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air travel, a quiet revolution                       welcome aboardFriday, 31 August 12
air travel                  the truthFriday, 31 August 12for most of us when travelling outside the premium classes...
air travel                  the truth                 • traveling for 7 - 20 hours in a metal boxFriday, 31 August 12for m...
air travel                  the truth                 • traveling for 7 - 20 hours in a metal box                 • 9KM ab...
air travel                  the truth                 • traveling for 7 - 20 hours in a metal box                 • 9KM ab...
air travel                  the truth                 •     traveling for 7 - 20 hours in a metal box                 •   ...
air travel                  the truth                 •     traveling for 7 - 20 hours in a metal box                 •   ...
air travel                  the truth                 •     traveling for 7 - 20 hours in a metal box                 •   ...
air travel                  the truth                 •     traveling for 7 - 20 hours in a metal box                 •   ...
in the air                  designing the in-flight                  experience                 is a critical component of...
a well-designed service                  adapts to                  people                  environment                  t...
a well-designed service                  is a positive distraction                  from the negatives of                 ...
a well-designed service                  benefits airlines from                  an operational                  perspecti...
your crew                  Alex Williams                  Head of Experience   Massive Sydney   @WilliamsAlexCFriday, 31 A...
a quick look back                  the first commercial                  flight was in                  1914              ...
a quick look back                  the first in-flight movie                  was played in 1925 on a                  30 ...
Friday, 31 August 12note the comfy wicker chairs
60 years later in 1985 not that                  much has changedFriday, 31 August 12i still don’t have an entertainment c...
the first tailored experiences                  1988                  the first seat-back tvs                  broadcast 2...
over time                 30 minutes      20 hours                 1 screen        multi-screen                 no choice ...
the only thing we seem to have less ofFriday, 31 August 12the wicker chair looks pretty good right now.
alcoholFriday, 31 August 12and of course alcohol has always been along for the ride as a pacifier.cultural differences perm...
passenger mindset                  Passenger needs vary                  based a combination of                  journey l...
our job is to enable                  distraction and foster                  positive emotions                 feel in co...
a well-designed service                  adapts to                  people                  environment                  t...
feeling in control                  in an unfamiliar                  environmentFriday, 31 August 12
case study                       Qantas IFE                       A380Friday, 31 August 12we’re going to briefly cover a pr...
feeling in control                  achieving simplicity                  creating meaningful                  models whic...
feeling in control                  it’s 2005                  designing for touch is                  an immature area of...
feeling in control                   a multi-input system                   which can also be                   remote con...
feeling in control                   how do you design for                   disruptive environmentsFriday, 31 August 12wh...
feeling in control                  we designed                  from the                  hardware outFriday, 31 August 1...
feeling in control                  creating a simple,                  meaningful                  dimensional model     ...
Friday, 31 August 12
Friday, 31 August 12play moviemeaningful transitionswhich provide feedback on my previous actions, or point the way forward
feeling in control                  evolved                  progressivelyFriday, 31 August 12we developed this very simpl...
learningsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnat...
learnings                 • leverage native affordancesFriday, 31 August 12leverage native affordances - you need pick up ...
learnings                 • leverage native affordances                 • interactions should be coherent, and            ...
learnings                 • leverage native affordances                 • interactions should be coherent, and            ...
learnings                 • leverage native affordances                 • interactions should be coherent, and            ...
learnings                 • leverage native affordances                 • interactions should be coherent, and            ...
learnings                 • leverage native affordances                 • interactions should be coherent, and            ...
learnings                 • leverage native affordances                 • interactions should be coherent, and            ...
learnings                 • leverage native affordances                 • interactions should be coherent, and            ...
learnings                 • leverage native affordances                 • interactions should be coherent, and            ...
learnings                 • leverage native affordances                 • interactions should be coherent, and            ...
