southwest airlines: case study - lindsey …lindseypod.com/sw-casestudy.pdfsouthwest airlines: case...
TRANSCRIPT
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LINDSEY BOYDEN Design 3 Fall 2012
SOUTHWEST AIRLINES: CASE STUDY
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Southwest
FINAL LOGO
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Flying Southwest and need a lift?
just unlock the car, and go!
See you on your next SW flight.
You can drop off your car in short-term parking.
Once you arrive at your destination, another SW Zipcar will be waiting for you.
You can reserve your own Zipcar to drive to and from the airport.
Once you’ve downloaded the app,
type in the date and time, and find cars based on your location.
SWA ZIPCAR MOTION SPOT STORYBOARD
https://vimeo.com/home/myvideos
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Partnership with Zipcar
Exclusive to southwest fliers, these cars would have a
prominent SWA logo on them.
Clients would be able to drop them off in a designated
section of the short-term parking garage at the airport.
All terminals would have these designated SWA Zipcar
parking spots.
These Zipcars would have a smart phone dock, which
would connect into the car’s navigation system, the
SWA site for access to flight info, departure airport, cur-
rent conditions. This would also serve as the method of
payment. SWA fliers would receive a discounted Zipcar
rental price. The SWA app will configure the price
based on clients flight information and check-in sta-
tus. SWA–Trippers are able to get off of their flight,
head to the short-term parking Zipcar stations, and
be on their way.
With this partnership, SWA is both promoting its
brand to competitor airlines’ loyal base, and it is
encouraging a relationship with Zipcar as opposed to
traditional rental companies (hertz, Avis, etc), which
are direct competitors to SWA short-haul flights.
ZIPCAR PARTNERSHIP
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ZIPCAR PARTNERSHIP
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Mobile App
Post check-in, real time, user–generated Travel Guide:
maps, hotels, shopping, restaurants, weather exclusively
made by passengers of Southwest flights.
Passengers can submit feedback on their past experi-
ences in the destination city, read customer reviews, ask
questions regarding hotels, restaurants, events, etc.
MOBILE APP
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SWA ZIPCAR UI
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Flight Status
Home
(Current) Airport Map
Travel Guide(Destination)
Hotels
Complete map
GPS: user’s location with route to gate
Search bar for specific needs
Zoom function to find amenities
SWA Zipcar parking highlighted
Search
Search
Search
Description
Description
Enter Dates
Enter time/#ppl
Call
Call
Call
Call
Call
Call
Current
10–day forecast
Flight number, terminal, gate
Boarding, departure, arrival time
Current weather conditions of flight route
Real time flight status updates, announcements
Restaurants
Nightlife
Shopping
Events
Airport Info Map
Weather
Check Availability
Reserve
Reserve
Reserve
Directions
Directions
Directions
Directions
Reviews
ReviewsReviews
Related Reviews
Details
Details
Arts + Museums
Festivals
Venues
Community
Business + Tech
Sports
Family
Book
Book
Book
MOBILE APP FLOWCHART
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Bars
Cafes
Casinos
Areas
Venues
LGBT
Description
Call
Reserve VIP
Directions
Directions
Reviews
Reviews
Details
Details
Search
Search
Nightlife (continued)
Home (continued)
Search
Search
Book
Book
Call
Call
Reserve
Directions
Directions Related Reviews
Related Reviews
SWA Zipcar
Sign Up
Latest Promotions with links to SWA site
Real–Time latest posts
Reserve
Departure city
Arrival city Choose Location Choose Car Book
Find My Car
Departure City
Arrival City
Map/Directions
Deals + Steals
Reviews
Current
10–day forecast
Weather
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SWA–TRIPPER 3: KatieKatie and her son Ben have checked into their flight and are roaming around the airport trying to find a Starbucks.
Flight Status
(Current) Airport Map
(Destination) Travel Guide
SWA Zipcar
Reviews
Deals + Steals
Weather
My Favorites
Search: Route
Bookmark as a favorite
Starbucks
USER TASK
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USER TASK: KATIE
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During the flight, Seth wants to find a trendy bar to go to for a post–flight cocktail. He wants to meet women and let loose. He also needs to find a hotel for the night.
SWA–TRIPPER 1: Seth
Flight Status
(Current) Airport Map
(Destination) Travel Guide
SWA Zipcar
Reviews
Deals + Steals
Weather
My Favorites
Hotels
Restaurants
Nightlife
Shopping
Events
Airport Info
Weather
Bars
Area
Cafes
Casinos
Venues
LGBT
Reserve
Directions
Reviews
Book VIP
Description
Directions
Reviews
List
Details
USER TASK
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USER TASK: SETH
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USER TASK: SETH
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SWA–TRIPPER 2: MarkMark wants to find a show to see while on business. He wants to have structured entertainment and something PG to talk about tomorrow with his peers.
