AIR NAVA’S BRAND BOOK
CONTENTS DEVELOPING THE BRAND
01
PROPOSITION FINAL BRAND PROPOSITION
DESTINATIONS
34
BRAND STRATEGY
35
MAIN LOGO
36
03
WHO IS THE MOBILE TRAVELLER
04
- LOGO GRID
37
TARGET AUDIENCE
08
- LOGO VARIANTS
39
PERSONAS
10
- MINIMUM REPRODUCTION
40
- USAGE GUIDELINES
41
- ADVERTISING GUIDELINES
48
TYPOGRAPHY
50
NAMING THE BRAND
13
FINAL NAME OF THE BRAND
20
BRAND GUIDELINES
22
BRAND COLOURS
51
VISION AND MISSION
23
PHOTOGRAPHY STYLE
53
GOALS
24
ATTRIBUTES AND FEATURES
25
BRAND COLLATERALS
55
9DS OF AIR NAVA
26
MOBILE APP
61
CORE VALUES
27
WEBSITE
74
COMPANY CULTURE
28
SELF CHECK-IN KIOSK
81
TONE OF VOICE
29
EXTENSION : ATM CONCEPT
96
KEY COMPETITORS
31
IN-FLIGHT ENTERTAINMENT
101
BRAND PERSONALITY SPECTRUM
32
FEEDBACK AND LOYALTY
112
DEVELOPING THE BRAND PROPOSITION After collective selection of a few brandpositioning statements, we decided to take them forward in smaller groups within the class. The word “Mobile you” was coined after doing the P.E.S.T.E., where we studied the current mindset of the people in India. To come up with a final brand proposition, the term “the mobile you” had to be further explore. From this, two semi-final brand propositions were develop :
1) WE CRAFT A SEAMLESS EXPERIENCE FOR THE MOBILE YOU. 2) SERVICES AND PRODUCTS THAT MAKE THE MOBILE YOU THAT THE FAMILIAR IS ALWAYS FRESH. The mind-map created to breakdown what the term “mobile you” could mean.
1
DEVELOPING THE BRAND PROPOSITION OPTION 1
CRAFTING A SEAMLESS EXPERIENCE FOR THE MOBILE YOU.
- Streamlining the journey - Avoiding lull periods - Keeping the user engaged
2
OPTION 2
SERVICES THAT MAKE THE MOBILE YOU FEEL THAT THE FAMILIAR IS FRESH
- Many travellers tend to travel a particular circuit. Keeping them engaged and interested. - A new experience to offer, in any form.
FINAL BRAND PROPOSITION
“KEEPING THE
FAMILIAR FRESH FOR THE MOBILE YOU
“ 3
WHO IS THE MOBILE TRAVELLER? On a purely physical level, mobility means being able to move freely or easily. But the definition can also extend to the nature of a person (the traveller), their state of mind or a way of living.
DISSECTING THE “MOBILE YOU”
4
Mind-mapping to understand what exactly “mobile you” stands for.
Extracting keywords from the mind-map to further explain who “the mobile you� is. 5
WHAT DOES BEING MOBILE MEAN TO DIFFERENT PEOPLE?
Mobility doesn’t only have to apply to a person who is always on the go. The characteristics can apply to a wide variety of people, not just to tech-savvy frequent flyers. Therefore. “MOBILE” is not a fixed demographic, but a distinct way of thinking.
Mobility means being able to work from anywhere, booking/cancelling practical and comfortable accommodation on short notice, and minimizing idle time.
Mobility means being able to make and confirm plans to meet the demands of a group, following airfare and vacation deals, and being able to spend quality time with loved ones.
Mobility means being able to explore new cultures, learning different things, maximizing authentic and memorable experiences and documenting the journey. 6
WHAT DOES THE MOBILE YOU WANT? We decided to question what our travellers want. It’s essential to address not only the needs, but the wants of the audience as well. TO BE CONNECTED:
TO BE IN CONTROL:
TO BE OCCUPIED:
Having easy access to information and consistent modes of communication.
Being involved in procedures and transactions instead of being left idle.
Feeling constantly engaged and stimulated in new ways, minimal stagnation.
HOW CAN WE CONNECT WITH THE MOBILE YOU?
Personal, customizable incentives
Seamless and optimum use of time
Expanding the boundaries of comfort zones
Dynamic products and services
New memories for frequent flyers
WHAT AREAS ARE WE FOCUSING ON?
