Flying in luxury

SINGAPORE AIRLINES

The best service, online and off.
A truly future proofed experience for Singapore’s world class airline.

Challenged to reinvent the Singapore Airlines website, with TBWA Singapore helming the brand, EightFour devised an evolutionary approach to propel the world class airline into the future and starting with a refresh of their current website with a new look & feel and improved user experience.

What we did:
We developed three finished designs that acted as sequential versions of the site. This case study belongs to V1 and acted as the first step in the complete website overhaul. Version one was to upgrade the site’s usability, overhaul it’s integration and make it fully responsive. Version two is to further enhance the UI and version three is to produce a truly forward thinking solution for what has become the greatest and most acclaimed airline in the world. Baby steps.

RULES OF
THE GAME

Since this was primarily a UX driven project, we had several constraints for the new website. First, it had to maintain the blue header navigation. Second, the location of the booking widget had to remain in its original position. Third, the website had to be recognisably SIA with all the usual brand motifs. With those fixtures set in place, the rest of the site was designed based on iterative testing, focusing on what users commonly wanted when they visited Singaporeair.com

CONVENTION
WINS

The booking panel acts as the gateway to the core of the site, so it has to be fast & intuitive. Crucial implementations were live search, auto selection and touch friendly fields. Because our user base is older than other airline demographics, it also had to mimic the previous version of the site not to throw existing users off.

BUSINESS
LOGIC

Because time was against us, and we faced many technical limitations, Amadeus (the flight information database) largely dictated the design & booking flow, but in working with what we could, we devised a clean & streamlined flight selection.

HOW TO
DESIGN SEATS

We developed countless designs for the seats, yet when pinned up side by side only one design won, and it also happened to be the most simple. Plain boxes.

ADD-ONS

Part of the brief was to feature additional add-ons into the booking flow, so with partnerships with AXA and Agoda we developed an area along that allowed subscription to insurance, extra baggage & special rates on hotels.

EASY
MANAGEMENT

We designed a comprehensive yet simple management system for users to be able to upgrade flights, check-in, cancel flights and manage other travellers.

EARN AND
BURN POINTS

Krisflyer is Singapore Airlines miles programme. We redesigned & redeveloped what was actually a very complex portion of the site, which has become something of a religion among dedicated customers. Our Krisflyer portal gave users the ability to earn, burn and keep track of their KrisFlyer points all within a simple and straightforward interface.