LINDSEY BOYDEN Design 3 Fall 2012

SOUTHWEST AIRLINES: CASE STUDY

Southwest

FINAL LOGO

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

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

ZIPCAR PARTNERSHIP

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

SWA ZIPCAR UI

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

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

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

USER TASK: KATIE

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

USER TASK: SETH

USER TASK: SETH

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

USER TASK: MARK

SIGNAGE

LIVERY

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

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

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

PAST LOGOS

HISTORY: MOOD BOARDS

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%

COMPETITION

COMPETITION

• 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

1–3x per mo.

24–55 yrs. professionals

value–conscious

price–conscious

small business executives

DEMOGRAPHICS

FRILLS

750–1700 miles

young adults

price:value

tech savvymiddle class

small business owners

DEMOGRAPHICS

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

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

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

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

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

PAST ADVERTISING

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

Flexible Affordable Point–to–Point

FINAL INSPIRATIONAL WORDS

MOOD BOARDS

MOOD BOARDS

MOOD BOARDS

MOOD BOARDS

MOOD BOARDS

MOOD BOARDS

MOOD BOARDS

MOOD BOARDS

LOGO IDEATION

SOUTHWEST SOUTHWEST AIRLINES

SOUTHWEST AIRLINES

SOUTHWEST

SouthwestAirlines Southwest

Southwest

LOGO IDEATION

Southwest

SOUTHWEST

Southwest Airlines

SOUTHWEST AIRLINES

SOUTHWEST

LOGO IDEATION

SOUTHWESTAIRLINES

SOUTHWESTAIRLINES

SOUTHWESTAIRLINES

SOUTHWESTAIRLINES

Southwest Southwest

Southwest Southwest

Southwest Southwest1 2

3 4

5 6

LOGO IDEATION

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