Process Book by Erin Legan

WAIT HAPPY. a study around airport experience

ERIN LEGAN | M.A. Final Project | WINTER 2018

“A CITY MADE FOR SPEED IS MADE FOR SUCCESS.” Le Corbusier

Introduction/ Project Framing Research Activities Reframing Project Positioning Design Opportunities/ Concept Development

TABLE OF CONTENTS

PROJECT FRAMING

Subject of Study Problem Statement Target Audience Purpose of Study Scope of Study Opportunity Statement

low cost travelers

airport experience

what is it?

SUBJECT OF STUDY The progression and transformation of the current relationship between low cost travelers, airport experiences and what the next step would be for the travel industry.

airport experience

what is the problem?

PROBLEM STATEMENT The International Air Transport Association released industry performance statistics for 2016 showing that last year alone, airlines carried 3.8 billion passengers, which is an increase of 7% over 2015 (IATA, 2017). Although the number of passengers on airlines is steadily increasing year after year, passengers continue to experience increased stress levels as well as copious wait time within airports. “One issue that unites everyone is a general distaste for air travel, from constant delays and cramped seating to crumbling facilities and TSA security lines that move at a glacial pace” (Sisson, P. 2016). This trend towards distaste for the airport travel process is across the board, whether you’re a part of the economy or business class or whether you’re flying low cost airlines or long-haul carriers. Although some airports are changing to meet the increasing needs of the passengers, most have not adapted. “Since airports are really part of the travel experience it seems to make sense that hospitality really finds its way into airport terminals” notes Pat Askew, principal of the global aviation practice for HKS. As low-cost airlines are disrupting the economic model within the airline industry, accommodating the issues of the economy class within airports becomes even more relevant to a rethinking of the customer experience in a strategic way. 8

target

who am I targeting?

TARGET AUDIENCE My target audience is economy class travelers while looking at business class travelers as a part of a case study. The secondary target is United States Airports as well as airline brands. Economy class travelers are the target audience as airport experiences are mainly designed around them and it is essential to understand the economy class in order to potentially propose an experiential solution. Existing airport environments as well as airline brands must also be a target in order to fully understand the existing context.

Low-Cost Travelers United States Airports Airline Brands

analysis

what is the purpose?

PURPOSE OF STUDY The purpose of this study is to analyze and understand the existing experience design within US airports in order to improve the low cost traveler experience towards a more efficient, comfortable and non-stressful experience. The framework or final process can then be applied and adjusted to different city airports and/or brands which need a passenger experience reframing. â&#x20AC;&#x153;Since airports are really part of the travel experience it seems to make sense that hospitality really finds its way into airport terminalsâ&#x20AC;? notes Pat Askew, principal of the global aviation practice for HKS.

scope

what is the scope?

SCOPE OF STUDY CONTEXT

This study will explore the role of design thinking methodologies to guide airports who are adapting to the changing passenger experience toward an efficient, comfortable and non stressful experience.

CONTENT

To guide the existing experiential system within airports while adding efficient, comfortable and non-stressful elements to the process.

SUBJECTS

United States Airports, Airline Brands, Transportation Security Administration, Low Cost Carriers

LOCATION

United States Airports, Case Study with International Airports

TIMELINE

September 2017 - March 2018

This study is not aiming to look at security as part of the airport experience. It aims to analyze the created passenger experience within airport interiors that are unique to the airport itself.

experience

what is the opportunity?

OPPORTUNITY STATEMENT There is an opportunity to create a new solution for low cost travelers in United States Airports that helps alleviate stress and increase efficiency and comfort in order to improve the overall customer experience. This study will help me bridge my background in architecture, graphic design and design management to fuse 2D and 3D design methods through the use of design thinking. It will help me think of real world issues within airport environments from pre-flight to post-flight to make a positive impact within these fields to move the world forward in the realm of experiential design. This study will help me rethink existing experiences with the foundation of design thinking in mind to be able to enter into experiential design for a creative agency upon graduation.

RESEARCH ACTIVITIES

Research Space Research Methodology Research Activities Research Questions Matrix Consent Forms Research Protocol Interview/Survey Questions Data Processing/Analysis Data Maps Research Findings

data activities

what will this look like?

RESEARCH SPACE Secondary Research Sources

Rosen (2017) Secondary Research Sources Foolproof (2017) Heath (2016) IFE (2017) Jacobs (2015) Manuell (2017) Petrie (2017)

Low-Cost Travelers

United States Airports Experience

Design Thinking

Strategy Secondary Research Sources

Aguilar (2015) Sisson (2016) Bachman (2017) Thompson (2014) GroundShuttle (2016) Maiden berg (2017)

Opportunity Space: Improved Passenger Experience Secondary Research Sources

Wensveen (2015) Secondary Research Sources Boyd (2017) CFA (2017) Klanten, Ehmann, Bolhofer, & Moreno (2011) Nau (2017) Plush (2017) Rosen (2017)

Secondary Research Sources

Airline Brands

Wall (2017) Dohr & Portillo (2011) Thomas-Emberson (2007) Wendt (2015)

research data

how am I getting the information?

RESEARCH METHODOLOGY Qualitative research methodologies will be used in this case study with an ethnographic approach as people’s desires are the primary point of this study. “Creating meaningful solutions begins with gaining a deep understanding of people’s needs.” -IDEO This project is concerned with identifying themes and patterns within existing airport environments. The scope of the study is limited to the United States, but I will use international airports as a case study in gathering further information regarding passenger and traveler desires. A deep understanding of human behavior and needs are required for further research and data gathering. Most methods will include copious observation, examination, analysis and direct communication with airports where available. The hope is that through this research we will better understand the current airport experience and move in the direction of improving the process.

data activities

what activities will help you sort the data?

RESEARCH ACTIVITIES DATA COLLECTION

Secondary research is currently taking place; academic journals from articles, online publications and books on airports, environments, and transformative solutions have been studied. Vijay Kumarâ&#x20AC;&#x2122;s 101 Design Methods will be used as a basis of which tools to use including buzz reports, popular media scan, trends matrix, convergence map and key facts. Primary research will be conducted through interviews, surveys, questionnaires, and observations.

DATA PROCESSING

Data and research will be collected and posted on working walls through post-its as well as important print outs to better visualize the data. Journey maps will be made to understand the journey and experience as well. Interviews will also be transcribed and documented in the same fashion. Tools such as affinity mapping and convergence maps will be used to note important themes.

DATA ANALYSIS

Upon identification of themes, the analyzed data will be used to create personas and empathy maps. This will help define the user and continue to synthesize the data. 2x2, SWOT, and trend matrices will then be used to find open opportunities.

DATA SYNTHESIS

With all the sorted data, a complete synthesis of the information will be easier. Synthesized information can then be displayed using storyboard and scenario maps.

Baseline for Good Airport Design: Efficiency Flawless Check-In Organized and Efficient Security Procedures Directional Signage Scheduled Landings/Takeoffs These should be standards for every airport. Being the best requires more. What is that MORE?

â&#x20AC;&#x153;Airports are places where hard infrastructure meets the soft, human experience; places where people have some of their most meaningful and memorable moments:arriving in a new country, tearful farewells, engaging in commerce, traveling to new places; cities where thousands of people work and even live.â&#x20AC;? George Casey, CEO Vantage Airport Group

Observations

Shadowing

In order to better familiarize myself with airport environments, I visited various airports (local and national) to get a better feel for the environments that I would be working with. Obviously, there was a limit as to how much of the airport I could see but the airport map, wayfinding, and airport employees were crucial to finding my way to various areas within the airport. Upon observations, one of the findings from my visits were that the size, layout, and theme of the airport interiors were due to the customer base and passenger traďŹ&#x192;c. For example, the Austin-Bergstrom International Airport in Austin, Texas was small to medium size and had a relatively easy layout, whereas the San Francisco International Airport in San Francisco, California was large sized and had a more complicated layout based on airline brand due to the sheer volume of passengers traveling through this airport each day.

Observations

Drivers of Satisfaction

Findings from a study done by DKMA. 2015.

Tools

Popular Media Scan Screenshot from The Terminal

Screenshot from City in the Sky

Self-Service Articles

Popular Media Scan focuses on the trends in the world around us. This tool, in comparison to the Trends Matrix, directly focuses on popular or social media to provide insights and information on current trends. Scanning various websites, watching movies and documentaries this tool revealed potential opportunities and provided direction for future designs based on patterns evident in the social context of airport experiences. SITA

International Airport Analysis

99% Invisible Podcast

Current Passenger Experiences

List of all articles/books/movies found in Bibliography.

Passenger Emotions

Passenger Polls

Tools

Past

Present

Future

Fast and Seamless Travel (FAST) is a suite of self-service options for travelers. [9] Passengers are able to drop their check-in bag at the automated bag-drop after their "At LEVEL, we put you in control, with simple options to identity is authenticated by the machine. [9] help you make your journey your own, whatever your An enhanced version of the automated lanes budget. We have two cabins on our planes, Economy with in Terminals 1 to 3, passengers are able to "Paper processes need to disappear." [2] 293 seats and Premium Economy with 21 seats." [4] scan their passport, boarding pass and Where there was once a field and a tent now stands -adding fares depending on the level of journey you desire. fingerprint to facilitate identity checks by the an architectural structure of vast proportions, [4] automated immigration gates at T4. [9] symbolic of today's life. [15] There is a key difference between a product or service and Integrated Pro-active Intermodel Travel Technology Air, rail and sea. [15] the experience of that product or service. [16] Assistant (IPITA). [13]

Trends Matrix

Market

“Disrupters such as Norwegian Air Shuttle and AirAsia X (AIRX.KL) have shaken up the airline market and forced scheduled operators to rethink their transatlantic The air travel industry was the first to suffer (after strategies,” Euromonitor travel project manager Nadejda 9/11) - not just in the immediate, although thankfully Popova said. [1] short, downtime in air traffic, but also in terms of the AirAsia: “Analysts who saw a large and growing market resultant changes in how airports needed to be predicted that budget airlines would tap pent-up demand internally planned and designed. [15] among less affluent Asians, who typically travelled by bus “The growth of low-fare carriers had great potential and hardly expected attentive service.” [17] to spill over into the broader tourist and business “In the US, the upsurge of budget carriers saw passenger travel economy: having more air passengers numbers rise nearly 50 percent in the last five years generates higher demand for hotel rooms.”[17] following deregulation, compared with four percent for “AirAsia entered into an alliance in January 2010 traditional airlines.” [17] with JetStar… This was the first time two leading “External, industry-wide challenges - particularly the budget airlines had collaborated in this fashion.” [17] escalating cost of fuel - also posed a threat to AirAsia.” [17]

The key aspect [of ground-to-air design] is that the ethos of the brand can be controlled consistently. [12] Polaris - United Airlines [15]

People

"Airports aren't designed around the customer. Airports seem to be designed around the convenience of the operator, the convenience of the architects, the convenience of the system operators." [2] "Traveler ends up being a victim rather than a process. They are a victim of poor airport design." [2] "An airport’s most satisfied passengers: Are twice as likely to shop Spend 7% more on retail and 10% more on Duty Free" [3] BUDGET TRAVELER = "But my guides reflect my idea of what a budget traveler is: someone who spends money smartly, not cheaply. They’re for the traveler who wants to go away, perhaps doesn’t have a lot of money, but still wants to enjoy lots of activities." [5] Passengers want to stay within 250 feet of their gate to reduce anxiety. [14] value conscious economy travelers may be the airline industry's largest customer base but individually are not all that profitable. [18] American and United Airlines have both said in the past that roughly half of its annual revenue come from just 13% to 15% of customers who travel on a repeated basis. These passengers tend to travel in business class and pay full price. [18]

If pre-board is better, that carries over to the plane. [12] A new era of collaboration between employees of the airline. [12] The amount of information that needs to be handled by the traveller is enormous.[13] With the dramatic expansion of commerce within passenger terminals has come the need for well-thought-out design solutions, and this becomes more and more important the larger the airport. [15]

Trends Matrix focuses on how trends in the world around us aﬀect technology, markets, people, culture, and business. This tool directly focuses on how trends can impact your project. Scanning various websites, magazines, books, articles, watching movies and documentaries helped me understand the scope of this project. This tool helped reveal potential opportunities for further direction into primary research within the context of airport experiences.

Culture

Business

An 80s economy passenger would not be able to empathise- lucky for them, the coach cabins of yesteryear were spatially similar to business class today. Plus, with a lower passenger to staff ratio, service was impeccable. [11] “AirAsia’s focus on Internet bookings and ticketless travel allowed it to emphasize simplicity for the customer while securing low distribution costs.” [17]

I could see that Changi’s goodness isn’t so much about how the place looks—although it definitely has its aesthetic moments—but how it feels. Somehow Singapore’s airport "Low cost airlines keep their overheads low and charge authority has managed to embed the island extra for every add-on. This not only provides additional nation’s oxymoronic culture—call it revenue but also establishes a discipline of managing cost technocratic humanism—into a transportation Airports have been screening for potential hijackers at a componentised level." [6] facility. [8] since 1969, when the FAA developed a profiling Airlines are helping their premium passengers start the After talking to many many architects about system to use in conjunction with metal detectors. journey started on the right foot by designing seamless airports, at the top of the list is letting people [10] ground-to-air experiences. [12] feel in control of their experience and having a People responsible for designing airports followed Now the assumption is that... you will be staying for a while. sense of where they're going. And really sort the bus station model where it was a holding pen... Newer airports are now designing with that in mind. [14] of designing so that all of the anxiety that sort the assumption was that you were just passing Economy class passengers simply don't bring in enough of comes naturally from that whole process is through. [14] dough to warrant a more plush experience. [18] now eleviated to the greatest extent. [14] "Airports don't spend millions of dollars on advertising, it's the brands." [2] The majority of airports were never designed to provide The Transportation Security Administration, which retail, food and beverage let alone wellbeing clinics. They, currently screens travelers, was created two months by the sheer force of financial necessity, have had to be reafter the attacks as part of the Aviation and planned, remodelled, and rebooted into the 21st century. Transportation Security Act. The law gave the [15] federal government direct responsibility for all airport “People at big airlines don’t have accountability or a focus screenings, a job that airports had previously on costs. It is a lot easier to start an airline from scratch The best terminals “anticipate what your outsourced to private security companies. [10] than to take a legacy airline and make a profit.” [17] needs are when you need them." [8]

Tools

SERVICE ENCOUNTER SEARCH PRE-TRAVEL RESEARCH

This tool was used to identify the activities that trigger customer interactions within the airport travel experience. It shows the steps in which the customer has an interaction with the airport before, during and after their trip.

BOOKING TRAVEL TO THE AIRPORT

TRAVEL HOME

TRIGGER

AIRPORT PICK-UP

BAGGAGE CLAIM

FINDING BAGGAGE CLAIM/ WAY OUT

ARRIVAL

SERVICE ENCOUNTERS MAP

CHECK-IN

AIRPORT EXPERIENCE

BAG DROP-OFF

SECURITY UNLOADING PLANE POST-SECURITY WAIT TIME LANDING FINDING THE GATE IN-FLIGHT JOURNEY FOOD/SHOPPING DIRECTORY BOARDING

WAITING TO BOARD

Tools

Key Facts - Passengers of low-cost carriers like Southwest Airlines are less likely to complain about service quality than passengers of network carriers like American Airlines, given the same levels of service quality and controlling for yearly fixed effects. - Forbes also shows that expectations of service quality are a significant predictor of complaint rates, and that passengers are more likely to complain if actual service quality falls below their expectations. - Because the total space required per passenger is directly related to the average time people stay in a space, that is, the dwell time, the faster an airline turns its aircraft, the faster travelers use the gate, and the less space per person is required. - The interior spaces of low-cost airport buildings reflect the performance standards of the low-cost airlines. - How should one classify jetBlue, for example, which acts like Southwest and easyJet in many ways, but offers amenities not found on other low-cost airlines (such as individual television screens)? - With roomier, more comfortable cabins and increasing connectivity for all classes of passengers, the Boeing 787 and Airbus A350 have opened the door for a new type of competition in long haul. (Butterworth-Hayes) - Should the Asian long-haul airlines survive and prosper, a number of European and U.S. short-range, low-cost carriers will be encouraged to enter the long-haul market and launch services over the next 18 months -- just as passenger traffic is returning to growth in North America and Europe. (Butterworth-Hayes) - People at big airlines don’t have accountability or a focus on costs. It is a lot easier to start an airline from scratch than to take a legacy airline and make a profit. (Lawton and Doh) - In the US, the upsurge of budget carriers saw passenger numbers rise nearly 50 percent in the last five years following deregulation, compared with four percent for traditional airlines.” (Lawton and Doh) - The growth of low-fare carriers had great potential to spill over into the broader tourist and business travel economy: having more air passengers generates higher demand for hotel rooms.” (Lawton and Doh) - Economy class passengers simply don't bring in enough dough to warrant a more plush experience. (Business Insider)

Key Facts focus on specific pieces of information as it pertains to a bigger overarching theme within the project. These key facts are great starting points as to where to go to find additional information in certain areas. Scanning various websites, books, and articles provided a vast scope of facts for a thorough airport environmental secondary study. Key Facts helped outline big ideas in order to move forward into areas of innovation.

Tools

SWOT, Low-Cost Airlines AIRASIA AirAsia

SPIRIT Spirit

STRENGTHS

WEAKNESSES

STRENGTHS

WEAKNESSES

- AirAsia’s brand name is well established in Asia Pacific - AirAsia is the low cost leader in Asia - AirAsia has very strong management team with strong links with governments and airline industry leaders - AirAsia has the excellent utilization of IT

- Asia does not have its own maintenance, repair and overhaul (MRO) facility - AirAsia receives a lot of complaints from customers on their service

- Affordable - Brand Recognition - Loyalty Program - Higher seat capacity - Operates in US, Mexico, Caribbean, Latin America

- No entertainment/catering - Limited destinations - Extra fees (baggage, seating choice, etc.)

