Design Planning workshop for Boeing

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reframing in-flight entertainmentsangyoun lee / nikhil mathew / nikki pfarr / fei qiinstitute of designdesign planning workshopspring 2009

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introduction

This project was completed in Spring 2009 for Jeremy Alexis’ Design Planning Workshop at the IIT Institute of Design. Our project team was tasked with exploring the future of in-flight entertainment, an opportunity space that our client, Boeing, was interested in pursuing. Over the course of 15 weeks we conducted primary and secondary research, analysis, synthesis, and concept evaluation - which eventually led to the generation of a portfolio of concepts.

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Contents4 Primary user segment overview

Meet Joe, a next generation business traveler.

6 Value propositionImagine if travelers like Joe could access a technology-based system, available primarily in-flight but with touch-points throughout the travel experience.

8 Client overview Meet Boeing, a major aircraft manufacturer.

10 Problem statement Boeing recognizes IFE’s potential to improve customer experience.

12 Existing state of IFE On select airlines, IFE is beginning to expand beyond existing uses of seat-back display units.

14 Problem reframed But IFE’s real potential lies in its ability to address additional stages of the experience.

16 Primary research findings and design principles Next generation business travelers, in particular, have concerns that span the entire travel experience.

20 Solution architecture These concerns represent opportunity spaces that new concepts can address.

22 ConceptsThe following concepts improve the traveler experience while providing business value to Boeing and its customer airlines.

34 Portfolio of options By reframing the notion of in-flight entertainment, Boeing can improve the travel experience for next generation business travelers.

3

primary user segment overview

delight

Meet Joe, a next generation business traveler.As a member of Generation Y, or the Millennial Generation, Joe grew up in an increasingly hyper-connected world. He’s tech-savvy, always has his mobile phone with him, and is usually not far from a computer.

Joe stays connected to family and friends using services like email, Facebook, and Twitter. He watches television shows and movies on-demand on Hulu and Netflix. When he wants to listen to music or read a book, he can immediately get personalized recommendations on iTunes, Pandora, and Amazon. And thanks to Google, he’s used to having a wealth of information at his fingertips.

Joe just started his first job after college as a consultant - and he’s now traveling frequently for business. He doesn’t mind flying - in fact, he’s been flying since he was a little kid and has fond memories of the experience. But there are certainly things about air travel he wishes he could change.

Arrival and securityactivepassive

Joe uses an e-ticket and checks in online the day of his flight, and avoids checking lug-gage when possible; as a result he can often bypass the check-in counter and go straight to the security line. The security procedures are irritating, but Joe knows what to expect and has got it down to a routine.

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Travel to airportactivepassive

2

Preparing for the tripactivepassive

Joe often books his flights online, using aggregate websites like Kayak.com. He always looks for low-cost fairs, and doesn’t feel loyal to a particular airline. As a result, he’s a member of several frequent flyer programs.

1

Waiting for the flightactivepassive

Once through security, Joe goes straight to the gate and doesn’t linger in the terminal at all. He’s afraid of missing important updates or announcements about his flight. He only engages in light-weight en-tertainment while waiting, to make sure he’s always able to hear announcements. The lack of outlets at the gate is frustrating when he wants to charge a de-vice. He avoids going to the bathroom so he doesn’t have to lug his carry-on with him.

4

In the airactivepassive

In the air Joe uses his own entertainment, as the movies and television shows on board are often not things he’s interested in. His ability to watch movies or get work done is limited by his laptop’s battery life. He avoids getting up to use the bathroom so he doesn’t have to bother his neighbors. Sleeping is particularly uncomfortable.

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Debarkingactivepassive

When it’s time to debark, Joe does a thorough check to make sure he’s not leaving anything on or around his seat. As soon as the plane lands, he calls loved ones on mobile phone to check in and update them on his status.

7 5

Did you know? There are over 70 million people in the Millennial generation1. Like Joe, many of them are about to enter the workforce are are beginning to travel for business more frequently.

Boarding the planeactivepassive

Joe boards the plane and puts his luggage into the overhead bin as quickly as possible, to avoid holding up other passengers. He hesitates to put personal belongings in the seat-back pocket, for fear he might forget them later.

1 “who are the millennials? aka generation 7” deloitte consulting. june 6, 2008. 5

value proposition

connect to people, information, and their own digital assets throughout the travel experience

1 2 3

Many next generation business travelers have a significant library of digital assets they access on a regular basis - from their Facebook profiles to their Netflix queues, from Google Docs to Flickr photo streams.

These assets may live on devices like laptops, iPods, and mobile phones, but more frequently they’re living in the “cloud” - the digital stor-age and computing space enabled by internet technology.