Emirates &                Virgin AtlanticFriday, 31 August 12more recently we’ve created the in-flight entertainment system...
feeling in control                  managing complexityFriday, 31 August 12
Friday, 31 August 12IFE has evolved from the in air picture theatre in 1925 to host a plethora of services.
challenge                  Hardware - 3 devices                       IPSC          Seat Monitor                  Touchscr...
multi-screen environments                  Virgin               Seat Monitor Touchscreen                              Hand...
multi-screen environments                  Emirates               Seat Monitor Touchscreen                       IPSC     ...
current touchscreen handsetFriday, 31 August 12when we first saw this device we knew it was going to be trouble.Shane menti...
Friday, 31 August 12
learnings                  play to the strengths of                  each device                  clarity of purpose      ...
Friday, 31 August 12
Friday, 31 August 12one of the most familiar in-air brands is ICE which uses colour coding to support orientationwithin th...
Friday, 31 August 12
Friday, 31 August 12
Friday, 31 August 12
Friday, 31 August 12designed to complement the interior design and ambient lighting.
Friday, 31 August 12
Friday, 31 August 12
multi-device environments                  handset modes                       synced                        companion    ...
multi-device environments                  idle-state animations                  support for rapid                  learn...
multi-device environments                  coherent interactions for                  core journeys                  brand...
learningsFriday, 31 August 12rigorous and consistent design system - it can definitely be subtle, but a customer mustalways...
learnings               • rigorous and consistent design systemFriday, 31 August 12rigorous and consistent design system -...
learnings               • rigorous and consistent design system               • ‘just enough’ information scentFriday, 31 ...
learnings               • rigorous and consistent design system               • ‘just enough’ information scent           ...
learnings               • rigorous and consistent design system               • ‘just enough’ information scent           ...
feeling recognised and                  understoodFriday, 31 August 12is important to getting comfortable and feeling enga...
feeling recognised and understood                  is easier to achieve for                  premium and frequent         ...
tailored                What I’ve said I like/don’t like                                             My preferences       ...
feeling connectedFriday, 31 August 12one of the biggest innovations in the industry at the moment is onboard connectivity.
feel connected                  reconnect to my                  networks                  or engage with                 ...
feel connected           Connected to the external world                            Connected to the onboard community    ...
feeling understood and                  connected                  beyond onboardFriday, 31 August 12we’re on the cusp of ...
beyond onboard                  adaptive UIs, which                  adjust dynamically                  based on location...
beyond IFE                  personal carry on                  devices beg the question                  do we need on-boa...
have we been effective?                                        lbs.Friday, 31 August 12Virgin reported when the JAM system...
thank you!Friday, 31 August 12
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  1. 1. air travel, a quiet revolution welcome aboardFriday, 31 August 12
  2. 2. air travel the truthFriday, 31 August 12for most of us when travelling outside the premium classes...
  3. 3. air travel the truth • traveling for 7 - 20 hours in a metal boxFriday, 31 August 12for most of us when travelling outside the premium classes...
  4. 4. air travel the truth • traveling for 7 - 20 hours in a metal box • 9KM above the groundFriday, 31 August 12for most of us when travelling outside the premium classes...
  5. 5. air travel the truth • traveling for 7 - 20 hours in a metal box • 9KM above the ground • strapped to a seat “narrower than the average derriere”Friday, 31 August 12for most of us when travelling outside the premium classes...
  6. 6. air travel the truth • traveling for 7 - 20 hours in a metal box • 9KM above the ground • strapped to a seat “narrower than the average derriere” • next to someone you don’t knowFriday, 31 August 12for most of us when travelling outside the premium classes...
  7. 7. air travel the truth • traveling for 7 - 20 hours in a metal box • 9KM above the ground • strapped to a seat “narrower than the average derriere” • next to someone you don’t know • being told when to eat and sleepFriday, 31 August 12for most of us when travelling outside the premium classes...
