universal mind lab - frictionless travel

A tactical vision for [Airline / Airport]

Frictionless TravelUniversal Mind Innovation LabFrictionless Travel

Our PurposeWhy are we here today?

ExperimentResearch

Design

understand test / learn

build

Universal Mind Innovation Lab

Innovation LAB Sprint Process

Tactical Vision: Frictionless Travel

Where we started

Where we started.

To understand the implications of creating solutions for resolving the variety of air travel issues, we reached out to travelers, flight attendants, and a dispatcher. Through this process we uncovered some expected and unexpected results.

This process allowed us to begin shaping our empathy for the end users which we channel in our strategic and design efforts throughout the initiative.

Air Travel Archetypes

Leisure Traveler Business Traveler Traveler with Family or Group

Vacations involve more planning and research.

More thrifty.

Tends to have a group leader. Under more stressful

conditions.

Travel is constant. They want priority treatment and rewards

for loyalty.

Pilots and Flight Attendants

Time is money. Baggage causes most delays/stress.

16 hour days. Mainly worried about ability to get food

and coffee.

Why We Chose The Leisure Traveler

Leisure Traveler

MOBILE USAGETRAVEL SPENDING

78% of domestic trips taken are for leisure purposes

2.28 times more spending on leisure travel than business travel

40% leisure travelers book travel on their smartphone

80% of millennials use turn by turn directions

25% of users get public transit information

76% of passengers are using airline apps

9% use mobile checkin

The rise of “Bleisure" trips

Decline in the price of oil

*U.S. Travel Association 2014. CNN 2015. SITA 2014. Pew Research Center 2015. Google 2014.

Archetypes Breakdown

Traveler with Family/Groups

Pilots and Flight Attendants

Business TravelerLeisure Traveler

Price

Services

Loyalty

Greatest Point of Friction

Delayed flights/canceled flights and security pre-check.

Insensitive to price.Sensitive to price.

Security and boarding.

Expects more service. Expects good rewards for loyalty.

Not loyal. Very loyal.

Security and boarding.

Sensitive to price.

Wants to be able to sit with family.

Baggage Checks bags depending on length of stay/destination. Never checks bags. Checks bags with young children.

Airport Technology

Average/early adopter (Tripit or airline’s app).

Early adopter (United app, Passbook, Tripit) Late adopter.

Getting to flights on time. Bags to fit before takeoff. Having a reliable flight dispatch system. Mechanical & weather issues.

Pre-check Rarely has this status Always has this status Rarely uses this since not everyone in the group has it

Seat Preference Not the middle. Prefers business class. Family to sit together.

Depends on the price, loyal if negligible difference.

Wayfinding New airports, no clue. Routine airports, usually. New airports, usually.

Carry-on only. Pack for three days at a time. Sometimes five.

KCM (known crew member) makes it a breeze. Not all airports have KCM.

Has less time to get to flights since cuts into off time. Wants to get food/coffee fast and go

iCrew for Delta and iCrewMax.

Can fly on partner planes for free

Has limited time from curbside to the gate. Doesn’t know how long it will take to get there at all airports.

Air Travel Journey

CHECK-IN

ARRIVING AT AIRPORT

SECURITY

CHECK BAG

SHOPPING/DINING

BOARDING

INFLIGHT

DEBOARDING

BAGGAGE CLAIM

CUSTOMS/IMMIGRATION

LEAVING AIRPORT

FINDING GATE

“Our passengers repeatedly tell us that the security checkpoint is a universal pain point. Nearly 60% of those surveyed in our 2014 Global Passenger Survey said that a bad security experience at a transfer airport will affect their future connecting choices.”

Security

“47% of time is spent 'waiting and watching.’”

Boarding

Estimated cost per mishandled bag is $100. Avg. 3.7/1000 mishandled bags.

Baggage Claim

10% of time is spent at customs and immigration.