OPPORTUNITIES

THREATS

OPPORTUNITIES

THREATS

- ‘ASEAN Open Skies’ agreement has been reached. - There is also some opportunity to partner with other low cost airlines. - The population of Asian middle class will be reached

- Certain rates and charges are beyond the control of airline operators - AirAsia’s profit margin is about 30% which has already attracted many competitors. - Customers worry about safety.

- Technological advancement (cheaper entertainment) - Growing popularity of low cost air travel

- Low service quality leading to loss of customers - Fuel price increase - Outdated technology

Tools

SWOT, Long-Haul Airlines UNITED

DELTA

STRENGTHS

WEAKNESSES

STRENGTHS

WEAKNESSES

- Strong brand name - Strong Market Position - One of the largest brand names in the US - Strong alliances in the industry

- Public perception of the brand - Having to bounce back from media blowups - Lack of competitive strengths - Clumped together with the other main carriers in the US - Weak management

- Global Reach through network and alliances - Strong Market Position - Hub Airports - Brand regognition/longevity - Different levels of service

- Significant overlap with low-cost airlines - Delta’s ad campaigns/ low cost carrier jingle - Lack of competitive strengths - Still trying to break out of the “Big 4”

OPPORTUNITIES

THREATS

OPPORTUNITIES

THREATS

- Pay cuts would drastically decrease costs - Engage in further alliances - Innovations in customer experience - Growth in the airline industry

- Low cost competition - General industry risks - Rising fuel prices - Innovations amongst other airlines in the industry

- Pay cuts would drastically decrease costs - Engage in further alliances - Emerging market for innovation and technology in the airline industry. Disruptions for customer experience.

- Low cost competition - General industry risks - Delta’s Regional Jet advantage likely not for long - Innovations amongst other airlines in the industry

Tools

Competitors-Complementors Map, Initial

PRICE

PRICE Assessed based on the business model, low-cost or long-haul, and what kind of traveler is in their market.

High

QUALITY Assessed based on the quality of travel, what travelers expect, complaint rates and satisfaction.

Low

High

Low

QUALITY

Study

Low Cost Business Model Insights

- Passengers of low-cost carriers like Southwest Airlines are less likely to complain about service quality than passengers of network carriers like American Airlines, given the same levels of service quality and controlling for yearly fixed eďŹ&#x20AC;ects. - Forbes also shows that expectations of service quality are a significant predictor of complaint rates, and that passengers are more likely to complain if actual service quality falls below their expectations. - Because the total space required per passenger is directly related to the average time people stay in a space, that is, the dwell time, the faster an airline turns its aircraft, the faster travelers use the gate, and the less space per person is required. - The interior spaces of low-cost airport buildings reflect the performance standards of the low-cost airlines. - How should one classify jetBlue, for example, which acts like Southwest and easyJet in many ways, but oďŹ&#x20AC;ers amenities not found on other low-cost airlines (such as individual television screens)? - With roomier, more comfortable cabins and increasing connectivity for all classes of passengers, the Boeing 787 and Airbus A350 have opened the door for a new type of competition in long haul. (Butterworth-Hayes). - Should the Asian long-haul airlines survive and prosper, a number of European and U.S. short-range, low-cost carriers will be encouraged to enter the long-haul market and launch services over the next 18 months -- just as passenger traďŹ&#x192;c is returning to growth in North America and Europe. (Butterworth-Hayes).

Tools

Convergence Map Physical Space Convergence map focuses on how overlapping areas within your topic show emerging behaviors. These overlapping areas are considered opportunity space for future innovation within the field.

Size Open Areas Retail Accessibility Hotel Convenience Proximity to other people Variety (Booths, Restaurants Pods, etc.) Terminals Frequent Security Queues Areas Security Maps Pre-Security Waiting Play Areas Comfortability

Through research from various websites, books, and articles areas of interest overlap and provide a direction for future innovation within airports and passenger experience.

Technology

Merchandising Delivery Personalization

Service Design Increased tech, less face-toface Efficiency Security Phone/Tablet Check-In Computers at gate Flight Status screens Electronics plug-ins Hot Spots Internet Pods

Informed Learning Personal Interactions Connections Strategy Educational Relaxing Advertising Separation/Closeness Shopping Experience Melting Pot Street Relievers Anticipating needs before Distractions customer knows their need Music in Space Personal Tablets Forced Encounters Brand Exposure Separation Location-Specific sales Aesthetics/sophistication Faster More Options

Opportunity Space

Emotions Families Singles Foreigners Loneliness Anxiety Waiting Millennials Gen Y Gen X Stress Backpackers Excitement

Anger when things are closed overnight Prolonged TSA lines Frustration at lines

Tools

Business Offering Comparison

Tools

Example

Innovation Sourcebook EmmasBox

Innovation sourcebook focuses on innovation successes within the selected industry. It helps “find and organize successful examples of oﬀerings, organizations, and people.” (Kumar) Organizing the found information in such a way helps to understand the success of the various innovations.

Lufthansa

Through the research provided from various innovations, direction is obtained for potential areas of innovation in the future within airports and passenger experience.

Platform Description

User will checkout a parcel and have goods delivered to the box when they are at their arrival point Lighting within airplanes. First airline in the world to use a pioneering lighting system to help enhance passenger wellbeing across all classes of travel on its new A350-900s. The system has more than 20 settings and is designed to fit with passengers’ day- and night-time biorhythms and to provide the right type of light at the right time.

Stakeholders

Allows users to order food as well as other products and have them delivered while they are waiting in another part of the passenger journey. Customers, travelers

Our focus is on passengers’ needs when it comes to selecting the type of light to be used. We are thus able to create a pleasant atmosphere which can significantly improve the passengers’ feeling of wellbeing. Used for travel, lighting, improved customer experience Pilots, employees, and service. travelers.

Delta Free Economy Class Meals

Delta reintroduced economy class meals for passengers on long-haul flights

While some airlines are stripping the economy class of benefits, Delta is reintroducing free economy class meals in order to gain customers. Economy class travelers

BlockChain

It exists to combine all aspects of tie schedules for flying into one platform. Any delays, notices or alerts will all be documented and recorded in one place so there is no miscommunication between airports, airlines, and customers.

It promises a transformational shift in the way we engage in Business-to-business services through the ability to have a trusted, tamperproof, distributed dataset of information that is shared by many parties.

FAST

"Among the areas of focus are automation, robotics, data analytics, the Internet of Things and smart infrastructure management. Passengers have access to one of the best airport apps around, and staff members at the airport are also Fast And Seamless Travel, Changi Airport empowered by a dedicated iPad app that in Singapore exists to increase selfprovides them with the latest operational service processing within the airport in information and ensures they are able to Travelers, Employees, order to improve efficiency and ultimately answer passengers’ questions on the TSA, Airport Experience improve customer experience. spot." Agents

Schipol Airport App

An app that allows the passengers full access to airport maps, terminal information, and individual flight information as well. Sends push notifications and alerts so that the user is constantly informed.

Individual sleeping pods in order to Helsinki Airport sleeping provide travelers with places to rest and pods sleep after a long travel.

Platform Attributes

Users have access to indoor wayfinding, while push notifications ensure that passengers do not miss important notifications such as flight updates and gate changes.

Airlines, airports, travelers, loved ones anyone who would want to retreive flight information

Travelers, Airport Employees, Airline brands, etc.

Improving the physical space of the airport by giving passengers what they desire in a lounge space. Meeting their needs. Travelers

CLEAR

Travel on your time knowing that waiting in security lines is a thing of the past. Frictionless interaction at the airport, with the potential of never having to ever pull out an ID at the airport and beating the line.

All you need is yourself, no ID. "Confirm your identity with the tap of a finger or the blink of an eye, and leave your wallet where it belongs."

Travelers, Frequent travelers who need to fly through security

Grab App

Allows you to order and pick up food when on the fly and with no wait time. The app also tells you how long your order will take.

Improving the passenger experience, especially in quick layover sessions. Making the experience one step closer to seamless.

Travelers

3D AR Wayfinding Gatwick Airport

Giving example of them being able to send push notifications to warn Gatwick is planning to integrate indoor passengers if they’re running late, or even positioning into its apps, it’s in discussions make a decision on whether or not to wait Travelers, airport with airlines to tap into it for their own or offload luggage so an aircraft can take systems, airport apps and services. off on time. employees, airline brands

research data

how am I getting the information?

RESEARCH MATRIX My data collection is split into three different groups of research based off of my How Might We.

How Might Weâ&#x20AC;Ś understand the pre-flight, in-flight, and post-flight airport experience for low cost travelers in the US with the aim of proposing a strategic experiential solution that is eďŹ&#x192;cient, comfortable and non-stressful?

This study is not aiming to look at security as part of the airport experience. It aims to analyze the created passenger experience within physical airport environments that are unique to the airport itself.

direction

RESEARCH ANALYSIS segmentation + breakdown for research My data collection is split into three different groups of research based off of my How Might We.

TECHNOLOGY/ SERVICE

How Might We… understand the pre-flight, in-flight, and post-flight airport experience for low cost travelers in the US with the aim of proposing a strategic experiential solution that is eﬃcient, comfortable and non-stressful?

PHYSICAL SPACE

OVERALL EXPERIENCE What do people want/desire the most? Why are customers unhappy? What do people need?

Contacts

PRIMARY RESEARCH CONTACTS Steve Mayers, Director of Customer Experience/ADA Coordinator, Hartsfield Jackson Atlanta International Airport Wilson Rayfield, Principal of Aviation, Gresham, Smith and Partners, Principal Architect of Hartsfield Jackson Atlanta International Airport project Candace Carpenter, Director of Marketing and Air Service Development, Savannah/Hilton Head International Airport Lori Lynah, Marketing Manager, Marketing Communications, Savannah/Hilton Head International Airport Xenia Vilades, Chair of Service Design SCAD, Delta Airlines CLC Professor Damien Kobel, DKMA Director, Airport Consultant Alexandra Legan, PWC Healthcare Consultant, Weekly Frequent Flyer Stephanie McMath, Account Executive at BSD Consulting, Frequent Flyer, International Backpacker Liv Moore, SE Regional Inside Sales Associate, Stego Industries, Monthly Frequent Flyer 59

GriďŹ&#x192;n Tassier, Nurse, Backpacker Jordan Anstatt, Freelance Videographer, Frequent Flyer Amy Anstatt, Amy Anstatt Photography, Frequent Flyer Julie Kotulek, Administrative Assistant Fathom Denver, Travels once/year Emily Muller, Content Creator, Direct Development, Flies twice/year Patrick, Direct Development, Backpacker Bianca, Direct Development, Flies once/year Zach, Direct Development, International Backpacker Ashley Madison, Inbound Marketing Manager, Direct Development, Flies twice/year Emily Richardson, Direct Development, Frequent Flyer Daniel Ferguson, Marketing Associate, Direct Development, Backpacker

Data

INTERVIEW/SURVEY QUESTIONS Interview Questions [Airport Contact]:

Interview Questions [Architect Contact]:

1. What is your name? 2. What is your job title? 3. What exactly does your role at Hartfield Jackson International Airport entail? 4. What are the biggest problems you see surrounding the customer experience/guest experience within the airport? (pinpoint a couple pain points specifically) 5. What are some solutions youâ&#x20AC;&#x2122;ve implemented and how have the passengers/guests responded? 6. How do you see customer experience within airports changing in the next 10 years? 7. How are you responding specifically to meet this need at the Atlanta Airport?

1. What is your name? 2. What is your job title? 3. What exactly does your role at Gresham, Smith and Partners entail? 4. What did the scope of work include for the Atlanta airport project? 5. Thinking about the overall passenger experience, what were goals of the project itself? 6. What was the design process like for the international terminal? 7. What were the biggest passenger challenges you had to design for? 8. How did you aim to solve these problems? Do you think you were successful in solving them? 9. Have you received feedback about the design? 10. How do you see customer experience within airports changing in the next 10 years?

Sub-Questions 1. How big of a role do you think architecture and wayfinding have in the overall experience? 2. What are some of the biggest complaints you receive from people about their experience? 3. What do you see as the number one factor that eďŹ&#x20AC;ects customer experience?

Full Question List Appendix D 60

Insights

PRIMARY RESEARCH INSIGHTS “Security is a circus, they exaggerate the emotions and process.” “In terms of a terminal, big can be very cold (in terms of architecture). The big question is what to do when waiting. There is a big opportunity to design in that area. You have a captive audience in a specific space, what do you do with those people?…Technology will eventually iron everything out. Technology is changing the future of airports.” Xenia Vilades

“The airport was originally designed for what it was then, not what it is now.” “Airport design is choppy if you just do pieces at a time. You really need to do the whole project at once in order for it to work.” “One design change that really worked was changing the color of the signage. We changed the signs to blue from a hunter green and people have responded well.” “A big complaint in some airports is that people run for miles trying to make a flight.” Candace Carpenter

“A lot of what exists in the airport is not a response to what’s passenger driven. A lot of things designed in the airport are driven by the passenger. Purely passenger driven are wifi, wheelchairs, things of that sort.” “Airports are just a big mall.” “A big reason why people have problems is that they aren’t prepared. Educate people and let people know.” “People walk through the doors and their brain gets sucked out.” Lori Lynah

Full Transcriptions Appendix C 61

Forms

PASSENGER JOURNEY DOCUMENTATION I asked numerous people who were frequent flyers or who were flying in the near future to fill out the created Passenger Journey Document. This document provided numerous insights into the customer, their thoughts, and their needs when entering an airport and flying.

PASSENGER JOURNEY DOCUMENTATION STAGES

The stages of the airport experience (terminal to terminal)

Positive

Completed Passenger Journey Documents in Appendix D Emotional Experience Describe your emotions as the journey progresses

Negative

Thoughts +Feelings Describe any other thoughts/feelings that arose in each stage of the journey (i.e. thoughts you couldnâ&#x20AC;&#x2122;t categorize, possible solutions, ways to help the process, etc.)

Entering Airport/ Check-In

Waiting for Departure

This stage includes entering the airport and finding your way around

This stage includes the process of arriving to your gate

Boarding

Journey

Arrival

This stage includes all aspects of the boarding process and finding your seat

This stage includes the in-flight journey and layovers

This stage includes arrival to destination airport, gathering your things and claiming your bags

Forms

PASSENGER JOURNEY FEEDBACK VISUALIZATION PASSENGER JOURNEY DOCUMENTATION After passengers filled out the journey feedback, I visualized any data not controlled by brands or regulations to find overlapping insights and lead to the creation of the value proposition.

STAGES

The stages of the airport experience (terminal to terminal)

Positive

Emotional Experience Describe your emotions as the journey progresses

Negative

Entering Airport/ Check-In

Waiting for Departure

Boarding

Journey

Arrival

This stage includes entering the airport and finding your way around

This stage includes the process of arriving to your gate

This stage includes all aspects of the boarding process and finding your seat

This stage includes the in-flight journey and layovers

This stage includes arrival to destination airport, gathering your things and claiming your bags

LOVE waiting at the gate. -Julie I like getting to the gate and having time to sit. I can make phone calls and chill out. Stephanie When arrival/dept. monitors are readily available. -Alex Security/Baggage: I’m usually calm as long as I have enough time to get through everything. -Emily Arriving early helps me feel less nervous looking for my gate. -Ashley

Timely, but organized. -Alex European airports load planes by “zones”… just “economy” and “first/business class”… makes it a LOT faster. And they allow you to board from the front and back of the plane. -Zach It’s a waiting game. It’s always annoying when I have a carry-on and need to find space. -Patrick

I like this stage… I try to nap or read on the plane. -Stephanie I don’t mind flying at all - I’m completely comfortable in any type of seat. -Ashley Generally I am very happy with my flight journey. -Zach The journey itself is usually fine as long as there’s entertainment of some sort. Also, I worry about missing my flight. -Patrick I’ve never been a fan of takeoﬀs but the rest of the journey is smooth. Layovers are my least favorite part. -Daniel

As long as everything is clearly marked, so we know where to go to get our stuﬀ… -Stephanie Good signage. -Alex Usually I’m pretty ready to get oﬀ the plane and having to wait for everyone ahead is just time consuming. -Patrick Waiting for your bags usually takes forever. -Emily R.

When sitting at the gate, staﬀ at nearby gates speak over each other on the monitors. -Alex I often have layovers at airports that I’m unfamiliar with and rarely find a directory showing my restaurant options. Central place to see options… -Alex Being stuck in a line behind people who rarely travel - looking for the most streamlined experience as possible. -Alex Walking time to gate. -Alex I HATE when you get to your gate early only to find NO good restaurants near your gate. Oftentimes, airport maps about amenities are misleading and unclear. I would go through security sooner if I could be assured of good dining options. -Zach Bad experience when I’ve been waiting at the gate, it switched and I didn’t know. -Patrick Security lines…this is where I lose my mind… waiting in line. -Emily R. Security lines are long and tedious. -Daniel

Lines, late people, people with a million bags. -Julie When people are lined up but there is no separation of boarding order. -Stephanie Boarding behind people who take forever to put their bags in the overhead compartments and get settled. -Alex I HATE maneuvering my stuﬀ around the plane (like security). -Emily My least favorite part of travel. I hate waiting in line, slow people, having too much to carry, etc. -Ashley Why don’t they board the plane back to front. It would go a lot faster! -Bianca

I hate layovers because of the whole “waiting and getting bored thing.” -Emily I’m an impatient person and get bored easily. -Emily

The waiting makes me really impatient. I just often want to be in the car already. Julie Waiting to clear customs and waiting in a long line to get out. -Stephanie Unclear on where Uber picks up. -Alex GET ME OFF THIS PLANE… I feel annoyed with sitting in one place, looking at nothing. -Ashley The collecting bags process has always been a pain - takes a long time and usually in a drab part of the airport. -Zach Airports are not very proactive about lost and found items. -Daniel

As long as signs are clear… this is usually a positive experience. -Stephanie Most airports have great signage/easy to navigate. -Alex Traveling breaks up the monotony and I like that. -Emily I love high ceilings and lots of natural light. -Zach Online check-in makes traveling much easier. If I have a carry-on I can walk straight to security. -Emily R. I always checkin online before arriving to the airport so that part is not stressful. -Daniel

EXTREMELY anxiety inducing. The anticipation of this kills me at the end of a vacation. -Julie When you have to wait in a long check in line and then go what in a long security check point line right after. -Stephanie Many airports undergoing major construction have poor signage for getting to security. -Alex Annoying trying to find the check-in counter. -Patrick I like self check-in. Personally I don’t like conversing with customer service representatives. -Bianca

Individual Passenger Journey Documents in Appendix D

Tools

PASSENGER JOURNEY MAP MAP YOUR AIRPORT EXPERIENCE

I created a journey map in order for travelers to map their own experience within airports. Through the research provided from various innovations, direction is obtained for potential areas of innovation in the future within airports and passenger experience.

