Orbitz - Apple Watch App Concept
Background
Before Expedia acquired Orbitz, I had the opportunity to concept an Apple Watch app for our attractions and services line of business. Apple had recently released the Apple Watch to the public, and we needed to get ahead of other travel sites by exploiting this new technology as soon as possible. By taking advantage of the location services in iOS products, we focused our attention on attractions and services nearby.
While in our first meeting to discuss the new app, I immediately thought of a trip I took to Stockholm years before. It was a weekend fare saver, super cheap, and spontaneous. We never had a chance to book any activities or tours but thought we would wing it. Usually, on the first day, we arrive in a new destination, we like to explore the area on foot to get a feel of the city and make mental notes of what to do the following days of the trip. That was not going to be the case for that trip. Stockholm was experiencing torrential downpours all day long. We needed to find something to do inside somewhere. That experience was the inspiration for the design of the concept below.
Problem to solve
Traveler problem: As someone who has booked a trip with Orbitz, I would like to ensure my travel purchase was worthwhile and reassure Orbitz was the right choice when considering travel planning?
Business problem: How do we take advantage of Apple's full suite of iOS products so that we provide travelers with confidence and convenience before, during, and after they choose Orbitz for their travel planning?
Concept
With the Orbitz Apple Watch App we could provide users with real-time notifications about attractions and service based on the following:
Location — We know when they arrive at the destination, They could choose to enable trip alerts for trips booked through Orbitz, and If they were near an attraction that had a special deal or rate, we could alert them. We could also provide this service even if they didn't book a trip with us based on this service. All they would need to do is open the app and browse the list of things to do.
Weather — If it is raining, suggest things to do to get them out of the rain.
With Apple Pay, the user could book the service right through the Apple Watch app and receive a confirmation email or a QR code for establishments equipped to scan them from the watch.
We also want to include a way for users to promote the app indirectly. Social proofing would allow users to share their experience on Facebook and Twitter.
Outcome
Stakeholders and the product team well received the concept, and we started developing the app with the goals of eventually providing service very similar to the idea.
The first step was getting available data on the phone that we could begin developing it into a more sophisticated app. So in April 2015, we launched My Trips, Trip Details, and Orbitz Rewards as the first iOS Orbitz app for Apple Watch.
Unfortunately for us, Expedia discontinued our apps after the acquisition, and everything moved over to the Expedia platform.
It was fun to be a part of the initial concept. I have no regrets about the project failing to come to fruition. It was an honor to get the opportunity for innovative design thinking and exploration.
