Design Planning workshop for Boeing

reframing in-flight entertainment sangyoun lee / nikhil mathew / nikki pfarr / fei qi institute of design design planning workshop spring 2009 jjjjjjj jjjjjjj

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

Contents 4 Primary user segment overview Meet Joe, a next generation business traveler. 6 Value proposition Imagine if travelers like Joe could access a technology-based system, available primarily in-flight but with touch-points throughout the travel experience. 8 Client overview Meet Boeing, a major aircraft manufacturer. 10 Problem statement Boeing recognizes IFE’s potential to improve customer experience. 12 Existing state of IFE On select airlines, IFE is beginning to expand beyond existing uses of seat-back display units. 14 Problem reframed But IFE’s real potential lies in its ability to address additional stages of the experience. 16 Primary research findings and design principles Next generation business travelers, in particular, have concerns that span the entire travel experience. 20 Solution architecture These concerns represent opportunity spaces that new concepts can address. 22 Concepts The following concepts improve the traveler experience while providing business value to Boeing and its customer airlines. 34 Portfolio of options By reframing the notion of in-flight entertainment, Boeing can improve the travel experience for next generation business travelers. 3

primary user segment overview Meet Joe, a next generation business traveler. As a member of Generation Y, or the Millennial Joe stays connected to family and friends using Joe just started his first job after college as a consultant Generation, Joe grew up in an increasingly hyper- services like email, Facebook, and Twitter. He watches - and he’s now traveling frequently for business. He connected world. He’s tech-savvy, always has his television shows and movies on-demand on Hulu doesn’t mind flying - in fact, he’s been flying since mobile phone with him, and is usually not far from a and Netflix. When he wants to listen to music or he was a little kid and has fond memories of the computer. read a book, he can immediately get personalized experience. But there are certainly things about air recommendations on iTunes, Pandora, and Amazon. travel he wishes he could change. And thanks to Google, he’s used to having a wealth of information at his fingertips. 3 Arrival and security passive active 1 Preparing for the trip Joe uses an e-ticket and checks in online the day of his flight, and avoids checking lug- passive active gage when possible; as a result he can often bypass the check-in counter and go straight to Joe often books his flights online, using the security line. The security procedures are aggregate websites like Kayak.com. irritating, but Joe knows what to expect and He always looks for low-cost fairs, and has got it down to a routine. delight doesn’t feel loyal to a particular airline. As a result, he’s a member of several frequent flyer programs. 2 Travel to airport passive active

4 Waiting for the flight passive active Once through security, Joe goes straight to the gate 6 In the air and doesn’t linger in the terminal at all. He’s afraid of missing important updates or announcements passive active about his flight. He only engages in light-weight en- In the air Joe uses his own entertainment, as tertainment while waiting, to make sure he’s always the movies and television shows on board are able to hear announcements. The lack of outlets at often not things he’s interested in. His ability the gate is frustrating when he wants to charge a de- to watch movies or get work done is limited vice. He avoids going to the bathroom so he doesn’t by his laptop’s battery life. He avoids getting have to lug his carry-on with him. up to use the bathroom so he doesn’t have to bother his neighbors. Sleeping is particularly uncomfortable. 5 Boarding the plane 7 Debarking passive active passive active Joe boards the plane and puts his luggage When it’s time to debark, Joe does a thorough check to into the overhead bin as quickly as possible, make sure he’s not leaving anything on or around his seat. to avoid holding up other passengers. He As soon as the plane lands, he calls loved ones on mobile hesitates to put personal belongings in the phone to check in and update them on his status. seat-back pocket, for fear he might forget them later. Did you know? There are over 70 million people in the Millennial generation1. Like Joe, many of them are about to enter the workforce are are beginning to travel for business more frequently. 1 “who are the millennials? aka generation 7” deloitte consulting. june 6, 2008. 5

value proposition 1 Imagine if travelers connect to people, like Joe could... information, and their sangyoun lee / nikhil mathew / nikki pfarr / fei qi own digital assets access a technology-based system, available primarily in-flight but with throughout the travel touch-points throughout the travel experience experience, that allows them to: Many next generation business travelers have a significant library of digital assets they access on a regular basis - from their Facebook profiles to their Netflix queues, from Google Docs to Flickr photo streams. These assets may live on devices like laptops, iPods, and mobile phones, but more frequently they’re living in the “cloud” - the digital storage and computing space enabled by internet technology. Unfortunately, when traveling, accessing digital assets can be difficult. iPods and laptops are limited by battery life, and current regulations prevent mobile phone usage in the air. While wireless internet is increasing available in design planning workshop, spring 2009 airports and even on some flights, slow bit rates and high usage costs are a deterrent.

2 3 receive on-demand, avoid lugging real-time information around potentially about the travel unnecessary items experience to While they enjoy access to technology, next generation business travelers would rather not increase efficiency cart their laptops through the airport if possible. The added weight and hassle of removing it at the security line is begrudgingly endured for the and minimize wait sake of being able to access their digital assets on the plane and, later, at their destination. time To avoid long waits at check-in and baggage claim, many next generation business travel- For many next generation business travelers, the ers will avoid checking luggage. As a result, only thing worse than a flight delay is missing a they must strategically pack their carry-ons to flight entirely because you were in the bathroom accommodate the post 9/11 security restric- or at the food court when an important announce- tions. While avoiding checked luggage may be ment about your flight was made. Regardless of a positive experience overall, lugging around how frequently this happens, that’s what they’re a carry-on has its downsides - particularly when afraid of. it makes going to the bathroom or food court at the airport a more complicated experience. As such, many next generation business travelers feel tethered to the gate while waiting for a flight - whether they’re waiting for five minutes or five hours. They even avoid engaging in entertainment activities that may distract them from flight announcements. Next generation business travelers are used to constant connectivity and access to information. Unknown flight statuses or unexplained wait times at security and baggage claim result in anxiety and frustration. source: primary research 7