Entering Airport/ Check-In

Waiting for Departure

This stage includes entering the airport and finding your way around

This stage includes the process of arriving to your gate

Boarding

Journey

Arrival

This stage includes all aspects of the boarding process and finding your seat

This stage includes the in-flight journey and layovers

This stage includes arrival to destination airport, gathering your things, and claiming your bags

MAP YOUR AIRPORT EXPERIENCE

The results of the passenger journey map is shown on the right. Twenty-six participants mapped their passenger experience through the airport. The resulting journey map created overlapping areas in order to see where the opportunity areas for future development occurred. It also pulled out areas with key insights.

Entering Airport/ Check-In

Waiting for Departure

This stage includes entering the airport and finding your way around

This stage includes the process of arriving to your gate

Boarding

Journey

Arrival

This stage includes all aspects of the boarding process and finding your seat

This stage includes the in-flight journey and layovers

This stage includes arrival to destination airport, gathering your things, and claiming your bags

Scanned by CamScanner

Tools

PASSENGER JOURNEY MAP

Tools

PASSENGER JOURNEY MAP

Upon receiving the results of the journey map, the overlapping string in each area was counted and calculated in order to compare the results. The comparison of string at various points reveals areas that people perceive as positive versus negative. This thus leads to opportunity areas where possible innovations can occur.

When analyzing the data, the order of most negative data points were: 1. Boarding (Neutral Emotions) 2. Waiting for Departure (Negative Emotions) 3. Journey (Neutral Emotions) 4. Waiting for Departure (Neutral Emotions)

Entering Airport/ Check-In

Waiting for Departure

This stage includes entering the airport and finding your way around

Boarding

Journey

Arrival

This stage includes the process of arriving to your gate

This stage includes all aspects of the boarding process and finding your seat

This stage includes the in-flight journey and layovers

This stage includes arrival to destination airport, gathering your things, and claiming your bags

Data

VISUALIZATION

After charting all of the positive and negative emotions and pain points from each passenger journey map and analyzing the information from the cultural probe, patterns naturally began to emerge showing the areas passengers are most dissatisfied with. The highlighted areas below need the most work according to the data.

1. 2. 3. 4. 5.

Waiting for Departure (Security + Concourse) Check-In Boarding Arrival Journey/In-Flight

ARRIVAL

CHECK-IN

SECURITY

CONCOURSE

GATES

BOARDING

IN-FLIGHT

ARRIVAL

Anxiety Anticipation Excitement

Anxiety Uncertainty Impatience Confusion

Dread Stress Impatience Frustration

Anxiety Relief Curosity

Anticipation Anxiety Boredom Impatience

Impatience Anxiety Confusion Stress

Impatience Boredom

Anxiety Impatience Boredom

Control Personal Space

Personalization Control Necessities

Personal Space Personalization Control

Simplicity Clarity

Necessities Control

Simplicity Control

WHAT NEEDS TO IMPROVE? Personalization Control

Personalization Simplicity Necessities

Issues

THE FOUND ISSUES (DISTILLED)

Based on the revelation of the previously collected data, the areas of the airport experience that need improvements was distilled from “pre-flight, in-flight, and postflight airport experience” in my How Might We to the pre-flight airport experience. Thus, “Life at the Airport” was born.

Life before the Airport Life at the Airport Life after the Airport

flight booking packing process check-in online baggage drop-oﬀ

check-in security passenger flow community of travelers engaging new travelers lost bags hello/goodbye track loved ones how to leave the airport

ABOUT JORDAN

Personas were created after the cultural probe was made and data was visualized in order to get a feel of the target audience overall and each individual persona that I would be designing for.

Jordan is a 31 year old young professional living in Nashville, Tennessee. He lives with two males his age and is single. He is a financial consultant and makes a good living in his area of work. He likes to travel, but wants to save as much money as possible in order to spend money on experiences in life. He is willing to spend a little more on plane tickets if the brand experience and airport experience will transform is journey.

Jordan, the persona on the right, is a target consumer in the desired demographic. He is a young professional needing more clear communication and streamlined eďŹ&#x192;cient processes when traveling through the airport. Arriving at the destination in an easy manner is his main goal.

Flying is his main preference of travel yet is often annoyed at the wait time at various points of the trip. He hopes that there would be a way to reach his destination gate more quickly and in a more efficient and streamlined manner.

Technologically Savvy

Social Efficient Communicator Curious

Financial Consultant

DEMOGRAPHICS

Camille, persona found on next page), is a target customer in the millennial bracket. She is a young freelancer out of grad school needing a cheap flight, airport experience and clear directions. Being occupied at every stage of the process is a main goal for her.

Jordan Smith

Nashville, Tennessee 31 years old Young Professional Low Cost Traveler

WANTS + NEEDS

PAIN POINTS

GOALS

Communication

Waiting

Get where I need to go fast

Efficiency

Not knowing where to go due to lack of communication

Use the latest technology if it helps me get where I need to go

Inefficiency

Stay mindful of budget

Wasting time due to slow processes

Wait for as little time as possible

Wasting as little time as possible Just tell me how long the process will take so I can be prepared

EMOTIONAL NEEDS Reduce the stress of airport processes by possibly grouping people based on flight frequency

TECH USAGE

Personas

PERSONAS

Slow people while traveling

To know where Iâ&#x20AC;&#x2122;m going, how long it will take to get there and what is readily available around me at the present time

Spotty wifi, poor cell service, and apps not having offline capabilities

Increase peacefulness in airport environements - would help the overall journey

The Airport Enthusiast

ABOUT CAMILLE Camille is a 23 year old millennial living in Los Angeles, California. She lives with four women her age and is dating. She is currently a freelance graphic designer and lives paycheck to paycheck. She has backpacked Europe, seen the world and made a vow a couple years back to always save for the next adventure. She is a penny pincher and wants to spend as little money as possible on the air travel and airport experience.

Camille Jones

She loves to roadtrip and fly to her destinations and is often annoyed at waiting. She wants information and food fast, similar to the way social media provides her with knowledge. She’s rarely anxious when arriving to the airport, but gets frustrated at changes in the journey.

Technologically Savvy

Impatient Listener Extroverted Adventurous

DEMOGRAPHICS

Freelance Graphic Designer

Los Angeles, CA 23 years old Recent Grad School Graduate Budget Traveler

WANTS + NEEDS

PAIN POINTS

GOALS

Cheap overall travel experience

WAIT TIME with nothing to do

To be entertained

A compfortable and preferable beautiful space

Slow people that hold up the process

To understand where I’m going within the airport itself and how to get to my gate

Information FAST

Unclear signage or directions with no one to help me

Online processes before entering the airport

Being forced to interact with customer service representatives

EMOTIONAL NEEDS

No on-flight or pre-flight entertainment including wifi and televisions

To save as much money as possible

Reduce anxiety through clear wayfinding TECH USAGE

Personas

PERSONAS

The lack of lost and found communication

To be occupied. I get restless and bored easily - would prefer to be distracted or be assisted through the process

Wait for as little time as possible To know where I’m going, how long it will take to get there and what is readily available around me at the present time To feel taken care of, that the airport and airline care about me as a passenger

Not being able to sense my surroundings, where I am in the terminal, etc. Being forced to spend extra money

The Eﬃciency Lover 71

ABOUT REBECCA Rebecca is a 36 year old living in McKinney, Texas. She lives with her husband and 1 year old boy, Hunter. She is currently working part time as a manager of a local retail store. She had a full time career before she became a mom and took a paycut. She is concerned mostly about the safety and security of her son and also wants to save money for the future of her family.

Technologically Savvy

Anxious Planner Multitasker

Rebecca O’Connell

She loves to travel to visit her family, who lives in California but often finds it a hassle when traveling with a young child and family. She wants to know instantaneously when things change in her travel plans so she can plan accordingly. She’s anxious when arriving to the airport, and gets frustrated at many points during the journey.

Openness

DEMOGRAPHICS

Retail Store Manager

McKinney, Texas 36 years old Mom of 1 Low Cost Traveler

WANTS + NEEDS

PAIN POINTS

GOALS

Safety and security in informations and processes for her family

Wait time with a 1-year old and nothing to entertain him

To be understood and have ample amount of help when needed

A comfortable and multi-use space possibly for her kid to play and be entertained

When people are frustrated with how slow her family is

To map my route through the airport beforehand with little changes as possible

Lack of communication from airlines and airports on where things are

Timely information to ease her anxiety

Lack of assistance during the airport process

EMOTIONAL NEEDS

TECH USAGE

Personas

PERSONAS

Reduce anxiety through clear communication

Lack of clarity on surrounding restaurants and food options

To be told where to go, how long it will take, and assured that her plans won’t change or if they do, she will be told

How long it takes me to accomplish certain things in the journey Add ons, such as luggage that is unexpected

Reduce the amount of stress

To reduce the amount of anxiety by being cared for as a customer of the airport To not always be so slow in the airport process To know where feeding stations are/ restrooms - clear communication To not worry about the security and wayfinding process

The Eﬃciency Enthusiast 72

Data

PASSENGER EXPERIENCE MAP PASSENGER EXPERIENCE MAP

A passenger journey experience map was then created in order to see the relationship of the passenger to the airport itself and at which points does the passenger experience positive and negative emotions during the process.

THOUGHTS + FEELINGS Positive

This reemphasizes the need for improvement on the pre-flight airport experience overall.

EMOTIONAL EXPERIENCE

Negative Look for signage/help to guide to check-in + security

STAGES OF THE JOURNEY

EXPECTATIONS

Entering Airport/Check-In

Efficient check-in A fast entry process Clear wayfinding Easy navigation

Long, overwhelming security lines

“Where am I going?”

Waiting for Departure Copious monitors updating me on my flight Restaurant options Security will be a pain People will be slow That processes aren’t wasting my time

Clarity in the boarding process.

Boarding

Timely More slow people Fast process with technology Clear wayfinding

Payment for extras. Entertain me.

Journey Wi-fi expensive Easy, expect to be cared for Crammed, uncomfortable Room for bag overhead Boredom OVERALL PASSENGER STRESS LEVEL JORDAN’S JOURNEY CAMILLE’S JOURNEY

Where do I go... bags? Uber? Pickup?

Arrival Clear signage Waiting for people to get off the plane Waiting for bags Waiting to get off the plane For my luggage to be at baggage claim REBECCA’S JOURNEY ASSISTANCE POINTS IN THE JOURNEY (all passengers)

Data

AFFINITIZATION (YELLOW)

I put each insight from primary and secondary research on a yellow post it, for a total of 303 post its.

Data

RESEARCH FINDINGS - SECONDARY Security is a main pain point for travelers. The LINES, not the actual security itself is the pain point for travelers. Entrance experience in how to disconnect from the world you’re leaving but connect to the world you’re entering into. -RAPT Invite people to move from room to room instead of telling them. INVITE. Helps breakdown walls. -RAPT Designers should aim to bring the serenity of the business-class lounge experience to the everyday traveller through the innovative design of the interior environment and by using technology to reduce or eliminate annoying and often unintelligible audio announcements. “People at big airlines don’t have accountability or a focus on costs. It is a lot easier to start an airline from scratch than to take a legacy airline and make a profit.” (Lawton and Doh) “In the US, the upsurge of budget carriers saw passenger numbers rise nearly 50 percent in the last five years following deregulation, compared with four percent for traditional airlines.” (Lawton and Doh) “The growth of low-fare carriers had great potential to spill over into the broader tourist and business travel economy: having more air passengers generates higher demand for hotel rooms.” (Lawton and Doh) Economy class passengers simply don't bring in enough dough to warrant a more plush experience. (Business Insider)

Data

AFFINITIZATION (BLUE)

I then grouped the yellow insights into groups of six and labeled each with one blue insight for a total of 51 blue insights. I then charted all of the blues to into the three areas: eﬃciency, comfort, and stress, from my “How Might We” to gather further insights.

Data

RESEARCH FINDINGS (BLUE)

We believe the future of airports is in service (guest/retail) and an elevated passenger experience, specifically hospitality service - including narrative and storytelling. We believe passengers hate maneuvering their stuff around, they are impatient/bored and have trouble finding their way around. How do we disconnect from the world we’re leaving but connect to the entering world, while assisting someone as much as possible? Terminals should anticipate your needs within airport planning and services. We believe airports are building which passengers associate with good/bad experiences. You cannot NOT have an experience, but you can provide passengers with POWER and a say in their experience. Airports are becoming a destination unto themselves - more like a city. We believe that airport design comes down to efficiency within a space, bringing the calm of business class to the everyday traveler and flexible space for different uses as well as open and airy for reduced stress. Self-service is a thing of the future with customization in the design and creating an environment/experience that’s traveler-centric helps engage visitors with their environment and help speed processes along. We want someone to DISARM when coming into a space. We believe that besides order, clarity and calm, a big part of the passenger experience is the signage system - clarity visually and physically. You should be led in a direction without multiple decision points.

Data

DATA SORTING

I then created a chart and placed each blue insight into one of three categories: eďŹ&#x192;ciency, comfortability, and stress. This allowed to see the visualization of the data in order to design a solution to the found problems.

The results were: 18 EďŹ&#x192;ciency 15 Comfort 14 Non-Stressful

Data

DATA VISUALIZATION (BLUE)

I then created a chart and placed each blue insight into one of three categories: efficiency, comfortability, and stress. The most frequent improvement area is efficiency, however there isn’t a huge gap between efficiency, comfortable, and non-stressful. Therefore, pinks need to be made to see overlapping insights.

How Might We Improvement Areas

Efficiency

Comfortable

Non-stressful

Amount of Blue Insights

Data

AFFINITIZATION (PINK)

I then grouped the blue insights further and labeled each with one pink insight for a total of 9 pink insights. These insights were then taken into reframing to see where the possible opportunities were based on the collected data.

REFRAMING

Opportunities for Design Matrix Opportunities for Design Map Design Criteria for Prototype Reframing

Opportunity

OPPORTUNITIES

Efficiency + technology will help productivity and collaboration overall (customers, airlines and airports).

Efficiency and faster process for the traveler.

Communication/clarity in available options and signage is part of the passenger experience.

Connection (disconnect from outside world and connect with entering) is huge as people ask â&#x20AC;&#x153;Am I doing this right?â&#x20AC;? Terminals should anticipate their needs.

Comfortable experience and giving passengers the BEST experience through information based on their needs.

Waiting is painful for people, creating anxiety, yet the future of travel is about moving and passengers controlling their own journey.

Future terminals will have services specifically for passengers for an elevated passenger experience.

Self-service/customization for passengers through technology as a means of connection for a seamless experience.

Space with hospitality and sense of place in the environment helps increase passenger experience. That helps engage people.

Opportunity

OPPORTUNITIES

Areas future airports will need to possess (based on pinks): Efficiency + Technology for faster processes Information communication in Wayfinding Connection to their surroundings/environment Customizing information based on passenger needs Specific services designed for people Self-Service for a seamless experience Sense of Place/Hospitality for increased engagement

Issues

THE FOUND ISSUES

I then rewound back to the “Life at the Airport” distillation, realizing through aﬃnitizing pinks that there isn’t one area of the pre-flight airport experience that stands out as “awful” above the rest. Security isn’t necessarily the pain point, but rather waiting is the pain point. Checking bags isn’t necessarily the issue, but rather the ineﬃciencies of the process.

Life before the Airport Life at the Airport Life after the Airport

Boarding isn’t necessarily painful, it’s more of waiting and being stuck in a slow process.

flight booking packing process check-in online baggage drop-oﬀ

check-in security passenger flow community of travelers engaging new travelers lost bags hello/goodbye track loved ones how to leave the airport

Any app or new technology is just a band-aid masking the root issue: customers don’t feel connected to the airport and feel forced into a streamlined process.

Reframe

REFRAME

LET’S PAUSE + REWIND. What is the primary issue? People aren’t connected. To what? The airport and information that would increase eﬃciency in the travel journey. Why? Most airports are missing key factors required of them for improved customer experience. What are those issues? Sense of Place Wayfinding Hospitality

Through a thorough analysis of your airport, CURO will help you address and redesign target areas so that you can get back to the heart of what matters: YOUR CUSTOMER.

Client

CLIENT BOOK The client book will be presented to possible clients in the initial meeting. This client book outlines and addresses the three main target areas when consulting an airport that CURO believes will help improve the customer experience. Backed by primary and secondary research, the client book walks through how a sense of place, wayfinding, and hospitality are the key factors in a well-designed and executed customer experience.

Opportunity

OPPORTUNITY

There is an opportunity to provide airports with relevant information on how to design the best experience for the customer. This opportunity would allow the airport to assist the customer along their journey and relieve them from any discomfort, stress or ineﬃciencies* as well as thoughts of “Am I doing this right?” or “I’m tired of waiting.” *areas tied into the How Might We

PROJECT POSITIONING

Positioning ZAG Steps Value Proposition Onliness Statement

The best terminals â&#x20AC;&#x153;anticipate what your needs are when you need them.â&#x20AC;? Bill Hooper, Head of Aviation, Gensler

Why?

