Beyond the basics | Designing great passenger experiences

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







Moving from infrastructure to service


Advisor Companion Hero


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


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


The importance of the seemingly unimportant


Designing the functional and emotional dimensions of the airport experience.


Service role

ProPoSiTioNS

PeoPleProceSSeS ProDUcTS

JoUrNeYS & eXPerieNceS

PlATForM reQUireMeNTS

PriNciPleS Service MoDel

The 9 elements of service design


Target passenger experience


the emotional dimension*

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


Better understand passenger behaviours. Better passenger conditionality

Tasks

Group

Time constraint

Conditional model for understanding passengers



The importance of the first 10 metres


People

The human dimension


choreography*

*Experiences needs orchestrating to create seamless interactions with passengers.


Designing the stress out of the experience for families


# Concept Relieving stress


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




partner with passengers*

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


PERSONALISE MY VIEW OF AIRPORT INFORMATION


responsiveness*

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


ACCOUNTABILITY AND SERVICE RECOVERY


*Memorable services and experiences that turn passengers into advocates.

magic moments*


No process


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


Thank you Thanks to Unsplash for

some of the images

@jamesamperi @hereatengine

www. enginegroup.co.uk

[email protected]

Beyond the basics | Designing great passenger experiences

Travel

service engine service

families engine service

metres engine service

airport experience

passenger behaviours

changing mode of passengers

arrival check

emotional dimensions