BA PA
The British Airways Personal Assistant Worked with S.Bird, T.Janes, I.Brown, Y.Cai and E.Riley for creating a solution for British Airways about helping BA passengers throughout their travel experience during Covid by assumptions, ideation, brainstorming and mapping, and finished Storyboard independently.
Challenges The current challenges for British Airways (2021) come from the impact of Covid-19 because the pandemic has affected and continues to affect individuals and businesses globally. “How can we make sure our customers are reassured and feel confident they can make informed decisions and travel safely throughout every stage of their journey, from planning to post-flight?” Some changes need to be made according to changes of passengers’ needs, including neccessary reminder, customized plans, relevant policies’ notification and so on.
What our team have done? Starting by mapping assumptions around the problem space, speculating on the motivations of passengers and identifying possible areas where problems could occur. The key assumption was that people who were travelling for leisure as opposed to obligation, such as school or work, were less likely to be concerned about possible spread, meaning the excitement for holiday outweighed the Covid concern associated with flying which was confirmed by secondary research, and there is concern about how guidelines, protocols and restrictions can change at any point. Passengers are still unsure about what the experience will be like and how
BA PA delivers an extraordinary journey experience, for BA passengers flying during Covid who want to ensure they are prepared for their journey and are being looked after by their airline BUT don’t know what to expect and are missing the personal touch of their travel experience.
they need to prepare to have a seamless journey although airlines are doing their best. A hunt statement was made for guiding research: “We are going to research the entire passenger experience of flying with BA during COVID with people that have flown in the last year, or are planning to do so soon so that we can design a product or service that reduces customers’ safety concerns and increases their confidence in BA.” Semi-structured interviews and online surveys were conducted as primary research. HMW statements from the insights were generated and ranked on a matrix according to their potential to reassure passengers and the feasibility of delivering.
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UX and Service Design
Key Finding People wanted more consistent access to up-to-date information regarding changing Covid restrictions and regulations. Many passengers found that they just didn’t know what to expect with the flying experience. Due to social distancing measures and some procedures such as check-in becoming virtual, missing an element of a personal touch from the airline became an important issue, and passengers wanted reassurance that they are being cared for.
Entering the Unknown Passengers are most concerned while in the airport and on the plane where most of the travel experience feels like it is out of their control. Additional rules and restrictions as a result of covid have added to the stress and uncertainty around flying which creates new challenges for passengers. We found that small tasks like cleaning their seat and asking flight attendants for assistance helped to reassure passengers and give them more control throughout their journey.
Entering the Unknown With growing concerns about covid safety, some airport facilities and services going virtual, and staff under extra pressure, passengers are missing an element of personal touch that shows them that they are being cared for by the airline and are not just another face in the crowd.
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BA PA BA PA is a personal assistant smartphone app for BA passengers flying
PA Chat: BA PA is available from every page within the app and can answer
Documents Page: Important documents such as passenger locator forms or
during covid who want to ensure they are prepared for their journey and are
any questions passengers may have throughout their journey. If there
proof of negative covid tests can be uploaded on the documents page. Here,
being looked after by their airline BUT don’t know what to expect and are
is a question BA PA can’t answer, it will put users through to a customer
all uploaded documents are stored in one place and are easily accessible.
missing the personal touch from their travel experience.
service representative or direct them to your nearest help desk. BA PA will
Users can also look back on any documents they need to read and double-
provide news relevant to the user’s travels, such as any changes in covid
check if there are any they still need to upload to the app. Prompts will be
It provides an inclusive personal experience for each BA customer and
restrictions, and checks that passengers are okay and feel prepared for your
sent to remind you to upload everything in time for your flight.
passengers can feel reassured that they are being given reliable up to
flight. My Flight: The ‘my flight’ section has all of the passenger’s up to date flight
date information relevant for them. They can take comfort in knowing they are being supported and looked after by BA and are ready to take on their
Checklist: As soon as passengers input their flight details, BA PA will auto-
details as well as the latest covid restrictions and airport regulations. When
journey.
create a personalised checklist that tells them everything they need to do
passengers add their ticket information, they can input any concerns or
for their journey. This includes pre-flight tasks such as document uploads
requirements they may have about their journey, from disabilities to fears of
Features & Functions
and covid tests, all the way through to the return flight. BA PA will update the
flying. This allows the app to tailor relevant information to them as well as let
Homepage: Users can customise their homepage to include the information
checklist depending on where passengers are in their journey and location
the airline know of any problems in advance so they can better reassure and
they care about the most. This could be a countdown to their flight, a
tracking can guide them through the necessary steps once in the airport.
assist passengers who require it. Users can also add multiple tickets and
progress bar of their journey tasks, a map of the airport so they can navigate
Passengers can easily see the actions they need to take and feel in control
add other passengers if needed. When extra flights are added, the checklist
easily, notifications about travel restrictions, the next items on their checklist,
and confident that they are completely prepared.
will automatically update to include any new actions required.
or even links to relevant news articles.