CONNECT FASTER.

Airports are looking for new revenue sources in the travel industry. Customers are looking for new experiences within airports. HOW DO YOU GIVE EACH CUSTOMER THE VALUE THEY DESERVE? By creating a one-stop consultancy that does just THAT: provides the airport with an increased revenue stream while providing the customer an experience they’ll never forget. Existing consultancies provide airports with research findings and actionable insights but then give over the ideas to new hands for implementation. We don’t believe that your airport’s insights should be passed around. You deserve more. Your insights are your key to success and we believe they should be preserved. CURO, meaning “I care” in latin, is here to help provide the care you deserve.

Brand

CURO COMPETITORS-COMPLEMENTORS MAP

FULL-SERVICE/SPECIALIZED What are the consultancy’s oﬀerings for the client - many or few in how many industries?

FULL-SERVICE

CUR

CUSTOMER EXPERIENCE In what markets does the consultancy dwell - many or few? CURO Highly integrated with connection outcomes through business, design, and environment.

Low

High

SPECIALIZED

CUSTOMER EXPERIENCE

Brand

CURO BRANDING

CUR CUR

Aa Main Font - Futura

The main font was kept on graphical elements such as the logo and website as the font pair was chosen to be nice and legible.

Second Font - ArcherPro

Throughout the initial branding process, the idea of connectivity and caring for customers continued to appear. Thus, the realization came that our brand should carry those values. Thus, Curo was born, meaning â&#x20AC;&#x153;I careâ&#x20AC;? in Latin.

#FFFFFF

#F1C67C

#000000

#0B223E

Brand

MISSION + VISION

MISSION

VISION

Curo is a business and design consultancy helping our clients create a more connected future through experiences using digital design, built environments and business.

We are a hybrid. Unlike any other. We believe that the heartbeat of the world is people. We bring together left and right brain thinking in order to tackle our clients toughest challenges through customer-centric connections and innovations.

Capabilities

CAPABILITIES

ENVIRONMENT

DIGITAL DESIGN

BUSINESS

Architecture Interior Design Environmental Graphics Signage + Wayfinding Exhibition Design Installations

Digital Innovation Service Design User Experience Research User Experience Design User Interface Design Web + Mobile Digital Design Product Development

Market Research Brand Assessment Brand Strategy Passenger Surveys Service Quality Assessments/Audits Training Courses

Roles

ROLE USER INSIGHTS

CUSTOMER JOURNEY

PHYSICAL ENVIRONMENT

EXPERIENCE STRATEGY

DIGITAL UX DESIGN

BUSINESS ANALY TICS

100

Purpose

PURPOSE

We strive to create holistic value that strategically benefits your customersâ&#x20AC;&#x2122; experience, your specific airport and society.

CUSTOMER VALUE

Experience + Revenue

BUSINESS VALUE

Improved Passenger Experience Design Thinking

Strategy

SOCIETAL VALUE

101

Brand

ZAG

An assessment of the brand was made in order to diﬀerentiate the brand from competitors and create lasting value for the stakeholders as well as the clients.

ZAG

What do you want to accomplish in 5/10/20 years? 5: Execute a customer experience consultation and implement solutions 10: Create a design framework for improved customer experience in all spaces, not just airports 20: Complete a consultation and implement solutions across all airports around the globe

Where do you have most credibility? We have the most credibility in the business of people and guest experiences in interior spaces. Where do you have the most experience? We have the most experience with people, travel, and in designing experiences.

What trend is powering your business? The future of airports is a more connected efficient airport city.

What existing brand elements are undermining your onliness? Airline brands. They are not a part of what we do, but instead benefit from the created product.

Our company’s culture is: Innovative, customer-focused, quality-minded, and trusted

How powerful is it? It's powerful enough to reestablish the entire identity of the airport today.

Who else competes in your category? DKMA, L.E.K, NACO, IATA, M2P

How can you make this vision palpable and exciting? Dream of what the future will look like for the customer in specific ways.

Can you ride more than one trend at a time? Yes, we are.

Who comes 1st, 2nd, 3rd in customers minds? 1. IATA 2. DKMA 3. Customers wouldn’t know more

What's the one thing that makes your brand both different and compelling? It offers not only the airport the advantage of increased revenue but also adds value of experience for the customer.

What new brand element could strengthen your onliness? Technology - innovative digital design instead of just business strategy.

Where does your passion lie? Our passion lies in connecting people through experiences.

What business are you in (core purpose)? We are in the business of connection. We exist to connect people to their environment.

Who are you?

What do you do?

What is your vision?

What wave are you riding?

Who shares the brandscape?

What makes you the only?

What should you add or substract?

Write a future obituary for your brand.

Decide what your purpose is beyond selling product/service. Our purpose is to: 1. Connect clients to their customers 2. Help customers feel purposeful while waiting, whatever that may look like.

Paint a vivid picture of your future. Well-connected airports with productive and stress-free travelers.

Make a list of the trends that will power your success. 1. The customer wants control of their air travel process. 2. Terminals that will anticipate your needs before you need them. 3. The thought is that the customer will be staying a while. How to keep them engaged. 4. Self-service

Find out how your brand ranks with customers. Refer to research.

Complete a simple onliness statement. Our brand is the only consultancy that begins and ends with guest experience, encompassing physical, digital and business design.

Make a list of all current and planned offerings and brand elements. 1. Full airport physical+service analysis 2. Framework and roadmap for airport guest experience 4. A digital offering as well

Curo Consulting, the consultancy that revealed to us the importance of the customer experience. The company that made us realize that we, as people, are nothing without connection. The company that started with the dream of making the process the destination, acheived their vision. Curo Consulting, the travel industry will never be the same because of your efforts.

State your purpose in 12 words or less. To provide travelers with connection, purpose and a unique experience.

Test it on a real piece of communication. Social media(brand), Digital App Go back and refine it further. An efficient app adding to the created customer experience Use it repeatedly to illustrate the direction of your business.

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Design a strategy to become #1 or #2. Product/offering design services. Popularity. Or, become the first mover in a new category. Be the first in people’s minds. Offering consulting around customer experience for an airport instead of around revenue.

Add detail by answering what, how, who, where, when and why. What: The only airport consultancy offering physical, digital and business How: Providing a framework and end deliverables Who: For airports and customers Where: Across the world Why: To improve the customer experience within the airport

How do the remaining elements align with your vision? The remaining elements fit well into the mission and vision.

Decide which offerings to keep, sacrifice or add. Add: Integrated service design (if applicable) There should be complete focused alignment of company behaviors.

Brand

ZAG Is your name helping or hurting your brand? Helping

How can you unpack your name: trueline, and tagline? We help airports connect to customers around the world to ease the pains of travel.

If it's hurting, is there an opportunity to change it? Yes. Make it more enticing for airports looking to be consulted. If it's too late to change it, is there a way around it? It’s not too late.

Who makes up your brand community? Airports, Travelers, Employees How can you manage the "gives and gets" so everyone's happy? Offering value for both the passenger as well as the airport itself. Increasing revenue, while improving the customer experience.

Who loves you?

Diagram your brand's ecosystem. Passenger Experience > Airport Services > Airline Brands > Airport Decide how each participant will both contribute and benefit. 1. Passenger: Benefit from an improved experience by enjoying the air travel process again 2. Airport: Increased revenue/connection

How can you enroll brand advocates through messaging? Advertising, branded framework, books, social media ops

How will customers learn about you? Word of mouth, introduced by a referral, web search, advertisement, radio commercial, conference, direct mail, educational materials, online ad

What are you selling and how are you selling it? An improved customer experience through environment, digital and business. Sell through word of mouth. Which touchpoints will let you compete in blue space? 1. Unique CustomerExperience 2. Consultancy consisting of environment, digital, and business. 4. Unique offering/framework

How can you "Enroll" them in your brand? Through app/website onboarding Who will be your competition at each touchpoint? Refer to Blue Ocean

How can you help customers build barriers to competition? By creating a brand stong enough that a customer won’t want to leave.

How do you keep the brand year after a year? Expand to new locations/markets. 1. Locations 2. Design areas 3. Food industry 4. Interior restaurant options

How can the whole be worth more than the parts? With unique offerings as whole to the airport industry.

Is it suitable for brand play? Does it have creative "legs"? Yes.

What's the one true statement you can make about your brand? The airport innovation consultancy that does it all.

How can you align all your communication with your zag? Focus on specific brand verbage when getting the word out. STAY ON BRAND.

Who’s the enemy?

What do they call you?

How do you explain yourself?

How do you spread the word?

How do people engage with you?

What do they experience?

How do you earn their loyalty?

How do you extend your success?

How do you protect your portfolio?

Tell your customers what you're not, in no uncertain terms. We are not just an airport research agency. We take the research and provide you with actionable insights and design offerings.

Choose a name that's different, brief and appropriate Curo

Craft a trueline that tells why your brand is compelling. Curo helps airports connect to tomorrow’s passenger.

Make sure your messaging is as different as your brand. 1. Word of mouth/Recommendations 2. Social Media 3. Advertising through travel related companies/magazines

Map your value propositions against those of your competitors. Refer Value Proposition

Map the customer journey from non-awareness to full enrollment. Refer Customer Journey map

Start by being loyal to consumers. Showing customers that their experience is the most important.

Choose between a house of brand and a branded house. Branded house

Avoid C-sickness: contagion, confusion, contradiction, and complexity. Make it clear who your two primary stakeholders are and stick to it!

See which competitive areas you can avoid entirely. Avoid purely revenue building consulting.

Bet your resources on the experiences of ZAG Refer Customer Journey map

Don't make new customers feel punished or excluded. New customers will automatically be welcomed through the hospitality model created for them.

Add extensions that reinforce the brand's house. 1. Branded environments 2. Branded airport experiences such as mobile ordering at restaurants

Which competitor can you paint as the bad guy? DKMA

Make sure it's easy to spell and pronounce Find out if the name can be used as a URL Available Determine how easy or difficult it will be to legally defend.

Avoid any commas or "ands." Turn your trueline into a tagline to use with customers. Fly forward.

Only compete at the touchpoints where you can win. Don't do app banner campaigns. Think of your customer

Discover customer touchpoints where you’ll be unopposed. Offering exceptional customer experience through implementation of design principles, environment analysis and business offerings.

Where should you put your marketing resources? In airport innovation magazines, partner company event exposure/marketing, social media

How can you avoid creating a "disloyal program"? Constant feedback loops from both ends (airports and customers)

Give loyal customers the tools to introduce new customers. As part of the web/app

Avoid extensions that unfocus the brand's meaning. We will not move into other areas of consulting, purely customer experience. Avoid extensions that bring you into competition with leaders. Keeping our offerings different will help.

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How can you stay focused under short-term profit pressure? Focus on what we know - the CUSTOMER.

Understand the long-term effects of brand extensions. As long as we don’t lose sight of the primary brand, brand extentions could evolve depending on how the consultancy does.

Onliness

ONLINESS STATEMENT

Curo Consulting is the only business and design consultancy that begins and ends with the customer in mind, helping our clients create a more eďŹ&#x192;cient, connected future through experiences using digital design, environments and business.

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VALUE MAP

CUR CUR

GAINS

O ST

PAINS

To have time to themselves before takeoff A peaceful, relaxing atmosphere Clear communication on changes to the journey A quick way to find out what is around me at any given time Shorter lines, less wait time Efficiency, solution for slow people. If I know what I’m doing I want to get it done To get to arrival destination Clarity at certain points in the process, quickly and efficiently more streamlined process “Why don’t they board the plane Clear signage, especially when back to front, it would be a lot construction is happening faster!” -Bianca “The most streamlined experience as possible.” -Alex “I like to get to my gate and sit. I can make phone calls and chill Central place in terminals to see out.” -Stephanie optionsfor restaurants and Clear communication. Want to surrounding points of interest know where I need to be Often loud overhead announcements and when. Being stuck behind people that don’t know

The Value Map describes the features of the Value Proposition in the business model for CURO. It breaks down the value of CURO into products and services, pain relievers and gain creators. This allows us to see the value that CURO provides to customers as well as airports involved in the process.

- Leads to an easier experience for the customer and a more seamless experience, going above and beyond what a customer wants - Allows the consumer to feel connected to the airport, no matter where they are - Provides the customer with a more connected airport experience, which results less stress, more efficiency and increased comfort

customer needs with personalization - Provide a more peace-filled passenger journey due to increased communication with the customer

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what they’re doing or where they’re going Not having a streamlined experience Not knowing how long it will take to get to the gate or get to my connection Waiting in line Feeling as if I’m wasting time

- Business offerings to increase revenue - A redesigned and well-designed physical space for customer needs GAIN CREATORS - Airport connection - Direct communication services personalized for PAIN RELIEVERS the customer’s journey - Comforts customers due to the assurance of - Digital solutions and services to their experience alleviate - Helps reduce stress and increase comfort customer and efficiency by ensuring that the airport pains experience is catered specifically to the

PRODUCTS AND SERVICES

Value

VALUE PROPOSITION

CUSTOMER PROFILE The Customer Profile describes the specific customer segment within the low cost business model for low cost travelers. It breaks down the value of our offering into customer jobs, pains and gains. This allows us to see how the offering can ultimately affect the customer’s life in a meaningful and positive way.

Website

WEBSITE

BMC

SOCIAL BUSINESS MODEL CANVAS Social Business Model Canvas // Creating the Best Customer Experience Key Resources

Key Activities

People/Team Space Equipment Relationships Customer Engagement Collaboration Extensive knowledge on Airport regulations, creative areas, the travel industry

Development of an App/Website Development of Social Media content, covered by Marketing Creation of space planning and physical environment through architects and interior designers UX/UI development through creative team Business Strategy executed through business team Booths at conferences Marketing through Airport magazines Social Media presence Experiential Design for Trade Shows

Partners + Key Stakeholders CLEAR, Delta Airlines, United Airlines, Spirit Airlines, predominately low cost carriers, apps made for airport services Uber/Lyft Apple/Android to create an app

Cost Structure Payroll for user testing, Payroll for team, prototyping in-house, pay for rental fees, Licenses, Marketing/Advertising posts

Types of Intervention

A service.

Segments

Value Proposition

The end customer/airport traveler is benefitting from the consultancy.

Customers want an improved digital and physical airport experience in order to make the airport process more efficient. User Value Proposition Impact Measure

Beneficiary

Channels

Customer

Reaching my users through physical space enhancements, digital and mobile applications, and social media presence.

The customers that are affected by this consultancy are architects, interior designers, creative agencies, which consist of UX designers, service designers, web designers, etc., and existing airport business consultancies.

Partner with local organizations to provide an increased sense of place for the airport.

Client Value Proposition The client (airports) wants to get a higher customer satisfaction rating as well as increased revenue.

Revenue

Surplus Giving back small profits to the chosen local organizations.

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Asking for a deposit from the airport before consulting starts. Receiving revenue through implementation of ideas chosen for selected airport. Partnering with airlines to redo terminals.

Process

Consulting Framework 5-Step Process

Measure Report/Review Customer Journey Feedback Loop

Implementation

Set-Up

Goals Understanding Data Gathering Management

Success Criteria Requirements Steps for Implementation

03 Design Best Practices Customer Loyalty Voice of Customer Prioritize Proposals

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Assessment Analysis of Company Data Collection Financial State Gaps

Sense of Place Wayfinding Hospitality

Outline

CONSULTANCY OUTLINE

Set-Up

Goal: Understand the Airportâ&#x20AC;&#x2122;s objectives. Mission. Understanding: Prepare for the project through client communication What does the client want? Data Gathering: Information from the client on desired deliverables What does the client need? Listening to clientâ&#x20AC;&#x2122;s pain points Management: Project plan/Timeline Expectations of process and deliverables Who do we report to? What format do you prefer? Who will present? Possible roadblocks/frustrations

Assessment

Analysis: Current state of client Data Collection: Secondary Research - Observations, Articles, Competitor Analysis, Understanding the customer, Reports, Online Journals, SWOT Primary Research - Interviews, Surveys, Questionnaires, Focus groups, competitor Interviews Financial State: What needs to be done to increase revenue? Gaps: Current Airport design Where/why are customers getting confused?

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Design

Best Practices (Proposed): What we as Curo think is best for the client Customer Journey Map Personas Heat Map (Web+App) Customer Loyalty: Investigate drivers specific to the Airport Who is loyal? Why are they loyal? How do we keep their loyalty? Voice of Customer: capture it Prioritize main proposals (internal) in order of importance Budget Outlined

Feedback from Client. Do they want to move forward? Do they have any requests? Why/why were they not satisfied? Present findings of the research: what is wrong and how to fix it? Are they pleased? Do they need more information? If they want to move forward, Steps 4 and 5 will be performed. If not, assess why not.

Outline

CONSULTANCY OUTLINE (cont.)

Implementation

Co-Creation Session Success Criteria for the Design What will be required before actual implementation? Requirements Do they want Curoâ&#x20AC;&#x2122;s help? Train employees. Implement Design changes to physical environment. Change of management? Steps for Implementation: Take time to create/develop the tool

Measurement

Finished product.

Report/Review every step from start to finish Update Customer Journey Feedback Loop - measure the implemented design and business changes

114

Ta-dah!

Testing

TEST PLAN DASHBOARD AUTHOR

FINAL DATE FOR COMMENTS

CONTACT DETAILS

Curo

PRODUCT UNDER TEST

TEST OBJECTIVES

PARTICIPANTS

TEST TASKS

RESPONSIBILITIES

The consultancy framework will be tested to ensure a proper outcome; the website for desktop and mobile are being tested as well. The goals of the product are to effectively communicate what Curo does through a digital platform and provide the customer with the best and clearest communciation possible.