  8. 8. air travel the truth • traveling for 7 - 20 hours in a metal box • 9KM above the ground • strapped to a seat “narrower than the average derriere” • next to someone you don’t know • being told when to eat and sleep • having to queue for the toiletFriday, 31 August 12for most of us when travelling outside the premium classes...
  9. 9. air travel the truth • traveling for 7 - 20 hours in a metal box • 9KM above the ground • strapped to a seat “narrower than the average derriere” • next to someone you don’t know • being told when to eat and sleep • having to queue for the toilet • is uncomfortableFriday, 31 August 12for most of us when travelling outside the premium classes...
  10. 10. in the air designing the in-flight experience is a critical component of service designFriday, 31 August 12
  11. 11. a well-designed service adapts to people environment technology journey phase classFriday, 31 August 12
  12. 12. a well-designed service is a positive distraction from the negatives of finding ourselves in set of stressful circumstances for a long period.Friday, 31 August 12
  13. 13. a well-designed service benefits airlines from an operational perspective.Friday, 31 August 12
  14. 14. your crew Alex Williams Head of Experience Massive Sydney @WilliamsAlexCFriday, 31 August 12
  15. 15. a quick look back the first commercial flight was in 1914 1 pilot 1 passengerFriday, 31 August 12Who paid the equivalent of $5000 for the privilige.
  16. 16. a quick look back the first in-flight movie was played in 1925 on a 30 minute flightFriday, 31 August 12
  17. 17. Friday, 31 August 12note the comfy wicker chairs
  18. 18. 60 years later in 1985 not that much has changedFriday, 31 August 12i still don’t have an entertainment choiceother than to listen to radioor to create a more personalised personal experience based on bringing my own media onboard in theform of books, magazines, newspapers.there’s also possibility of striking up a conversation, which comes with it’s own risks.
  19. 19. the first tailored experiences 1988 the first seat-back tvs broadcast 2.5cm LCD 1990’s the first seat-back audio video on-demand systemsFriday, 31 August 121988 the first seat-back tvs supported broadcast 2.5cm LCDwhich supported channel surfing
  20. 20. over time 30 minutes 20 hours 1 screen multi-screen no choice paradox of choice disconnection continuous connectionFriday, 31 August 12
  21. 21. the only thing we seem to have less ofFriday, 31 August 12the wicker chair looks pretty good right now.
  22. 22. alcoholFriday, 31 August 12and of course alcohol has always been along for the ride as a pacifier.cultural differences permitting.
  23. 23. passenger mindset Passenger needs vary based a combination of journey length, class and experience mindsetFriday, 31 August 12
  24. 24. our job is to enable distraction and foster positive emotions feel in control feel recognised and understood feel connectedFriday, 31 August 12before you can pass the time by watching a movie marathon, or learning enough German toget yourself into trouble you need to feel:in control, we need to make you comfortable enough to explore the systemyou need to feel recognised and understoodand we need to help you feel connected.
  25. 25. a well-designed service adapts to people environment technology journey phase classFriday, 31 August 12today in our short talk we’re concentrating on the challenge presented by environment andtechnology and the learnings we’ve gained over years of wrestling with complexity.
  26. 26. feeling in control in an unfamiliar environmentFriday, 31 August 12
  27. 27. case study Qantas IFE A380Friday, 31 August 12we’re going to briefly cover a program we were involved in for Qantas which involveddesigning the in-flight entertainment system for the flagship Airbus A380.
  28. 28. feeling in control achieving simplicity creating meaningful models which don’t rely on prior experiencesFriday, 31 August 12our challenge was to achieve a simple elegant expression of the brand onboard.and to establish a meaningful model which would be easy to learn, and which didn’tnecessarily rely on previous experiences.
