beyond the basics | designing great passenger experiences

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James Samperi Director | Engine Service Design

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James Samperi  Director | Engine Service Design

 

© 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

© Engine Service Design 2014 | www.enginegroup.co.uk

© Engine Service Design 2014 | www.enginegroup.co.uk

© Engine Service Design 2014 | www.enginegroup.co.uk

© Engine Service Design 2014 | www.enginegroup.co.uk

© Engine Service Design 2014 | www.enginegroup.co.uk

© Engine Service Design 2014 | www.enginegroup.co.uk 9 © Engine Service Design 2014 | www.enginegroup.co.uk

Moving from infrastructure to service

© Engine Service Design 2014 | www.enginegroup.co.uk

Advisor Companion Hero

© Engine Service Design 2014 | www.enginegroup.co.uk 11 © Engine Service Design 2014 | www.enginegroup.co.uk

Technology alone often serves the needs of the airport not the passengers.

© Engine Service Design 2014 | www.enginegroup.co.uk 12 © Engine Service Design 2014 | www.enginegroup.co.uk

Physical space alone doesn’t necessarily make great experience. It often misses the micro-needs.

© Engine Service Design 2014 | www.enginegroup.co.uk 13 © Engine Service Design 2014 | www.enginegroup.co.uk

The importance of the seemingly unimportant

© Engine Service Design 2014 | www.enginegroup.co.uk 14 © Engine Service Design 2014 | www.enginegroup.co.uk

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

© Engine Service Design 2014 | www.enginegroup.co.uk 16 © Engine Service Design 2014 | www.enginegroup.co.uk

Target passenger experience

© Engine Service Design 2014 | www.enginegroup.co.uk

the emotional dimension*

*Often our view of the passenger experience is from the perspective of operations not how the passengers experience it.

© Engine Service Design 2014 | www.enginegroup.co.uk

Better understand passenger behaviours. Better passenger conditionality

Tasks

Group

Time constraint

Conditional model for understanding passengers

© Engine Service Design 2014 | www.enginegroup.co.uk

© Engine Service Design 2014 | www.enginegroup.co.uk

The importance of the first 10 metres

© Engine Service Design 2014 | www.enginegroup.co.uk

People

The human dimension

© Engine Service Design 2014 | www.enginegroup.co.uk

choreography*

*Experiences needs orchestrating to create seamless interactions with passengers.

© Engine Service Design 2014 | www.enginegroup.co.uk

Designing the stress out of the experience for families

© Engine Service Design 2014 | www.enginegroup.co.uk

# Concept Relieving stress

© 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  

© Engine Service Design 2014 | www.enginegroup.co.uk

© Engine Service Design 2014 | www.enginegroup.co.uk

© Engine Service Design 2014 | www.enginegroup.co.uk

partner with passengers*

*Experiences are co-produced better performing passengers mean better experiences for everyone. Help passengers cut through the noise.

© Engine Service Design 2014 | www.enginegroup.co.uk

PERSONALISE MY VIEW OF AIRPORT INFORMATION

© Engine Service Design 2014 | www.enginegroup.co.uk

responsiveness*

*Our processes are fixed for good reason but services need to be dynamic to respond to ever-changing needs

© Engine Service Design 2014 | www.enginegroup.co.uk

ACCOUNTABILITY AND SERVICE RECOVERY

© Engine Service Design 2014 | www.enginegroup.co.uk

*Memorable services and experiences that turn passengers into advocates.

magic moments*

© Engine Service Design 2014 | www.enginegroup.co.uk

No process

© 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

[email protected]