The goals of the usability test is to find any pain points for the customer in the created form and framework.

6 - 8 people will be recruited.

Find out more about the usability and see if people would be interested in it.

Erin Legan - administrator

Specific questions: - What design problems do you have on this screen? - Did you have any trouble understanding what this page was trying to communicate? - What changes would you make? - What did you like on this screen?

This will be a test group, each given the various wireframes and framework.

Sally Sue - Data collector

Review the offer and see feedback on the offerings.

Anna Smith - Client Contact

BUSINESS CASE We are doing this test in order to make sure the website and mobile are user-friendly and easy to understand and use. The test will address key questions the design team needs answered for next iteration. Failing to answer these questions now meaning the possibility of developing the wrong product.

Men and women

All must own a smartphone and be fully employed by an airport or airline.

- Do people understand what is being offered? - Do people trust the service? Hypothesis: If the website is clear and effective in communication then the client will want to subscribe or contact Curo.

John Smith - Videographer/Tech

Allison Turner - Eye Tracking Compare A/B Test two different designs for the website.

EQUIPMENT

LOCATION & DATES

Laptops with screen recorders as well as videos to record the session.

SCAD Gulfstream Building Date TBD

We will note the usability rate and compare times on various forms/completion rates.

Results will be shared with participants individually via telephone

PROCEDURE What are the main steps in the test procedure?

0 - 5 min

5 - 10 min

10 - 45 min

45 - 50 min

50 - 55 min

55 - 60 min

Welcome Consent Form

Pre-test interview

Carry out test

Post-test Questionnaire

Post-test Wrap Up

Debrief

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Testing

IMPROVED CUSTOMER JOURNEY

Using Curoâ&#x20AC;&#x2122;s framework for airport design, the future of airports and customers will be more connected. Customers will have a more personalized experience full of options catered to their individual needs while airports will be more closely connected to their customer. Value for both sides.

SECURITY CHECK BAGGAGE CHECK

Biometrics

CHECK-IN Self-Service, Technology Hospitality

Self-Service

REST AREAS RETAIL

Nap Lounges, Sleep Pods, Shower Areas

Reflects Sense of Place, Clear Wayfinding

OUTDOOR SPACE Local Sense of Place, Nature

MEETING LOUNGES

CENTRAL PLAZA

Economy Class Business Travelers, Hospitality

Local Sense of Place

RESTAURANTS Local Sense of Place, Options

CUSTOMER ASSISTANCE Kiosks, Help Desks, Hospitality

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Study

CASE STUDY - ATL Airport

Based on the proposed framework, I chose two airports in which to conduct a case study. The first being the HartsfieldJackson Atlanta International Airport. This airport was chosen due to the amount of primary and secondary research that was conducted for this airport throughout the airport experience process. Below is the process and analysis of the airport using a condensed version of the Curo framework.

As part of the deliverable for the Hartsfield-Jackson Atlanta International Airport, an analysis of customer interior space needs was conducted. A program analysis was then presented to the client to ensure the proper use of all spaces for customer needs. The amenity space found above describes the amenities Curo has found for the Atlanta Airport to include within spatial design for customers. The mission behind this is to give customers places to relax, recharge and be entertained with the final desire being improvisation of 118 the airport experience.

data activities

what will this look like?

RESEARCH SPACE Secondary Research Sources

Rosen (2017) Secondary Research Sources Foolproof (2017) Heath (2016) IFE (2017) Jacobs (2015) Manuell (2017) Petrie (2017)

Low-Cost Travelers

United States Airports Experience

Design Thinking

Strategy Secondary Research Sources

Aguilar (2015) Sisson (2016) Bachman (2017) Thompson (2014) GroundShuttle (2016) Maiden berg (2017)

Opportunity Space: Improved Passenger Experience Secondary Research Sources

Wensveen (2015) Secondary Research Sources Boyd (2017) CFA (2017) Klanten, Ehmann, Bolhofer, & Moreno (2011) Nau (2017) Plush (2017) Rosen (2017)

Secondary Research Sources

Airline Brands

122

Wall (2017) Dohr & Portillo (2011) Thomas-Emberson (2007) Wendt (2015)

timeline

gaant chart

APPENDIX A

GAANT CHART PRE-QUARTER

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

WEEK 10

Jan. 8 - 12

Jan. 15 - 19

Jan. 22 - 26

Jan. 29 - Feb. 2

Feb. 5 - 9

Feb. 12 - 16

Feb. 19 - 23

Feb. 26 - Mar. 2

Mar. 5 - 9

Mar. 12 - 16

PROJECT PLAN SECONDARY RESEARCH PRIMARY RESEARCH PREP PRIMARY RESEARCH INDUSTRY ANALYSIS RESEARCH SYNTHESIS INITIAL EXPLORATION EXPLORATION REDEFINED

PROTOTYPING ASSESSMENT + VALIDATION FINAL PROTOTYPE BUSINESS PLAN PROCESS BOOK PRESENTATION

123

consent

APPENDIX C consent forms

Xenia Vilades, Interview

Candace Carpenter, Interview

124

Lori Lynah, Interview

Scanned by CamScanner

consent

APPENDIX C Consent Forms

Wilson Rayfield, Interview

Steve Mayers, Interview

125

Scanned by CamScanner

security

APPENDIX C Security Form

Security Request Form, Erin Legan Scanned by CamScanner

126

interviews

APPENDIX D Interview Questions Interview Questions [Delta Contact]:

Interview Questions [Savannah/Hilton Head Contact]:

1. What is your name? 2. What is your job title? 3. What exactly does your role at Hartfield Jackson International Airport entail? 4. What are the biggest problems you see with the customer experience/guest experience within the airport? 5. What do you see as the number one factor that eﬀects customer experience? 6. What are some of the biggest complaints you receive from people about their experience? 7. What are some solutions you’ve implemented and how have the passengers/guests responded? 8. How do you see customer experience within airports changing in the next 10 years? 9. How are you responding specifically to meet this need at the Atlanta Airport?

1. What are the biggest problems you see with the passenger experience/guest experience within the airport? 2. Is there an area within the airport that causes more stress/anxiety than others? Why? a. What have you done to help alleviate this stress? 3. What is the most common feedback passengers give you about the airport experience? (positive and negative) 4. What are some solutions (pre-security, post-security) you’ve implemented to solve passenger complaints and how have the passengers/guests responded? 5. Do you know anything about the original design of the airport and why the airport was designed the way it is? 6. Which airport features would you say assist users with having the best experience possible? 7. Why do you find it important to focus on passenger experience? 8. Do you have an existing framework to measure customer experience? 9. How have you seen design eﬀect customer experience within the airport and how have you seen its impact? 10. How do you see the passenger experience changing in the next 10 years? How are you designing to meet this need?

127

sources

APPENDIX D Passenger Journey Documentation

Stephanie McMath, Account Executive at BSD Consulting, Backpacker

128

Alexandra Legan, PWC Healthcare Consultant, Frequent Flyer

Passenger Journey Documentation Scanned by CamScanner

sources

APPENDIX D PASSENGER JOURNEY DOCUMENTATION STAGES

The stages of the airport experience (terminal to terminal)

Positive

Emotional Experience Describe your emotions as the journey progresses

Negative

Thoughts +Feelings

Entering Airport/ Check-In

Waiting for Departure

This stage includes entering the airport and finding your way around

This stage includes the process of arriving to your gate

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Boarding

Journey

Arrival

This stage includes all aspects of the boarding process and finding your seat

This stage includes the in-flight journey and layovers

This stage includes arrival to destination airport, gathering your things and claiming your bags

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Describe any other thoughts/feelings that arose in each stage of the journey (i.e. thoughts you couldnâ&#x20AC;&#x2122;t categorize, possible solutions, ways to help the process, etc.)

Julie Kotulek, Administrative Assistant Fathom Denver, less frequent flyer

129

Emily Mueller, Content Creator at Direct Development, Flys a few times/year

sources

APPENDIX D Passenger Journey Documentation

PASSENGER JOURNEY DOCUMENTATION STAGES

The stages of the airport experience (terminal to terminal)

Positive

Emotional Experience Describe your emotions as the journey progresses

Negative

Entering Airport/ Check-In

Waiting for Departure

Boarding

Journey

Arrival

This stage includes entering the airport and finding your way around

This stage includes the process of arriving to your gate

This stage includes all aspects of the boarding process and finding your seat

This stage includes the in-flight journey and layovers

This stage includes arrival to destination airport, gathering your things and claiming your bags

Usually very positive, i'm excited to be going somewhere. I'm always well-prepared with my ID and boarding pass so i'm never nervous.

Arriving early helps me feel less nervous looking for my gate. I'm always happy when there's a bar or snack place next door.

my least favorite part of travel. I hate waiting in line, slow people, having to carry too much stuff, etc. looking for a place to put my carry-on stresses me out the most. I'm nervous i won't find a place near me.

I don't mind flying at all. i'm completely comfortable in any type of seat and in any part of the plane. Sometime i'm asleep before take-off. I do get bored sometimes on longer flights. layovers don't bother me as long as they're less than 2 hours. I've never had a longer layover though

GET ME OFF THIS PLANE AND AWAY FROM PEOPLE I HAVE TO PEE! that's usually how i feel. i'm annoyed with sitting in a confined place, looking at nothing fun. but i'm SUPER excited to finally be where i am traveling to. (this goes for departing and returning flights)

I love traveling and flying really doesn't bother me. The rare chance that things get messy with cancellations and delays, i do get really annoyed and frustrated. But i also have an outlook at life that follows the motto of "accept the things you cannot change".

Ashley Madison, Inbound Marketing Manager Direct Development

Zach, Direct Development

130

sources

APPENDIX D Passenger Journey Documentation

Patrick, Direct Development

Emily R., Direct Development

131

sources

APPENDIX D Passenger Journey Documentation

Bianca, Direct Development

Daniel Ferguson, Marketing Associate Direct Development

132

protocols

APPENDIX E Research Protocols

Introduction The following information provides an introduction to field research, in order to develop a framework for an improved airport experience for both the airport and the customer. This research plan will be conducted in the United States between January 1, 2018 and March 14, 2018 by Erin Legan, a Design Management graduate student at the Savannah College of Art and Design (SCAD). The following plan has three main sections: -

Purpose

Methodology

Materials

Purpose: 1.

Establish a detailed description of the role of both the customer and airport within the

context of the airport experience. 2.

Understand the current collaboration processes between the airport, customers and

designers in an airport environment. 3.

Create a vision of what are the challenges of each side are during the travel experience.

Define the concept of Design Management and how the methods used in this field help

with developing an effective framework for collaboration. 5.

Identify how are the standards of an effective framework for collaboration and how its

effectiveness could be measured.

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protocols

Methodology

Interviews

In order to achieve the objectives mentioned above, we envision using the following three

A set of open questions will be presented to interviewees, who hold different positions

methods:

within the advertising field, in order to capture their perception about the subject of study. Before the interview is conducted, each participant must sign a consent form, where they

Interviews

Stakeholder

Consent Form

Interviews Criteria

approve the display of the information provided during the interview, the use of photos and video recording. Hello _____________, My name is Erin Legan and I am an M.A Design Management graduate student from Savannah

Discussion Guidelines

Materials

Observations

am very interested in your opinions. I was curious if you would have any time available to chat

Guidelines

and answer some questions next week about the Savannah/Hilton Head Airport? This would be

Observations Form

Human Factors Form

Thank you in advance for your time and help!

Materials

Warmly,

Survey

Introduction

Characteristics of each Customer

Passenger Journey Map

College of Art and Design (SCAD). I am currently doing my final project research on ground-to-air experiences for passengers, and I

a huge help to me with my research.

Erin Legan

Interview Criteria: Interviews Discussion guide â&#x20AC;&#x201C; line topics.

134

Position and experience.

Vision of the industry.

Professional motivations.

protocols

The service andadvertising provides. experienceagency an airport provides.

Industry trends.

The role of each of the departments.

The creative process.

What have you done to help alleviate this stress?

What is the most common feedback passengers give you about the airport experience?

(positive and negative) 4.

What are some solutions (pre-security, post-security) youâ&#x20AC;&#x2122;ve implemented to solve

passenger complaints and how have the passengers/guests responded? 5.

Do you know anything about the original design of the airport and why the airport was

designed the way it is? -

Interaction between departments.

Advertising Campaigns. Existing Airports and Consulting Frameworks

Current processes of collaboration.

Best way to have more effective collaboration between departments.

Benefits collaboration brings to the company.

Which airport features would you say assist users with having the best experience

possible? 7.

Why do you find it important to focus on passenger experience?

Do you have an existing framework to measure customer experience?

How have you seen design effect customer experience within the airport and how have

you seen its impact? 10.

How do you see the passenger experience changing in the next 10 years? How are you

designing to meet this need? 11.

Can you walk me through the security process for your airport?

Questions for the Savannah/Hilton Head Airport

Questions for Atlanta Airport Contacts

The aim of my Masters project is to understand the pre-flight and post-flight airport experience

What is your name?

for low cost travelers in the US with the aim of proposing a strategic experiential solution that is

What is your job title?

efficient, comfortable and non-stressful.

What exactly does your role at Hartfield Jackson International Airport entail?

What are the biggest problems you see surrounding the customer experience/guest

This can be based on physical space, technology, etc. and right now Iâ&#x20AC;&#x2122;m just compiling research

experience within the airport? (pinpoint a couple pain points specifically)

in order to create a solution.

What are some solutions youâ&#x20AC;&#x2122;ve implemented and how have the passengers/guests

responded? 6. 1.

What are the biggest problems you see with the passenger experience/guest experience

How are you responding specifically to meet this need at the Atlanta Airport?

within the airport? 2.

How do you see customer experience within airports changing in the next 10 years?

Is there an area within the airport that causes more stress/anxiety than others? Why?

Sub-Questions

135

protocols

How big of a role do you think architecture and wayfinding have in the overall

Observations

experience? 8.

Visit one of the stakeholders company and observe without intervene, meetings, team

What are some of the biggest complaints you receive from people about their experience?

interaction, and creative process development, in order to analyze behaviors, discover patterns What do you see as the number one factor that effects customer experience?

and point of disconnection across internal processes. During observations collect visual and audible material has major impact for research outcomes.

Interview Questions [Architect Contact]: 9.

What is your name?

10.

What is your job title?

11.

What exactly does your role at Gresham, Smith and Partners entail?

12.

What did the scope of work include for the Atlanta airport project?

13.

Thinking about the overall passenger experience, what were goals of the project itself?

14.

What was the design process like for the international terminal?

15.

What were the biggest passenger challenges you had to design for?

16.

How did you aim to solve these problems? Do you think you were successful in solving

Human Factors: Observe and engage people in a conversation. Observe or ask about peoplesâ&#x20AC;&#x2122; activities, the objects they use, their environments, and the information they interact with. Take notes down based on observations and the responses from people.

Consent Form found in Process Book

them? 17.

Have you received feedback about the design?

How do you see customer experience within airports changing in the next 10 years?

Materials: -

Voice recorder

Camera

Questionnaire

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APPENDIX F Interview Transcriptions

Xenia Interview -

Opportunity to design for space in designing for spaces we use Envision the future… customer journey. What do they need? - Security - On-boarding - Missing luggage Beacons = capture the presence of someone, captured information on phone technology that can capture your presence “Security is a circus, they exaggerate the emotions and process.” Eventually they will be able to see what goes on the plane - every piece. There are CRACKS. Technology will eventually iron everything out. Luggage is a PAIN, different measurements - fun to imagine the future of airplanes Airplane/Airline - play with aircraft customization. Various things are loaded, animals, people, luggage, food, etc. In terms of a terminal, big can be very cold (in terms of architecture). The big question is what to do when waiting. There is a big opportunity to design in that area. You have a captive audience in a specific space, what do you do with those people? Technology is changing the future of airports. National Authority runs the airports - certain companies run specific areas of the country within airports. Brands for airport hubs, etc. What to do about that? Boarding horses? Delta (look up). The Details - so important so the user has a seamless experience. To adhere to this, you have to work out the way these companies/services interact with each other Services = vertically integrated on the same brand Food carts on the airplane. An analysis of the carts themselves would be interesting and of valuable insight. - Luggage/Security People are reluctant to do the check-in kiosks; traveling barcode videos Giving printed boarding pass - basically telling them not to trust technology - Check-in trends a lack of trust on both sides

RAPT STUDIO + Metropolis Bring Your Whole Self Event (Livestream) - What does it mean to be human? - Systems thinking - everything is affected by everything else Google: - activate space/ sensory experience - Take space and view it as an experience: focus on being AWARE/self-aware - How can we transform any space any time? - Example: pop-up kits: entrance experience in how to disconnect in the world you’re leaving but connect to the world your entering into - How are we intentional in using these spaces? Rapt Studio: - Human characteristic of a brand is towards a more meaningful expression - In order for a brand to really function, the authenticity of the brand needs to flow through everything - the space, the products - Ask the questions: What is not working? Why is it not working? - Bringing your whole self to work (brands) as well as transparency - Everything we do is strategic - Always thinking: how can we develop a workplace that is a whole campus idea - to engage with everyone? - meeting/gathering spaces - bringing what they lack to engage with each other - Creating a toolkit to allow people to get the most out of the space/brand - Space needs to make a CONNECTION - how do you design a space for a brand? - Make a connection + the way they feel - Choose the kinds of environments that suit you best. Make you feel a certain way. Bringing the outside in. Google: - Approaching space design like product design - How to approach something that we don’t even know and what to fix? - How are we to be flexible to something constantly changing? - How does Disney approach spaces? - To have someone DISARM when coming into a space - Tactic - invite the people to move them from room to room instead of telling them. INVITE. Helps break down walls. - Treat everyone as the user. Rapt Studio: - Authentically: how can a company be more authentic - Be true to the values and core - People are carrying around “secrets” - How do you tell the whole story in a meaningful way?