  29. 29. feeling in control it’s 2005 designing for touch is an immature area of practiceFriday, 31 August 12touch screens are familiar to people mainly as kiosks:relatively static screen by screen experiences which fail to engage emotionally.the hardware is revolutionary in the sky but undercooked under the hood.gestural input was emergent but unfamiliar.the iPhone was 2-3 years awayour model needed to be gesture ready to future proof the systems
  30. 30. feeling in control a multi-input system which can also be remote controlledFriday, 31 August 12and we’re also dealing with a multi-input system. the touch screen can be remote controlled.and importantly, the remote controlled experience is critical in the premium classes in whichthe touch screen can’t always be reached.it was really important that we moved away from the typical point-to-point dvd menu stylematrix navigation which was familiar at the time. but to what?
  31. 31. feeling in control how do you design for disruptive environmentsFriday, 31 August 12where few paradigms exist.
  32. 32. feeling in control we designed from the hardware outFriday, 31 August 12although we didn’t have a label for it then, our only way into the problem was to bodystormthe experience.so we mocked up a remote control out of foam core, got ourselves some touch screens andcreated monitor surrounds trying to replicate the cabin environment.hardware leadtimes are one of our greatest challenges. the hardware has been developedoutside a user centred design process.it was a simplified of tv remote control with legacy features such as channel up/down buttonsand a large channel number - redundant for avod, playback and menu button.
  33. 33. feeling in control creating a simple, meaningful dimensional model tying structural navigation to the vertical axis SELECT local navigation to the horizontal axisFriday, 31 August 12we built rapid prototypes and practised using the handset untilwe isolated the most natural movements which could be performed on an RCU withoutlooking down. that centred on up/down vs left/right movements.we created a simple, meaningful dimensional modelvery familiar now thanks to the XBOX 360 and PS3 cross media bars which post date thissystem by 2 and 3 years respectively.validation that the approach set us on the right path.
  34. 34. Friday, 31 August 12
  35. 35. Friday, 31 August 12play moviemeaningful transitionswhich provide feedback on my previous actions, or point the way forward
  36. 36. feeling in control evolved progressivelyFriday, 31 August 12we developed this very simple model and built on it progressively throughout the UI,inspiring confidence that i what i learnt in my last interaction i could apply in the next.though most of the system is built on this model, levels are subtly different in visual designwhich supports orientation and helps alleviates boredom.
  37. 37. learningsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  38. 38. learnings • leverage native affordancesFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  39. 39. learnings • leverage native affordances • interactions should be coherent, and build progressivelyFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  40. 40. learnings • leverage native affordances • interactions should be coherent, and build progressively • develop meaningful transitionsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  41. 41. learnings • leverage native affordances • interactions should be coherent, and build progressively • develop meaningful transitionsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  42. 42. learnings • leverage native affordances • interactions should be coherent, and build progressively • develop meaningful transitionsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  43. 43. learnings • leverage native affordances • interactions should be coherent, and build progressively • develop meaningful transitionsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  44. 44. learnings • leverage native affordances • interactions should be coherent, and build progressively • develop meaningful transitionsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  45. 45. learnings • leverage native affordances • interactions should be coherent, and build progressively • develop meaningful transitionsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  46. 46. learnings • leverage native affordances • interactions should be coherent, and build progressively • develop meaningful transitionsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  47. 47. learnings • leverage native affordances • interactions should be coherent, and build progressively • develop meaningful transitionsFriday, 31 August 12leverage native affordances - you need pick up the hardware and play with. Feel what comesnaturally and where tactile feedback avoids the need to look down.
  48. 48. Emirates & Virgin AtlanticFriday, 31 August 12more recently we’ve created the in-flight entertainment systems forEmirates and Virgin Atlantic and newer projects for a couple of airlines we can’t yet divulge.Which is the challenge of working on programs which have very long leadtimes.
  49. 49. feeling in control managing complexityFriday, 31 August 12
  50. 50. Friday, 31 August 12IFE has evolved from the in air picture theatre in 1925 to host a plethora of services.
