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Spirit Airlines Prototype Study Research Report

2. I.Executive SummaryII.Objectives

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Spirit Airlines Prototype Study Research Report

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    1. Spirit Airlines Prototype Study Research Report

    2. 2 I. Executive Summary II. Objectives & Methodology III. Online Travel in Context A. Role of Travel Websites B. Criteria for “Good” Travel Website IV. Perceptions of Spirit Airlines V. Reactions to Spiritair.com Prototype A. Overview B. Ease of Use C. Visual Appeal VI. Impact of Prototype A. Brand Perceptions B. Information About Spirit Airlines C. Intent to Use Website VII. Recommendations

    3. I. Executive Summary

    4. 4 Findings identify the following key benefits of online travel: Ease, Speed, Convenience, Flexibility, Ability to Price Shop When on travel websites, users are most interested in the “2 D’s:" deals and destinations. They also seek a hierarchy of information, which can be translated into 3 tiers: Tier 1: Book a Reservation Primary information essential to making a reservation Includes, in order of priority, booking engine, destinations, deals Must be intuitive and prominently placed on home page in text or graphical form Tier 2: Support Existing/Promote New Travel Reservations Secondary layer of information that: (1) Facilitates immediate post-booking tasks, e.g., make changes to reservation, select seats, print boarding passes, and track a flight (2) Promotes shopping for additional travel, e.g., vacation packages, partners, specials, business or frequent flier programs, and other information to learn about travel opportunities May inspire interest in purchase of “impulse” or otherwise unplanned travel Must be clearly featured on home page in text or graphical form, can be tabbed or sub-content Tier 3: Learn More About Spirit, General Travel Tertiary content that educates users about Spirit Airlines, its products and services, special needs, and general travel information While tertiary, must also be intuitive and clear so users can explore site more deeply Should be presented under main menu bar, but does not need to appear elsewhere on site Understanding these three tiers helps explain users’ reactions to the Spiritair.com prototype and guide its future development. Executive Summary: Online Travel in Context

    5. 5 Users enthusiastically respond to the prototype and strongly support its adoption over the current website. Comparisons between the prototype and current website are dramatic. Most users find the prototype even easier to use than the current website. 89% of all users find the prototype Very Easy to Use (top ranking), whereas 64% of all users say the current website is Very Easy to Use. In general, the prototype is considered easy to use because its: Booking engine is centrally and prominently located on the home page, and promotes reading pattern of left to right Organization provides more information without adding “busyness” Top navigational bar is intuitive and promotes reading pattern of left to right Organization tends to follow the three informational tiers, making flow intuitive Highly appealing visual presentation facilitates fluid navigation and enhances accessibility of information The most dramatic difference between the prototype and the current website lies in their respective visual appeal. Users find the current website, at best, moderately appealing in visual presentation. 0% say it is Very Appealing. The prototype, on the other hand, is highly appealing. 100% of users find the prototype either Very Appealing (89%) or Appealing (11%). Not a single user says it is Unappealing or neutral in appeal. The marketing window contributes significantly to the prototype’s visual appeal. Executive Summary: Reactions to Prototype

    6. 6 The prototype has a dramatic impact on perceptions of Spirit Airlines among current and potential users alike. Common new perceptions include: Sleek, High Tech, Fresh, Modern, Professional, Classy, On the Move, Strong, Proud of Their Product, Expanded Customer Base Users also perceive Spirit differently in terms of its position in the airline industry after experiencing the prototype. Many say that the prototype’s appearance and new planes imply Spirit is doing well financially and, thus more competitive with other airlines. While users still maintain perceptions of Spirit as a low cost airlines, many believe that the prototype elevates its position in the low cost category relative to competitors. In addition to changing perceptions, the prototype educates users about Spirit. The marketing window and tabs are particularly helpful in communicating new information. While current users came into the research with some knowledge of Spirit and the website, both current and potential users left the research with new information about: Destinations (a larger airline with more destinations than imagined), Vacations (offers a range of choices for vacation travel), Travel Packages & Partners (features travel packages and partnerships with reputable hotels, rental car agencies, and other travel services), Spirit Plus (has an option for business class of service), and more. Findings suggest that the prototype invites users to experience Spiritair.com more fully, more deeply, and for longer periods of time. Through its enhanced visual presentation, the prototype encourages users to consider travel plans on Spirit in new ways. It may also inspire users to make “impulse” travel purchases on Spiritair.com. Executive Summary: Impact of Prototype

    7. 7 Tier 1: The prototype does an excellent job in communicating Tier 1 information. Booking engine, fares, and destinations, are all obviously presented in textual or graphical form on the home page. The marketing window (and route map icon) shows where Spirit flies via engaging Flash graphics. Fares and flight deals are featured in the marketing window as well as in the lower tabs on both prototype versions. Tier 2: The prototype does a mediocre job in communicating Tier 2 information, successfully featuring some Tier 2 information but not all. Tier 2 information about vacations, weekends, packages, and partners is clearly evident in the marketing window and key areas below on home page. Use of “Track a Flight” on the prototype works very well and is preferred to “Check a Flight” on the current site. Tier 2 information that supports existing reservations, such as change a reservation, select seats, and print boarding passes, is not being effectively communicated on the prototype home page. The term “Flight Check-In” is not resonating with most users. The presentation of four boxes with this content on the current site works better and follows requirements for Tier 2 information. Tier 3: The prototype does a mostly good job in communicating Tier 3 information. Tier 3 information is extensive and appropriately placed in the top navigation bar. However, some labeling of key Tier 3 terminology is not as user-friendly as possible. The visual appeal of the prototype invites users to dig more deeply into the site, including the top bar. Thus, while Tier 3 content is less pertinent to users’ main goals, it must still be intuitive and clearly defined. Executive Summary: Prototype and the Tiers