SEAMLESS USE OF TIME
NEW EXPERIENCES FOR FREQUENT TRAVELLERS 7
TARGET AUDIENCE A man may be a part of a certain persona when he travels for work but adopts another persona when he is travelling with his wife and children. The mindset of the person change depending on the situation, but the purposes for travelling become more stable factors to base the brand’s target personas on.
Identifying our primary and secondary target audience
8
9
PERSONAS PURPOSE : OFFICIAL ENGAGEMENT Flyers who are well versed with all the procedures. Generally they fly within a time constraint so on-time facilities are preferred. They have low tolerance for delays and frills. They prefer to wait in lounges rather than the crowded spaces at the airport. They want self control over what they get and would like to be given attention when they require intervention. They keep themselves engaged.
PURPOSE : HOLIDAY They are pro-active and enthusiastic individuals who are looking forward to the travel. They might be travelling in groups. The purpose for their travel is vacational - they consider exploring a new city, time off from work, visiting family during festivals, etc. all holidays. They are looking for an enjoyable journey in which the air travel becomes a part of the experience and not a hassle. Additional services to add to their journey and make it more engaging would be nice. They like to have their options in front of them, so they have time to consider budget restraints along with their preferences.
PURPOSE : EDUCATION Flyers who fly back and forth from their hometown to their place of education. They are usually part of the youth and usually require to be engaged or pre-occupied. They fly during major festivals and holiday seasons (summer, winter, etc. They usually face problems of excess baggage.
PURPOSE : OUTSIDE TARGET GROUP Flyers who may not accept use of technology easily. They require aid and / or assistance. They usually travel with a passenger. They usually travel for events or visiting family. They are usually confused at the airport and might include first-time flyers.
10
Creating or personas based on the purpose of travel instead of the kind of traveller they are.
WHAT IS FAMILIAR IN THE INDIAN CONTEXT? WAITING LOUNGE
FOR BOOKING TICKET
- Travel websites -Travel agents - Airline websites
TRAVEL TO THE AIRPORT
- Cab Service - Personal Vehicles - Airport Buses & Autorickshaws
AT THE AIRPORT
- Visit airport shops - Nap, Work, Music, Watch the TV, Newspaper - Food: Restaurants + Self-brought - Charge various electronics - Clicking photos, Noise and chaos (kids running around, etc.)
BOARDING
- Forget to check the handbag stamp - Rush as soon as boarding gates open. Results in long queues - Buses are stuffed - Don’t follow the sliced seating system
- Can’t find trolleys and assistance - Queues before entering - Fumbling for Id + documents - People are used to printing their ticket
CHECK-IN
- Check-in queue (impatient passengers) - People arrive late and cut the line - Bump into people with their trolleys - Transfer stuff from check-in baggage to handbag - Leave trolley at the kiosk
SECURITY
- Some forget handbag tags - Chaos while taking out laptops / phones / etc. - Carrying prohibited substances (re-check) - Uninformed about the process
- Fiddling with the buttons - Recline the seats while eating - Stuff the seat pockets with waste- Leave trolley at the kiosk
ONCE FLIGHT LANDS
- Chaos to collect baggage - Start using their phones before the announcement - They rush to the aircraft exit - May forget items in the flight
POST LANDING TAKE-OFF
- Jam the aisles (overhead bags, etc.) - Don’t pay attention to the safety instructions - Using their phones, other electronics - Babies crying, need assistance - Asking for assistance impatiently - Clicking photos
WHILE FLYING
- Getting up from the seats - Lots of movement post seat belt sign goes off - Fight for space - Bring their own food and make a mess
- Rush to the bus / aero-bridge - Cramped buses - Identification of conveyor belts - Chaos and Impatience at the conveyor belts - Pickup wrong bags - Children tend to play around the belts - Accidentally injure people while lifting bags - Not enough assistance for missing luggage
EXITING THE AIRPORT
- Signage isn’t enough - Confusion for selecting transport - Crowding at the arrival - Leaving the trolleys - Queues at the airport cabs
11
WHAT COULD FRESH MEAN TO OUR PRIMARY TARGET GROUP?
12
NAMING THE BRAND A name of a company is a signal. It can be a literal signal, describing a specific service in a matter-of-fact way. This is often the case in technical B@B worlds, where buyers make speedy pragmatic decisions. More often than not, a name is a figurative signal. With our brand fleshed out, it was time to give it a name, eventually leading to its wholesome identity. After looking into various books on brand naming, etc. and gained various insights. There are four essential factors to consider while finding the right name for your brand:
SEMANTIC VALUE Does it convey the right idea or attitude?
STRATEGIC IMPACT Does it align to your business objectives?
PHONETIC STRUCTURE Is it easy to say and remember?