Unfortunately, when traveling, accessing digital assets can be difficult. iPods and laptops are limited by battery life, and current regulations prevent mobile phone usage in the air. While wireless internet is increasing available in airports and even on some flights, slow bit rates and high usage costs are a deterrent.

Imagine if travelers like Joe could...access a technology-based system, available primarily in-flight but with touch-points throughout the travel experience, that allows them to:

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avoid lugging around potentially unnecessary items

receive on-demand, real-time information about the travel experience to increase efficiency and minimize wait time

1 2 3

For many next generation business travelers, the only thing worse than a flight delay is missing a flight entirely because you were in the bathroom or at the food court when an important announce-ment about your flight was made. Regardless of how frequently this happens, that’s what they’re afraid of.

As such, many next generation business travelers feel tethered to the gate while waiting for a flight - whether they’re waiting for five minutes or five hours. They even avoid engaging in entertain-ment activities that may distract them from flight announcements.

Next generation business travelers are used to constant connectivity and access to information. Unknown flight statuses or unexplained wait times at security and baggage claim result in anxiety and frustration.

While they enjoy access to technology, next generation business travelers would rather not cart their laptops through the airport if possible. The added weight and hassle of removing it at the security line is begrudgingly endured for the sake of being able to access their digital assets on the plane and, later, at their destination.

To avoid long waits at check-in and baggage claim, many next generation business travel-ers will avoid checking luggage. As a result, they must strategically pack their carry-ons to accommodate the post 9/11 security restric-tions. While avoiding checked luggage may be a positive experience overall, lugging around a carry-on has its downsides - particularly when it makes going to the bathroom or food court at the airport a more complicated experience.

source: primary research7

Meet Boeing, an aircraft manufacturer.

client overview

The Boeing Company, headquartered in Chicago, Illinois, manufactures and assembles commercial and military aircraft. As a leader in both the aerospace and defense industries, Boeing boasts customers in over 90 countries.

Boeing offers a diverse product line, including single-aisle, double-aisle, and “jumbo” jets. This focus on variety sets Boeing apart from its major commercial aircraft competitor, Airbus,

whose product line is dominated by larger jets. Nonetheless, the two companies have a long history of competition, as each strives to identify new market opportunity.

Demand for Boeing’s commercial aircraft stems from commercial airlines. As such, aircraft orders are particularly sensitive to travel trends, air traffic trends, and economic conditions.

“Our strategy has been to design and build an airplane that will take passengers where they want to go, when they want to go, without intermediate stops; do it efficient-ly while providing the utmost comfort to passengers; and make it simple and cost-effective for airlines to operate.” - Company mission

j j 1928. Model 80 Luxurious passenger plane with running water, toilets, leather seats and reading lamps.

j1916. B&WSeaplane designed by William E. Boeing and engineer G. Conrad Westervelt.

j 1933. Model 247 First all-metal, twin engine aircraft with flight attendants.

1900

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j 1940. Model 307 Stratoliner that introduced use of cabin pressure.

j 1947. Model 377 Plush Stratocruiser with long range and a spiral stairway to a lounge.

j 1968. 737 Short- to medium-range twinjet and the best-selling commertial jetliner in aviation history.

j 1970. 747 Largest airplane built for commercial service; used for long-distance passenger and freight transport.

j 1982. 767 Links more cities over a greater variety of distances than any other widebody twinjet.

j 1995. 777 A new focus on teamwork revolutionizes aircraft design and production.

j 1954. Dash 80 Prototype jet that initiatied the jet transport era in the United States.

Strategic priorities

Locating new streams of revenue

Helping airlines save money or find new streams of revenue

Distinguishing the Boeing brand

1

2

3

j 2005. 787Fuel-efficient, twin-engine jet airliner carries 330 passengers.

sources: boeing website, seattle pi, “boeing’s airplane history”9

problem statement

Boeing wants to know how future in-flight entertainment might contribute to new streams of revenue, distinguish the Boeing brand, and help its customer airlines save money.

1 http://www.boeing.com/commercial/modifications/inflight_entertainment.html, 2 http://www.newscientist.com/article/dn8117, 3 http://www.nytimes.com/2006/08/18/business/18boeing.html?fta=y

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On its website, Boeing describes in-flight entertainment as “systems [that] can create strong passenger loyalty and revenue” for Boeing’s customer airlines1. As such, IFE seems like an opportunity space potentially aligned with the company’s strategic priorities.