    8. 8 Executive Summary: Recommendations All in all, the prototype is very successful and should provide the basis for the Spiritair.com website re-design. The marketing window plays a significant role in the prototype’s success. Current and potential users alike deem the prototype a dramatic improvement over the current website. Findings suggest that: Current users are not alienated by the prototype, but rather even more likely to use the site because of the enhanced online experience. Potential users are more likely to visit Spiritair.com when surfing the Internet and to consider Spirit in their travel plans. In moving forward with the re-design, it is important for Spirit to recall the three informational tiers as a guide. Tier 1 and Tier 2 information must be prominently featured, in textual and/or graphical form, on the Spiritair.com home page. Tier 3 information can be embedded in the top navigation bar. All information, regardless of tier, should be intuitive in meaning and contribute to a fluid and linear online user experience. Some specific recommendations for enhancing each of the three tiers follow.

    9. 9 Executive Summary: Recommendations Tier 1 Tier 1: Create title such as “Book Flights Here” as featured on current website. Change term in booking engine tab from “Fare Finder” to “Book Flights.” Clarify visual appearance of destinations in marketing window animation as most users are looking there to learn where Spirit flies. Make “Route Map” icon more visually prominent. Consumers love a good deal; continue to prominently feature price deals, packages, and low cost specials on home page.

    10. 10 Executive Summary: Recommendations Tier 2: BOOKING ENGINE TABS Change term “Flight Check-In” to “Advanced Check-In” or “Online Check-In.” Reference current website for Tier 2 information re: Support Existing Reservation. The content in the four boxes on the upper left is more intuitive to users. Therefore, consider adding (in sub-tab under current “Flight Check-In” or as separate content on home page) options to “Select Your Seats” “Print Boarding Passes”, and “Make Changes to Reservation”. Use term “Track a Flight” in lieu of “Check Flight Information.” BOTTOM CONTENT TABS Tabs in booking engine could stand out more; it isn’t wholly clear when one is activated. Enhance visual prominence of bottom content tabs Keep “Sign Up” option for “Syber Specials;” users like the immediacy of email box. Proceed with tabbed version of prototype; it provides more space for Tier 2 content. Relate content within the tabs for each given content box to each other; e.g., “Syber Specials” & “Sign Up.” MARKETING WINDOW Regularly vary content in marketing window to provide users with fresh ideas for making new travel plans and reservations on Spirit.

    11. 11 Executive Summary: Recommendations Tier 3: Change term “Travel Deals” in top navigation bar to “Travel Packages.” Users assume that Spirit always provides lowest fares, so “Low Fare Search” under Reservations may not be necessary. Add category to make changes to reservation under “Reservations” to round out Tier 2 information replicated in top navigation bar. Think about adding SBA to both top navigation bar (under “Products & Services”) and to sub-content boxes on home page. SBA is important Tier 2 information that is now overlooked on very bottom menu. In addition, users do not know what SBA stands for or what it offers travelers. Realize users are having difficulty differentiating SBA from “Spirit Plus.” “About Us” is considered important and can be integrated with “Contact Us” on top navigation bar. “News” and “Spirit Snacks” are content areas that could be embedded on top menu bar as Tier 3 information.

    12. II. Objectives & Methodology

    13. 13 Spirit Airlines is planning to launch a significant re-design of its corporate website in early 2005. To help inform and direct this effort, Spirit Airlines commissioned Scorpio Research to conduct a research study with consumers. This study was designed to provide consumer feedback on the re-design prototype in order to maximize the user experience on Spiritair.com. Background

    14. 14 The primary objective of this study was to gain insight from current and potential customers about the navigation, visual appeal, and overall user experience on the Spiritair.com prototype. Sub-objectives included: Compare strengths and weaknesses of prototype to current Spiritair.com website Evaluate prototype in terms of: Ease of use Look and feel Impact upon brand perceptions Influence on intent to use Spiritair.com Offer recommendations for prototype refinement Objectives

    15. 15 To meet these objectives, Scorpio Research conducted in-depth interviews (IDIs) with current and potential Spiritair.com customers (users). These IDIs featured usability sessions and concept testing. During the course of each IDI, users interacted with both the current Spiritair.com and prototype websites. In addition, they were shown brand images associated with the website re-design. It is important to note that the prototype was not fully built. It did provide users with at least 2-screens of navigation for each of the main content areas. Quantitative measures were used to rank the ease of use and visual appeal of both the current and prototype websites. Methodology: Research Techniques