Flight Status
(Current) Airport Map
(Destination) Travel Guide
SWA Zipcar
Reviews
Deals + Steals
Weather
My Favorites
Hotels
Restaurants
Nightlife
Shopping
Events
Airport Info
Weather
Reserve
Directions
Reviews
Buy Tickets
Description
Directions
Reviews
List
Details
Arts + Museums
Festivals
Venues
Community
Business + Tech
Sports
Family
USER TASK
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USER TASK: MARK
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SIGNAGE
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LIVERY
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About the Company
In its 42nd year of service, Dallas-based Southwest Airlines (NYSE: LUV) offers a
reliable product and continues to differentiate itself from other low-fare carriers
by providing exemplary customer service. Along with wholly owned subsidiary
AirTran Airways, the Company now serves 103 destinations in 41 states, the Dis-
trict of Columbia, the Commonwealth of Puerto Rico, six near-international coun-
tries, and employs more than 46,000 People.
The Mission of Southwest Airlines
The mission of Southwest Airlines is dedication to the highest quality of
Customer Service delivered with a sense of warmth, friendliness, individ-
ual pride, and Company Spirit.
January 1988
BACKGROUND
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Distinctions
Average passenger airfare is $141.72 one-way
Average passenger trip length is approximately 939 miles.
Highest one-way domestic fare is $537.
Average of 87% of seats are discount.
Flight completion record is currently 99.3 percent as of second quarter 2012.
Consistently received the lowest ratio of complaints per passengers boarded of
all major U.S. carriers that have been reporting statistics to the Department of
Transportation (DOT) since September 1987.
About 82% unionized.A member of the FORTUNE 500.
In October 2009, Southwest Airlines introduced the “Green Plane,” a test for
Eco-friendly cabin materials that are recyclable and lighter weight, saving up
to five pounds per seat thus saving fuel and reducing emissions. Many of these
innovations are being incorporated into our new Evolve interior.
FACT SHEET
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History
Southwest Airlines was incorporated in Texas and commenced Customer
Service on June 18, 1971, with three Boeing 737 aircraft serving three Texas
cities - Houston, Dallas, and San Antonio and grew to become a major airline
in 1989 when it exceeded the billion-dollar revenue mark. Southwest topped
the monthly domestic originating passenger rankings for the first time in May
2003.
As the United States’ most successful low-fare, high frequency, point-to-point
carrier, year-end financial results for 2011 marked Southwest’s 39th consecu-
tive year of profitability. On May 2, 2011, Southwest acquired Orlando-based
AirTran Airways and expects to complete the integration of the two airlines
during the next several years.
HISTORY
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PAST LOGOS
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HISTORY: MOOD BOARDS
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COMPANY STRENGTHS AND THREATS
new carriers
fuel prices
ground transportation
operational efficiency
low–cost structure
discount routes
unionized
modern flight network model
rising labor costs
82%
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COMPETITION
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COMPETITION
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• 86% of revenues were booked via Southwest.com.(2011)• 15 million people subscribe to weekly Click ‘N Save e-mails.• 82% checked in online or at a kiosk.(2012)• The “Southwest Shortcut” feature is the first online tool that helps Customers find the lowest fare
based on availability across an entire month.• DING! is the mobile app for smart phones.• Customers are able to make car, hotel, cruise, and complete vacation package reservations.• Only way to book a flight with them is to navigate to Southwest.com.
15 million
complete vacation packages
online and kiosk check-ins
‘‘Click ‘N Save’’
online booking
86%
82%
.com
SOUTHWEST.COM
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1–3x per mo.
24–55 yrs. professionals
value–conscious
price–conscious
small business executives
DEMOGRAPHICS
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FRILLS
750–1700 miles
young adults
price:value
tech savvymiddle class
small business owners
DEMOGRAPHICS
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Katie is 31 and her son, Ben is 8 months old. They are go-
ing to visit her parents in Seattle for a holiday weekend.
Katie follows Mommy–Blogger Jessica Turner on South-
west’s blog Nuts about Southwest. Strapped with two
large bags, she over–packs to ensure she has everything
the baby may need while away from home. Southwest
allows two bags checked free of charge, and an additional
stroller or car seat can be checked as a bag at no charge.
San Jose, CA Seattle, WA
3x/year
Mom and sonKatie and Ben
FREE
FREE
SWA Zipcar
SWA App user+finds nearest changing table in airport+finds closest Starbucks to her gate+posts suggestions of baby friendly restaurant in Seattle
USER PERSONAS
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Burbank, CA Las Vegas, NV
Business ProfessionalSeth
2x/mo.