AVAILABILITY Is it legally available? Has it become iconic for another brand?
13
NAMING THE BRAND - PHASE 1 Using these characteristics and keywords for The Mobile You, we came up with a rough draft of names for our brand:
NAVA /naa-vaa/
MINT
Meaning: Nava is a Sanskrit word that means modern, recent, young and fresh.
Meaning: ‘Mint,’ an aromatic plant which signifies coolness, refreshment and spiffy.
For the state of mind for a mobile traveller, a name that is simple and easy to remember is ideal. The word itself originates from a language deeply rooted in Indian culture. Phonetically, the name can be pronounced in a similar way no matter what language the customer speaks.
Mint airline is an experience that remains significant and contemporary. The idea is to adjust, adapt, respond and act in accordance with the needs and desires of our customers.
FRESH
COBALT /koh-bawlt/
Meaning: Not previously known or used; new or different. (Not just the same old ordinary airline experience.)
The colour of cobalt symbolizes : Communication, Truth, Loyalty.
Our brand’s vision is to deliver for our customers a refreshing experience by keeping our service relevant and exciting and giving the flyers something new to look forward to.
14
As a brand we are looking to create some level of transparency in the pricing, evoking loyalty from our customers. We aim to deliver a progressive attitude with quality service. As a colour, cobalt is bold and recognizable.
NAMING THE BRAND - PHASE 2 Round one proved successful in justifying why each of those words could be our brand name. We decided to cancel “Fresh” off the list.. In order to validate these names, we took the remaining 3 of them forward to user testing. We asked people of different ages to respond to the name and played announcements from each hypothetical airline. After the interviews, pros and cons lists were made for the three potential names. A hypothetical announcement for the remaining three were played for people, along with physical mood boards for each during the second seminar. Viewers were encouraged to vote for their favourite name.
Comments about the name “Nava” by interviewees. 15
NAVA /naa-vaa/
16
MINT
17
COBALT
18
NAMING THE BRAND : MOOD BOARDS
Mood board for Nava, Mint and Cobalt (left to right) 19
THE FINAL NAME
AIR NAVA
Sanskrit word meaning : new, modern, recent, young and fresh.
After an extensive process of responders and various opinions around in and outside the classroom, we decided to call our airline service ‘Air Nava’. It was essential for us to connect to the Indian audiences via this name and its pronunciation. In many languages in India, Nava has various meanings (however, none of them are negative). Phonetically, it had a continuity which all of us agreed with.
SEMANTIC VALUE
STRATEGIC IMPACT
Nava conveys a fresh, progressive attitude.
Our business objectives: being approachable, new and updated; are fulfilled.
20
PHONETIC STRUCTURE It has a short span of pronunciation but a catchy ring to it.
AVAILABILITY Nava is legally available in the Indian airline Industry.
21
PURPOSE FOR IDENTITY STANDARDS Air Nava’s brand, logo and identity are crucial to the success of Air Nava Airlines. Employees, vendors and the media should ensure proper use and integrity of the Air Nava brand by following the logo and identity standards outlined in this guide. The Air Nava signature is a registered trademark through the Indian Official Patent and Trademark Office. It must never be altered or redrawn in any way. This includes changes in type style, proportions, letter spacing or placement of the individual elements other than acceptable treatments outlined in this guide.
22
AIR NAVA’S BRAND GUIDELINES
OUR VISION To deliver a dynamic flying experience by constantly evolving our customer services.
OUR MISSION - Simplified, well-guided procedures. - Seamless and Optimum use of travel time. - Expanding Boundaries and encouraging the traveller to be in control.
23
OUR GOALS - Determined Quick yet Safe travel. - Catering to the needs of Mobile You - Dynamic Flying Experiences - Simplified well-guided procedures - Creating a sense of independence in the traveller - Consistency in our core values - Bring-back customers through brand recall and incentives.
24
ATTRIBUTES
FEATURES
- APPROACHABLE
- QUICK TRAVEL
- CUTTING EDGE
- FULL SCALE CARRIER
- FRIENDLY
- SIMPLE AND NO FRILLS
- OUTGOING
- TIER 1 + TIER 2
- BOLD
- GUIDANCE
- STRAIGHTFORWARD
- TECH SAVVY & INTERACTIVE
- DYNAMIC
- FIXED PRICING
- HIGH ENERGY
25
9Ds of AIR NAVA In a few languages, Nava means Nine. We felt that we had to stay true to the meaning of Nava, and in terms of recall value, the employees could be provided a handbook stating these and hence wouldn’t be too overwhelming to remember them all at once. We decided to incorporate this into our brand story we created the 9 Ds of our company’s values and principles.