    16. 16 The IDIs were conducted in Boca Raton, FL from November 16-18, 2004. Each IDI lasted approximately 1 hour in length. Scorpio Research employed our portable usability lab to capture users’ facial expressions, hand movements, and dialogue while they navigated on the websites. A feed of the computer screen was simultaneously recorded. These two views were combined into a split-screen image that was observed by clients in a separate room behind the mirror. These views were also recorded onto DVD and videotape for use by website designers and producers following the research study. Methodology: Fielding Logistics

    17. 17 IDIs were conducted with a total of 27 respondents. 14 potential Spiritair.com customers Defined as users with no prior experience on the Spiritair.com site Half were Very or Somewhat Familiar with Spirit Airlines; half were Unfamiliar 13 current Spiritair.com customers Defined as users who have purchased airline travel on Spiritair.com within past year Reflected range of usage experience on Spiritair.com, from a few months to over 5 years All respondents met the following qualifications: Between the ages of 21-65 Own a home computer with Internet access Purchased airline travel online within the past 12 months Familiar with either airlines or dotcoms including: Jetblue, Delta, American Airlines, Travelocity, or Expedia Represent a mix of: Gender (14 females; 13 males) Level of completed education Household income (minimum $35K) Ethnic background Methodology: Participant Sample

    18. 18 Methodology in Sum

    19. III. Online Travel in Context

    20. A. Role of Travel Websites

    21. 21 Respondents identify the following benefits of online travel: Ease “It’s the only way I make reservations now. It’s so much easier and more convenient to do it online.” Speed “It’s definitely faster online. I [book my travel] online so I can move on with the rest of my life.” Convenience “I do it on my time. And I don’t have to deal with the hassle of waiting to speak to a person or going through a travel agent like I used to.” Flexibility “Flexibility—I get to make all of the decisions myself.” Cheaper Travel Deals “You can find lower prices on the Internet.” Ability to Conduct Price Comparisons “It’s like a cost analysis tool.” Online Travel Offers Ease, Control, Deals

    22. 22 Findings indicate that a key incentive for using online travel is the ability to “shop around” and do price comparisons on multiple sites. “I compare and contrast the prices on lots of different sites: Travelocity, Southwest, Spirit…I want to find the best deal out there.” This finding also applies to business travelers who often operate under budgetary constraints while making last minute plans. “My boss tells us to find the best price. I look around at several sites and price shop.” However, most users like to strike a balance between good deals and convenience (e.g., flight times, connections, routings, layovers). “I look for the cheapest non-stop, but I don’t want to have connections or layovers.” “I probably will pay a little more not to have to fly at six o’clock in the morning.” The threshold is generally lower for business travelers than for leisure travelers. “If I have to be in Chicago for a meeting on Tuesday morning at 10, I have to take the flight that will make sure I get there in time…that’s not always the cheapest.” Users Shop Around for Best Deal

    23. 23 The route to the best deal generally starts at the full travel supplier sites (e.g., Travelocity, Orbitz, and Expedia) where users gain a comprehensive picture of available schedules and fares. “I start at the general sites, like Orbitz and Expedia and shop around.” Users point out the appeal of “one-stop shopping” for travel and vacation packages available on these supplier sites. “I like to see everything in one place—airfare, car, hotel. Makes it easy to compare prices all at once.” Once users ascertain available options, they typically go to the individual airline sites. “I go to Travelocity first, see the whole list. Then I can go to Delta knowing what’s available and maybe even get it cheaper.” Research thus suggests that online users are not site or brand loyal, but rather consider many in their efforts to secure the best deal. “I’m not a loyalist to any one site. I always check lots of them.” Typical Pathway to Best Deals

    24. 24 The 2 D’s: Deal and Destination When considering online travel plans, users identify two defining factors: DEAL As mentioned, users want to get the best deal possible and will shop around to secure it (within a reasonable scale of convenience). Doing so makes them feel smart and savvy. “It’s all about the deal.” DESTINATION Users typically go online with specific, pre-determined travel needs and destinations. “I need to know if they go where I need to go—that’s most important.” Leisure travelers tend to be more open to suggestion when it comes to online travel. Yet, they too must know where an airline flies immediately upon visiting a travel website. These factors impact users’ expectations and experiences on travel websites.

    25. B. Criteria for “Good” Travel Website

    26. 26 As with past research conducted for Spirit Airlines, the booking engine is the first thing that users want and expect to see on a travel website. “Obviously, I’m on a [travel] website because I’m going to fly somewhere. The booking ‘thingie’ has got to be right there, front and center.” Findings further identify the following criteria of a “good” travel website: Booking Engine and Ease of Use Central

    27. 27 Research also shows that users need/seek a hierarchy of information. For the purposes of this report, the hierarchy translates into three informational tiers organized by priority of “need” on a travel website. Understanding these three tiers can help explain users’ reactions to the Spiritair.com prototype and inform its future refinement. The three informational tiers are, and should ideally be organized, as follows: Tier 1: Book a Reservation Primary information essential to making a reservation Includes, in order of priority, booking engine, destinations, deals Must be intuitive and prominently placed on home page in text or graphical form Tier 2: Support Existing/Promote New Travel Reservations Secondary layer of information that: (1) Facilitates immediate post-booking tasks, e.g., making changes to reservation, selecting seats, and printing boarding passes (2) Promotes shopping for additional travel, e.g., vacation packages, partners, specials, business or frequent flier programs, and other information to learn about travel opportunities May inspire interest in purchase of “impulse” or otherwise unplanned travel Must be clearly featured on home page in text or graphical form, can be tabbed or sub-content Tier 3: Learn More About Spirit, General Travel Tertiary content that educates users about Spirit Airlines, its products and services, special needs, and general travel information While tertiary, must also be intuitive and clear so users can explore site more deeply Should be presented under main menu bar, but does not need to appear elsewhere on site Good Travel Website: Tiers of Information