Customs / Immigration

*IATA, ACI, SITA, U.S. Department of Transportation

Strategic Choices

Strategic Choices

Business Model Canvas

Effects on the BMC

Service Package

Service Package Opportunity

“Air travel remains for many a disappointing, grumble-worthy experience.”

Processing Waiting Lost opportunity

2015 Aviation Trends, PwC

26% of a passenger’s time is wasted in check-in and security.

21% of total time in the terminal can be devoted to

commercial activity.

53% of time wasted waiting in lines, standing around.

*ACI

Stakeholder Interests

1. Diversify income

2. Build loyalty

Improve UX

1. Streamline security 2. Improve boarding 3. Wayfinding and wait times 4. Streamline baggage

1. Improve efficiency 2. Stay punctual 3. Incidental fees

1. Reduce cost 2. Reduce waste 3. Increase revenue AirlinesAirports

Customers

1. Improve boarding 2. Streamline

baggage

1. Streamline security 2. Improve

discoverability

What we heard

“The hardest part of my job is getting people [and their baggage] on and off planes.”

— Natalie, Flight Attendant

“I pay for priority seating so I know I can fit my stuff in the overhead bin. I pay for peace of mind.”

— Haris, Leisure Traveler

"Food accessibility is limited. Sometimes you don’t have time to get food between connections.

Companies are losing money because they are not providing this service.”

— Sam, Flight Attendant

“It would be great if they could fix the boarding process. I can never understand what they’re saying through the speaker.”

— John, Father Traveling with Family

Friction + Fragmentation = Poor Experiences

“The less friction that exists within the interactions a customer has with your brand, the more business you’ll capture. Just ask taxi drivers.”

Why We’ll Wait for Frictionless Customer Experiences by Jeremy Epstein

Objective: Improve baggage experience, wayfinding, and time savings/expectations. Implement hands-free interactions and interfaces that reduce friction. Be predictive, making contextual connections between customers and services.

A Travel Story

Susan is excited to take her husband Larry on their second honeymoon. With the kids out of the house, she feels it is time for them to have some fun and reconnect.

Susan and Larry map the route directly to the long term parking spot, which they have reserved for their trip.

“Looks like security isn’t too bad right now,” Larry says as he checks the latest wait times for TSA.

After stopping, Susan sees that a reminder of the car’s location has been saved for their return day.

They head into the airport, knowing there’s plenty of time.

Larry places the baggage in one of the many self-serve baggage portals. He checks the screen to see that it matches their final destination, and heads over to Susan.

“Glad to be rid of those!” he states with glee.

“We’d better get to security,” Susan says. “You never know how long that will take!”

Susan holds her smartwatch close to a sensor post and their IDs and tickets and pre-cleared status show up for the TSA agent.

The agent asks a few questions and then waves them through, wishing them good luck on their trip.

Susan realizes they have some time before their flight. She checks to see what is available.

“Hey Larry, there is a new coffee place that delivers to the gate. Do you want to try it?”

“Need caffeine,” he playfully replies, zombie-like.

“Coffees will meet us at the gate in 20 minutes,” Susan exclaims.”We have more time than I thought!”

Larry goes to look for nearby things to do, when Susan receives a notification of a discount in a nearby bookstore.

“Oh, Larry, let’s grab some books for the plane!”

While browsing, Susan receives a notification boarding is in 30 minutes. She is immediately put at ease, knowing she still has enough time to get to the gate.

The turn-by-turn directions with estimated walking time from the bookstore are available with a quick swipe from the notification.

Susan can’t believe how smooth her experience from the car to the gate has been. Suddenly, she receives a notification their flight has been delayed.

Frustration eases when she receives a notification for a discount on their next gate food order and an explanation for the delay.

A few minutes later, a young man arrives with hot coffees. They relax and wait for the boarding notification.

Hassle-free baggage

Boarding begins. When Larry looks at his screen, he is pleasantly surprised to see an assortment of gift certificates to “ease the middle seat blues.”

Larry browses the selection of promotions on his seat back screen and finds his favorite mens grooming line.

