INTEGRATED AIR TRAVEL SERVICE FROM HOME TO FINAL DESTINATION SERVICE DESIGN DESIGN STRATEGY USER EXPERIENCE USER INTERFACE BRAND IDENTITY

Transcription

1 SERVICE DESIGN DESIGN STRATEGY USER EXPERIENCE USER INTERFACE BRAND IDENTITY INTEGRATED AIR TRAVEL SERVICE FROM HOME BRUNEL UNIVERSITY DREAM TEAM TO FINAL DESTINATION JAN - MAR 2013

2 PROJECT OVERVIEW Nowadays air travel is a complicated, stressful and time-consuming process. Project SKYNEX was created to address current issues in air travel by providing an integrated system consisting of service features to assist the users at every step of their journey. SKYNEX was inspired by the simplicity of the Oyster Card system and used as the benchmark to create the new system for air travel industry. Inspiration WHAT IF AIR TRAVEL WAS AS EASY & SIMPLE AS COMMUTING WITH OYSTER CARD?

3 PROCESS 1. AWARENESS 2. RESEARCH 3. DESIGN 4. CONCLUSION Moodboard Future forecasting tool Design Strategy Recommendation Current Situation Analysis - Observation Brand Identity Design Implementation - Current Customer Journey User Interface Design - Expert Interview User Experience Design - Trends Research Future Scenario Problem definition Key findings Key concept words

4 1. AWARENESS First project stage was to understand current situation in air travel industry. Analysing trends, industry reports as well as looking back to understand the air travel history has proved the need for more integrated and seamless air travel system. Moodboard

5 1. AWARENESS Air Travel Market Global Market Forecast According to Airbus Global Market Forecast Navigating the future air travel market is growing every year and will double in the next 15 years. Economic growth in both advanced and emerging markets, as well as increasing urbanisation are the main factors of the air traffic growth. 4.7% CAGR Passenger traffi c growth next 20 years 4.9% CAGR Freight traffi c growth Air travel remains a growth market Passenger aircraft fleet Freighter aircraft fleet , , , , % +82 % World annual traffic (RPKs - trillions) ICAO total traffic % 20-year world annual traffic growth 4.7% Airbus GMF 2012 Number of passengers 2011 Number of passengers 2031 > 3 billion > 7.5 billion 27,347 Passenger aicraft deliveries > 100 seats) New Freighters (>10 t) ,198 Passenger & New freighter deliveries Air traffic has doubled every 15 years % Source : Airbus Global Market Forecast (2012) Air traffic will double in the next 15 years TRAFFIC >DOUBLE PAX FLEET >DOUBLE Replacement Growth 38% 62% Units Single-Aisle Value Twin-Aisle 69% 44%

6 1. AWARENESS Current situation and problems Air Travel Market Projection of Total World Passenger Traffic Passenger Growth Passenger numbers are growing in line with the air travel market growth. According to Airbus survey passengers expect to fly more frequently in the future with the emerging markets being as the main focus. With the growing air travel market and its users air travel service must improve. Lost Luggage Source : AIRPORTS COUNCIL INTERNATIONAL(2006) Global Trafic Forecast Current air travel system is not integrated well enough and this very often is the main cause of many problems. Lost luggage, queues at security area in the airport and missed connecting flights are just a few problems experienced by the users. Using design as the main tool it is possible to improve the situation and innovate air travel system. Extra Security Checking According to AP News, air travel in the US is about to change again. Travelers going to US are going to be screened based on specific information to prevent potential terrorist attacks. This new procedure will have an extra screening for all the passengers from 40 different countries. However this new screening creates inconvenience and slows down the process.

7 2. RESEARCH Various future forecasting tools were used as part of the design process to gain knowledge on current and future air travel situation. Future Forecasting Tool INTUITIVE BLUE SKY OBSERVATION EXPERT OPINION GROUP BRAIN STROMING & MIND MAPPING PASSIVE OBSERVATION INTERVIEW QUANTITATIVE HARD & SOFT TRENDS QUALITATIVE SECONDARY REVIEW MEGA TRENDS TIMELINE ANALYSIS LOGICAL

8 2. RESEARCH Observation Visiting London Heathrow airport, as part of the primary research methods, helped us to identify the missing integration points in current air travel system. Observing potential SKYNEX customers allowed us to accurately benchmark and design the new system.