DISCUSS - Co-Creative Company Culture DYNAMIC - Constantly Evolve And Adapt Products And Services DETAIL - Attention To Details And Ironing Out The Customer Journey DETERMINED - To Deliver Customer-Centric Services, Quick Travel DESIGN - Designing Well Guided Procedures, Strong Visual Language And Brand Identity DIGITAL - Adapting To New Technologies DELIGHTFUL - Fresh, Spontaneous DRIVEN - To Enhance Customer Experience, Create Memorable Experiences DIRECT - Direct Flights With No Stopovers, Direct And Open Communication With All Stakeholders 26
27
COMPANY CULTURE
28
TONE OF VOICE
29
TONE OF VOICE “Fly with fi” Now enjoy complimentary wi-fi while flying! “ We care for your luggage.” Your bags are handled with utmost care. “Depart, don’t disconnect.” Continue to stay socially connected while flying. “ Never fly without battery. End the power struggle” Use our power ports to charge up. “Fly from the airport and through it too!” “Fly from the airport and through it too!” “We’ll worry about the Rest” Now enjoy our spacious business class experience “Today’s menu: A breath of fresh airline” Constantly changing our menus and give-aways “ Let’s go on an adventure!” Travel guides and packages for the wanderers 30
KEY COMPETITORS
- YOUNG, FUN
- PROGRESSIVE
- FULL SCALE
- COOL, URBAN
- FULL SCALE
-APPROACHABLE
- ON TIME
- ENERGETIC
- INDIANIZED
31
BRAND PERSONALITY SPECTRUM
32
BRAND PERSONALITY SPECTRUM
Our company aims to be contemporary, fast-moving and energetic. We like to make ideas happen quickly, and we don’t mind taking risks. Our communication style is friendly and approachable.
This side represents a company that aims at being traditional, relies on solid planning and established ways of getting things done. It might be trying to appeal to upscale clientele, and the communication style is corporate and professional. 33
DESTINATIONS Since our target consumers were travelling for the purposes of education, official engagement and holidays, we condensed our cities covered on the basis of education hubs, the airports with the highest number of travellers and famous holiday destinations of India.
Mumbai
Ranchi
Chandigarh
Pune
Kolkata
New Delhi
Panaji
Patna
Jaipur
Kochi
Lucknow
Ahmedabad
Trivandrum
Agra
Indore
Bengaluru
Trichy
Nagpur
Hyderabad
Raipur
Kozhikode
Chennai
Guwahati
Bhuvaneshwar
34
BRAND STRATEGY OUR VISION
OUR VALUES
OUR POSITIONING
Our vision is to be an airline service constantly evolving to deliver dynamic experiences.
Our Core values strongly influence our image and services. The family at Air Nava consistently believes in these Core Values below:
Keeping the familiar fresh for the mobile you.
Some of Our Goals include: - Determined Quick yet Safe travel. - Catering to the needs of Mobile You - Dynamic Flying Experiences - Simplified well-guided procedures - Creating a sense of independence in the traveller
-Progressive Company Culture -Customer-centric Services -Seamless Use Of Time -Crafting A Co-creative Ecosystem -Keeping The Familiar Fresh
cater to the needs of the Mobile We Individual by serving our customers fresh experiences and memories.
35
MAIN LOGO
36
37
38
AIR N AVA AIR N AVA
AIR N AVA 39
HORIZONTAL VERSION
AIR NA VA AIR NA VA
40
AIR NA VA AIR NA VA 41
AIR NA VA AIR NA VA 42
AIR NA VA
43
AIR NA VA
44
ON FABRIC
45
AIR NA VA AIR NA VA
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AIR N AVA AIR NA VA
AIR NA VA
AIR NA VA
AIR NA VA
AIR NA VA
AIR NA VA
AIR NA VA AIR NA VA
AIR NA VA
AIR NA VA
AIR NAVA
47
AIR NA VA
48
AIR NA VA
49
TYPOGRAPHY
50
BRAND COLOURS
51
OUR PERSONALITY
52
PHOTOGRAPHY STYLE
53
BRAND COLLATERALS
54
Boarding Pass
55
56
57
58
59
MOBILE APP The customers of Air Nava now have more control over their entire journey in the palm of their hands. Through the mobile app, the customers have access to options displayed to them at every stage of their journey, allowing them to make decisions based on their needs.
