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Smiles Todo Dia - Hackathon

How can a loyalty program contribute to making travel a more accessible, inclusive, and democratic dream?

This was the challenge proposed by Smiles for the Hackathon that took place between March 26–28, 2021, organized by Shawee.

Portuguese version on Medium.

.As Smiles brought the challenge (in the end of this page), we started by organizing all the exposed data and raise the questions we had about the challenge in a CSD matrix

Quantitative Research

Although we have some data, we decided to do a survey in order to find out a little bit about how people plan to travel, what types of apps they use, frequent flyer programs, payment method used, distance traveled, and motivations for travel.

Persona

The profile identified in our research was cis men, aged 25 to 34 years old, with income above 10 minimum wages, who traveled in the last 6 months of up to 3 days, together with their family or stayed at a friend's home.

Our Persona only prepared 15–30 days before the trip, without using a travel program. The determining factor for choosing the destination was the value, type of place, indication (in that order). From the planning done, she would have looked more carefully even though it was a familiar place.

Pain Point

People can project when they are going to travel, even on distant dates, but they can't plan ahead.

HMW

How can we teach and motivate people to make dreams come true through loyalty programs and put the elements of that planning in people's daily lives?

Solution — 'Smiles Todo dia'*

*'Smiles Every Day'

'Smiles Todo Dia' is a solution created to change user behavior. His purpose is to teach and motivate people to make dreams come true through loyalty program.

We want to encourage people who think that earning miles is something only for those who travel frequently and show them that traveling can be done in the city itself and is possible for those who have goals.

Our proposal speaks to Smiles' purpose of “promoting people's evolution through one of the most complete and pleasurable forms of education and growth we know: travel.

Our solution allows Smiles to create new relationships with people, culture and companies. Through partnerships with other platforms, also help small establishments that have been hit by the current moment.

User Flow

Medium Fidelity Wireframe

High Fidelity Wireframe

Prototype

Pitch (in Portuguese)

UX Process

In this image, we present our UX process and the responsible for each step.

Team

Mentors

Learnings and Thoughts

Anyone who has participated in a Hackathon knows well what an incredible and enriching experience it is. I would like to highlight some thoughts and highlights.

Working with people you've just met and formed a team after a brief conversation just to find out which area the person dominates, we were very lucky with the team formed in this challenge.
Mentoring is one of the most enriching moments. There are mentors who bring super relevant questions, that when the mentoring ends, it brings a lot of feelings, of insecurities, thinking that the project is on the wrong path or that everything needs to be restarted. But there's nothing like a good team alignment with the guidelines to get the project back on track.
Working collaboratively brings growth and very good delivery speed. Everyone who works with design knows how our gaze needs a break from time to time. When you're at a hackathon, you'll swim with a quick switch of tasks in a few moments to help get the job done. The entire process was collaborative.
The organization is fundamental, now we have a template in Figma that helps us in the process which makes everything happen in a more organized and documented way.

The challenge

From Smiles:

After a year of isolation due to the pandemic, it has become even more evident that people are looking for new airs, destinations, and ways to leave their homes to cool off and escape problems. Until September 2020 there was a 70% drop in the domestic flight market, while the international market reached an average of 90%. These results directly interfered in more than 50 industries in the tourism sector.

Today, the market is starting to resume its movement, in a safer way to destinations adapted to isolation, with new experiences and formats. However, the Brazilian profile is still not very inclined to travel planning. According to a survey carried out by the Credit Protection Service (SPC Brasil) and by the National Confederation of Store Leaders (CNDL), the greatest indebtedness of Brazilians is due to the habit of consuming in installments, but without planning or financial organization.

The survey also points out that less than half of the population (48%) is in the habit of setting goals and following them when traveling. A 2018 survey showed that Brazilians have a very peculiar way of organizing their trips: they define in advance the tours they want to take at the destination, but leave important details such as hotel reservations and purchase of tickets at the last minute (31 days for trips national and 72 for international), which makes the deserved rest more expensive and, considering the consequences of this increase in costs, more stressful too, as it can complicate the family's financial life.

Smiles is more than a loyalty program, it is a platform that aims to help people evolve through one of the most complete and pleasurable forms of education, which is travel. We believe that planning is one of the tools that Brazilians can use to fulfill their different dream destinations.

We invite you to help with this new challenge of improving the user journey, helping to plan your trips, and further optimizing the use of our benefits. The Hackathon is an opportunity to put knowledge and ideas into practice, showing the talent and capacity of each one to the market, to people from different areas, and also to acquire knowledge with other participants.

We want to receive ideas and projects to increase the level of awareness of Brazilians about the importance of planning the path to fulfilling their dreams. With that the challenge is: