SOUTHWEST AIRLINES: CASE STUDY
LINDSEY BOYDEN
Design 3 Fall 2012
FINAL LOGO
Southwest
SWA ZIPCAR MOTION SPOT
STORYBOARD
Flying Southwest and need a lift?
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.
just unlock the car, and go!
You can drop off your car in
short-term parking.
Once you arrive at your destination,
another SW Zipcar will be waiting
for you.
See you on your next SW flight.
https://vimeo.com/home/myvideos
ZIPCAR PARTNERSHIP
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, current 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 status. 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
MOBILE APP
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 experiences in the destination city, read customer reviews, ask
questions regarding hotels, restaurants, events, etc.
SWA ZIPCAR UI
MOBILE APP FLOWCHART
Home
Flight number, terminal, gate
Boarding, departure, arrival time
Flight Status
Current weather conditions of flight route
Complete map
Real time flight status updates, announcements
GPS: user’s location with route to gate
(Current) Airport Map
Search bar for specific needs
Zoom function to find amenities
SWA Zipcar parking highlighted
Description
Travel Guide
(Destination)
Hotels
Search
Check Availability
Enter Dates
Details
Reserve
Book
Directions
Book
Call
Reviews
Restaurants
Search
Details
Events
Directions
Directions
Shopping
Reviews
Weather
Airport Info
Nightlife
Reserve
Enter time/#ppl
Call
Call
Reviews
Call
Current
Map
Description
10–day forecast
Book
Arts + Museums
Reserve
Community
Business + Tech
Family
Sports
Festivals
Venues
Related Reviews
Directions
Search
Call
Call
Book
Nightlife
(continued)
Search
Home
(continued)
Reserve
VIP
Description
Call
Details
Directions
Reviews
Bars
Search
Cafes
Details
Casinos
Directions
LGBT
Venues
Search
Call
Reviews
Book
Reserve
Search
Directions
Areas
Real–Time latest posts
Deals + Steals
Latest Promotions with links to SWA site
Weather
Call
Related Reviews
Related Reviews
Reviews
SWA Zipcar
Directions
Sign Up
Departure city
Reserve
Arrival city
Find My Car
Map/Directions
Departure City
Current
Arrival City
10–day forecast
Choose Location
Choose Car
Book
USER TASK
SWA–TRIPPER 3: Katie
Katie 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
Deals + Steals
Reviews
SWA Zipcar
Weather
My Favorites
Search: Starbucks
Route
Bookmark as a favorite
USER TASK: KATIE
USER TASK
SWA–TRIPPER 1: Seth
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.
Flight Status
Hotels
Bars
(Current) Airport Map
Restaurants
(Destination) Travel Guide
Nightlife
Deals + Steals
Events
Reviews
LGBT
Shopping
SWA Zipcar
Venues
Airport Info
Weather
Area
Weather
My Favorites
Cafes
Casinos
List
Description
Details
Book VIP
Directions
Directions
Reviews
Reviews
Reserve
USER TASK: SETH
USER TASK: SETH
USER TASK
SWA–TRIPPER 2: Mark
Mark 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.
Hotels
Arts + Museums
List
Description
(Current) Airport Map
Restaurants
Community
Details
Buy Tickets
(Destination) Travel Guide
Nightlife
Business + Tech
Directions
Directions
Deals + Steals
Events
Family
Reviews
Reviews
Reviews
Shopping
SWA Zipcar
Airport Info
Weather
Weather
Flight Status
My Favorites
Sports
Festivals
Venues
Reserve
USER TASK: MARK
SIGNAGE
LIVERY
BACKGROUND
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 District of Columbia, the Commonwealth of Puerto Rico, six near-international countries, 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, individual pride, and Company Spirit.
January 1988
FACT SHEET
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.
HISTORY
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 consecutive 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.
