Flowly

Three questions to the project team

What was the particular challenge of the project from a UX point of view?
The core UX challenge for Flowly was embedding actionable, timely guidance within an experience passengers are already having, across a journey spanning multiple physical and digital touchpoints, each with different constraints and interaction models, while maintaining a coherent and seamless service experience. At the same time, we were designing for a broad spectrum of users, from young frequent flyers to elderly passengers with limited mobility, which meant balancing personalization with simplicity. The solution needed to feel effortless for all users while still delivering meaningfully different experiences based on individual health profiles.

What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
After presenting the first demo, we received extensive feedback on the animated exercise guides. At that time, the guide only included the exercise name, an illustration, and a countdown timer, leaving users uncertain about how far to move and whether they were performing each exercise correctly. To reduce this cognitive friction, our aha moment was breaking each exercise down into small, sequential steps displayed as a scrolling progression on the left side of the screen, with a performance illustration on the right, while key hold moments retained a countdown timer in the middle. This gave users a clear sense of where they were in the exercise, what to do next, and when to hold, making the guidance feel precise and easy to follow.

Where do you see yourself and the project in the next five years?
Our goal was to increase passenger awareness of deep vein thrombosis and help them build a habit of performing small but impactful exercises during flight. Looking ahead, Flowly could collaborate with airline partners, conduct more user testing, and expand the exercise library. A year-end report for frequent flyers would reinforce long-term behavior change, while deeper in-flight entertainment integration would allow automatic data sync, making the experience seamless from booking to landing. Flowly taught us that the most impactful design interventions are often found in the overlooked everyday moments of people's lives, and we will keep designing for those small moments that make a meaningful difference.