    28. 28 3 Informational Tiers at a Glance

    29. 29 Overall, users are satisfied with their experiences on travel websites. “I’d say I’m satisfied. I don’t have any real problems getting what I need.” Users describe travel websites as essentially “interchangeable,” with no one site offering a stand-out experience. “They are all pretty much the same [and] use the same basic formula and interface.” The universality of travel websites suggests an opportunity exists for positive differentiation. Baseline Satisfaction with Travel Websites

    30. III. Perceptions of Spirit Airlines

    31. 31 Most users perceive Spirit Airlines to be a low cost, discount airlines. “Cheaper, discount airline, for price conscious.” “Economical. Spirit offers really good deals.” “To some degree, lower class people fly Spirit because price is the key thing.” In addition to offering good deals, several current users characterize Spirit as a reliable airlines. “Spirit…respectable, reputable, plus cheap. I don’t usually expect those words to go together.” – Current User “Usually on time, reliable…very important when I travel for business.” – Current User Spirit Airlines is generally grouped with other low cost providers (e.g., Jetblue, Southwest, Southeast, and the supplier sites), but is not positioned at the top of this category. “They’re low cost, but not as nice as other discount ones like Jetblue.” Primary Association: Spirit is Low Cost

    32. 32 Users also voice the following perceptions of Spirit: Small, regional “They are small…local, with limited city offerings.” “I don’t think they fly to more than a few cities.” Relatively new “One of the newer ones, like Jetblue.” “They must be new because I don’t hear much about them.” “American” A few users associated Spirit with “Americana.” This finding may reflect associations with the Spirit logo colors as well as the value of Spirit’s travel deals. “I see red, white, and blue…get a sense of middle class America.” Spirit also Seen as Small, New

    33. 33 Beyond these initial perceptions, brand associations of Spirit are not strong among either current or potential users. “Other than inexpensive, nothing else really comes to mind about Spirit.” – Current User “They get you where you need to go. Can’t think of anything else to say.” – Current User Potential users have particularly low brand recognition and associations with Spirit. “I don’t know…where do they fly? Maybe I’ve never heard of them because they don’t fly where I need to go.” – Potential User “Spirit? I’m not sure. Are they the ones with the roomier seats and the TV in front of you?” – Potential User Additional Brand Associations Weak

    34. 34 The current website generally meets users’ expectations and supports their existing perceptions of Spirit. Above all, the current website is seen as functional. “Bing, bang, I go in and put in my dates and find out the prices.” “It’s functional, gets the job done.” It is simple, easy to use, and clearly delivers upon users’ primary (Tier 1) need to book a reservation. “Simple and plain, but user friendly.” “No frills, basic…I just click and book.” “Like the airlines, straightforward and to the point.” Current Site Supports Existing Perceptions

    35. 35 While the current website is clearly functional, it does little to invite users to venture past the booking engine. “Nothing special…I get in and I get out [on current website]. I don’t really explore anything else.” – Current User “If I don’t see what I need immediately, I get off.” – Potential User “It’s not very inviting. I probably wouldn’t stop and look around this site if I just found it on the web.” – Potential User Research thus suggests that usage and time spent on the current website is limited to simple, Tier 1 tasks. The remainder of this report will discuss users’ reactions to the Spiritair.com prototype, and illustrate its overall efficacy and ways in which visual aesthetics serve to maximize the user experience. But Site Doesn’t Draw Users in to Do More

    36. IV. Reactions to Spiritair.com Prototype

    37. A. Overview

    38. 38 Prototype First Impressions: WOW!

    39. 39 Users enthusiastically respond to the prototype and strongly support its adoption over the current website. “Two thumbs up! Tell them this a great improvement.” Comparisons between the prototype and current website are dramatic. “It’s hard to compare the two. They are so different and the second one (prototype) is so much better.” “The old one—blah. Doesn’t emphasize ‘Spirit’ at all…This [prototype] says Spirit is alive. It’s in motion. Makes you want to go somewhere!” Two Enthusiastic Thumbs Up!