  51. 51. challenge Hardware - 3 devices IPSC Seat Monitor Touchscreen HandsetFriday, 31 August 12not designed from a user centered perspectivebut from an industry perspective locked in an escalating feature wardevices are not always designed as a complementary suite
  52. 52. multi-screen environments Virgin Seat Monitor Touchscreen Handset watch video personal/private social/sms/emailFriday, 31 August 12seat back touch screenhandset (or remote control)
  53. 53. multi-screen environments Emirates Seat Monitor Touchscreen IPSC Handset watch video personal/private suite controls social/sms/emailFriday, 31 August 12Integrated Passenger System Control to premium classes
  54. 54. current touchscreen handsetFriday, 31 August 12when we first saw this device we knew it was going to be trouble.Shane mentioned proximity as a way of providing affordance yesterday.This device looks like a hand-held console such as a PSP.Normally you’d expect the hard buttons to control this screen.Wrong. In this instance the hard buttons control the screen on the seatback.And the touchscreen in the centre is a separate UI which duplicates, some but not all seatbackfunctionality. Sometimes affecting the main screen, sometimes running locally.Signposting these break points becomes critical.
  55. 55. Friday, 31 August 12
  56. 56. learnings play to the strengths of each device clarity of purpose functional parity isn’t always positiveFriday, 31 August 12establish clarity of purposecommunicating the role of each device in the experience is criticalfunctional parity isn’t positive - we don’t need to replicate all services on all devices. Forexample tweeting using my handset which is a more discrete device is comfortable. Writing awork email on the seatback screen feels less appropriate.airlines who spend an enormous amount on hardware want to squeeze the most out of it andof course the suppliers push for every feature to be used.but when the experience is disjointed, because devices aren’t equally capable, or able tohand over to each other effectively, the best strategy is to start leaving things out.
  57. 57. Friday, 31 August 12
  58. 58. Friday, 31 August 12one of the most familiar in-air brands is ICE which uses colour coding to support orientationwithin the system
  59. 59. Friday, 31 August 12
  60. 60. Friday, 31 August 12
  61. 61. Friday, 31 August 12
  62. 62. Friday, 31 August 12designed to complement the interior design and ambient lighting.
  63. 63. Friday, 31 August 12
  64. 64. Friday, 31 August 12
  65. 65. multi-device environments handset modes synced companion control complementaryFriday, 31 August 12In more recent programs we design handset modes which help reduce confusion.In synced modeUsers navigate the seatback screen using simple gestures on the handset.We can automatically switch to companion mode andProvide shortcuts to key information orcontrols to facilitate multitasking, withoutaffecting the main screen.
  66. 66. multi-device environments idle-state animations support for rapid learning contextual hintingFriday, 31 August 12other things we do support learnability in mult-screen devices is to detect their first use andaid learning through contextual hinting.Similar to techniques used in game design.
  67. 67. multi-device environments coherent interactions for core journeys brand experienceFriday, 31 August 12we make sure you select interaction patterns which can be adapted across devices especiallyfor core journeys.our aim is always to create a coherent brand experience that is a engaging interactiveextension of the brand.
  68. 68. learningsFriday, 31 August 12rigorous and consistent design system - it can definitely be subtle, but a customer mustalways be able to distinguish on a sub-conscious level interactions from information.Some of the difficulties Shane mentions in working with Metro.
  69. 69. learnings • rigorous and consistent design systemFriday, 31 August 12rigorous and consistent design system - it can definitely be subtle, but a customer mustalways be able to distinguish on a sub-conscious level interactions from information.Some of the difficulties Shane mentions in working with Metro.
  70. 70. learnings • rigorous and consistent design system • ‘just enough’ information scentFriday, 31 August 12rigorous and consistent design system - it can definitely be subtle, but a customer mustalways be able to distinguish on a sub-conscious level interactions from information.Some of the difficulties Shane mentions in working with Metro.