WAITING - executive lounges, Delta is very punctual Interior Renovation - using old engines, users perception of the in-flight COMFORT - American, Delta - [Innovation Hub - chief innovation officer]

Xenia Vilades, Interview

Rapt Studio + Metropolis Event,

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Interview

to have better control over the service level and such. Also, smoking in airports has been a thing. Atlanta is one of the only airports you can smoke in now and it’s not going away.

person - he trained the TSA to engage…”We’re a leisure, flip flop and wheelchair kind of airport.”

Is there an area within the airport, based on your opinion, could use some redesigning? Doesn’t have to be physical space.

How do you measure customer experience?

What are the biggest problems you see with the passenger experience/guest experience? Lori: I don’t really get a ton of complaints, I get more inquiries. Like they want to know about parking and how far parking is and how far handicapped parking is. We hear about how we don’t have a family restroom and we don’t have a nursing mother’s room. The biggest thing right now that we’re seeing all our counterpart airports do is the nursing mother room. Our building is 24 years old so we haven’t done a terminal renovation. We added on at the end and we should’ve added it then, but we didn’t. Candace: It’s not a new concept, but it’s a new concept since the new terminal was designed. There was just no space to add it because it was deisnged for what it was then, not what it is now. Lori: And charging facilities, people need to plug up everywhere. Wifi was a huge problem, but we just did a big upgrade of our wifi. It took over a year and was really expensive. Candace: We also did televisions - the television experience has been interesting. When it was first come up with back in the day, it was CNN Airport news. But as time has changed it is just straight up CNN and we’ve had a lot of complaints. It has been on every tv but now it’s not, so we have to figure out what to put the tvs on - putting weather channel on most tvs, Fox News on one, CNN on another so that way if someone complains, they don’t have to move far. Lori: Food options is also big. Parking distance. Wheelchair service, luggage carts, bringing the dogs. It’s funny because now that everyone has a comfort/therapy dog and you can buy a vest and put it on your dog and no one can question them with paperwork. So that’s been a weird thing because we’ve always had people keep their dogs in their kennels when taking them on board. Candace: And that’s why Delta just released a softened version of their procedures on animals. There are ADA things that are going into effect. One of them being service animal relief areas, you now have to have one and it was driven by ADA. You have to have closed captioning on TVs. There’s something about video paging. A lot of this stuff is driven by the passengers but you’re pushed into it by regulations that come along. Are there any areas that are mainly passenger driven based on feedback or compaints? Lori: Wifi, nursing mother areas, we used to get complaints about wheelchairs but how that works is that the airlines used to contract that out. We were not happy with the service level so we took it over. The people that we have are working the wheelchairs work for the airport. Then we just bill the airlines back but that way we can better manage the service level. Airports are big malls, we’re like a big landlord. What you see in some of the smaller airports is they’ll need

Lori: The whole thing. We just need some cosmetics - new wallpaper, new face. One of the reasons it hasn’t been done is money and you almost have to have a huge project so that the design can be taken out of a politically appointed board. For example, the rental car counters downstairs. But now it’s to the point where it has to be done. Candace: You can’t piecemail it. We have learned that. You have to come in and do an overall design change. If you piecemail it, it begins to look choppy. Like one part doesn’t really match the other and counters don’t match. Also, noise is a thing. So early in the morning, when there’s not a lot of people after the big rush out, there are people still there. But when it’s quiet and the tvs are on, they’re LOUD. But it’s not because we’ve changed the volume. The click clack of the tile is so noisy. If your vendors or retail is are coming down the concourse with a cart, it really is loud. Lori: Food Vendors are on contracts. Another thing is that airports before 9/11 people lingered. Now, airports don’t and if it were to be redesigned, you would push security up and have the bare minimum on the nonsecure side. Everyone WANTS to get through security instead of lingering now. Those restaurants are really good about telling people (COMMUNICATION) that they can’t have liquids through security, which is good for people. And that’s part of being a leisure airport, the meeters and the greeters use the square space. Are there any areas that create more anxiety/stress for passengers besides not having certain features within the airports?

Candace: We have never done a customer service survey. We’ve been measuring it based on complaints, comments, suggestions, and social media. A lot of improvements we’ve made have come from people who fly through Savannah frequently or from employees who hear things frequently. We watch what the other airports go through and we either want or don’t want that to happen. We emulate them and do what they do. How do you see the passenger experience changing in the next 10 years? Candace: Security checkpoints. They will have to make it easier for people. They’ll have facial recognition, you’ll see self-bag checks. I think there will be less [face-to-face interaction] to some extent, but it will take the human error out of it. The airport is competing with airlines for passenger loyalty - customer relations reps will have to be up there. They’re still going to have people there but for millennials, they will have transitions that are quick and easy for them. There are so many things but you don’t know if they will take off. It’s like bags that follow you, if that becomes a thing how will we change to accommodate those things. Lori: Something that other airports have that we don’t have is being able to sit down and order from one of those kiosks. Basically you don’t have to talk to a waiter or waitress unless you need to talk to someone. The restaurants we have, that’s one of the things they do - they have it so that you can order food in the waiting area and there are some that will deliver. Also, digital directories because right now everything is printed. Also, outdoor spaces, like the one at JFK as well as yoga rooms. Doctors, pods, nursing mothers. Candace: You have to watch out for outdoor spaces on ramps though because of jet fuel.

Candace: We don’t get a ton of complaints but it’s probably all the same stuff you hear patdowns, but you know that’s random, the length of time as well. I think we have the friendliest TSA, they are so nice down there. They ask “how was your trip in, how was your vacation?” They know that we’re a leisure airport so they engage the people. They’ve been taught here and have done a great job. I don’t think it’s so much of the process as much as I think it’s the experience. Lori: And a lot of those process complaints come from people that aren’t prepared. We’ve had to figure out how to say in a nice way “Check your carry on bag to see if you’ve forgotten anything.” Guns, scissors, etc. and they’ll say they forgot it was in the bag. And we heighten this during the holidays because that’s when we have a lot of local travel. A big part of our traffic is inbound. There’s only so much educating we can do. And the time - that’s where the local customers get in trouble because they’re spoiled on time. We had the best TSA Director, he just left but he was the best. If he got a complaint, he would stop what he was doing and call that

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138

What can you tell me about the original design/architecture? Candace: Ben Lau is the architect of the project. He flew into Savannah and drove around for a month to look at architecture in Savannah and that’s how we got the squares. He got the idea based off of what he saw downtown. The balconies, the bricks, the squares. And when we did the addition in 2008, that is called Hilton Head Isle. Do you get comments about signage? Candace: The more signs people put up, the less people see them. You can’t put up as many signs as people would like. People responded really well to the changes in signage. We changed the signage from green to blue and people started seeing the signs. And everyone

Interviews

APPENDIX F Interview Transcriptions

wants to hang a sign. People will also make their own signs - paper signs - so you have to walk through the terminal and police that. People will pull out a magic marker to make their own sign. Lori: People walk through the front doors and their brain gets sucked out. You’re dealing with the lowest common denominator when coming through. Best/Worst Personal Airport Experience Candace: Power outage in Atlanta. No way to move any elderly/handicapped through the concourses, no food due to restaurants closing. Lori: Providence, Rhode Island - rental car facility. Walking space over a highway. Things that are done for the greater good or done with a bigger idea in mind - that’s where people don’t see the bigger picture.

Lori Lynah/Candace Carpenter, Interview (cont.)

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Wilson Rayfield Our practice, we work in about 11 different markets and our largest market is healthcare architecture. There’s about 500 commercial service airports in the US and about 200 of them really matter based on the size and the number of passengers they’re pushing through. Airports are typically measured/valued in terms of the number of passengers boarding a plane. So Atlanta is the busiest airport in the world, last year they had about 100 million passengers with 50 million enplaned passengers. So when we talk about airports we talk about the number of people getting on a plane there, not arrivals. From number 1 in Atlanta to Richmond doing 3.5 million passengers, there’s even more falling way down in capacity. An extremely high percentage of the total trips taken in the US are driven out of the top 50 airports. So there’s 50-200 airport directors in the whole US and there’s a lot of cross-pollination and connected industry. It is a compelling field. Airports are important civic architecture. They’re public buildings, they are gateway architecture. Airports are the first and last impression that a visitor has of any place. If you have a bad experience it will be the bookends to your entire trip. And airport operators and airlines, everyone in the industry is really aware of that. So airports are as unique as the communities they represent. They are technically complex. It’s a hard building type - a lot of technology, a lot of requirements, and large volumes of people. And at certain points in time and other points in time it’s really dead. We’re changing a lot of things so that airports can change the way they operate so they’ve got a lot of infrastructure they use 20% of the time, 10% of the time when they’re really really busy but the rest of the time that infrastructure is sitting empty. And so it’s a real challenge - why do I need to heat that and cool that and keep it secure and all those other things if it’s not being used except during those peak times? So it’s a real challenge. Based on projects you’ve worked on before, what are the biggest challenges in designing to accommodate that? The passenger experience and customer experience - they’re starting to refer to their passengers as customers more frequently, and that’s a common distinction and there’s a lot to that. When you go to an airport, you’re a passenger of the airline but a customer of the airport. And that really is a certain distiction the way that they want to treat you, the way that they want to accommodate you and the specific experience that they want you to have. The passenger experience is the core of everything we do because our clients goals are the goals of their clients, their customers and the communities they serve. So we’re always trying to find solutions to enhance the customer experience. The biggest challenge is security. Security drives every bit of infrastructure, spending and layout at airports because it is so critical and so important and is omnipresent everywhere. And the requirements are changing and accommodating that in the infrastructure and the physical plant is an absolute and it trumps everything else so you’re constantly squeexing the balloon and the balloon is getting bigger and you can’t really make it smaller, you’re just trying to shift the impact it’s having on certain things. From a passenger experience point of view, there have been studies that have been done, that when you travel, the minute you leave your home or point of origin to head to the airport, your

anxiety level increases. You’re looking at your clock thinking, do I have time? Should I eat first? Do I have my bag? Do I have my boarding pass? Am I gonna get there? Is traffic good? And that anxiety will build because you’re building towards am I gonna get through security on time? How long will I have to stand in line? Did I take whatever’s out of my carry on bag that shouldn’t be in there? Do I have too many bags? Is this belt gonna set off the metal detector? Do I have my cell phone? Do I have my boarding pass? That anxiety level for every passenger is building and it kind of hits a peak when you get to the security checkpoint. The moment that you step foot through security and you know you’ve got time and that you’re in the right place, that anxiety level drops like a stone off a roof and that anxiety drops dramatically. And that’s where the airport then gets the passengers to spend money. Airports are fully self-funded. They make all their money off of concessions, lease and parking revenue, so they take lease money from airlines but they don’t take any tax dollars or anything. So they’re trying to maximize revenue through concessions, so right now the big trend is balancing concessions between national brands and local/regional brands. Airports are trying to provide passenger experience/customer experience that includes the region. And that includes concessions and restaurants and offerings that are unique to “Portland, Oregon” for example. And so there’s a mix of that but that is the moment in the experience that they’re trying to provide as many amenities as possible, not only to generate revenue but to enhance that passenger experience to create an experience that is unique and positive. There’s all kinds of weird stuff out there - Denver is doing goat yoga at the airport. Yoga rooms are becoming more and more popular in airports. They just redid the terminal in San Francisco - great airport to look at - they were one of the first airports to provide water filling stations post-security. Just try and offer different things to enhance that experience those are the things we’ve been focusing on a lot. How do you focus on security to make the most stressful part of the journey less stressful? One of the ways you can do that is by trying to provide passengers with as much information as possible, controlling expectations. If I get into the security checkpoint line and I have no idea how long that’s gonna take I’m going to look at my watch, every 30 seconds esp. if I’m nervous or don’t fly much (many travelers only fly once or twice a year) and so for them this is the most significant adventure they’re going to be on all year, or they’re travelling to a wedding or funeral or event that is causing a lot of anxiety for them. So that line is the next step between them and the next step in their journey. So providing accurate wait information at checkpoints and other elements at airports is something we’ve been doing a lot to control that passenger experience. (Get in line with 10 min wait time, 9 min through and I feel great, but 12 min and I’m thinking what’s the hold up) because it’s all about the expectation. So in terms of security and in terms of connecting times and walking distances - if you’ve ever connected in Charlotte, it’s a long walk. They’re one of our biggest clients and part of what we’re doing is wayfinding - providing information at various connection points. Coming off of a plane and seeing your connection is in concourse E and you’re in concourse B… you have no idea how far concourse E is. Managing and providing expectations and information is the absolute silver bullet in managing passenger stress level and anxiety. Wayfinding is one way you have solved for these problems, are there any other ways you’ve specifically solved for that?

Wilson Rayfield, Interview

140

Wayfinding is probably the most important piece of that. And when we say wayfinding, it’s not just signage, it’s not just putting up information. When we have to change something it’s a matter of providing intuitive wayfinding. What that means is looking at the passenger journey segments and trying to ensure that your next waypoint is something that’s obvious and that you don’t have multiple decision points to make, we try to combine decision points into hubs where a passenger can get to a hub and make a decision about a destination without having to worry about 3 lefts and a right. It’s a matter of architecture that leads you in a direction. When we did the ATL airport, we made all the ticket counters angled at a 45 degree angle within the space. You’re moving toward the security checkpoint and the back of it is all glass, so you have to walk towards the light but what it also does is it orients you. You walk out there and see the airfield and where the airplanes are, you think “that’s where i’m going.” So instantly you’re being pushed to the right and I know that I’m going forward towards planes. So there’s no signage at all that directs you, there might be couple, but you’re intuitively moving and flowing to that point. The architectural design tries to use cues and elements to organize your flow but also to provide you with a visual connection so that you always have a point of reference. I don’t get turned around, I don’t get confused by all the other clutter. Also, in interior design you look at things like finishes and lighting that have a timeless quality that form a backdrop or canvas. There’s information everywhere - it’s easy to get information overload, so we try to provide an environment and organization system that doesn’t become overwhelming or distracting and that the architecture and interior design doesn’t compete with that. And another piece is dealing with the scale of spaces. You’re worried about your shoes and your stuff, so once you come out of that we try to provide a larger space that provides some relief. It may still be crowded but by providing additional volume in the space, it creates a feeling of openness and airyness. The volume of the space helps to increase the perception and ease that transition for passengers. You’re designing a new airport and first you design where the airplanes go because that can move the least. And you’re trying to think of that experience for passengers and how to make it streamlined and efficient. But the other thing is everything changes, not just security but size of aircraft and type of airplane and the ways the gates are being used and so you have to designa space that is very flexible. Where do you see customer experience changing in the next 10 years and how are you accommodating for that? One of the big changes that has been evolving now is more and more reliance on self-service. It wasn’t that long ago that everytime you wanted to go for a flight you bought your ticket, got your paper ticket that your travel agent provided to you that you then went to the airport and stood in line to exchange that for a boarding pass or you could go through security to go to your gate, or you didn’t even need a ticket to go through security but you had to wait in line to get a boarding pass. And now you get your boarding pass and mobile boarding pass and there’s a lot more technology pushing the experience to the passenger to manage. So for an experienced traveler, I have a mobile boarding pass that’s automatically checked in. You don’t even have to check in

Interviews

APPENDIX F Interview Transcriptions

with the airline, they just check you in automatically and push a boarding pass to your mobile device. So you go through security, you get on the plane and maybe you don’t even talk to a soul, you don’t have any interaction at all if you don’t want it or need it. And so I think what we’re going to see a continued movement toward a bifercation of the experience - it’s kind of what happened in retail. Retail is either Amazon or Walmart who is everything you can possibly imagine or it’s a real specialty boutique store. And so customer service in the travel experience is going the same way. It’s either your high touch customer that needs assistance (grandma needing assistance paper ticket, wheelchair, etc.) and at the same time the business traveler doesn’t need or want anything and they’re going to get there in just the amount of time they need to go through the process and flight. So the big change is coming through technology and it’s going to continue to change even more. And security will change even more so that boarding passes will go away. It will be a biometric whether it’s a facial scan or a finger print, a permanent token that will cease to be a uniquely generated object. Your baggage tag will be an RIB chip that will be built into your bag and activated when you walk into the airport, there’s no process to it. I think security will go the same way too, they are trying to find out how they can use biometrics better. Now that there is more consumer use for it, it will continue to be more accurate and I don’t know how soon we’ll see it but I will expect that the security checkpoint will disappear and the whole airport will be a secure environment. And the minute I walk out into the airport there’s a million opportunities for cameras to pick up my face and identify me. And as a frequent traveler, it would be easy for TSA to observe me coming in, parking my car, walking into the terminal, whatever - there will be points where you can push passengers through thresholds where baggage could be screened completely behind the scenes without passengers being aware of it and they can selectively identify and pull passengers for additional screening that are unknown or first time passengers, people they don’t know anything about, things like that. Look what’s happening in Las Vegas casinos - casinos generally know who all of their customers are. They know where everyone is, what they’re doing, they’ve identified anyone that’s on their banned list and they can’t walk in there without being identified and escorted out. I think the big change is that security will become more ambiquitous - it will be everywhere and it will be nowhere at the same time. Passengers will have the ability to do more with less interaction, the process will become smoother and the airport will be viewed as more of a destination unto itself. There will be a blurred line between the secure side and the nonsecure side which will allow anyone to go to an airport and take advantage of some of the amenities. Right now we’re pushing concessions to the airside because when passengers get to the airport, you’re going to get through that security checkpoint and then you’ll maybe then have something to eat. But if that checkpoint doesn’t exist then it won’t matter. And when that happens, the airport will be a destination unto itself. It will be a place for restaurants, entertainment and things that maybe don’t have anything to do with the fact that airplanes land there. If you look at Changi Airport in Singapore - top rated airport in the world - we actually did a wayfinding study for Changi. They have some fantastic amenities and in time the security component going away and the congestion component going away with parking and congestion on the curbside - Denver opened up the raillink from downtown - this will begin to ultimately alleviate a lot of congestion which will make going to the airport less of a pain. I can see in a point of time people going to the airport because that will be the areas of restaurants and

entertainment districts you want to take advantage of. More airports are actually adding hotels, Nashville, Charlotte is looking at it long term. There is a hotel you can walk to that’s connected to the airport. Flying into the airport and never leaving the airport might become more and more a reality.