    40. 40 The prototype offers improvements to Spiritair.com in terms of: Ease of Use “Everything just seems more organized, more direct ways to get to the information you want.” Visual Appeal “The whole site is fresher looking, up-to-date. It’s got pizzazz!” Brand Perceptions of Spirit Airlines “This one says Spirit is on the move, expanding its horizons…ready to take on the world.” Accessibility of Information about Spirit Airlines Deals, Destinations, Vacations, Packages, and other Products and Services “The pictures themselves give you so much information—on vacations, specials…Now I know where they fly and realize [Spirit] is bigger than I thought.” Intent to Use the Website “It makes you more interested in looking around the website.” Prototype Seen as Big Step Forward

    41. B. Ease of Use

    42. 42 Prototype is Very Ease to Use

    43. 43 Most users find the prototype even easier to use than the current website. 89% of all users say the prototype is Very Easy to Use (top ranking), compared to 64% who say the current website is Very Easy to Use.* As illustrated on the previous chart, both the current and prototype sites are easy to use. Still, findings show that users rate the prototype higher in terms of overall ease of use. “They are both easy to use, but something about the way the [prototype] is organized makes it more clear.” In general, the prototype is considered easy to use because its: Booking engine is centrally and prominently located on the home page; also promotes general reading pattern of left-right Organization provides more information without adding “busyness” Top navigational bar is intuitive and promotes reading pattern of left to right Organization tends to follow the three informational tiers, making flow intuitive Highly appealing visual presentation (especially the marketing window) facilitates fluid navigation and enhances accessibility of information Findings suggest that the prototype’s ease of use and visual presentation are inexorably linked. This symbiotic relationship makes it difficult for users to discern which plays a greater role in its overall appeal. Visual appeal will be discussed in detail in the next section (IV C). *All quantitative findings are based on a sample of only 27 people. They are not statistically valid and should be used for qualitative, directional purposes only. Prototype Even Easier than Current Site

    44. 44 As mentioned, the booking engine occupies the first tier of information on a “good” travel website and thus needs to appear prominently on the home page. Users respond very favorably to its centrality and ease of use on the prototype’s home page. The booking engine’s position on the left side of the page is appealing and promotes the general pattern of left to right reading. “It’s right here. This is what I need to see first. And you can’t miss it.” “I really like [the booking engine] better on the [prototype]. My eye naturally goes from left to right.” It is important to note that the marketing window does not detract from users’ primary focus on the booking engine. In fact, many users say that the visual appeal of the marketing window draws them in even more effectively to the home page and the booking engine positioned to its left. “The movement pulled me in. It’s right next to the booking block. Even more reason to focus on this section.” Users think that the booking engine on the prototype presents information in a larger-sized box and font than on the current site. This likely reflects the enhanced visual appeal and presentation of the prototype. “It’s bigger on this one (prototype), easier to read.” Users also find the layout of booking engine information more linear on the prototype. “It makes more sense to have it go ‘where from’ to ‘where to’ and then the dates than the other way around.” The route map positioned next to departing city is an appealing feature on the prototype’s booking engine, though it could be more visually prominent. “Great to have a route map here so I know where they go; but it was hard to see.” Booking Engine Still Front & Center

    45. 45 Findings indicate that the prototype’s organization allows users greater access to information than the current website, without adding complexity. “They give you more information without it being cluttered.” “I’d say it’s more encompassing, but not more complex.” The marketing window, along with the tabs featured in the booking engine and lower content boxes, furnish Tier 1 and Tier 2 content in a clear and consolidated form. “It’s like a file cabinet at work. Makes it seem more organized.” These elements provide direct pathways to information and streamline navigational steps. “I don’t have to go back up to the top menu for Spirit Plus. Less clicking is good!” “More direct. Shows specials right here (in lower tab). I don’t have to search up top.” The prototype’s organization invites users to explore the site more deeply and consider travel plans in new ways. “[The prototype] says more to me. Lots of choices. Eeks of ‘hey I should go somewhere.” More Encompassing, Not More Complex

    46. 46 The top navigation bar, while new in style to many users, is intuitive and appealing. Most say that it is easier to use than the one on the current site because it: Follows the general reading pattern of left to right “I like this horizontal better than the vertical drop-down. It’s nice; it’s how we read.” Does not obstruct other content on the page when selected “This side to side [menu] doesn’t interfere with the other stuff on the page so you can’t read it.” Appears to present information in more organized and streamlined way “I think it’s a little bit easier. This [horizontal bar] makes it look like there are not as many things to read through and choose from…more consolidated.” Is perceived to be cleaner and easier to read than on the current website “The stretched out one on the new site is crisper, easier to read.” It is important to note that “less savvy users”* prefer the vertical drop-down menu, finding it more familiar and comfortable than the horizontal structure. Several demonstrate difficulty isolating desired content on the menu bar. It is important to note that these difficulties reflect usability, not hardware issues. “It keeps skipping. I’m trying to move the cursor down and it is going sideways instead.” However, most also say they could “get used to it” with some practice. *NOTE: Keeping in mind this small sample size, “less savvy users” tend to be older in age (45+), dial-up customers, and spend less time on the Internet than other users. Top Navigation Bar Reads Like a Book

