AppChallenge 2022

Problem Statement

Passengers have the pre-conceived notion that in-flight entertainment (IFE) systems are used for movies and music, unaware of the new features that SIA has introduced onboard their flights.

A solution is required to familiarise and promote new & upcoming IFE features on SIA flights.

Our Idea

• Promoting Take-Up: NFC-tagged Boarding Passes

  

  The Singapore Airlines mobile app (named SingaporeAir) already has an interface to browse the IFE systems pre-flight from the convenience of the passengers' mobile phones. However, passengers may not be aware of it or not know how to navigate to the appropriate menu.

  
  

  Thus, a streamlined funnel is required to bring passengers directly to the IFE interface, whether or not they have the SingaporeAir app installed. Leveraging off an existing touchpoint that passengers already interact with - their boarding pass - why not introduce functionality that channels passengers to the SingaporeAir app from there?

  
  

  We propose using NFC tags that can be pasted onto boarding passes. These stickers will also have QR codes printed on them. Interacting using either QR/NFC will direct users to the appropriate interfaces to interact with SIA's IFE - all from a single action.

  
  

• Driving User Retention: KrisMemories

  
  

  IFE features are only relevant to passengers up till the point where the flight ends. There isn't much reason to interact with IFE features beyond the flight. There needs to be a feature that stays relevant beyond the flight to get passengers to explore the IFE interface post-flight.

  
  

  We propose the introduction of KrisMemories - a feature to save passengers' media within the SingaporeAir app. Passengers can upload images/videos (ie. memories) of their trip in the SingaporeAir app. The boarding pass will link to this KrisMemories interface post-flight, transforming the boarding pass into a memorabillia in itself.

  
  

  KrisMemories thus provides the reason for passengers to return to the IFE menu post-flight, and in-turn promotes brand loyalty.

  
  

Demo Video

We illustrate the proposed usage of our solution in the following demo video, highlighting the key features & interfaces that passengers will be interacting with. With a simple scan/tap, passengers will be directed to the appropriate menus to interfacew with SIA's IFE.

Protoype

In order to emulate the experience of a passenger using our solutions, we have created a prototype. These show the pages that passengers will be greeted with upon scanning their boarding passes, and the following interactions after.

The customer experience is split into 2 segments - existing & new users of the SingaporeAir app. Feel free to explore our prototype by clicking on the tabs below.

• New User

  Does not have SingaporeAir app on device.

  
  

  Show IFE features accessible to user through app, incentivising them to download and take-up the app to access KrisWorld.

• Existing User

  Already has SingaporeAir app on device.

  
  

  Directly bring user to KrisWorld menu, bypassing navigation within app and allowing user direct access to IFE features.

Brought to you by

in the Singapore Airlines AppChallenge 2022

Ramm

Denise

Jit

Thank you for flying with us. We look forward to flying with you on your next journey.