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APPENDIX F Interview Transcriptions

Steve Mayers - Interview So within the airport space, let’s talk about physical infrastructure and the controls that are placed upon airports because we have to think of safety and security, we have to think of what the airports roles are in the United States and its roles with the FAA and its directives and the federal government also. For instance, the directive through the FAA and the federal government is that airports are to be self sufficient. You’re not supposed to be reliant on the federal government for tax dollars. A lot of the airports in the US get grants from the federal government but those grants use a fee which is the Airport Improvement program grants, which means that when you travel there’s a certain percentage of your ticket that goes into a pot and the airports write for a grant to improve something within the airport. So you can get a $1 million grant or a $5 million grant whatever you need that goes to the improvement of the airport. Could be a runway item, anything for safety and security, so you can’t use the grant to build a new hotel. When you take a grant, any penny that you take from the federal government, any amount of money, you are under federal government rules. What does that mean? It means that if the FAA gives a directive then you have to follow that directive or else you lose all future grants. SO that’s considered Title 2, Title 3, and Title 6. What does compliance look like? All airports in the US that receive AIP funding should have service animal relief areas on each concourse by August of 2016. 95% of the airports are not compliant with the regulation. We have more service animal relief areas in our airport than any airport in the US. I give you that background because when I told you what I was responsible for and how we get funding - the other way we get funding is going into bond market because we are an enterprise fund, so just because we’re owned by a municipality (the City of Atlanta) doesn’t mean that we are a public entity. Out of the billions of dollars we’re getting to make improvements to the airport, the majority of that comes from the bond market. So we put the infrastructure up, we put the car rental revenue up - all that revenue is tied to bonds. The majority of airports in the US are general aviation airports though, well over 10,000 airports. So tie these two things together from an architecture and design perspective - we have to go to the bond market to do all the upgrades we’re doing, we need revenue sources, so space for concessions was a premium… so you may not be able to expand the airport, but instead you may have to take space away for services. So what is the true cost for taking space away? We had to take away prime concession spots in order to build a service animal relief area. It’s not a revenue generating space. There is an opportunity to find efficiencies, be creative, build out, do something creative that people will pay for that’s unusual. Any physical improvements have to come to the FAA. Problems within customer experience? Our airport is unique in that most of our marketing is done through a guarantee. So most of our airport has minimum guarantee, so if you want to operate in our airport you guarantee a certain amount of money back to us. Customer experience is made up of guest relations, the AVA office on the volunteer program. Guest relations handles all voice of the customer program everything that they complain about that we need to use to improve the airport, this is where we get our data from. So I’ll do the surveys - so for instance we had complaints about nursing pods

there’s a correlation between the cleanliness of our bathrooms and the cleanliness of the entire airport. You typically tend to rate the overall cleanliness of the airport pretty high if the bathrooms are clean. If I have a problem with check-in for Delta, we give the info to Delta for use. The system will tell him which restrooms are not meeting the standard. Real time and surveys. What are some solutions that you’ve implemented to these issues? Smart screening areas. ATL NEXT is the upgrades to the airport. How do you see customer experience changing in the next 10 years? I think it’s going to be changing through social a lot more. Customer service is one way. There’s an expectation that you give good service and then there’s a customer service line where people complain about stuff. Customer experience actually helps you to generate a revenue, to retain customers, to be a voice of the customer. It’s the complete person. The voice of the customer means that when they’re engaging you, they’re asking questions, they’re giving directions. Here at the airport we have something called journeying that we do. We want to know at which touchpoints are you interrupted most on your journey. So if I’m curbside to the gate, creating an experience that would make you want to return here. And that starts at home (i.e. making sure the website is up to date) The wayfinding - what touchpoints can we help with, like for instance when we changed the area for Uber and Lyft. He noticed the journey here was unusual because there are so many turns. So we will need a physical person at these 90 degree turns. Creating an entire experience means that we are able to assist someone through the entire journey as much as possible. So when the folks with the green coats are engaging with you, they’re asking which concourse you go on and then make a suggestion, that kind of stuff. And of course taking that feedback and sending it to our partners. Social Media will change in the next 10 years. The engagement piece - when you are talking to somebody over the phone from a call center perspective you are just talking to them. But when you are on social media, you have a great opportunity to educate the entire public by your one answer to them if it’s public. Social media as well as robotics are going to have a very big impact on customer service. Incheon in South Korea, the robot has a screen on it that actually shows you directions, where to go, it points you in the direction of robotics coming. In Munich there is a screen, you press a button and a person comes up on it and you say “I’m looking to go to ______.” And that person points you in the right direction because they’re in a call center but they’re pointing you where you need to go.Online portal - management system used to manage all of our data collection devices. The one done quarterly is done by paper and handed to you. JD Power when they want to know who’s the best airport they send you an email that they get from Delta with the email addresses, we don’t do that because we want to make sure someone fills something out and that they’re there at the gate and in the airport.

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people that come through our airport do self-tagging, tag their own bag and take it up. We do have a lot of kiosks. And this itself has taken away a lot of jobs and this is where we’re moving to from a political perspective, but this is just the way it is. In Singapore and I think in Munich also we have robots that are helping you carry luggage and you don’t need porters anymore. So how do you get people through security faster? And the problem with that is that there’s no control - I can stand there and observe them and ask them “Erin, do you have any water or liquids in your bag?” You say nope and then you get to the front and they find water. You say “Oh I forgot about that.” That delays the line. So how many instructions can you give to someone? A lot of people like to blame TSA for things but truthfully there’s only one thing you can blame TSA for: whether or not the TSA agents are rude. What friendliness do you need from them? There are a lot of them that do an awesome job but customers from the political world already have in their head that federal employees are rude or it’s a waste of government funds, when in essence it’s not true. They don’t have enough government employees to do the job that they need to do. When we cut government but still need x amount of people in a lane, you can only operate a certain number of lanes for the people coming through. So there is a mindset I think where people don’t think about these things. So we take all of that into consideration - the agents check your ID to make sure it’s fine, then you go and take everything off and put it in a bin, then you go through the magnetometer and you keep beeping. And the TSA agents say “Can you go through again?” and the people insist that there’s something wrong with the machine when really it’s something on them. These are observations we don’t think about and we are selfish in our ways, we don’t think about our involvement in the equation of the journey we’re taking at a particular point. These are the things people explain to me when they call to complain. The boarding process is another place: we are doing self boarding now where people can board themselves onto the aircraft. You can scan your fingerprint - we’re testing that. And 90% of our incoming travelers coming into the US are screened by a machine. Airports are becoming more cities. What I told you about dwell time - you now have attractions in the airport that would make people want to come to the airport early. Do you do a rotating art program. 70% of our traffic is connections, not really origination passengers. Origination, someone is actually leaving from here, this is where they live. Now they come from feeder cities, but that’s 80% of America coming here and connecting. So this is key in the “new airport.” Airtropolis - that’s an idea of how we want everything closer to the airport. Gyms in the airport, yoga, dog grooming, those kinds of spaces that will draw people here to the airport quicker. Look at Changi and Munich. The challenges are that what we want to build - challenged by the community as a whole because we’re owned by the city. There’s nothing that says you have to have an adult changing table, but we went ahead and did it because they kept calling. Our feedback from customers really gives us an idea of what people want. How do you receive feedback from people? Solicited and unsolicited surveys. A system that categorizes exactly what the person wants. Solicited: we have real time and a deeper dive every quarter. How do you feel about eating in someone’s house who has a dirty bathroom? We concentrate on bathroom cleanliness because

Interviews

APPENDIX F Interview Transcriptions

and changing tables. I’m on a panel for the ACRP, Smart Spaces. This is something we’re implementing in the near future: adult changing tables and harnesses, as well as a quiet room for kids with Autism, and a waiting nursing area for mothers and it should all be accessible. An adult changing table is a changing table for adults - mostly kids with autism, you can’t change the adult on the floor and you need harnesses to wash them off. Individuals with disabilities want to travel more. Designing for disabilities is something we’re looking more and more into. Light design - someone with light sensitivity with autism notice when the light flickers, flickering lights when you have a fire, they need an area that is quiet and sealed. Not letting them be inconvenienced. ADAAG - Americans with Disabilities Act Accessibility Guidelines. It tells you how to design a building for someone with a disability. For instance you’re queuing to go into a restaurant and you’re in a wheelchair. There’s a special assistance line and a regular line. Which do you go to? I have a lot of customers that refuse to go to a special assistance line and that is discrimination. Any other problems - what about for the average customer? You can think of travel as a very nauseating, high-blood pressure kind of a thing and most people go through this. We know that from the day before they travel, most people have high anxiety. When you have anything that is time bound (an airplane leaves on schedule when it says that it’s leaving) and time boundness causes anxiety in most people because it forces someone who is not organized to be organized. So we think about am I traveling alone? Am I traveling with kids? Did I forget anything? How do I get through the airport from a wayfinding perspective? Is there an accident? How much time do I need to get through security? So the wayfinding piece is also on the streets, the routes to the airport is also our wayfinding. We have to ensure that we have proper wayfinding in order to get to the airport. So we have to figure out how far away we have to put signs to get to the airport and take into consideration how far do they have to walk? Are they doing off airport parking? On airport parking? Is there a train to get in? The check-in process (FROM HIS RESEARCH CAN SHOW YOU). When I do research every quarter of what people need, different people have different needs, but we look at what are the #1 and #2 things that people need most. We know that people will always buy things in the airport and there’s always a contradiction: consider that if you have shorter wait times that sales and concessions go down. If you can be here 45 minutes before your flight to get through security would you? No. It’s called dwell time. We notice that when lines are long, people get here earlier to get through. But if you make it a habit of making the lines short, we lose revenue. People will always buy stuff here because flights will always be delayed. There are these new smart lanes that I’m going to show you in a minute that maybe you’ve experienced them. The company that is responsible for the power outage in the airport is partially owned by Delta - did you know that? The AATC: it is made up of all of the airlines and we give them the right to form their own corporation - we give them a contract to manage and they subcontract things out to other companies. So we take those things and then we look at what innovations can we bring to the airport? And the number one things is how do we get people through security? And the two areas that worldwide we’re looking at, new efficiencies are: well check-in is easy now if you have an app and you can do self-tagging. 60% of the

Steve Mayers, Interview (cont.)

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APPENDIX H Working Walls

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APPENDIX H Working Walls

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sources

what are the sources?

BIBLIOGRAPHY 1. Aguilar, M. (2015, July 31). Airports Without Waiting? | Research | Research & Insight. Retrieved October 25, 2017, from https://www.gensler.com/research-insight/research/near-future-airport

4. CFA. (2017, June 03). Long haul low cost becomes mainstream as full service airlines gradually embrace new business models. Retrieved October 25, 2017, from https://centreforaviation.com/insights/ analysis/long-haul-low-cost-becomes-mainstream-as-full-service-airlines-gradually-embrace-newbusiness-models-348105

This article explores the future of airport terminal design and planning from the perspective of an architecture firm based on the passenger experience, changing revenue models and sustainability. The insights gained from this article help shed light on how to design for the vastly changing airports and passenger circulation in the near future. It will be helpful in processing how to move forward with designs of physical space within airport structures. 2. Boyd, M. (2017, July 10). A New Disruptive Economic Model Is Emerging In The Airline Industry. Retrieved October 25, 2017, from https://www.forbes.com/sites/mikeboyd/2017/07/10/the-airlineindustry-a-new-disruptive-economic-model-is-emerging/#14de1b51412a

This source derives from the Centre for Aviation, discussing the new business model that low cost carriers bring to the market for airlines, which is important to note when considering future redesigns of airports. It also discusses how long-haul carriers are being forced to rethink their business model and business ventures in order to stand out from competition. The information found in this article directly outlines which carriers operate under which business model and why. The understanding of these ideas is imperative to understand the scope of my project and push for a potential solution.

This article approaches the disruptor of ultra low cost carriers within the airline industry interrupting the market of opportunity and what that means for the airline industry. It is creating ripples in the established business models within the airline industry. The information found in this article will help me to better understand the business models currently existing within the airline industry in order to understand why some models have worked better than others. This article will ultimately lead me to find a disruptive solution to the raised problems.

5. Dohr, J. H., & Portillo, M. (2011). Design thinking for interiors inquiry experience impact. Hoboken (N.J.): J. Wiley & Sons. This book discusses the importance of interior design when a customer is inclined to have a certain experience from a company and the eﬀect that well thought out design methodology can have on an experience. The book discusses design thinking as it pertains to the overall design concept. This information will be valid for the design thinking portion of the project in how the learned methodology can be applied to the design of interior spaces, specifically in airports.

3. Bachman, J. (2017, July 21). The Airports of the Future Are Here. Retrieved October 25, 2017, from https://www.bloomberg.com/news/articles/2017-07-21/the-airports-of-the-future-are-here This article touches on the future of airports based upon the notion of no wait time. It expounds on the ideas that “one day, the airport will know everything about everyone moving in the airport.” This article points to the analysis of international airports and services in order to better design for America. The insights gained from this article directly point to future designs and anticipated design trends for airports of the future. The article’s discussion of evolution of airports towards a place to move through rather than an area to be stuck in helps to grasp the travelers current mindset versus desired mindset, which will help better understand the desires of the target market.

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6. Foolproof. (2015, June 2). What could be your future pre-flight travel experience? Retrieved October 25, 2017, from http://www.foolproof.co.uk/thinking/what-could-be-your-future-pre-flight-experience/ This article stems from a conference put on about travel experience and delves into possible solutions for the issues among the pre-flight experience. This is important to note in my project as I move forward into tangible solutions as to how to improve the pre-flight stress within passengers as well as answer the question of how can airlines provide a tailored experience to passengers, before leaving for the airport? Also, to help answer the question “How can airlines - in collaboration with airports - provide a tailored experience to passengers, once they arrive at the airport?”

sources

what are the sources?

BIBLIOGRAPHY 7. GroundShuttle. (2016). Airport Services – What Makes For A Bad Airport Experience? Retrieved October 25, 2017, from https://groundshuttle.com/blog/airport-services-what-makes-for-a-bad-airportexperience/ This article touches on the exact points within the airport experience that make a poor experience for a passenger, which is important to note when looking at an experience overall. This article is important in better understanding the desires of the passenger and the thought process as they individually experience the ground-to-air experience. This will be key in using when a solution is found to see if these pain points are alleviated. 8. Heath, T. (2016, December 20). Airports figured out how to make you happier while you wait. Retrieved October 25, 2017, from http://www.chicagotribune.com/lifestyles/travel/ct-airports-happiness-whilewaiting-20161220-story.html

10. IFE. (2017, February 21). Economy class emerging as a major passenger experience battleground. Retrieved October 25, 2017, from http://www.futuretravelexperience.com/2017/02/economy-classpassenger-experience-battleground/ This article explores the economy class and its emergence within the passenger experience battleground for airlines. “What this has done, though, is provide airlines with a big opportunity to positively diﬀerentiate their economy class oﬀer.” Understanding passenger experience versus profit is the biggest issue in adoption of a new design. Why would you make something for someone who doesn’t want to pay for it? Analyzing this will be helpful in understanding exactly how and what I can design. 11. Jacobs, C. (2015, January 6). Airports 2.0: Visioning an airport experience that works for travelers, vendors and airport owners. Retrieved October 25, 2017, from 1. https://www.linkedin.com/pulse/howdo-you-solve-problem-like-airport-customer-david-blackburn/

This article touches on seven areas of passenger experience: “overall satisfaction, airport accessibility, check-in, security, terminal facilities, baggage claim and terminal shopping as areas to improve within the waiting experience for airports.” It discusses the airports becoming an experience themselves.

This article touches specifically on the feelings that arise in customers during the air travel experience and the lack of thought that has occurred within the customer experience strategy.

This information is important in grasping the overall picture of satisfaction for the passenger. It is important to understand the emotions that people experience while waiting in the airport in order to lead to an innovative solution.

This can be helpful within designing an eﬀective customer experience and treating the ground-to-air experience like a shopping mall or retail experience in order to achieve the desired results. This will be helpful in understanding the customer journey.

9. IWattanacharoensil, W. (2016-05-03). An Airport Experience Framework from a Tourism Perspective. Transport reviews, 36(3), 318-340.doi:10.1080/01441647.2015.1077287

12. Klanten, R., Ehmann, S., Bolhöfer, K., & Moreno, S. (2011). Out of the Box!: Brand Experiences Between Pop-up and Flagship. Berlin: Gestalten.

This journal provides information regarding theory and psychology as tied to the passenger experience in relation to tourism. The journal discusses the shift of the function of airports towards a multi-use space rather than solely for air travel.

This book discusses successful experiential design and how to eﬀectively design an experience for a customer from concept to development. It shows many examples of a great customer experience that almost forces customers to “feel” in the interactions they have with the brand, space or product.

This is important to note as I take into account the uses a passenger would require from the building and services themselves as well as how to expand the oﬀerings. The information regarding components that contribute to customer experience will also be very helpful in the data analysis process.

This book is helpful in assessing what is a helpful solution to the customer as well as to airlines themselves in terms of emotions. The feelings and emotions associated with the customer journey have to be weighed just as much as the process itself, so the examples of analysis within this book will prove to be an immense contribution to the final solution.