FREE
SWA App user+reads reviews of local clubs and restaurants+finds ‘hip’ hotels in order to meet ladies
Seth is happy to fly southwest because he
is not charged an extra fee for luggage,
and he enjoys no assigned seats. Since he
is usually flying solo, he could care less
about trying to find 2 seats together. For
Seth, its all about finding a seat next to (1)
a hottie, or (2) at the minimum, finding a
seat next to somebody that comprehends
the meaning of the word hygiene.
USER PERSONASUSER PERSONAS
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Gary is a 22 year old outdoors-man and party guy. His parents live
in Denver. He flies home for school breaks to enjoy family time, bik-
ing, and backpacking. He often stays up late partying after midterms
or finals, causing him to change his pre-booked flight arrangements.
In general he plans last minute excursions based on weather or his
finances. He likes Southwest because there are no cancellation or
change fees. He often changes flights the day before or moves
flights around to another day or time. He manages flights online
and hassle-free.
Phoenix, AZ
Student, Grand Canyon UniversityGary
Denver, CO
NOCHANGE FEES
4x/year
22 years old
travels for outdoor vacations
+checks for last-minute deals+reschedules flights
USER PERSONASUSER PERSONAS
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Mark likes to make friends with fellow passengers to
learn of new and exciting places to visit in Atlanta. His
work is dull, and so he enjoys browsing the post–check-
in SWA mobile app in order to get new ideas and feed-
back on interesting spots in Atlanta.
Chicago, IL
Owner, Construction CompanyMark
Atlanta, GA
SWA App user+maps out route to terminal +finds sports bar along the way+learns of new restaurants or shows to see while on business
1–3x/mo.
USER PERSONAS
business traveller
USER PERSONAS
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Providence, RI Washington, DC
SWA ZipcarSWA App users
The Smiths
5x/year
+book SWA Zipcar+find closest bathrooms in airport+find local children’s museums/activities
USER PERSONAS
travel for vacations
USER PERSONAS
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PAST ADVERTISING
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no–frills
budget
discount
cheap
low–cost
ad–ons
seating
leather
leg room
lighthearted
quick
easy
approachable
sodas
alcohol
peanuts
candy
internet
in–flight wi–fi
ancillary revenue
single class
spirit
point–to–point
short distance
mini–hub
a la carte
fees
Love Field
LUV
Dallas
unions
labor peace
value
wages
outsourcing
25 minute turn around
livery
letters
numbers
lines
flexible
affordable
San Jose
common
people dept.
ice ice baby
one luv
kids activity book
changing tables
joke book
Attn: Elvis
High priest of Ha–Ha
fun
‘lord of the flies boarding strategy’
straightforward
masculine
WORD LISTS
time
rapping
cattle
whiskey
wine
pretzel
mommy–blog
‘of size’
business
cross–country
Richard Simmons
snackbox
headphones
blue
red
orange
navajo
family
singing
cartoon
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Flexible Affordable Point–to–Point
FINAL INSPIRATIONAL WORDS
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MOOD BOARDS
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MOOD BOARDS
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MOOD BOARDS
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MOOD BOARDS
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MOOD BOARDS
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MOOD BOARDS
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MOOD BOARDS
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MOOD BOARDS
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LOGO IDEATION
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SOUTHWEST SOUTHWEST AIRLINES
SOUTHWEST AIRLINES
SOUTHWEST
SouthwestAirlines Southwest
Southwest
LOGO IDEATION
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Southwest
SOUTHWEST
Southwest Airlines
SOUTHWEST AIRLINES
SOUTHWEST
LOGO IDEATION
SOUTHWESTAIRLINES
SOUTHWESTAIRLINES
SOUTHWESTAIRLINES
SOUTHWESTAIRLINES
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Southwest Southwest
Southwest Southwest
Southwest Southwest1 2
3 4
5 6
LOGO IDEATION
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AG Schoolbook Regular–Logoa b c d e f g h i j k l m n o p q r s t u v w x yzA B C D E F G H I J K L M N O P Q R S T U V W X YZ
Gotham Rounded Book-Primary Text and Headlines, Body Copya b c d e f g h i j k l m n o p q r s t u v w x yzA B C D E F G H I J K L M N O P Q R S T U V W X YZ
Gotham Rounded Light_Tertiary Texta b c d e f g h i j k l m n o p q r s t u v w x yzA B C D E F G H I J K L M N O P Q R S T U V W X YZ
Gotham Rounded Medium–Secondary Text a b c d e f g h i j k l m n o p q r s t u v w x yzA B C D E F G H I J K L M N O P Q R S T U V W X YZ
BRANDING
Supporting Colors