PAST LOGOS
HISTORY: MOOD BOARDS
COMPANY STRENGTHS
AND THREATS
82%
modern flight network model
fuel prices
low–cost structure
new carriers
discount routes
rising labor costs
unionized
ground transportation
operational efficiency
COMPETITION
COMPETITION
SOUTHWEST.COM
86%
online booking
.com
online and kiosk
check-ins
82%
15 million
‘‘Click ‘N Save’’
complete vacation packages
•
•
•
•
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.
DEMOGRAPHICS
24–55 yrs.
professionals
small business
executives
value–conscious
price–conscious
1–3x per mo.
DEMOGRAPHICS
small business
owners
FRILLS
750–1700 miles
price:value
young
adults
middle class
tech savvy
USER PERSONAS
San Jose, CA
Seattle, WA
3x/year
FREE
FREE
Katie and Ben
Mom and son
Katie is 31 and her son, Ben is 8 months old. They are go-
SWA Zipcar
ing to visit her parents in Seattle for a holiday weekend.
Katie follows Mommy–Blogger Jessica Turner on Southwest’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.
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
Burbank, CA
Las Vegas, NV
2x/mo.
FREE
Seth
Business Professional
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.
SWA App user
+reads reviews of local
clubs and restaurants
+finds ‘hip’ hotels in order
to meet ladies
USER PERSONAS
Phoenix, AZ
Denver, CO
4x/year
NO
CHANGE
FEES
Gary
Student, Grand Canyon University
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-
travels for
outdoor vacations
22 years old
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.
+checks for last-minute deals
+reschedules flights
USER PERSONAS
Chicago, IL
Atlanta, GA
Mark
Owner, Construction Company
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–checkin SWA mobile app in order to get new ideas and feedback on interesting spots in Atlanta.
business traveller
1–3x/mo.
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
USER PERSONAS
Providence, RI
Washington, DC
The Smiths
travel for
vacations
5x/year
SWA App users
+book SWA Zipcar
+find closest bathrooms in airport
+find local children’s museums/activities
SWA Zipcar
PAST ADVERTISING
WORD LISTS
ancillary revenue
no–frills
time
numbers
single class
budget
rapping
lines
spirit
discount
cattle
flexible
point–to–point
cheap
whiskey
affordable
short distance
low–cost
wine
San Jose
mini–hub
ad–ons
pretzel
common
a la carte
seating
mommy–blog
people dept.
fees
leather
‘of size’
ice ice baby
Love Field
leg room
business
one luv
LUV
lighthearted
cross–country
kids activity book
Dallas
quick
Richard Simmons
changing tables
unions
easy
snackbox
joke book
labor peace
approachable
headphones
Attn: Elvis
value
sodas
blue
High priest of Ha–Ha
wages
alcohol
red
fun
outsourcing
peanuts
orange
‘lord of the flies boarding strategy’
25 minute turn around
candy
navajo
straightforward
livery
internet
family
masculine
letters
in–flight wi–fi
singing
cartoon
FINAL INSPIRATIONAL WORDS
Flexible Affordable Point–to–Point
MOOD BOARDS
MOOD BOARDS
MOOD BOARDS
MOOD BOARDS
MOOD BOARDS
MOOD BOARDS
MOOD BOARDS
MOOD BOARDS
LOGO IDEATION
LOGO IDEATION
SOUTHWEST
SOUTHWEST
SOUTHWEST
AIRLINES
SOUTHWEST
AIRLINES
Southwest
Southwest
Airlines
Southwest
LOGO IDEATION
SOUTHWEST
AIRLINES
SOUTHWEST
AIRLINES
SOUTHWEST
AIRLINES
SOUTHWEST
AIRLINES
Southwest
SOUTHWEST
SOUTHWEST
Southwest
Airlines
SOUTHWEST
AIRLINES
LOGO IDEATION
1
3
5
Southwest
2
Southwest
Southwest
4
6
Southwest
Southwest
Southwest
BRANDING
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