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APP WIREFRAMES
wireframes
book a flight
flight details
flight options
BOOK A FLIGHT CHECK-IN
AIR NAVA
TO
One way
Return
CCU
23 oct
navigate MY ACCOUNT
Economy adults
business CHildren infants
1
Meal options
Extra baggage
CCU
23 oct
FROM
BLR
FLIGHT STATUS
BLR
Aakash kedia
BLR
add your extra baggage 150 for every extra kilo
veg
250
non veg
350
snacks
150
beverages
100
No of kgs
1
kolkata
nv737
06:25
4000
nv737
15:45
6000
nv737
17:05
8000
bOOK A MEAL
nv737
21:00
4000
ADD EXTRA BAGGAGE
nv737
06:25
search
filters
BOOK
flight details
flight details
your ticket
name age
sex
Adult 2
bengaluru
nv737
name age
sex
CCU
BLR
kolkata
06:25
book a taxi
23 oct
23 oct
book a taxi
Adult 1 choose your meal
CCU
bengaluru
Aakash kedia
BLR
CCU
bengaluru
nv737
kolkata
06:25
23 oct
bOOK A MEAL ADD EXTRA BAGGAGE done
your ticket
done
BOOK
seat selection
check-in
proceed to check-in
check-in
61
Adult 1 choose your meal
add your extra baggage 150 for every extra kilo
veg
250
non veg
350
snacks
150
beverages
100
No of kgs
1
age
CCU
BLR
name sex
bengaluru
Adult 2
kolkata
nv737
name age
06:25
23 oct
done
your ticket
check-in
a
Aakash kedia
BLR nv737
kolkata
06:25
done
BOOK
seat selection
check-in
b
c
d
e
f
23 oct
2
check-in
check-in
BLR
4 5 6
8
boarding pass
Aakash kedia
CCU
bengaluru
kolkata
nv737
06:25
23 oct
7f
check-in baggage cabin luggage
23 oct
BLR
CCU
bengaluru
nv737
7f
proceed to check-in
check-in
Aakash kedia
BLR
3
7
Aakash kedia
kolkata
06:25
Aakash kedia
1
CCU
bengaluru
name
CCU
bengaluru
bOOK A MEAL ADD EXTRA BAGGAGE
pnr number
BLR nv737
book a taxi
sex
Aakash kedia
CCU
BLR
CCU
06:25
nv737
06:25
7f
23 oct
7f
bengaluru
kolkata
nv737 23 oct
please collect your boarding pass bengaluru kolkata once you drop off your check-in baggage
check-in baggage
check-in baggage
cabin luggage
cabin luggage
Done
done
Done
flight status
flight status
flight status
on time
delayed by 1 hr
gate changed to 10a
kolkata
06:25
23 oct
09a
BLR bengaluru
nv737
CCU
BLR
23 oct
nv737
09a
7f
kolkata
06:25
7f
get e-boarding pass
62 food
bengaluru
CCU
BLR
23 oct
nv737
09a
7f
kolkata
06:25
CCU
bengaluru
kolkata
06:25
23 oct
09a
ITERATIONS
aakash kedia From
BLR Bangalore
One wayR
From
BLR CCU 23 OCT To
Bangalore
aakash kedia
To
CCU
From
Kolkata
BLR Bangalore
Kolkata
aakash kedia
eturn
23 OCT
NV737 07 NOV
06:25From 4000
Economy
Business NV737
15:45 Bangalore6000
Adults 10
ChildrenI
nfants
NV737 0 NV737
BLR
One wayR To
CCU Kolkata
17:05
8000 NV737 06:25 21:00 4000
23 OCT
From
BLR CCU 23 OCT To
Bangalore
To
CCU Kolkata
Kolkata
aakash kedia
eturn
23 OCT
NV737 07 NOV
06:25
Economy
Business NV737
15:45
Adults 10
ChildrenI
nfants
NV737 0 NV737
From
4000
To
CCU BLR 6000 Bangalore
Kolkata
17:05
8000 NV737 06:25 21:00 4000
Book A Meal
Book A Meal
Add Extra Baggage
Add Extra Baggage
BOOK
23 OCT
BOOK
63
ICONS USED
64
FINAL FRAMES
65
66
FINAL FRAMES
67
68
ICON FINAL CONSTRUCTION FRAMES
1024 px
Constructing the icon
69
ICON FINAL CONSTRUCTION FRAMES
512 px 720 px 1024 px 1024 px
70
720 px
512 px
FINAL APP MOCKS FRAMES
71
FINAL APP MOCKS FRAMES
72
WEBSITE The Air Nava’s website offers it’s customers a de-cluttered and user friendly portal where they can easily navigate through various options to fit their needs.
