Transforming travel: Start-up's High-Tech Hub upgrade with innovative mobility app

Context

In 2018, Lilium, an innovative start-up dedicated to transforming sustainable, high-speed regional air mobility, embarked on a mission to develop a prototype for both a mobile application and a new website. Their goal was to showcase their pioneering vision of the first electric vertical takeoff and landing (eVTOL) jet, which promised to revolutionize the way we think about regional air travel.

Challenge

Lilium faced the dual challenge of creating a responsive website and an intuitive mobile application that would not only communicate their groundbreaking vision but also engage customers, stakeholders, and potential investors. The mobile app needed to offer seamless access to Lilium’s services, ensuring a smooth and user-friendly experience.

Empathize

To understand the challenges and opportunities within the mobility industry, Lilium initiated an in-depth research phase. This included:

• Benchmark Research: Analyzing industry best practices to gauge future prospects for Lilium’s services.
• Comprehensive Market Analysis: Identifying key players in the mobility app space to learn from their successes and failures.
• Scalability Evaluation: Understanding the underlying value drivers crucial for scaling Lilium's business.
• Target Audience Identification: Conducting market research to pinpoint potential consumer needs and define the target audience for the mobility app.

Key Insights from User Research

Through user research on similar apps, several key insights were uncovered:

• Navigation: Effective navigation, with a visual representation of the flight before booking, was deemed essential.
• Registration: A straightforward registration process was necessary to reduce user frustration and encourage adoption.
• Payment Options: Transparent and easy-to-understand payment options were vital for ensuring a seamless user experience.
• Core Functionalities: Focusing on core functionalities for the Minimum Viable Product (MVP) would deliver a focused and efficient user experience.

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Design Phase

With the architecture and user flow in place, the design process began:

• Brand Guidelines Study: Analyzing other brand guidelines to ensure the highest design standards.
• Moodboards and Wireframes: Creating moodboards and wireframes that would serve as the foundation for future design iterations.
• ATOMIC Design Methodology: Utilizing an ATOMIC design approach to create a scalable design system.

Wireframe Testing

To validate the wireframes, Lilium conducted usability testing with a diverse group of frequent long-distance business travelers, each making at least six trips annually. The testing involved three key scenarios:

1. Profile Creation: Assessing the ease of creating a user profile.
2. Flight Booking: Evaluating the process of booking a flight.
3. Scheduling a Future Flight: Testing the ability to schedule a flight in advance.

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Conclusion

Lilium’s case exemplifies the importance of thorough research, strategic planning, and iterative design in developing a digital product that not only meets but exceeds user expectations. Through careful attention to detail and a deep understanding of the market, Lilium was able to position itself as a leader in the emerging field of sustainable, high-speed regional air mobility.

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Prototype
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