
Results
Task Completion Rate
100%
Complete the On-boarding
Uploading boarding pass
Map to Gate 24
Use AR feature to get to Gate 24
4.8/5
4/5
4.5/5
5/5
Usability Issues | 28
Top #10 Issues
1. Animations (Swipe)
2. Empty boarding card
3. Unclear UX copy
4. No prompts post task
5. Scrolling issues
6. “Points” confusion
7. “Ticket” change
8. Visual cues
9. Change venue icon
10. Croatia to JFK
Design Matrix | View
User Value
HIGH
Effort to Fix
HIGH
LOW
Fix scrolling issues on boarding pass, map, and recs screen
Remove registered user sign in option (not needed)
Switch destination to JFK instead of Italy
Add in an options pop-up after the AR/VR task is complete
Step 6: Iterate
Step 6: Iterate
Major Design Iterations
Major Design Iterations
Major Design Iterations
Simplified design, streamlined UX copy, introduced skip and scroll
Created a launch screen animation to welcome and excite the user
Before | On-Boarding
After | On-Boarding
Created a launch screen animation to welcome and excite the user
Added custom copy for guidance, refined the ticket based on existing designs.
Before | Homescreen
After | Homescreen
Reworked layout, Added hierarchy, improved clarity of empty ticket state.
Step 7: Ideate | Step 8: Define
Step 7: Ideate | Step 8: Define
Step 7: Ideate | Step 8: Define
Brand Identity Developement
Brand Identity Developement
Brand Identity Developement
Crafting the Visual Identity
Crafting the Visual Identity
Crafting the Visual Identity
Crafting the Visual Identity
To define FlySmart's visual identity, I analyzed user preferences in travel apps, considered airport stressors, and focused on our persona Evelyn's priorities by categorizing adjectives into themes.
To define FlySmart's visual identity, I analyzed user preferences in travel apps, considered airport stressors, and focused on our persona Evelyn's priorities by categorizing adjectives into themes.
To define FlySmart's visual identity, I analyzed user preferences in travel apps, considered airport stressors, and focused on our persona Evelyn's priorities by categorizing adjectives into themes.
Confidence | Control
Secure | Trustworthy
Connectivity | Excitement
Innovative | Effortless
Confidence | Control
Secure | Trustworthy
Connectivity | Excitement
Innovative | Effortless
Mood Board
Mood Board
Mood Board
After 4 iterations, I created a mood board that embodies the brand's essence, featuring dominant blues for trust, warm oranges for friendliness, and smooth, sky-inspired gradients.
After 4 iterations, I created a mood board that embodies the brand's essence, featuring dominant blues for trust, warm oranges for friendliness, and smooth, sky-inspired gradients.
After 4 iterations, I created a mood board that embodies the brand's essence, featuring dominant blues for trust, warm oranges for friendliness, and smooth, sky-inspired gradients.
View Moodboard Iterations
View Moodboard Iterations
Color Palette
Color Palette
Color Palette
I created a core color palette from the mood board, making brightness and tone adjustments to address accessibility issues, notably with the blue and orange combination.
I created a core color palette from the mood board, making brightness and tone adjustments to address accessibility issues, notably with the blue and orange combination.
I created a core color palette from the mood board, making brightness and tone adjustments to address accessibility issues, notably with the blue and orange combination.
Brand Typography
Brand Typography
Brand Typography
I explored font pairings and selected 'Poppins' and 'Karla,' two sans-serif typefaces. Their contrast strikes a balance between a modern, approachable ('Karla') and sophisticated, elegant ('Poppins') feel.
I explored font pairings and selected 'Poppins' and 'Karla,' two sans-serif typefaces. Their contrast strikes a balance between a modern, approachable ('Karla') and sophisticated, elegant ('Poppins') feel.
I explored font pairings and selected 'Poppins' and 'Karla,' two sans-serif typefaces. Their contrast strikes a balance between a modern, approachable ('Karla') and sophisticated, elegant ('Poppins') feel.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
01 02 03 04 05 06 07 08 09
Primary/Logo/CTAs | Bold,Semi,Medium
Poppins Typeface
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
01 02 03 04 05 06 07 08 09
Body | Bold,Medium,Regular
Karla Typeface
Aa
Exploring
Header: Poppins
Body: Lato Regular
Futura Bold
Nunito Regular
Quicksand Bold
Nunito Regular
Montserrat Bold
Lato Regular
Avenir Demibold
Helvetica Neue
Logo Design
Logo Design
Logo Design
My goal was to design a simple, legible logo. I sketched out ideas, tested upper and lower case letters, and played with airplane/location symbol positions. I refined the design through 5 iterations based on feedback.
My goal was to design a simple, legible logo. I sketched out ideas, tested upper and lower case letters, and played with airplane/location symbol positions. I refined the design through 5 iterations based on feedback.
My goal was to design a simple, legible logo. I sketched out ideas, tested upper and lower case letters, and played with airplane/location symbol positions. I refined the design through 5 iterations based on feedback.
Wordmark Exploration
Wordmark Exploration
Wordmark Exploration
I inserted colors to test out how the visual identity would reflect in the logo. Opting for orange, I chose to reserve blue tones for backgrounds, the majority screen space.
I inserted colors to test out how the visual identity would reflect in the logo. Opting for orange, I chose to reserve blue tones for backgrounds, the majority screen space.
I inserted colors to test out how the visual identity would reflect in the logo. Opting for orange, I chose to reserve blue tones for backgrounds, the majority screen space.
Iterations/Color Insertion
fly
smart
Sketch 1: I used the dotted line for connectivity. I added in the plane icon to the location symbol.
flysmart
Sketch 2: Experimenting with the location symbol, extending the dotted line to look like a runway.
fly
smart
Sketch 3: I created the most simple version of my design.
Icon Insertion
Iterations: I experimented with different gradients, backgrounds and strokes, testing out which icons looks the most impactful.
Finalized Wordmark
Finalized Wordmark
Primary Wordmark: Opting for white instead of black for the plane icon enhances contrast for most users and reinforces white as a FlySmart brand color.
I removed the dotted line upon viewing the logo in all sizes, as it appeared cluttered when scaled down.
Primary Wordmark: Opting for white instead of black for the plane icon enhances contrast for most users and reinforces white as a FlySmart brand color.
I removed the dotted line upon viewing the logo in all sizes, as it appeared cluttered when scaled down.
Primary Wordmark: Opting for white instead of black for the plane icon enhances contrast for most users and reinforces white as a FlySmart brand color.
I removed the dotted line upon viewing the logo in all sizes, as it appeared cluttered when scaled down.
Wordmark | Onboarding Background
Wordmark | Homescreen Background
Wordmark | Map Background
Wordmark | Home Screen (Night Mode)
Color Injection
Color Injection
Color Injection
I inserted colors to test out how the visual identity would reflect in the logo. Opting for orange, I chose to reserve blue tones for backgrounds, the majority screen space.
I inserted colors to test out how the visual identity would reflect in the logo. Opting for orange, I chose to reserve blue tones for backgrounds, the majority screen space.
I inserted colors to test out how the visual identity would reflect in the logo. Opting for orange, I chose to reserve blue tones for backgrounds, the majority screen space.
Case Study Continued
Design Iterations | High Fidelity Prototype
Case Study Continued
Design Iterations | High Fidelity Prototype
Case Study Continued
Design Iterations | High Fidelity Prototype