SUPERFLY
A personalized & Adaptive Travel Companion
Background
Redefining Travel with AI
As part of an innovative product development initiative, we researched and designed SUPERFLY, an AI-powered travel companion app. This cutting-edge app supports users throughout their entire travel journey—from planning and booking transportation, accommodations, and experiences, to providing assistance during flights and train rides, and recommending places to visit and activities to enjoy.
SUPERFLY constantly learns from users' preferences, needs, habits, likes, dislikes, values, and goals, offering personalized choices, timely information, guidance, and assistance worldwide, creating a shared experience with the people who matter most to them.
Challenge & Problem
Addressing Complex Travel Needs
The travel landscape is complex, with numerous options and decisions to be made at every stage of the journey. Traditional travel apps often fall short in providing a seamless, personalized experience that caters to individual preferences and needs.
The challenge was to develop an AI-powered solution that not only simplifies the travel planning and booking process but also enhances the travel experience by continuously learning and adapting to the user's evolving preferences.
Goal
Addressing Complex Travel Needs
To leverage AI and design to create innovative solutions that transform complex or chaotic travel processes into seamless, tailor-made and engaging experiences that evolve and improve with time.
Design Process
Crafting an Intelligent Travel Companion
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Research and Ideation:
We conducted extensive user research to understand the diverse needs and preferences of travelers.
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Identified key pain points in the travel journey, such as planning complexity, lack of personalized recommendations, and environmental concerns.
AI Integration:
Incorporated AI to enable the app to learn from users' preferences, habits, and goals.
We set the goal for AI to provide personalized recommendations, timely information, and relevant guidance based on real-time data.
Concept Development:
Designed the SUPERFLY app concept, focusing on creating a personalized, AI-driven travel companion that supports users throughout their entire journey.
Ensured the app provides seamless integration across all phases of travel, from planning and booking to in-destination experiences.
Prototyping and Testing:
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​Developed wireframes and interactive prototypes to visualize the app's functionality and user interface.
Conducted user testing sessions to gather initial feedback on the concept and refine the design based on user insights.
User-Centric Design:
Developed user personas to guide the design process. Since the concept was a business demo, we chose to focus on a single key persona.
Created detailed user journeys to map out the entire travel experience and identify key interaction points.
High-Fi Design for demonstration:
​Created the higher fidelity designs of the concept.
Features Usecase
Personalizing Nicole's Alpine Ski Trip
Nicole, an avid traveler, uses SUPERFLY to plan her annual alpine ski trip. Here's how the app enhances her experience:
1
Planning and Booking:
The app knows Nicole prefers vegetarian options, loves winter outdoor activities, and is environmentally conscious.
Helps her book flights, trains, and other transportation to the resort, and automatically creates a detailed schedule.
2
Personalized Recommendations:
Recommends the best places to eat, stay, and book winter cabins that match her preferences.
Suggests relevant activities and experiences at her destination, adding them to her itinerary.
3
Environmental Awareness:
Provides options to offset the environmental impact of her flights, such as donations and carbon footprint compensation through partnered companies.
Helps her find eco-friendly products and services throughout her trip.
4
Safety and Comfort:
Sends timely notifications, such as avalanche warnings, to keep her safe.
Offers services to address her flight anxiety and suggests reading material for her flight.
Outcome
Transforming Travel Experiences
SUPERFLY was an effort to redefine the travel experience by providing a personalized, intelligent travel companion that consolidates all travel needs in one place, throughout their journey and evolve with the dynamic life and world of its user over time.
The app's ability to learn and adapt to individual preferences, personality, history and goals, ensured a tailored, seamless travel experience that enhances user satisfaction.
By addressing environmental concerns and offering timely, relevant information, SUPERFLY not only aspired to simplify travel planning but also promoting a more sustainable and enjoyable travel experience.
Design
In-Flight App |
Contextually Aware
Discover Before You Land
In addition to offering onboard wi-fi with different types of entertainment, the in-flight app lets you explore and discover your activities, places and experiences -- during the flight, before you land in your destination.
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