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WEBSITE ITERATIONS AIR NA VA Book a Flight
One way
Check-in
DESTINATIONS
SPECIAL OFFERS
HELP CENTRE
SIGN-IN
Flight Status
Return
From
To
Economy
Departure
Return
Adults Children
1
Infants
AIR N AVA SEARCH FLIGHTS
Book a Flight
Check-in
Flight Status
Welcome, Aakash Kedia
BLR Bangalore
CCU Kolkata
Flight No
Date
NV737
23 OCT
Departure Time
PNR No
06:25
Z102R
PROCEED
74
DESTINATIONS
SPECIAL OFFERS
HELP CENTRE
SIGN-IN
WEBSITE ITERATIONS AIR N AVA Book a Flight
One way
Check-in
DESTINATIONS
SPECIAL OFFERS
HELP CENTRE
SIGN-IN
Flight Status
Return
From
To
Economy
Departure
Return
Adults Children
1
Infants
SEARCH FLIGHTS
AIR NA VA Book a Flight
One way
Check-in
DESTINATIONS
SPECIAL OFFERS
HELP CENTRE
SIGN-IN
Flight Status
Return
From
To
Economy
Departure
Return
Adults Children
1
Infants
SEARCH FLIGHTS
75
FINAL FRAMES
76
FINAL FRAMES
77
WEBSITE MOCKS
78
WEBSITE MOCKS
79
SELF CHECK-IN KIOSK
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FEATURES OF THE SELF CHECK-IN KIOSK WHEN IS CHECKING-IN POSSIBLE : Check-in 45 mins - 24 hrs before one’s flight Check-in for connecting flights on the same day Check-in additional passengers (only same flight and day)
WHAT THE KIOSK HAS : Scanner for valid id. Proof/passport Slots for notes and coins for payment in cash Slot for credit / debit / nava card Language options to widen scope for accessibility
OUTPUT OF KIOSK : Prints out boarding passes Prints out baggage tags for check-in bags Has stickers for special equipment
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WHAT THE MACHINE HAS
Sketching out the kiosk : What it can have and how it will work. (Not final product sketches, just iterations to get a better understanding of the kiosk)
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ICON EXPLORATION The icons used in the Self Check-in Kiosk’s interface. After receiving feedback, they were simplified to fit with the visual language of the brand.
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LANGUAGE OPTIONS First, the main languages were listed for each destination that Air Nava will be flying to. A final list of 12 languages were chosen after : English, Hindi, Punjabi, Gujarati, Kannada, Urdu, Malayalam, Marathi, Oriya, Tamil, Telugu and Assamese.
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FLOWCHART OF SELF CHECK-IN KIOSK
85
86
FINAL INTERFACES
87
88
FINAL INTERFACES
89
90
FINAL INTERFACES
Baggage receipt (coloured version) once the passenger chooses to pay the excess baggage fees at the baggage drop-off counter. Usually receipt will be in black and white.
Disclaimer sticker on the kiosk. 91
KIOSK SIMULATION
92
BEHAVIOURAL GUIDELINES Here are the behavioural guidelines for the airline employee given charge of the self check-in kiosk machine. They must always be present by the kiosk’s side, encourage the customer to assist himself but at no point make them feel abandoned.
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BEHAVIOURAL GUIDELINES
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EXTENSION OF SELF CHECK-IN OUTSIDE THE AIRPORT THROUGH ATMs
95
EXTENSION OF THE SELF CHECK-IN KIOSK WHY AREN’T PEOPLE USING THE SELF CHECK-IN KIOSKS? The self check-in kiosks in the airports are not easy to find People think that you can only use the kiosk if you don’t have baggage to check-in Globally, the kiosks highly used, but in India we have this notion of “assisted self service” Many people prefer to stand in line and interact with the airline personnel
HAVE YOU EVER USED THE SELF CHECK-IN MACHINES AT THE AIRPORT?
INSIGHT : Maybe through more information, instruction and advertisement the use of these machines can rise. Entirely removing the human aspect is not welcome.
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EXTENSION : ATM CONCEPT
AIR NA VA Air Nava Tickets/ Boarding Pass
PROPOSAL : Co-branding with ICICI bank to allow Passengers to print their boarding passes at their ATM Kiosks on the same receipt paper, further reducing Air Nava’s expenditure on paper.