    47. 47 Tier 1: The prototype does an excellent job in communicating Tier 1 information. Booking engine, fares, and destinations, are all obviously presented in textual or graphical form on the home page. The marketing window (and route map icon) shows where Spirit flies via engaging Flash graphics. “The animation shows me immediately where Spirit flies. I don’t have to dig.” Fares and flight deals are featured in the marketing window as well as in the lower tabs on both prototype versions. Tier 2: The prototype does a mediocre job in communicating Tier 2 information, successfully featuring some Tier 2 information but not all. Tier 2 information about vacations, weekends, packages, and partners is clearly evident in the marketing window and key areas below on home page. Use of “Track a Flight” on the prototype works very well and is preferred to “Check a Flight” on the current site. Tier 2 information about vacations, weekends, packages, and partners is clearly evident on the home page in the marketing window and key areas below. Tier 2 information that supports existing reservations, such as change a reservation, select seats, and print boarding passes, is not being effectively communicated on the prototype home page. The term “Flight Check-In” is confusing to most users. The presentation of four boxes with this content on the current site works better and follows requirements for Tier 2 information. “I don’t know where to get my seats or make changes to my reservation on this one (prototype). This is key information that I shouldn’t have to look for.” Tier 3: The prototype does a mostly good job in communicating Tier 3 information. Tier 3 information is extensive and appropriately placed in the top navigation bar. “This other stuff is all right there for you in the main menu bar. You just have to go click on it.” However, some labeling of key Tier 3 terminology is not user-friendly as next discussed. The visual appeal of the prototype invites users to dig more deeply around the site. Thus, while Tier 3 content is less pertinent to users’ main goals, it must still be intuitive and clearly defined. Organization Generally Follows Tiers

    48. 48 Prototype: Excellent Job With Tier 1 Info

    49. 49 Prototype: Mediocre Job with Tier 2 Info

    50. 50 Prototype: Mostly Good Job With Tier 3 Info In general, Tier 3 information under the top menu bar fits together and represents a logical organization in terms of priority. However, some categories are confusing and terms misleading. Reservations: Overall intuitive, appropriately positioned first on top menu bar. “Low Fare Search” not as clear; many assume that Spirit always offers low fares and aren’t sure how this differs from “Syber Specials” or “Flight Deals.” Users expect to find Tier 2 information such as Select Seats, Print Boarding Passes, and Make Changes to Reservation under this first category. As discussed, they must also see this Tier 2 information on the home page, without having to go to the top menu bar. On the prototype, they don’t. Travel Deals: Great second menu option. Sub-content logically grouped and very appealing to these price conscious consumers. Users are confused between the terms “Travel Deals” and “Specials.” Based upon the sub-content, nearly all suggest renaming this category “Travel Packages” so that it is easier to interpret and use. Specials: Generally expected to appear next when navigating across the top menu bar. “Flight Specials” and “Syber Specials” make sense here; but users underscore importance of seeing this information in the lower-content boxes on the home page as well. Travel Tools: Good, colloquial term for the next main menu category. Some users have difficulty locating “Seating Charts,” “Route Map,” and “Timetable” when probed. “Track a Flight” and “Route Map,” identified as pertinent, Tier 2 information, are not just embedded in this top menu but also effectively featured on the home page as discussed. Products & Services: Does not meet users’ expectations. Inclusion of “Casino Gaming” under this category throws most users. Seeing “Spirit Plus” and “Spirit Snacks” makes more sense to them. Expect to learn about special needs, food, drink, frequent flier programs, etc. under this category. Contact Us: Familiar category to users who expect to find it exactly where they do. Sub-content is deemed appropriate and logical. Several voice interest in seeing “About Us,” from the very bottom content bar, integrated here.

    51. 51 Mixed Success With Booking Engine Tabs On the booking engine, the term “Fare Finder” is not wholly intuitive to users. Some understand its meaning as the place to find flights and prices. Others are confused. “Book a Flight,” clearly presented in red on the current site, works better as a title for the booking engine. “Fare Finder—is that where I go to find the lowest prices?” “The words stand out more on the first (current) site, I think it’s the red.” “Track a Flight” is working very well and is the right term for this task. Almost all users prefer “Track a Flight” to “Check Flight Information” on the current website. “Track a Flight’ is prefect. That says exactly what it means.” Some users suggest moving “Track a Flight” so that it occupies the third tab position. “Track a Flight’ is important, but not as important as checking in.” The meaning and intended use of “Flight Check-In” is not resonating with users. Many are unaware that you can check-in online or do not understand the terminology. “How can you check in if you’re not at the airport?” “I don’t know what ‘Flight Check-In’ is for. Why would I ever go there?” It is unclear to many that “Flight Check-In” includes key 2nd tier information for selecting seats and printing boarding passes. The presentation of this information in 4 boxes to the left on the current site’s home page is far more effective and preferable. In terms of the title, users find “Online Checking” or “Advanced Check-In” more friendly. “Advanced Check-In’…I love it. That’s the word I’m looking for.”

    52. 52 Visuals & Graphics Contribute to Ease of Use According to the research, users find the visual presentation, layout, and graphics of the prototype highly appealing. The prototype’s visual appeal clearly enhances its ease of use and promotes a more positive experience overall on Spiritair.com. “I guess the way it looks just makes the information pop out at you more.” “It’s so much more eye catching. It pulls you in and you can find things easier.” The following pages discuss users’ reactions to the visual appeal of the prototype.