  71. 71. learnings • rigorous and consistent design system • ‘just enough’ information scent • simpler decisions and more steps win over complex interactionsFriday, 31 August 12rigorous and consistent design system - it can definitely be subtle, but a customer mustalways be able to distinguish on a sub-conscious level interactions from information.Some of the difficulties Shane mentions in working with Metro.
  72. 72. learnings • rigorous and consistent design system • ‘just enough’ information scent • simpler decisions and more steps win over complex interactions • meaningful transitionsFriday, 31 August 12rigorous and consistent design system - it can definitely be subtle, but a customer mustalways be able to distinguish on a sub-conscious level interactions from information.Some of the difficulties Shane mentions in working with Metro.
  73. 73. feeling recognised and understoodFriday, 31 August 12is important to getting comfortable and feeling engaged.
  74. 74. feeling recognised and understood is easier to achieve for premium and frequent flyers if we can’t always achieve personalised we strive for tailoredFriday, 31 August 12is easier to achieve for premium and frequent flyers because we know more about you.
  75. 75. tailored What I’ve said I like/don’t like My preferences Traditional Content Groupings (Tailored) MY SERVICE Flight & Class EXPERIENCE Behavioral activity What I’ve watched Destination What I’ve rated Stage of Flight What others have watched Dynamic Filtering Customised Social activity Facebook Likes views Facebook shared contentFriday, 31 August 12when we know your seat no.your nameyour food prefswhat content you enjoywe can continually tailor the services offered to you.and if we don’t know you we can offer suggestions based on what the on-board communityis consuming or give you a simple tool to make your experience more: entertaining, newsy,etc. based on mood.
  76. 76. feeling connectedFriday, 31 August 12one of the biggest innovations in the industry at the moment is onboard connectivity.
  77. 77. feel connected reconnect to my networks or engage with temporary communityFriday, 31 August 12
  78. 78. feel connected Connected to the external world Connected to the onboard community I just tried the lovely Tracey Barden is currently 35,000ft above French red wine in Hyderabad, India on Airline Business Class! Onboard Social seat seat Onboard Stream 29A community Seat-to-seat chat Game score RecommendationsFriday, 31 August 12for many of us well-being can come from being able to resume my conversations with theoffboard world.or by engaging with the temporary community onboard. multiplayer games are gainingpopularity, as well as local social, being sight-seeing and food tips from locals through a chatapp or a twitter hashtag.
  79. 79. feeling understood and connected beyond onboardFriday, 31 August 12we’re on the cusp of a more personal experience which joins up all flight phases thanks tomobile and the possibility of continuous connection.
  80. 80. beyond onboard adaptive UIs, which adjust dynamically based on location and journey phase can help join up and personalise my experienceFriday, 31 August 12we’re on the cusp of a more personal experience which joins up all flight phases thanks tomobile.beyond planning and booking, continuous connection and hyper local services thanks to nearfield communication tech in phones and readers can help join up and personalise myexperience, based on journey phase.after virtualised check-in applications can transform to support turn by turn wayfiding, or tooffer me entertainment when I reach my gate.all integrated with disruption management messaging e.g boarding’s delayed by 15 minutesto keep me feeling in control.
  81. 81. beyond IFE personal carry on devices beg the question do we need on-board entertainment?Friday, 31 August 12Personal carry on devices such as smart phones and tablets beg the question do we need on-board entertainment?Airlines are already handing out or hiring tablets on medium haul flights.It will be a while before carry on devices are ubiquitous.The plethora of tablets means that managing your own device so that you don’t have to holdit continually is still a problem that needs solving, as is reliably connecting to onboardnetworks.
  82. 82. have we been effective? lbs.Friday, 31 August 12Virgin reported when the JAM system we designed with Airside started to fly.People were so engaged with the entertainment system that were nicer and crewspent less time reseating disruptive passengers.And apparently there was a dramatic drop in the consumption of alcohol, whichmeant less weight and huge savings in fuel costs and operating costs which madethem very happy.
  83. 83. thank you!Friday, 31 August 12

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