There's a new wave of branded apps and company apps. There are some that get it, and some that don't. Fly Delta (free) is one of the latter. When I picked up this app, I asked myself what would I use this for? What value does it give me? Does it offer me something that their website doesn't?
The first thing the app wants from you is your “SkyMiles Number” (which is your frequent flyer club member number), your last name and your PIN. If you don't have one, don't worry -- you can log in as a guest. You then have four choices related to your flight: “Find My Trips,” “Find Flights and Check In,” “Flight Schedules,” and “Flight Status.”
If you're logged in, any flights that you have pending show up on the list; if not, you can manually add them. Next you might select, “Find Flights and Check In,” which brings you the exact same screen as before (it's just named differently).
The next button, “Flight Schedules” is a total waste of time. Yes, it gives you a thorough list of flights that are available, but then what? It would be nice if you could select the flights and order tickets -- or at least send me to the website to order them there. The only redeeming feature is a link that shows where each of the airports is located; the last choice lets you search the flight status. This is helpful if you want to know whether a flight landed on time, especially if you're waiting to pick someone up.
The last three buttons on the home page, which almost seem like a side mention, are the “Log In Button,” the “Settings” button, and “Parking.” The latter turns out to be the real gem of the whole app. The “Parking” button actually helps you figure out where you parked your car. The feature gives you the ability to take a picture, add some notes about the location and save your car's GPS coordinates and emails the information to yourself. This is by far the coolest feature of the app.
Delta, you're on the wrong flight path. Do yourselves a favor and scratch this app, change the name, and redesign it so the “Parking Finder’ is the main focus. What this will do is increase your reach and broaden the app's appeal. So instead of it just being about Delta flights, there's a value for everyone. The app as it's designed now isn't functional as it was intended, I believe. By providing a real service to your customers on top of what they already expect, your app (and your brand) will shine!