9 2. RESEARCH Plotting down current customer journey helped us to identify the core problems in air travel system and create effective solutions based around the consumers Current Customer Journey with Emotional Curve STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 STAGE 6 STAGE 7 STAGE 8 STAGE 9 Delightful How do I get the cheaper ticket? Any shopping discounts? How do I get to the airport? Long check-in queue Uncomfortable seat Checking Reservation Heavy luggage Finding luggage Depressed Annoying security Long queues How do I get to final destination? HOME TRANSPORTATION AIRPORT BOARDING FLIGHT LANDING AIRPORT TRANSPORTATION DESTINATION Ticket Purchase Planning journey Packaging Get to Airport Bus / Train Car / Subway Parking Weight Luggage Manage Luggage Ticket Checking VIP Lounge Duty Free Shopping Eating Security Checking Wating Ticketing Eating Food Wathcing Movie Listen to Music Play Games Duty Free Shopping Immigration Gate Collecting Luggage Having a meal Get to Destination Bus / Train Car / Subway Find Accomodation

10 2. RESEARCH Based on observations and current journey mapping, we tried to imagine how future air travel journey will look like. Forcasting Future Customer Journey

11 2. RESEARCH Expert Interview KEY FINDINGS AIR TRAVEL SERVICE SHOULD BE Interview with Chris Holt, former Design Manager at British Airways has verified our primary research findings. In addition to this, key requirements for new air travel system have been established. Air travel system must be: hassle and stress free, safe and pleasant. HASSLE FREE STRESS FREE SAFETY PLESEANT

12 2. RESEARCH Trend Research Air travel system must also be designed taking into consideration the latest technology developments as well as emerging trends related with the industry. Trend analysis was carried out and results show that demand for more sustainable air travel is high therefore biofuel is being developed for aircrafts. Moreover, aircrafts, airports, security checks and even luggages must adapt to the technology innovations.

13 2. RESEARCH 3 main problems in air travel experience can be solved using design management Problem Definition TOO MANY STAGES LACK OF ASSISTANCE WASTING TIME Service points not connected Confusing signage Inefficient self checking system Fuel efficiency Time consuming Security check Inefficient luggage service CO2 Emissions

14 2. RESEARCH Key Findings Possible solutions for new air travel service Hassle Free Eco Friendly Cobranding Networking Fuel efficiency Security Employment Cost Human-Centered

15 2. RESEARCH New air travel should be Key concept words Hassle Free Eco Friendly Cobranding Networking Fuel efficiency Security Employment Cost EASIER FASTER SMARTER PLEASANT Human-Centered

16 3. DESIGN Design Strategy SKYNEX design strategy emerged from the problem and ideal solution definition. SKYNEX service s design strategy is to reduce the steps in current air travel as well as integrate services for more user-friendly system. SKYNEX is not only beneficial to the user, but is more environment-friendly and provides cost savings for the industry. & REDUCE REQUIRED STEPS INTEGRATE SERVICES MORE CONVENIENT for customer COST SAVING for industry RESOURCES CONSERVATION for environment

17 3. DESIGN Signature Brand Identity Design Grid System Symbol SKYNEX name was created using keywords SKY, NEW and EXPERIENCE. SKYNEX - integrated air travel system providing the users new air travel experience. SKYNEX symbol symbolizes optimized pathways and links to other place for new air travel Graphic Motif Colour System Primary Typeface experience where people can enjoy hassle free and stress free air travel. GOTHAM LIGHT GOTHAM BOOK GOTHAM MEDIUM GOTHAM BOLD

18 3. DESIGN User Experience Design TICKETING use your smart device to access your ticket PASSPORT use your smart device to verify your identity FAST SECURITY CHECK pass security checking with dignity VERIFY IDENTITY access your passport to verify your identity PRE LUGGAGE DELIVERY luggage delivery service before getting to airport PRE CHECK CHECK-IN PROCESS LUGGAGE TRACKING track your luggage anytime anywhere AIRPORT NAVIGATION find your way to the gates using SKYNEX navigator on your smart device $ RESTAURANT eat and pay for your food at airport SEAT PREFERENCE customise your seat PERSONAL CONVENIENCE PAYMENT SYSTEM TRANSPORTATION pay for public transport according to your preferences using your smart device AIR LOUNGE SHOPPING relax in exclusive SKYNEX lounge pay for your purchases using while waiting for the flight SKYNEX secure payment system

19 3. DESIGN TOUCH POINT SMART DEVICE WEBSITE KIOSK (screen) HUMAN SERVICE User Experience Design Touchpoint Diagram MAIN USER ACTIONS / INTENTIONS TICKET PURCHASING LUGGAGE DELIVERY GROUND TRANSPORTATION We have designed easy and simple SKYNEX app using Touchpoint Diagram method. Users can access the app using their smart devices and experience all SKYNEX services during each air travel step. SEAT CHECK-IN LUGGAGE STATUS MONITORING SECURITY CHECK IN SHOPPING IN-FLIGHT