“Larry, are you really going to buy more aftershave?”

He only grins as he throws in a couple waxes and blades. Susan shakes her head and smiles.

Susan and Larry land in New York and receive a notification that their baggage made it.

She briefly ponders how much time she has before her luggage gets to the carousel and thinks, “Where is the carousel?” when her phone sends her a notification that her baggage will be on carousel 15-20 minutes.

“Larry, we have 20 minutes to run to the restroom and grab a few things for the trip,” Susan reports.

With an extra 15 minutes before her bag appears on the carousel, Susan ducks into a shop to purchase a few extras for the trip so they can relax the rest of the way.

After their luggage appears on time, Susan and Larry find their way to their rental, bypassing the heavy taxi terminal, based on a tip from the AIR Concierge.

“Too bad they can’t give us some tips to avoid the New York traffic!” Larry jokes.

Loaded up and happy, they whisk away into their NYC vacation wonderland.

Tactical Visions: Hands-Free Baggage AIR Concierge

Hands-Free Baggage

Services:

Products:

“Luggage is long overdue for some serious innovation. The last big breakthrough — wheeled suitcases — rolled out in 1970. Crowdfunded startups and established luggage companies seem to have suddenly realized the market opportunity, and they are adding

Wi-Fi hot spots, Bluetooth, SIM cards, GPS and built-in batteries to their products.”CIO Magazine 2015

Hands-Free Baggage ‣ Premium baggage service. ‣ Visibility into location and status of

baggage anytime. ‣ Drop off locations or have baggage

picked up at home. ‣ Baggage delivery to final destination,

or at airport. ‣ A base version offers tracking tag and

tracking / carousel notifications. ‣ Seamless customer experience and

additional revenue for airlines.

Industry Context ‣ Baggage fees brought in $3.5 billion at

about $25 per bag in 2014.*

*US Department of Transportation

A 3D-printed baggage tag is sent to you to track your bag’s location throughout your journey.

The tag pairs with your device where you can notify service for home pickup if choosing premium service.

With base service, baggage is processed at one of many self-serve baggage portals.

Checking your device (or kiosk), you feel the comfort of knowing your baggage is on the way to your destination.

With base service, relax with a coffee while your baggage is taken off the plane, knowing when it will be on the carousel.

With premium service, leave the airport hands-free, knowing that your baggage is waiting at your hotel room.

AIR Concierge

“[…] the future of the consumer internet: the evolution of “search,” away from typed search-engine queries towards a more personalized, interactive service, and a gradual shift from individual apps to an ecosystem of services that is mediated by a powerful software assistant.”

App in the Air

The Economist 2015

*SITA

AIR Concierge ‣ Connected platform to modernize

customer experience. ‣ One stop for contextual trip information. ‣ Ticket, IDs, easily accessible. ‣ Seamless wayfinding during trips. ‣ Access to food services and merchants. ‣ Direct connection to airline customer

service or flight crew. ‣ Notifications for luggage and detailed

flight status updates. ‣ Utilizes existing technologies and future

additions, like beacons, NFC, sensors.

Industry Context ‣ 44% of airlines plan to leverage beacons

by 2018*

Receive notification it’s time to leave for the airport based on factors like traffic, security line, parking.

Drive to your reserved parking spot, guided by turn-by-turn directions. Payment is seamless at end of trip.

For users without smartphones or the app: Review your ticket/boarding, order food, view amenities, or get help.

Order a coffee, food, or even books / supplies, from your phone and have it delivered to your gate.

Receive haptic notifications for when you need to board or updated flight info, via smartphone or wearable.

Chat with flight attendants for flight service or reach out to virtual assistant for help.

Upon arrival, you are updated on connecting gates, baggage info, or guided to transportation.

Thank you. Travelers in search of great experiences.

Marc MuellerUX Specialist

Francisco InchausteUX Principal

Megan TomUX Specialist

Ken StorenUX Specialist

Joe JohnstonVP, Experience Innovation

joe.johnston@universalmind.com

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