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EXTENSION : ATM CONCEPT HOW DO WE BRING THE KIOSK TO THE PEOPLE? Air Nava’s brand proposition is to keep the familiar fresh for the mobile you. With regard to a self operated a kiosk, what is a familiar space where the personas interact with a kiosk on a regular basis? What space are they comfortable being in where they trust the kiosk? What is available abundantly outside the intimidating space of the airports? - Why AN ATM MACHINE of course!
Imagine being able to print your boarding pass in an ATM near you.
AIR NA VA WHY ICICI BANK? ICICI is a privatised bank that has complete control over the facilities they can offer their clients They are a company that would be interested in gaining more customers with attractive offers Has one of the largest number of ATM machines around India They are attempting to replace all their outdated machines with the new age touch screen ATMs They provide their customers with facilities like recharging their phones at the ATM
98
EXTENSION : ATM CONCEPT WHAT CAN PEOPLE DO AT THESE ATMs? Hypothetical co-branding with ICICI bank and Air Nava People may now self check-in at the ATM kiosk, an environment familiar to them They may print out their boarding passes on the receipt paper, paper costs reduced for Air Nava They may book their tickets, upgrade to business class and change their flight schedules at the ATM The debit/credit card itself acts as a form of identification while the passenger checks-in there The ATMs are located in various areas that makes the kiosks accessible to a large population Air Nava will only use the new-age ATM machines with touch screen (interface is not designed for buttons) People cannot check-in their baggage here, but they may proceed to the baggage drop off counter once they arrive at the airport
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IN-FLIGHT ENTERTAINMENT
100
IN-FLIGHT ENTERTAINMENT OPTION 1 : PERSONAL DEVICES Passengers plug in their personal devices with a cable Rent-a-tablet if one does not have a personal device Input jack common (HDMI/USB), output jack of device Only one device at a time can be plugged in Only company owns the in-flight entertainment
101
IN-FLIGHT ENTERTAINMENT OPTION 2 : STREAMING ON WIFI Streaming entertainment onto personal device Connect to wifi - open web browser to access portal Personal device needs to fully charged
OPTION 3 : INDIVIDUAL SCREENS Standard form of in-flight entertainment Screen behind each seat - no need for personal devices Air Nava needs to invest much more capital with this option Use of fibre optic cables reduce extra weight on the plane
102
ICON EXPLORATION
103
ABOUT THE IN-FLIGHT ENTERTAINMENT AIR NAVA ENTERTAINMENT The dial in the In-Flight entertainment (IFE) is circular derived from the circular basic icons we see across our collaterals. To balance the large, in your face circle which contrasts from the geometric icon imagery of the Air Nava logo - a new element has been added to the IFE. Through a process of iteration, this imagery subtly representing a sun was born. It becomes an element in the mobility of the elements in the IFE as well. The feeling of a new portal also is created, which is what happens once you plug the personal device into “Air Nava Entertainment”, you cannot use your personal device as it goes into a mode where it is used as a screen for the IFE, it automatically activates a sort of “flight mode”.
WHAT’S IN THIS I.F.E.?
104
MOCK-UPS : TABLET VERSION
105
FINAL WIREFRAMES : TABLET VERSION
106
PROMOTIONAL POSTER
107
FINAL WIREFRAMES : PHONE VERSION
108
109
USER TESTING & SIMULATION
110
FEEDBACK & LOYALTY This is an app offered by Air Nava to extend its gratitude to all it’s loyal customers and provide them with a feeling of importance through a fresh idea of feedback and loyalty.
111
FEEDBACK APP
112
BASIC WIREFRAME
113
DESIGN ITERATIONS R RAVEEN
AIR NAVA
R RAVEEN
AIR NAVA
R RAVEEN
AIR NAVA
REDEE
REDEE
THANK YOU FOR YOU VALUABLE FEEDBACK!
TAGS FINDING BOOKING CHECK-IN KIOSK TAKE OFF IN-FLIGHT LANDING BAGGAGE FEEDBACK
114
WEIGHT
GIFT OFFERS
WEIGHT
Every Badge is worth 5Rs INR.
Every weight badge will be worth 1 kg of weight.
REDEE You can redeem how many ever points at any of Air Nava partners
YES!
MR.PRAVEEN
GIFT OFFERS
AIR NA VA
MR.PRAVEEN
AIR NA VA
MR.PRAVEEN
Minimum badges required to redeem is 5.
AIR NA VA
#INFLIGHT
#INFLIGHT
AUG 13 2014. The food in the flight was very fresh. A great improvement from last time.
AUG 13 2014. The food in the flight was very fresh. A great improvement from last time.
#TAKEOFF
JULY 3 2014. Improvement in overall networking between staff.