Currently, Boeing offers IFE integration for new aircraft orders, as well as enhancements and refurbishing for

existing aircraft.1 Recently, Boeing has experimented with the use of new technologies on board, including streaming satellite TV to passengers’ laptops, onboard WiFi connections, live satellite TV channels, VoIP phone options, and cell phone usage in the cabin.2

Unfortunately, Boeing’s Connexion system, which provided high-speed wifi for $9.95 an hour or $26.95

for an entire flight, briefly debuted and then shut down in 2006 when the service was not commercially successful.3

Despite this recent failure, it’s clear the Boeing is willing to experiment with IFE to enhance the customer experience. But currently, all of their IFE-related offerings are all focused on the in-flight experience1.

Boeing recognizes IFE’s potential to improve customer experience.

This system map indicates a potential correlation between IFE, customer experience, and increased revenue for Boeing.

1 http://www.boeing.com/commercial/modifications/inflight_entertainment.html, 2 http://www.newscientist.com/article/dn8117, 3 http://www.nytimes.com/2006/08/18/business/18boeing.html?fta=y 11

existing state of ife

On select airlines, IFE is beginning to expand beyond existing uses of seat-back display units.

Domestic airlines

airtranalaskaamericancontinentaldeltafrotierjetblue

northwestsouthwest

us airwaysunitedvirgin

magazine

tv movies

musicradio

games

shopping

internet

chat

phone

flight info

Sources: individual airline websitesdetermined to be offered on most flightsdetermined to be offered on some flights

upcoming offeringoffering being tested

external c

ameras

power outle

ts

Image sources: http://inflightentertainment.blogspot.com/

Continental’s movie selection interface Air Canada’s audio selection interfaceEmirates offers in-flight calling

International airlines

air chinaair canadaemirateskorean airsingaporeunitedvirginqantas

magazine

tv movies

musicradio

games

shopping

internet

chat

phone

flight info

external c

ameras

power outle

ts

determined to be offered on most flightsupcoming offering

Sources: individual airline websites

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But IFE’s real potential lies in its ability to address additional stages of the experience.While in-flight is the portion of the trip that may be most relevant to Boeing currently, as an aircraft manufacturer, for passengers the in-flight experience is only one of several stages in their air travel experience. It’s possible that, to truly enhance revenue and customer loyalty, the definition of in-flight entertainment needs to evolve.

Imagine a technology-based system with touch-points throughout the travel experience, that helps passengers stay connected, informed, and entertained at the airport, at the gate, and on the plane. Such a system is well within Boeing’s reach given its existing competencies and industry partnerships.

In this case, the terms “IFE” or “in-flight entertainment” may no longer apply. Instead, we propose envisioning this system as an air travel experience technology platform.

at the gateplanning arrival boarding debarkingbaggage

claimin-flight

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at the gateplanning arrival boarding debarkingbaggage

claimin-flight

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Variety and Personalization

Giat. Raessi. Ortionum ipisci esto odigna alit iliquat, venim quisi. Xer summy num quat voluptat prat. Sum

“Big quote goes here.”



Principle 1: Provide passengers with a variety of options to ensure a personally-relevant experienceNext generation business travelers are seeking a wide variety of entertainment options (quantity, content, type, length, time available) in hopes of finding something that appeals to them personally. Price-con-scious passengers seek options at varied price points.

Next generation business travelers, in particular, have concerns that span the entire air travel experience.

primary research findings and design principles

To a generation used to constant connectivity and increasingly ubiquitous computing, getting on an airplane can feel like entering a dead zone. At each stage while moving from home, to the airport, and eventually to the plane, comfort and access to technology are progressively decreased.

When prompted to describe their air travel experiences, next generation business travelers highlighted five key areas of concern:

1. Variety and personalization2. Access3. Connection4. Comfort5. Planning

“I always get annoyed getting on the plane... I get frustrated”

“I’m not huge on the movies [on the plane], mainly because they’re usually so terrible.”

“I never really get into a book... when I’m waiting.”

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Access




Access

Principle 2: Help passengers easily access their physical and digital assetsNext generation business travelers want to access their existing digital assets which exist online or on electronic devices with limited battery life. They also want to manage and easily access their personal belong-ings during the flight without bothering their neighbors - and to make sure they haven’t accidentally left something on the plane when it’s time to debark.






Principle 1: Provide passengers with a variety of options to ensure a personally-relevant experienceNext generation business travelers are seeking a wide variety of entertainment options (quantity, content, type, length, time available) in hopes of finding something that appeals to them personally. Price-con-scious passengers seek options at varied price points.

17

Planning

Principle 5: Assist passengers with planning their activities and movementNext generation business travelers want to stay informed about the current status of their flight while participating in other activities at the gate, in the terminal, and on the plane. They want to efficiently and ef-fectively navigate the airport and the plane, minimizing wait time when possible. If waiting is unavoidable, they appreciate immediate informa-tion about cause/length of delay.