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UX and Service Design
Heritage Arts
Service Design Project for Innovation Worked with J.Fowler, L.Zhang, M.Saengnoree and X.Tong for creating possible solutions based on a brief by using value proposition canvas, social business canvas and different methods such as brainstorming and ideation, and finished Customer Journey Maps for two personas independently.
Challenges During the pandemic, our lives are changed significantly because of covid situation and relevant regulations such as social distancing. Further, many services or businesses are influenced and some have been forced to close for an uncertain duration.
Who are we? Heritage Arts is paid service that utilises museums and stately homes to deliver a great learning and socialising experience for all, it caters to both local or international creatives looking to engage with English culture. We offer creatives the opportunity to take part in a variety of workshops using different resources, including England’s beautiful countryside, architecture and history. We employ local artisans that can offer their unique skills in different professions, including painting, photography and sculpture.
Heritage Arts delivers a great learning and socialising experience,
Why us?
for those who are looking to engage with English culture. Explore an
Our main goal is to target creative students and professionals. This service will offer you the chance to develop new skills that can benefit your projects. We also have industry projects, our partnered venues host a variety of events each year that may employ your skills.
opportunity to take part in a variety of workshops using an abundance of resources with local artisans that will offer their unique skills.
We will also allow you to sell some of your creations in our souvenir shop, the best works will be selected and you will have the opportunity to earn something whilst learning. Lockdown has caused us all to become disconnected and we feel international students especially have not had the opportunity to experience the best of England. This service wants to enable you to explore different perspectives, learn new skills, make new friends and allow your experiences in the UK to be meaningful and worthwhile.
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UX and Service Design
Personas
Ai Lun is an international student from China currently studying Creative Arts in UK. She is retraining to be
Barry is a local artisan. He has his own studio which he works from. He has a key artistic style that encapsulates
creative by doing a postgraduate Fine Art course. Her university is situated in a relatively rural area where
his profession but has a vast knowledge of other media including additional art styles and film. Barry also has
lockdown restrictions have eased, as of the 29th March people will be allowed to take part informally organised
some knowledge of technology, in relation to art, such as photoshop skills and experience with machinery. He
outdoor events.
takes commissions from the local council, businesses, and residents for a variety of different projects.
Jobs-to-be Done
Jobs-to-be Done
• Ai Lun wants to discover ways in which English culture might benefit her life.
• Barry wants to find new methods to make money and increase cash flow.
• Ai Lun wants to learn new skills and also make some money out of her skills.
• Barry has developed a lifetime of knowledge that he wants to share with a new generation of people.
• Ai Lun wants to be engaged in different events, connect to different people and enjoy the outside world, making
• Barry needs meaningful reasons to continue working and developing his craft.
her life more meaningful. Pain Points
Pain Points
• Most of Ai Lun’s friends are Chinese, so she is not getting opportunities to meet other English students.
• Covid-19 has added to the pressure of Barry’s business and he does not feel like he is working enough, and
• During Lockdown Ai Lun feels bored and feels disconnected. She loses the opportunity to explore the different
that spends little time each week being productive.
cultures outside her flat.
• Barry is worrying that a profession, that he is passionate about, is declining and won’t be able to pass it onto a
• Ai Lun cannot fully make full use of the university’s resources which negatively impacts her learning experience.
new generation.
• Lack of communication and support from relatives and previous connections makes her feel lonely and
• During Lockdown Barry feels lonely and eager to talk with others about his works.
financially insecure.
• Barry cannot use new modern platforms to perform his talents and broaden his relevant experiences.
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Value Proposition Statement Our paid service offers students and artisans the opportunity to collaborate in creative
The service helps international students to escape the struggle of feeling disconnected, or
activities, by using the museum’s resources. Students will have opportunities to sell their
unsupported by local services, which restrict them to having limited access to English culture; It
creations at the souvenir shop or have them used for events; It helps creative students, by
will enable them to explore different perspectives, enjoy the outside world, make new friends and
giving them the chance to learn from local artisans, develop new creative skills and engage in
allow them to have a meaningful experience in UK.
industry projects with real clients, these experiences will help them in future professions or creative resources.
Value Proposition Canvas
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Customer Journey Maps
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Service Blueprint
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