Lufthansa
Weather-aware screens
Using real-time data to inspire travelling with premium economy comfort.
Role
Interactive Designer (UI/UX)
- UX wireframes
- Technical scoping with developers
- Final designs
- Client-facing presentations
Brief
Lufthansa wanted to create a new Fire tablet campaign using their existing in-flight videos to promote to prospective flyers the Lufthansa premium economy experience.
Idea
Explore Lufthansa travel destinations using real-time data alongside their premium economy in-flight videos, showing customers where they can be travelling in comfort to, with Lufthansa.
Experience
Working closely with a Design Technologist, we leveraged a real-time weather data prototype to create a story-focused interactive Fire tablet wake screen (this is the screen first seen when you turn on your device). This had never been done before on Fire tablet.
Lufthansa's brand videos showed different experiences you could enjoy in-flight at four different times of day (morning, afternoon, evening, night). Knowing the real-time data could pull-in time and weather information dynamically, I wanted to create a story to tie a user's actual time of day to the video content. This lead me to highlighting key Lufthansa travel destinations, to give customers a taste of where else they could be at the very moment they view the wake screen, with Lufthansa.
For example, if a customer in New York viewed the Lufthansa wake screen in the morning, they would also see that at that very moment it was also afternoon in Berlin, and evening in Singapore. While browsing through each of these destinations, customers would see the local time and weather and a little copy line to match the mood, alongside the appropriate Lufthansa premium economy video.
I designed the final experience in both portrait and landscape orientations for Fire tablet, which included the fully interactive version, plus a static fallback for older devices.
Results
Lufthansa commented that they had never imagined we could use their videos in such a creative way. So based on the campaign's success, it ran again the following year.
- 34MM impressions delivered
- 200k+ clickthroughs to Lufthansa's site
- Average dwell time was 7+ seconds
- Clickthrough rate was stronger than category benchmarks
- Interactive wake screen had a 35% stronger CTR than the static wake screens
Wireframes
Timezone math
To finalize the cities, I calculated which three to feature that would not appear in the same "time of day", no matter when the experience was viewed. Selecting cities 6 hours a part was the key.