Comfort




Comfort

Principle 4: Help passengers have a more comfortable experience while sleeping, sitting, and moving around on boardNext generation business travelers are seeking a more peaceful, comfortable, and, often, uninterrupted sleeping experience on board. They want to move, stretch, and get more comfortable during the flight without bothering their neighbors. They also appreciate clean facilities, and want transparency around level of cleanliness.

primary research findings and design principles

Connection




Connection

Principle 3: Help passengers connect with family, friends, and colleagues on and off the planeNext generation business travelers are looking to interact, socialize, and share experiences on board - primarily with friends and travel companions. They are particularly sensitive to the potential to irritate their neighbors, and thus go to great lengths to avoid it. They also want to keep people on the ground (family, friends, drivers) informed about their flight status.

Planning

Principle 5: Assist passengers with planning their activities and movementNext generation business travelers want to stay informed about the current status of their flight while participating in other activities at the gate, in the terminal, and on the plane. They want to efficiently and ef-fectively navigate the airport and the plane, minimizing wait time when possible. If waiting is unavoidable, they appreciate immediate informa-tion about cause/length of delay.

Process NoteOur primary research phase consisted of nine interviews with Millennial travelers and airline crew, in which we had participants map their frustration and activity levels throughout the travel experience.

We also sent out journals and digital cameras to four participants who were traveling during our research phase.

Additionally, we conducted an online survey which received 83 responses, took part in six airport observations, and visited several flight-related museums.

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These traveler concerns reveal opportunity spaces that new concepts can address.

solution architecture

Planning Tools

Improved

Efficiency / Effectiveness

Constant

Travel Information

Management of

Personal Belongings

Process NoteDuring the synthesis process, clustering concepts based on function helped us identify commonalities that would lend nicely to systemization.

Management of

Personal Belongings

On-board

EnvironmentInteraction and

Communication

Entertainment

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concepts

The following concepts improve the traveler experience while providing business value to Boeing and its customer airlines.

iit institute of design // spring 2009 qi fei // sangyoun lee // nikhil mathew // nikki pfarr 4

reframing in-flight entertainment

High

concept evaluation map

Here, concepts were mapped

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Sync Your Stuff

At home, passengers can upload digital assets to the IFE system.

They can also link the IFE system to their existing online services, like Netflix and Pandora.

1

On board, passengers can access their uploaded files and enjoy their existing services.

This allows passengers to avoid needing to access their laptops in flight, and, if desired, avoid bringing a laptop all together.

2

An online service that allows passengers to customize the IFE experience by uploading digital assets in advance, including documents, playlists, and Netflix queues.

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You are setting an alarm for 1:20pm.

CancelOK

Easy Dreams

concepts

Passengers can set alarms to ensure they wake up at a desired time.

3

“Seat belt is fastened” indicator on overhead compartment allow flight attendants to check seat belt status without waking up passengers.

1

Inflatable sections of the seat can expand or contract based on passenger preference, to accommodate more comfortable sleeping.

2

On-board features that help passengers have more comfortable and, if desired, uninterrupted sleeping experiences.

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One Pass

Because it’s linked to a passenger’s credit card, One Pass functions as a form of payment in the terminal.

3

One Pass can be used to efficiently purchase food or amenities on the airplane without needing to retrieve one’s wallet or have cash on hand.

4

When booking a ticket at home, passengers can opt to use One Pass, and link their credit card to the system.

Passengers can print this strip from a kiosk and wear it as a wrist band.

1

2

Once wrapped, the top of the band displays relevant flight details, and the bottom displays a barcode for the airline.

One Pass functions as regular boarding pass, allowing passengers to move through security and board their flights.

A bracelet-style boarding pass that doubles as a form of payment in the terminal and on the plane - helping passengers avoid juggling their boarding pass, wallet, and ID throughout the trip.

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Smarter Service

concepts

1

Passengers set their status and place food orders using the in-flight entertainment system.

For example, a passenger may indicate: “Please don’t wake me up for food, I’d prefer to sleep.”

Passengers’ status is displayed on the overhead bins above their seats.

Flight attendants can easily see passenger status when moving through the aisles.

2 3

Requests and questions are sent directly to a display in the flight attendants’ galley, preventing the need for extra trips down the aisle.

Communication features that help passengers and flight crews interact in less disruptive, more efficient ways.

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myMobile

Flight status information, security line wait time, and airport navigation tips are sent directly to passengers’ mobile phones.

