Prior to beginning this design sprint, we had already created a basic style guide, that we called the foundation. This foundation loosely defined our typography, colors, icons, spacing and information architecture. The foundation proved essential for guiding our work in a unified direction while allowing room for us to individually explore creative design solutions. This way we felt that we were all working together, towards the same idea. Reviewing our collective work at the end of each day, we began to see patterns emerge. We course-corrected when necessary, and started defining our standardized components.
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Located in the heart of the walkable upscale community of Birmingham, Michigan, and just 20 miles from downtown Detroit, The Townsend Hotel is known for its exceptional service and amenities, including the award-winning upscale contemporary restaurant, Rugby Grille, Afternoon Tea, The Townsend Bakery and a variety of world-class banquet, catering, and wedding services.
We started by auditing and printing out many of our designs, both old and new. Laying the flows side by side on a board, we could see where and how the experiences were breaking and where we needed to start making changes. We figured that the best way to begin was by tackling issues head on. Each of us focused on a screen or product area to redesign, And we established a few principles to guide us with these individual designs:
American Airlines offers a wide variety of food and entertainment options to accommodate its guests in all cabins. Passengers in the Main Cabin can enjoy programming on their personal devices free of charge through the airline's mobile app. They could also choose from a large selection of entertainment options streamed on the back of the seat right in front of them. On many flights, the carrier also plays current movies, TV shows, and other popular clips on the overhead screens in the cabin.
The airline also allows children ages 5-14 to travel alone on many flights with the purchased Unaccompanied Minor Service. The service is $150 per family, per way and includes supervision from boarding until drop-off at the destination. Please note that children ages 5-7 can only travel alone on nonstop or direct flights. The service is also available but optional for minors ages 15-17.
As part of American Airlines’ overhaul project, Terminals 4 and 5 will be redesigned as a single 300,000-square-foot hall with bigger bathrooms, more power outlets and large windows that will allow in natural light. The overall area won’t expand much, but American Airlines officials say a reconfigured ticket counter and check-in area will reduce wait times.
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