#TAKEOFF
#INFLIGHT
#INFLIGHT
MAY 1 2014. FOOD WAS NOT HOT ENOUGH!.
JULY 3 2014. Improvement in overall networking between staff. MAY 1 2014. FOOD WAS NOT HOT ENOUGH!.
MR.PRAVEEN #POSTFLIGH T was a very positive experien ce. Keep it up :)
AIR NA VA
DESIGN ITERATIONS GIFT OFFERS
WEIGHT
MEAL
GIFT OFFERS
WEIGHT
MEAL
GIFT OFFERS
WEIGHT
MEAL
THANK YOU OR YOU VA UAB E EEDBACK!
CONGRATS! YOU HAVE REDEEMED YOUR COUPON. YOUR BADGE CODE IS:a5435
THANK YOU OR YOU VA UAB E EEDBACK!
OKAY
OKAY YES!
CONGRATS! YOU HAVE REDEEMED YOUR COUPON. YOUR BADGE CODE IS:a5435
YES!
115
ICON ITERATIONS
116
OFFER BADGES
GIFT OFFERS
GIFT OFFERS
WEIGHT
WEIGHT
MEAL
MEAL
117
FINAL FRAMES
MR.PRAVEEN #CHECKIN was a very positive experien ce. Keep it up :)
FEEDBACK
AIR NA VA 8050275874 ********** SIGN IN or sign up
118
FINAL FRAMES
MR.PRA MR.PRA VEEN VEEN #INFLIGHT
AUG 13 2014. The food in the flight was very fresh. A great improvement from last time.
#TAKE OFF
JULY 3 2014. Improvement in overall networking between staff.
#INFLIGHT
MAY 1 2014. FOOD WAS NOT HOT ENOUGH!.
MR.PRAVEEN
TAGS
MR.PRAVEEN #CHECKIN was a very positive experien ce.
FINDING BOOKING
FAAIL!!!
BAAAD
Keep it up :) okaayy
CHECK-IN GOOOD
KIOSK TAKE OFF
GREAT!!
IN-FLIGHT LANDING BAGGAGE FEEDBACK
119
FINAL FRAMES
MR.PRA VEEN MR.PRA VEEN
AIR NA VA
MR.PRA VEEN MR.PRA VEEN
GIFT OFFERS
MR.PRA VEEN MR.PRA VEEN
AIR NA VA
MEAL
WEIGHT
GIFT OFFERS
WEIGHT
MEAL
Every Badge is worth 5Rs INR.
Every weight badge will be worth 1 kg of weight.
Badges can be redeemed to avail meal discounts
You can redeem how many ever points at any of Air Nava partners.
120
AIR NA VA
Minimum badges required to redeem is 5.
FINAL FRAMES MR.PRAVEEN MR.PRAVEEN
6 2
2
MR.PRAVEEN MR.PRAVEEN
MR.PRAVEEN MR.PRAVEEN
REDEEM
3
6
2
GIFT OFFERS
REDEEM
REDEEM
REDEEM MEAL
3
REDEEM
GIFT OFFERS
AIR NAVA
2
0
REDEEM
3
REDEEM
WEIGHT
AIR NAVA
REDEEM
3
2
REDEEM
WEIGHT
0
REDEEM MEAL
MR.PRAVEEN MR.PRAVEEN
6 GIFT OFFERS
WEIGHT
MEAL
MR.PRAVEEN MR.PRAVEEN
REDEEM
GIFT OFFERS
WEIGHT
0
6
2
GIFT OFFERS
WEIGHT
MR.PRAVEEN MR.PRAVEEN
0
REDEEM MEAL
MR.PRAVEEN MR.PRAVEEN
MEAL
AIR NAVA
121
ILLUSTRATIONS
GIFT OFFERS
122
WEIGHT
MEAL
DESIGN PROTOTYPING
123
WELCOME ON-BOARD AIR NAVA ! LET’S KEEP THINGS FRESH!
AAKASNSHA KUKREJA // BRANDING & VISUAL LANGUAGE aakansha.kukreja@gmail.com AAKASH KEDIA // MOBILE APP & WEBSITE kedia_aakash@hotmail.com PRIYANKA MEHTA // SELF CHECK-IN KIOSK, ATM CONCEPT & IN-FLIGHT ENTERTAINMENT priyankamehta1@hotmail.com GEORGE KATTICARAN // FEEDBACK & LOYALTY george.katticaran@gmail.com
TO UNDERSTAND THE PROJECTS IN DETAIL REFER THE INDIVIDUAL DOCUMENTATION SUBMITTED AS ANNEXURES.