1

On board, passengers can download terminal and baggage claim information directly to their devices for use upon debarking.

2

At baggage claim passengers receive text messages with luggage status and expected wait time.

3

A mobile service that keeps passengers informed throughout the travel experience - and allows information to be easily transferred between IFE and the passenger’s mobile phone.

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Common Crowd

concepts

Reservation system that allows passengers to reserve seats next to other passengers with similar objectives - e.g .to work or to sleep. IFE modules and seat-back offerings in each section of the plane are tailored to that section’s desired activity.

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Downloading75%

E-book Movie MagazineMusic

TransformersPlot: An ancient struggle re-e r u p t s o n E a r t h b e t w e e n two extraterrestrial clans, the heroic Autobots and the evil Decepticons, with a clue to the ultimate power held by a young teenager.

Media ModuleModular, customizable entertainment units that move with passengers throughout the travel experience.

Modular unit available for rent at the airport, and can be used at the gate while waiting.

1

Module may be pre-customized with a branded experience or set of offerings, or may be “filled up” at various kiosks throughout the terminal offering movie, music, e-book, and other entertainment-related downloads.

2

On-board, the module snaps into the seat-back to integrate with the plane’s audio system and remote control features, and to recharge its battery.

3

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Already There

concepts

Interactive features that help passengers get excited about, and prepare for arrival at their destination.

Passengers on the same flight can share recommendations with each other for restaurants, hotels, and activities.

Display includes information about current weather, latest news in the city, etc.

1

Passengers can also coordinate shared travel from the airport to various locations - e.g. hotels, neighborhoods.

2

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Media MatchIn-flight entertainment that allows people travelling together to participate in shared experiences.

Travel companions sitting next to each other can push their video displays together to create a larger, shared viewing experience.

Speakers fold out from head rest at ear level to provide audio but still allow passengers to hear each other.

1

Passengers can share their recommendations for movies, music, e-books with their travel companions - especially if they’re not seated nearby.

2

Fay thinks you'll enjoy the playlist "On the Mountain."

No thanks | Add to queue | Listen now

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Smart Storage

concepts

Small storage compartments integrated into the seating area that are easily accessed during the flight with minimal disruption to neighbors.Sensors keep passengers from leaving items behind.

Sensors track presence of items in storage compartments, and alert users if they’re about to leave something behind.

Mesh and transparent pockets help users see their items and the cleanliness of the pockets.

Screen integrated into headrest frees up more space on seat-back for storage compartments.

Arm rest opens to reveal additional storage for thin items - like in-flight magazines and food menus.

Food tray slides up from lower half of seat, allowing passenger continual access to seat-back pockets while eating.

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Reserve-a-bin

Fay's BinPassengers reserve overhead bin space in advance - when booking or checking in for their flight.

1

On board, LCD displays on the bins indicate which passengers should stow their luggage there.

Easy-stow bins smoothly glide down to shoulder level, making it easier for passengers to lift their luggage into the bin.

2

Reservable overhead bins reduce passenger anxiety about not getting bin space and having their luggage checked at the last minute, and ensure passengers are sitting close to their luggage should they need to access it on board.

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Plane Package

concepts

Passengers can select and pay for a package of digital or physical items (including pillows, blankets, movies, and snacks) when booking their flight, thus avoiding fees and surprises on the day of travel.

Passengers customize a package when booking their flight - specifying which physical or digital items they’d like to have during the flight.

1

The custom package is waiting for the passenger at his or her seat upon boarding the flight.

2

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Nice Neighbors

The person beside you says:

"Sorry to wake you, but I'd like to get up and walk around."

The person in front of you says:

"I'm going to recline my seat now."

The person behind you says:

"I'm using my laptop, so please be careful if you recline."

Light and temperature controls are located on the seat-back, preventing passengers from having to reach over neighbors.

1

Passengers can set statuses which are displayed on neighbors’ IFE systems when relevant.

2

Polite wake-up features allow passengers to wake-up their neighbors if they need to get up.

3

On-board features, accessible from each seat, that help passengers enjoy their flight experience without bothering the people around them.

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Process NoteHere, concepts have been mapped ac-cording to the expected time they will take to implement given Boeing’s exist-ing competencies, versus the degree of uncertainty assiciated with venturing into new spaces.

Concept portfoliodiameter represents expected payoff

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By reframing the notion of in-flight entertainment, Boeing could improve the travel experience for next generation business travelers - while simultaneously creating new streams of revenue and distinguishing the Boeing brand.

37

Design Planning workshop for Boeing

Technology

air joe

trip joe

things hes

traveler experience

millennial joe stays

business value

customer experience

entire travel experience