    53. C. Visual Appeal

    54. 54 Prototype Trumps Current Site in Visual Appeal

    55. 55 The most dramatic difference between the prototype and the current website lies in their respective visual appeal. Users find the current website, at best, moderately appealing in terms of visual presentation. 0% say it is Very Appealing. “Simple, but lacks any zip.” “It does its job, but doesn’t look like anything special.” “Dull, boring.” “Harsh, white color. Not warm or inviting.” The prototype, on the other hand, is highly appealing. 100% of users find the prototype Very Appealing (89%) or Appealing (11%). 0% say it is Unappealing or neutral in appeal. “Fancy, professional…They care about the way they look to the customer.” “I think it’s gorgeous. Kudos to the designers!” “Nice upgrade. So much more enticing. Movement, flash, pictures…” “Eye candy, bright colors, photos…Very inviting.” Dramatic Differences in Visual Appeal

    56. 56 Flash Window Jumps Out at Them On the prototype, users are immediately engaged and impressed by the marketing window. The marketing window sets a positive tone for their overall user experience. Key connotations include: Movement Action Flying, Planes, Travel High Tech Modernity “I first noticed the flash here. Drew me right in.” “Everything is changing and in motion...clouds zipping by…perfect for traveling.” “Says up with the latest technology. Advanced airline.” The changing content and images also provide information about Spirit services from the initial point of contact. “Destinations—boom, right here with this flashing animation. Now I know where they go.” “These pictures definitely catch my attention. I want to read it now, see what they are offering.” This is especially important to potential users who have no prior experience on Spiritair.com. “I didn’t know Spirit did vacations. Good for someone like me who doesn’t know about them.” – Potential User Images of people having fun on vacation also add an air of accessibility and an enticement to travel. “Shiny, happy people on vacation…hmmm, I need a vacation.”

    57. 57 Flash Window Plane Dynamic, Says Let’s Fly!

    58. 58 Users say the colors on the prototype are warmer and more inviting than those on the current site. The blue background and round edges of the screen seem softer than the current site’s white background. “These blue and gray colors are not as glaring as the white, florescent light.” “It’s just softer looking—warmer.” The chrome color background is also noticed and associated with technology and sophistication. “That brushed silver color…makes it a little more elegant, classy.” “Looks like the color of a plane, high tech.” Colors are Softer, More Inviting

    59. 59 The visual presentation of information is perceived to be more fluid than on the current site, and therefore also more intuitive. Users say that the home page feels less choppy, and that the sections seem to work together as an entity. “It’s not all boxey like on the other one. Just flows together nice.” “Removing those gray boxes [from the current site] makes it neater.” Moreover, the layout seems less “busy” than on the current site. This likely reflects the prototype’s use of pictures and short phrases to communicate information in lieu of a lot of text. “This is cleaner. The other had too much information with all the stuff on the sides.” “Here, the graphics show you what they offer. Less text!” Users also prefer the prototype’s font, describing it as crisp and easy to read. “It’s like modern versus that old typewriter font [on the current site]…that was small and hard to read.” Clean, Fluid Presentation of Content

    60. 60 Users Prefer Tabs Over No Tabs The tabs contribute to the prototype’s clean and organized visual presentation. Users like the tabs’ inclusion on the home page, because, as discussed, they provide pertinent Tier 1 and 2 information in an engaging visual format. “They are using the space to give you more information…about travel deals, specials….” The prototype featuring tabs at the bottom is more desirable than the non-tab version. Users prefer it from a visual perspective because it reminds them of an organized file cabinet. “I like the [tabs]. Looks more organized.” They also like the additional space for providing information on the home page. “I love being able to sign up for ‘Syber Specials’ right there. The other [no-tab] version didn’t have that option.” Ideally, the content featured in the two tabs should relate to each other. “What does ‘News’ have to do with ‘Flight Deals?” Some also note that the content in these tabs can stand out even more visually. Suggestions include the use of titles (like “Spirit Plus”), bolder font, or even more red color as in “Hot Specials” from the non-tab version.

    61. 61 Users Prefer Tab Over No-Tab Version

    62. VI. Impact of Prototype

    63. A. Brand Perceptions

    64. 64 Prototype Enhances Spirit Perceptions The prototype has a dramatic impact on perceptions of Spirit Airlines among current and potential users alike. Pre-prototype perceptions are quite different from perceptions after users view the prototype and the associated brand imagery. Some common new perceptions of Spirit Airlines include:

    65. 65 Post-prototype, users also perceive Spirit differently in terms of its position in the airline industry. Many say that the prototype’s appearance and new planes imply Spirit is doing well financially and, thus more competitive with other airlines. “Looks like they can afford what the big guys can. Trying to be more competitive.” “They have more money and are using it to improve their airline and please their customers. They want me to fly on their airline.” While users still maintain perceptions of Spirit as a low cost airlines, many believe that the prototype elevates its position relative to competitors. Spirit is now perceived by many to be at the top of the low cost category of providers. “I’d still put them with the other discounts, but maybe moving out of that class.” Spirit Now Seen as More Competitive

    66. 66 Some Telling Personifications

    67. B. Information About Spirit Airlines

    68. 68 In addition to changing brand perceptions, the prototype educates users about Spirit Airlines. The marketing window and tabs are particularly helpful in communicating new information. “This one tells me so much more about Spirit…where they go, what they offer.” While current users came into the research with some knowledge of Spirit and the website, both current and potential users left the research with new information about: Destinations Users learned that Spirit is a larger airline and flies to more destinations than they imagined. “I was unaware of most of these destinations, like Chicago, for example. Now I know and can use them.” Vacations Users learned that Spirit offers a range of choices for vacation travel. “I thought they focused on local, for business travelers. They are trying to focus just as much on vacations.” Travel Packages & Partners Most were unaware the Spirit offers travel packages and is partnered with reputable hotels, rental car agencies, and other travel services. “It’s like 1-stop shopping I do on Expedia. I could do it all here.” “You don’t have to go to all of these separate websites…oh and Disney, that’s great!” Spirit Plus While some users are unclear about the difference between SBA and Spirit Plus, they appreciate the option of upgrading when affordable. “I didn’t realize they had something like a business class…nice leather seats.” Spirit Snacks Though not a major incentive to fly Spirit, users like knowing about the food/drink that Spirit offers. “Snacks? I guess it makes sense that you’d have to pay for them. I do love my Milky Way’s.” Prototype Helps to Educate Users

