beyond the basics | designing great passenger experiences
Post on 13-Jul-2015
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© Engine Service Design 2014 | www.enginegroup.co.uk
Moving beyond the basics
www.enginegroup.co.uk @hereatengine @jamesamperi
Designing to deliver great experiences James Samperi | Director | Engine Service Design
© Engine Service Design 2014 | www.enginegroup.co.uk 3 © Engine Service Design 2014 | www.enginegroup.co.uk
We improve and innovate services and customer experiences Great experiences don’t happen by accident they are designed. This presentation is about the importance of the seemingly unimportant
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Moving from infrastructure to service
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Technology alone often serves the needs of the airport not the passengers.
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Physical space alone doesn’t necessarily make great experience. It often misses the micro-needs.
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The importance of the seemingly unimportant
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Designing the functional and emotional dimensions of the airport experience.
© Engine Service Design 2014 | www.enginegroup.co.uk
Service role
ProPoSiTioNS
PeoPleProceSSeS ProDUcTS
JoUrNeYS & eXPerieNceS
PlATForM reQUireMeNTS
PriNciPleS Service MoDel
The 9 elements of service design
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Target passenger experience
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the emotional dimension*
*Often our view of the passenger experience is from the perspective of operations not how the passengers experience it.
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Better understand passenger behaviours. Better passenger conditionality
Tasks
Group
Time constraint
Conditional model for understanding passengers
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choreography*
*Experiences needs orchestrating to create seamless interactions with passengers.
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Designing the stress out of the experience for families
© Engine Service Design 2014 | www.enginegroup.co.uk
Creating ‘base camps’ for the entire trip that reflect the changing mode of passengers.
Home Journey to the airport
On arrival Check in Security check
Departure lounges
Departure gate
Disembark Onward travel
Arrival Embark
LAUNCH ESCAPE CONNECT
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partner with passengers*
*Experiences are co-produced better performing passengers mean better experiences for everyone. Help passengers cut through the noise.
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responsiveness*
*Our processes are fixed for good reason but services need to be dynamic to respond to ever-changing needs
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*Memorable services and experiences that turn passengers into advocates.
magic moments*
© Engine Service Design 2014 | www.enginegroup.co.uk
CHANGE REQUIREMENTS Target operating model (TOM)
THE ‘TO BE’ SERVICE AND EXPERIENCE
EXPERIENCE REQUIREMENTS Target customer experience (TCE)
THE ‘TO BE’ SERVICE AND EXPERIENCE
Define your target customer experience
© Engine Service Design 2014 | www.enginegroup.co.uk
Thank you Thanks to Unsplash for
some of the images
@jamesamperi @hereatengine
www. enginegroup.co.uk
hello@enginegroup.co.uk
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