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BIBLIOGRAPHY 13. Maidenberg, M. (2017, September 01). How Low-Cost Airlines Alter the Economics of Flying. Retrieved October 25, 2017, from https://www.nytimes.com/2017/09/01/business/budget-airlines-ticketprices.html This article touches on how low cost airlines are changing the economics of flying. “Without the lowcost carriers, we would have been looking at a pretty significant downturn in activity” within the airline industry. This is important to note as I analyze the low cost airline model’s effect on the industry overall. The article is important as it notes that the lower-cost airlines “continue to play a role in moderating ticket costs,” which is an aspect of the business model analysis that will be taking place. Understanding the business model concepts is crucial in order to understand how to design for future passengers. 14. Manuell, R. (2017, March 1). 8 Reasons Why Low Cost Carriers Are So Cheap. Retrieved October 25, 2017, from https://www.internationalairportreview.com/news/32697/low-cost-carriers/ This article discusses what elements of low cost carriers contribute to the low costs and compare the American model to the European model. It discusses the exact cost saving activities that these airlines save on and why. This is important in order to assess the complete difference in business models from long-haul carriers to the low-cost model and specifically how airlines such as RyanAir cut costs in order to offer the passenger the lowest flight price possible. 15. Nau, J. (2017, July 10). Can the low-cost model be adapted to long-haul carriers? Retrieved October 25, 2017, from https://www.wavestone.com/en/insight/low-cost-model-long-haul-carriers/

16. Petrie, J. (2017, August 24). Build a Better Traveler Experience From All Angles. Retrieved October 25, 2017, from http://www.aviationpros.com/article/12345362/how-to-improve-the-airport-travelerexperience “Since airports are really part of the travel experience it seems to make sense that hospitality really finds its way into airport terminals and doesn’t just stay in the hotels or the resorts.” This article touches on how hospitality, wayfinding and technology direct tie into the overall travel experience. Discerning the aspects of the travel experience that could be elevated is important to know in order to find a niche for design within the full ground-to-air experience. To know what people want is to produce a well-designed experience. 17. Plush, H. (2017, February 02). How Europe's three biggest budget airlines plan to take over the world. Retrieved October 25, 2017, from http://www.telegraph.co.uk/travel/news/norwegian-plans-to-joinforces-with-ryanair-easyJet-low-cost-alliance/ This article discusses the emerging partnerships and low cost alliance within various long-haul and low-cost carriers in the airline industry. It discusses the benefits of alliances of this sort in the market and how this could create an industry shift. This is important in order to see how the long haul carriers are adapting to the emergence of low-cost carriers in the market. It is essential to note moments like big alliances, as these could create positive changes for competition. 18. Rosen, E. (2017, June 06). This Is the Future of Business-Class Seats. Retrieved October 25, 2017, from https://www.bloomberg.com/news/articles/2017-06-06/this-is-the-future-of-business-class-seats This article discusses the direction that business class is going in the realm of comfort. Bloomberg compares the launch of new business class seats to past seats as well as to economy class comfort.

This article talks about how low cost models can be transposed to long-haul carriers and how many long-haul carriers are trying to meet the standard of the low cost model. It also touches on the business model derived from low cost carriers.

This article is pertinent as it is a formula as to how to adapt to the changing business model within the industry - creating a bigger demand for business class and experience in long-haul carriers versus the lack thereof in low-cost models.

This is important to note in the project in order to assess whether or not the low-cost model can indeed be applied to a long-haul carrier. And if so, it could be another disruptor within the airline industry.

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BIBLIOGRAPHY 19. Wendt, T. (2015). Design for Dasein: Understanding the Design of Experiences. S.l.: Createspace. This book reveals the importance of designing experiences as applicable within airports and airline brands. The book also discusses the importance of understanding design thinking as it applies to new processes and frameworks as well as realizing that the key to a great design is understanding fundamentals. This book is really the key to making sure that my final solution as well as the process of research is ethnographic and centered on design thinking. As design thinking being the foundation to this project, this book will be essential in maintaining harmony to all components involved.

Although these aren’t issues that could be fixed by a framework or service design, these structural issues are important to understand in view of the big picture. If the design flaws are understood from all sides, it will be easier to come at a new design from all angles. 23. Wall, R. (2017, June 20). How to Make the Airport Experience More Traveler-Friendly. Retrieved October 25, 2017, from https://www.wsj.com/articles/how-to-make-the-airport-experience-moretraveler-friendly-1498010641 This article reveals diﬀerent industries that are emerging and fusing in order to make the airport experience better and future possibilities within that realm. It discusses the emergence of new technologies that could create a seamless, more enjoyable experience for a traveler.

20. Wensveen, J. G. (2015). Air Transportation: A Management Perspective. Farnham, Surrey, England: Ashgate.

New innovations and technologies are required for knowledge on what has been done and what previously exists. It’s important to note what exactly is a “chore” in terms of the pre-flight process so that passenger expectations can be met in a new way.

This book reveals the past processes in air transportation and the logistics that go into the management of the industry. The book also discusses how design can help transform the emerging industry today. Making sure there is a clear understanding of existing processes is important in order to apply a new theory, design, framework or process. This book will ensure that the knowledge of air transportation is acquired and applied throughout the process. 21. Thomas-Emberson, S. (2007). Airport Interiors Design for Business. Hoboken: Wiley. This book discusses the history of airport design and its evolution over the past years. It discusses past trends as well as emerging trends in the time the book was written.

24. Wall, R., & Carey, S. (2017, August 23). How Budget Carriers Transformed the Airline Industry-in 14 Charts. Retrieved October 25, 2017, from https://www.wsj.com/articles/how-budget-carrierstransformed-the-airline-industryin-14-charts-1503501624 This article shows how “low-cost players aren’t just competing with legacy companies, they are changing how, where and at what price people fly.” The article shows that low-cost airlines constituted more than one-third of all passengers in 2016 and how that is aﬀecting the industry. This information will be important in data collection in regards to the business component of this project. It is important to understand how low-cost airlines are aﬀecting the industry and how longhaul carriers are adjusting to the competition. It’s also important to note changes pressing for the airlines’ time, money, and passengers.

This will play an important role in my trend analysis - where trends have been and where trends are going in the future for airports. It will be key for me to understand what has existed in terms of physical and virtual space and what the needs of the growing market is today.

25. IATA. (2017, October 9). Search. Retrieved October 25, 2017, from http://www.iata.org/pressroom/pr/ Pages/2017-10-09-01.aspx

22. Thompson, C. (2014, April 03). U.S. airports are 'awful.' Here's the problem. Retrieved October 25, 2017, from http://www.cnn.com/travel/article/u-s-airports-bad/index.html This article points to reasons behind the failure of U.S. Airports to make a solid impact in the design realm. The article points to old infrastructure and outdated facilities as issues within airport experiences within the United States.

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This report shows the increase in air travel in the last year as compared to years prior. The article is mainly comprised of statistics of the number of passengers flying per year and how it is continually increasing.

sources

what are the sources?

BIBLIOGRAPHY 25. IATA. (2017, October 9). Search. Retrieved October 25, 2017, from http://www.iata.org/pressroom/pr/ Pages/2017-10-09-01.aspx

28. Free high quality photos · Pexels. (n.d.). Retrieved October 26, 2017, from https://www.pexels.com/ These photos were used in my presentation to eﬀectively convey my ideas and thoughts around airport experiences and design.

These pictures are important as they give context around the scope of study within this project. It is important for the reader to understand all elements of the project and the pictures help contribute to that goal.

This information is important in noting the urgency of a good airline experience. The statistics help grasp the scope of design and adoption of new ideas and designs within the industry.

29. Bryan, Victoria. “Low-Cost Airlines Shake up Market for Long Haul Flights.” Reuters, Thomson Reuters, 8 June 2017, www.reuters.com/article/us-airlines-iata-longhaul/low-cost-airlines-shake-upmarket-for-long-haul-flights-idUSKBN18Y2S7.

26. Butterworth-Hayes, P. (2014-03-01). Turning point for long-haul, low-cost airlines?. Aerospace America, 52(3), 5. This journal talks about the disruption of the airline market with AirAsia as a low-cost carrier but discusses how the upcoming disruptor will now be a long-haul, low-cost model. They discuss “hybrid” long-haul carriers that can survive on the back of the parent company due to partnerships.

This article was used to support the notion of low-cost airlines moving into the market for long haul carriers. This is important in order to find the opportunity within created and emerging markets for my final product. It was helpful to read this article and have backing as to where the industry is headed.

This journal will be a huge player in analyzing whether or not this type of business model can have long-term success in the market. Using this journal and comparing it to other journals that document similar business ventures will be important for the future of the industry and the success of this project in the area of business.

30. Capa. “‘The Customer-Ised Travel Experience.’” CAPA TV, 16 Nov. 2017, www.centreforaviation.tv/asiaaviation-summit-7-8-nov-2017/the-customer-ised-travel-experience/

27. Harvey, G. (2010-02-01). On the Go: Walking the High Road at a Low Cost Airline. International journal of human resource management, 21(2), 230.

This podcast and video was used in order to better understand the customer travel experience within the travel industry currently as well as better grasp what the future of travel experience is.

This journal discusses the eﬀect of the low-frills business model versus the no-frills business model on employee and customer relations and the bigger picture of interactions with passengers. It’s an interesting journal noting the eﬀects of the business model to the overall joy within company structure.

This is important as I analyze where the travel industry is headed in terms of customer experience and what can improve in that area. 31. “4 Ways Airports Can Improve Their Retail and F&B.” The DKMA Blog, 2 May 2017, www.dkma.com/ blog/?p=232.

This journal will be helpful in determining a solid and quality management style alongside business proposal understanding. This will be especially helpful if the final product is an oﬀering tied to business model understanding/new business emergence.

This article was used in order to understand the state of retail within the airport and if there is an opportunity to better design retail spaces within airport interiors. This also helped me better understand the business importance of shops within the airport too.

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what are the sources?

BIBLIOGRAPHY 32. LEVEL, Book Direct Flights and Cheap Flight Tickets, www.flylevel.com/en/why-level/overview. This website and information shows an area within the airline industry that is an opportunity. LEVEL exists in order to allow the customer to personalize their options within their travel journey.

36. O'Connor, Lydia. “This Is What It Was Like To Go To The Airport Before 9/11.” The Huffington Post, TheHuffingtonPost.com, 11 Sept. 2016, www.huffingtonpost.com/entry/airportsbefore-911_us_57c85e17e4b078581f11a133. This article was helpful in understanding the state of the airport before and after 9/11 from a customer’s perspective.

This information was key to analyze in order to see their model of application and how it can branch into other areas within the travel industry as well.

This is important in order to better understand the past, current and future of the airport within design and where the opportunities lie.

33. NomadicMatt, et al. “Defining a Budget Traveler.” Nomadic Matt's Travel Site, 7 June 2017, www.nomadicmatt.com/travel-blogs/defining-a-budget-traveler/. This article was helpful in understanding the mindset of a budget traveler - what they want and what they need. It was also helpful having the article be published from a budget traveler himself.

37. Sammy, Ariel. “8 Quirks of Flying in the 80s.” What Was It like to Fly in the 1980's?, 20 Jan. 2017, www.skyscanner.com.au/news/8-quirks-of-flying-in-the-80s. This article was used to analyze the trends of flying in the past and how the industry has evolved over time. It was helpful in gaining a more clear picture of where people’s mindsets have been and where we are today.

This article will help e have a clear vision of who I am designing for as I’m moving forward. 34. Service Design Network, www.service-design-network.org/headlines/essense-service-designairport-experience-commercial-journey-vision.

This is important in order to find the opportunity within today’s industry as we tie back to previous years within aviation and customer experience overall.

This article helped me better understand the customer journey and how to design the customer experience within service design.

38. “How Airlines Design a Travel Experience From Ground to Air.” Travel Leisure, www.travelandleisure.com/airlines-airports/airlines-design-ground-air.

This article is important as I analyze the customer journey in relation to airport with services oﬀered and what the customer has to walk through during their individual experience. It’s important to be able to execute a customer journey in an eﬀective and clear manner.

This article was used to analyze and weigh the entire travel experience from ground to air for a customer. It was also helpful to read about the elements that make a great travel experience.

35. “Is Changi Airport the Best in the World?” Travel Leisure, www.travelandleisure.com/articles/ischangi-airport-the-best-in-the-world.

This is important as I am led to a new concept and design for the airport and airline industry, as I hope to disrupt the market. 39. 99pi. “Design for Airports.” 99% Invisible, 99percentinvisible.org/episode/episode-32-design-forairports/.

This article is helpful in understanding the criteria and design behind the best airport in the world what makes it effective, comfortable and efficient in use by customers. This article is important as I analyze the customer needs and wants in the airport process and how to design an effective solution to airports in America. It is also important in understanding the airport itself - services offered, physical space, etc.

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This podcast was used in order to understand the design of airports today and what makes a great airport design versus a more complicated experience. The podcast talks about the importance of various components of design for the airport and why. This is important as I began my process of exploration of solutions.

sources

what are the sources?

BIBLIOGRAPHY 40. Ashford, N. (1988). Level of service design concept for airport passenger terminals—a European view. Transportation Planning and Technology, 12(1), 5-21. doi:10.1080/03081068808717356. This article and information was helpful in understanding service design within airports specifically in Europe. Analyzing the european model was key in finding an opportunity as most airports in Europe are well designed for the customer.

44. Lawton, Thomas C., and Stanislav Solomko. “When Being the Lowest Cost Is Not Enough: Building a Successful Low-Fare Airline Business Model in Asia.” Journal of Air Transport Management, vol. 11, no. 6, 2005, pp. 355–362., doi:10.1016/j.jairtraman.2005.03.001. This journal was helpful in understanding the low cost model and oﬀerings of AirAsia and why it has worked so well in the market today. It was also helpful to see that the economy and market across the globe is diﬀerent than in America.

This information was important in order to better understand the needs of the customer from a service design perspective.

This is important in order to tie in how to design a framework or solution that solves a problem similar to the way to AirAsia.

41. National Academies of Sciences, Engineering, and Medicine; Transportation Research Board; Airport Cooperative Research Program; Bruce J. Boudreau; Greg Detmer; Stephanie Box; Ryan Burke; Joanne Paternoster; Lou Carbone, & ACRP. (2016, July 27). Improving the Airport Customer Experience. Retrieved January 25, 2018, from http://nap.edu/23449.

45. Sheehan, Thomas. “Dasein.” A Companion to Heidegger, pp. 191–213., doi:10.1002/9780470996492.ch12. This book was helpful in tying in design management to my project and seeing how it can eﬀectively communicate and lead to a solution.

This journal was helpful in understanding more of the customer experience from a negative perspective. The journal helped me to understand the need for some designs are backed by regulations and it is impossible to change.

This is important in order to tie in the importance of using design thinking in my project and in the process overall as this is the main reason and foundation for executing this project. 46. “How Airlines Design a Travel Experience From Ground to Air.” Travel Leisure, www.travelandleisure.com/airlines-airports/airlines-design-ground-air.

This article was important in better understand regulations of design implementations within airports.

This article was used to analyze and weigh the entire travel experience from ground to air for a customer. It was also helpful to read about the elements that make a great travel experience.

42. Leopold, E., & I. (2016). A Road Map to Prepare for Tomorrow's Passenger. Iata.org, 3-10. Retrieved January 29, 2018.

This is important as I am led to a new concept and design for the airport and airline industry, as I hope to disrupt the market.

This article helped me better understand the customer journey and how to prepare for tomorrow’s passengers - what they want, what they need, and what they are looking for in their airport experience.

47. Emberson, A. “TFTP Multicast Option.” 1997, doi:10.17487/rfc2090.

This article is important as I create a solution to better improve the passenger experience and alleviate any pain points they are dealing with.

This article was used to analyze the travel industry overall and emerging trends as I weighted future designs.

43. Zhang, Benjamin. “Flying Economy in America Has Become an Awful Experience - and It Will Likely Only Get Worse.” Business Insider, Business Insider, 3 June 2017, www.businessinsider.com/ fly-economy-america-airline-bad-2017-6.

This was important in order to see where the opportunities lie and what future design options related to service and consulting could be implemented.

This journal is helpful in understanding the perspective of people flying in America today. The perspective is helpful to better empathize with the customer and their negative experiences within airports today.

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sources

what are the sources?

BIBLIOGRAPHY Photo use: https://supertravelme.com/flying/changi-airport-terminal-4/attachment/changi-airport-terminal-4-fast-bag-drop-oďŹ&#x20AC;1g7a1478/ https://www.channelnewsasia.com/news/singapore/productivity-initiatives-at-changi-airport-to-reduce-reliance-on-7906702 https://www.icrave.com/airports#/jetblue-t5/ https://www.whitewall.art/design/lionel-ohayons-pioneering-innovative-experiential-design-studio-icrave https://www.stuďŹ&#x20AC;.co.nz/travel/news/97075418/air-rage-anxiety-stress--airport-ploy-to-get-you-to-your-flight-on-time http://www.travelandleisure.com/airlines-airports/airlines-design-ground-air

Changi: http://www.bestourism.com/items/di/7836?title=Changi-Airport-in-Singapore&b=342 https://www.entrepreneur.com/slideshow/295845 Incheon: https://www.usatoday.com/story/dispatches/2012/12/11/worlds-best-airport-seoul-incheon/1756725/ http://newsinfo.inquirer.net/879009/incheon-airport-named-worlds-best-for-12th-consecutive-year Haneda: https://skytraxratings.com/tokyo-haneda-airport-builds-5-star-airport-success SanFran: https://www.flysfo.com/about-sfo/airport-development/t2 http://www.flysfo.com/media/press-releases/sfo-t2-ready-business-0 https://www.gensler.com/projects/san-francisco-international-airport-terminal-2 Heathrow: https://www.rsh-p.com/projects/heathrow-terminal-5/ https://www.designingbuildings.co.uk/wiki/Heathrow_Terminal_5 https://www.e-architect.co.uk/london/heathrow-airport-t5

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