    69. 69 Armed with new information and imagery about Spirit, users also express a new confidence in the airlines. This confidence stems from a sense that: Spirit is doing well financially because of the time and money it took to produce the “flashy” new website “Obviously someone took time and money to think out this website. Makes me believe they are doing well and will be around for a while, not like some of the big ones filing for bankruptcy.” Spirit has new, larger, and advanced airplanes “They have bigger, nicer planes. They aren’t just an island hopper airline...I feel more confident.” “Feels safer, less likely to crash.” Spirit is a professional airlines, on the move, with a broad offering of destinations and other services “I didn’t know anything about them. Now I’ve got a better feeling for them…a good airline that I would consider.” Instills Added Confidence in Spirit

    70. C. Intent to Use Website

    71. 71 Perhaps most importantly, findings suggest that the prototype invites users to experience Spiritair.com more fully, more deeply, and for longer periods of time. “There is more to look at. I’d definitely spend time on this site, zip around and see what’s there.” “The old one didn’t invite you in. This one says more, makes you want to explore.” “(Moderator:) Would you be interested in exploring beyond the home page?’ (User:) Not on the first website. I’d just book and leave. Here [on the prototype], it’s like the power of suggestion. They pull you in to go beyond the home page.” They further suggest that the prototype, through its enhanced visual presentation, encourages users to consider travel plans on Spirit in new ways. “The movement gets you thinking more about traveling.” “I see the blue skies, the palms, the people having a great time and remember my last vacation… I’m going home to talk to my husband about Cancun!” The prototype may also inspire users to make “impulse” travel purchases on Spiritair.com. This would mark a change from the current website (and other travel websites in general) where plans are often pre-meditated and pre-defined. “I might be just looking to book a quick business trip but then, after seeing some of this other stuff, I might also check out their vacations and packages.” Invitation to Be On Site Longer, Deeper

    72. 72 At the end of several interviews, users expressed a desire to go home and surf more deeply on Spiritair.com and tell others about their newly gained knowledge. “I’ve got vacation time coming up. Now, I’m going home to look at Spirit for a trip to Las Vegas!” “Gave me some new ideas…I’m motivated to look and see what else they have for me and my family.” “I’ve got to let my dad know about this airlines.” Excited to Explore On Own, Tell Others

    73. VII. Recommendations

    74. 74 All in all, the prototype is very successful and should provide the basis for the Spiritair.com website re-design. The prototype maintains the functionality of the current website, yet adds visual appeal that makes the user experience more fluid, intuitive, and inviting. Current and potential users alike deem the prototype a dramatic improvement over the current website. Findings suggest that: Current users are not alienated by the prototype, but rather even more likely to use the site because of the enhanced online experience. Potential users are more likely to visit Spiritair.com when surfing the Internet and to consider Spirit in their travel plans. Move Forward with the Prototype

    75. 75 Research underscores that the marketing window plays a key role in the success of the prototype. The marketing window is the first feature users notice on the prototype and sets an incredibly positive tone for the online experience. Its visual appeal and engaging imagery/content attract users from the onset and invite them to explore the website. In addition, the marketing window furnishes vital Tier 1 and Tier 2 information and helps educate users about Spirit’s products and services. Therefore, it is highly recommended that the marketing window serve as a focal element on the revised website’s home page. Ideally, the marketing window should: Contain bright, colorful photographs Feature engaging Flash graphics Provide content (via images or brief text) that educates users about Spiritair.com Be regularly varied to supply users with new travel information and inspire new plans Make Sure to Keep Marketing Window

    76. 76 In moving forward with the re-design, it is important for Spirit to recall the three informational tiers as a guide. While all three tiers provide pertinent information, they are hierarchical in terms of user priority. Tier 1: Make a Reservation (booking engine, destinations, fares) Tier 2: Support Existing Reservation (change reservation, select seats, print boarding pass) & Promote New Reservation (vacations, packages, specials, flier programs) Tier 3: Learn More (about Spirit Airlines and general travel information) The following pages present specific recommendations about these tiers for Spirit to consider in its re-design efforts. Think in Terms of the Three Tiers

    77. 77 While the prototype is delivering Tier 1 information very effectively, a few recommendations to consider include: Tier 1: Opportunities for Improvement

    78. 78 The prototype is not communicating Tier 2 information as effectively as possible. Recommendations to consider include: Tier 2: Opportunities for Improvement

    79. 79 The prototype is doing well when it comes to Tier 3 information; however, some groupings and terminology can be improved. Recommendations to consider include: Tier 3: Opportunities for Improvement

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