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Melkam Guzo (Amharic for 'Safe Journey') was designed to fill that gap: a flight discovery and booking app that feels built for Ethiopian travelers, not merely translated for them.","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"1dea6760-5247-4f82-ac25-a916374a50aa"},{"id":"12324afa-1e99-433a-be49-84e1e814a31f","value":"Three groups: Frequent flyers — business travelers based in Addis Ababa flying regionally and internationally; First-time international travelers — users navigating passport info, baggage rules, and seat selection for the first time; Diaspora travelers — Ethiopian residents abroad booking return trips home via international carriers.","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"2c7a2bbe-d2f7-4d5c-b562-fef361d6d080"},{"id":"6a125ca1-262b-4f89-97d6-12b3724e04db","value":"Find and compare flights from ADD in ETB without currency conversion confusion|Complete the full booking flow — seats, baggage, personal info, payment — in one app|Store travel card, Sheba Miles ID, and upcoming trips in one profile|Access support quickly if something goes wrong","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"1c21fc4f-5941-479f-ba98-99db9ef1c955"},{"id":"39e3ed7f-2455-401a-86ff-456990893d4b","value":"Existing global booking apps display prices in USD requiring mental conversion that erodes trust|No app natively supports Sheba Miles (Ethiopian Airlines' loyalty program) at booking time|Amharic-speaking users are underserved — language options rarely include Amharic|Seat selection and baggage add-ons are buried or missing entirely in most budget-market booking tools|Support is hard to reach — users want a direct call center number visible in-app","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"0c3529ae-fa88-494a-a66a-4fc3bfa2d8d3"},{"id":"68e63044-dd07-42f7-890f-aa4834dbc980","value":"Understand how Ethiopian travelers currently book flights and identify where digital tools fail them end-to-end","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"5caf2500-22a5-4cbf-90eb-587e47739a32"},{"id":"d37927f9-01d9-490b-b5c8-7a6a45a79560","value":"User interviews with frequent and occasional flyers from Addis Ababa|Competitor analysis: Skyscanner, Ethiopian Airlines website, Booking.com, local travel agencies|Task analysis of the Ethiopian Airlines website booking flow (identified 12-step process as a major pain point)|Survey on language preference, payment method trust, and loyalty programme awareness","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"ed35c182-6eab-4a68-98b5-319665580c10"},{"id":"145da8be-3431-423d-9d98-94a7b40546c9","value":"ETB pricing is table stakes — any other currency immediately signals not for me to local users|Sheba Miles ID is a trust signal — users who are members expect it recognized; including the field at booking validates the product's local relevance|Seat selection is a strong desire — especially for long-haul flights; users feel disrespected when it's unavailable|Facebook and Google SSO are preferred over email/password — reduces friction significantly for less tech-savvy users|Call center number in-app is critical — Ethiopian users prefer hybrid digital/human support; displaying Call Center 8100 builds confidence before purchase|Language switching between English and Amharic was a frequently requested feature even by English-literate users","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"0e9c077a-2aef-45df-b028-46f628e29fa9"},{"id":"b5d05688-a703-4970-90a9-3d8e2dd062ac","value":"A focused culturally-grounded flight booking app with 30+ screens across three core tabs: Explore (discover trending and top destinations, browse inspiration, initiate booking); Book (search flights by route/date, compare options with ETB pricing, complete full booking flow including seat selection, baggage, passport info with Sheba Miles ID, and payment); and Profile (manage personal info, payment cards, upcoming trips, language switcher, and support with Call Center 8100). Design system uses sky-blue/cloud aesthetic with amber CTAs and strong Amharic cultural identity throughout.","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"2e4ef859-a594-47ef-8651-825b333e6a2d"},{"id":"ca36b437-cf2a-41d2-a369-4e1f4f997ba6","value":"Onboarding completion rate target: \u003e80%|Time from search to booking confirmation target: \u003c6 minutes|Task success (search flight + select seat + reach boarding pass) target: \u003e85%|Sheba Miles field completion rate target: \u003e60% among members|User satisfaction score target: \u003e4.3/5|Language Amharic selection rate: tracked for localisation priority","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"8c686487-39b9-4d4b-a3a6-968d461a1667"},{"id":"9a5043a9-1ca8-480b-9133-ffd7d3ea2934","value":"A great aviation app is a cultural artifact — writing the app name in Ge'ez script on the splash screen was the single most-commented element in testing, building instant connection|Separating Explore from Book was the most impactful structural decision — inspiration and intent require different mental modes; conflating them caused hesitation while separating gave users clarity and confidence|The boarding pass is the emotional peak of the experience — investing design effort in treating it as a digital keepsake rather than a data dump turned a functional endpoint into a moment of delight|Loyalty programme integration is undervalued in emerging market apps — including the Sheba Miles ID field was low effort but high signal telling Ethiopian Airlines frequent flyers that this app understood them","itemId":"9d6ffa50-ef73-4ef7-b576-7fc90e93aad5","fieldSchemaId":"8845d525-0b33-4c83-872c-134fa11d246f"}]}}}},"slugByItemId":{"7ea7f92f-850d-45d7-ae35-80acd1a0f890":"read21-teacher-certification-platform","9d6ffa50-ef73-4ef7-b576-7fc90e93aad5":"melkam-guzo-flight-booking-app","6001e698-0af3-4100-8ec1-eb452f963964":"e-lmis-digital-court-system","e24cadb0-ba3e-496f-af3c-5061efe44c48":"eco-addis-mobile-super-app","8fd36b2c-06fd-4a45-82f0-79d4527eca22":"bet-gebeya-property-listing-viewing-scheduler","2c293607-588d-41fe-9548-064be6299da1":"mekina-equb-bot-telegram-mini-app","a8bcc95c-279c-4434-8387-b2e42aab39ed":"ncis-national-credit-intelligence-system","f5524e22-68c8-465f-83ad-6867d4eb0ce8":"layoverlife-ai-smart-layover-companion","60b2e786-5592-4d30-9961-665a4b5fff7d":"frontline-policy-research-b2b-platform"}}