20 3. DESIGN SKYNEX application interface is easy to navigate and provides various SKYNEX features as well as support in each journey stage. User Interface Design 15:00 90% Back 15:00 90% FLIGHT SEARCH Back 15:00 90% AT AIRPORT Back 15:00 90% PAYMENT ONE WAY FROM ROUND TRIP MULTY CITY TO MIA > SEA SCHEDULE MAR 30 MAR Sunday 05 Sunday TRANSPORTATION NAVIGATION PAY WITH SKYNEX $250 Payment Details FINGERPRINT ZONE TRAVELLERS TRACKING LUGGAGE SHOPPING Adults Children Infants 12+ Years Years 0 < 2 Years 0 CLASS INTEGRATED AIR TRAVEL SERVICE ECONOMY BUSINESS FIRST CLASS RESTAURANT LOUNGE Flight Passport Service Search Flight Service Passport Search Service Flight Passport Search Flight Passport Service Search

21 3. DESIGN User Interface Design FLEXIBLE GREEN PHOLED Foldable OLEDs have substrates made of very flexible metallic foils or plastics which make the display very lightweight, durable and easily portable. Inspired by this new technology, SKYNEX application will be on foldable smart device. 15:00 90% 15:00 90% Back TICKET INFORMATION PASSPORT Back AIR PLANE INFORMATION FROM > TO MIA > SEA CLASS ECONOMY CLASS PERSONAL INFORMATION UNITED STATES OF AMERICA Type PM Surname YU Given names Tien-Fang Date of birth 2 FEB 1985 Sex M BOING 890 Your Preferences A futuristic flying marvel the likes of which have never been seen! The WB-1010 is a concept plane made to make use of yet-to-be-invented materials and technology and aims to meet the demands the world 85 years from now will make. Speed, comfort, and space for a whole lot of people, that s what this is all about. You re in for a real treat of shocking and splendidly fantastic conceptual technology in one notorious BIG future plane! Read more at A SEAT 49K PASPPORT NUMBER U Setting a sit DATE RIGHTS 19 MAR 30 14:30 The Minister of Foreign affairs and Trade of the United States of America requests all those whom it may concern to permit the bearer, a national of the United States of America, to pass freely without delay or hindrance and, in case of need, to afford him(her) every possible and protection. Flight Passport Service Search Home Web Recipt Help Flight Passport Service Search Home Web Recipt Help

22 3. DESIGN Future Scenario FUTURE AIR TRAVEL SCENARIO WITH SKYNEX FROM MIAMI TO SEATTLE

23 Flight Passport Search PURCHASE TICKET Back 15:00 90% FLIGHT SEARCH ONE WAY ROUND TRIP MULTY CITY FROM TO MIA > SEA SCHEDULE MAR 30 MAR Sunday 05 Sunday TRAVELLERS Adults Children Infants 12+ Years Years 0 < 2 Years 0 CLASS ECONOMY BUSINESS FIRST CLASS Flight Passport Service Search 03 04

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27 4. CONCLUSION Recommendation IT IS ALL ABOUT AGREEMENT & PARTNERSHIP - FORM ALLIANCE AMONG AIRLINE CORPORATIONS AND AIRPORTS - EQUIP TECHNICAL FACILITY & SYSTEM - DEVELOP TRANSPORTATION NETWORKING TO AIRPORT - SHARE A PAYMENT PLATFORM WITH CREDIT CARDS - GLOBAL VISA AGREEMENT - INCLUSIVE DESIGN MANAGEMENT FOR THE SERVICE

28 4. CONCLUSION Implementation Implementation SKYNEX system will be implemented using the following business strategy. Firstly, alliances among airline corporations and airports must be formed in order to standardise and improve current system. AIRPORTS TECHNOLOGY CORPORATION INTERNATIONAL AIRWAY ORGANIZATION Innovation in facilities and systems as well as development of transportation network is required to provide seamless service to the users. In order to ensure flawless service in payment system field it is important to cooperate with global finance sectors and initialise global visa and other credit cards agreement. Using design management as the main tool it will be possible to provide integrated air travel system. AIRLINES TRANSPORTATION PAYMENT PLATFORM PARTNERSHIP WITH BRANDS

29 4. CONCLUSION SKYNEX system will be introduced globally in three stages. Firstly, SKYNEX will be rolled out in USA. After successful initiation of the first stage, SKYNEX will start expanding into other continents, such as Europe, North America, South America Indonesia and Australia. Once the second stage is successfuly implemented SKYNEX will expand globally. Implementation STAGE 1 INITIATED AT USA FIRST STAGE 2 OTHER CONTINENTS STAGE 3 EXPAND GLOBALLY

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