client overview Meet Boeing, an aircraft manufacturer. “Our strategy has been to design and build an airplane sangyoun lee / nikhil mathew / nikki pfarr / fei qi that will take passengers where they want to go, when they want to go, without intermediate stops; do it efficiently while providing the utmost comfort to passengers; and make it simple and cost-effective for airlines to operate.” - Company mission The Boeing Company, headquartered in Chicago, whose product line is dominated by larger jets. Illinois, manufactures and assembles commercial Nonetheless, the two companies have a long history and military aircraft. As a leader in both the of competition, as each strives to identify new aerospace and defense industries, Boeing boasts market opportunity. customers in over 90 countries. Demand for Boeing’s commercial aircraft stems Boeing offers a diverse product line, including from commercial airlines. As such, aircraft orders j single-aisle, double-aisle, and “jumbo” jets. are particularly sensitive to travel trends, air traffic This focus on variety sets Boeing apart from its trends, and economic conditions. major commercial aircraft competitor, Airbus, j 1933. Model 247 First all-metal, twin engine aircraft with flight design planning workshop, spring 2009 attendants. 1900 j 1916. B&W Seaplane designed by William E. Boeing and engineer G. Conrad Westervelt. j 1928. Model 80 Luxurious passenger plane with running water, toilets, leather seats and reading lamps.

Strategic priorities 1 Locating new streams of revenue 2 Helping airlines save money or find new streams of revenue 3 Distinguishing the Boeing brand j 1940. Model 307 Stratoliner that introduced use of cabin pressure. j 1968. 737 Short- to medium-range twinjet and the best-selling commertial jetliner in aviation history. j 1954. Dash 80 Prototype jet that initiatied the jet transport era in the j 1982. 767 Links more cities over a j 2005. 787 Fuel-efficient, twin-engine United States. greater variety of distances jet airliner carries 330 than any other widebody passengers. twinjet. j 1947. Model 377 Plush Stratocruiser with long range and a spiral stairway to a lounge. j 1970. 747 Largest airplane built for commercial service; used for long-distance passenger and j 1995. 777 A new focus on teamwork revolutionizes aircraft design and production. freight transport. sources: boeing website, seattle pi, “boeing’s airplane history” 9

problem statement sangyoun lee / nikhil mathew / nikki pfarr / fei qi Boeing wants to know how future in-flight entertainment might contribute to new streams of revenue, distinguish the Boeing brand, and help its customer airlines save money. design planning workshop, spring 2009

Boeing recognizes IFE’s potential to improve customer experience. On its website, Boeing describes in-flight entertainment existing aircraft.1 Recently, Boeing has experimented for an entire flight, briefly debuted and then shut as “systems [that] can create strong passenger loyalty with the use of new technologies on board, including down in 2006 when the service was not commercially and revenue” for Boeing’s customer airlines1. As such, streaming satellite TV to passengers’ laptops, onboard successful.3 IFE seems like an opportunity space potentially aligned WiFi connections, live satellite TV channels, VoIP with the company’s strategic priorities. phone options, and cell phone usage in the cabin.2 Despite this recent failure, it’s clear the Boeing is willing to experiment with IFE to enhance the customer Currently, Boeing offers IFE integration for new aircraft Unfortunately, Boeing’s Connexion system, which experience. But currently, all of their IFE-related orders, as well as enhancements and refurbishing for provided high-speed wifi for $9.95 an hour or $26.95 offerings are all focused on the in-flight experience1. This system map indicates a potential correlation between IFE, customer experience, and increased revenue for Boeing. 1 http://www.boeing.com/commercial/modifications/inflight_entertainment.html, 2 http://www.newscientist.com/article/dn8117, 3 http://www.nytimes.com/2006/08/18/business/18boeing.html?fta=y 11

existing state of ife On select airlines, IFE is beginning to expand beyond existing uses of seat-back display units. Domestic airlines as er ts m tle ca e o g ou in al nf n et es pi rn az es ne ti er rn ic io i op te ag m gh ov at us w o te d ph ex ga ch po sh m m m tv ra in fli airtran alaska american continental delta frotier jetblue northwest southwest us airways united virgin determined to be offered on most flights upcoming offering Sources: individual airline websites determined to be offered on some flights offering being tested

International airlines s a er ts m le ca t e o ng ou in nf al et s pi az es ne rn er ti ie rn ic io op ag m gh ov w at te us o te d ph po ga ch ex sh m m m tv ra in fli air china air canada emirates korean air singapore united virgin qantas determined to be offered on most flights Sources: individual airline websites upcoming offering Continental’s movie selection interface Emirates offers in-flight calling Air Canada’s audio selection interface Image sources: http://inflightentertainment.blogspot.com/ 13

problem reframed But IFE’s real potential lies in its ability to address additional stages of the experience. sangyoun lee / nikhil mathew / nikki pfarr / fei qi While in-flight is the portion of the trip that may be Imagine a technology-based system with touch- most relevant to Boeing currently, as an aircraft points throughout the travel experience, that helps manufacturer, for passengers the in-flight experience passengers stay connected, informed, and entertained is only one of several stages in their air travel at the airport, at the gate, and on the plane. Such a experience. It’s possible that, to truly enhance revenue system is well within Boeing’s reach given its existing and customer loyalty, the definition of competencies and industry partnerships. in-flight entertainment needs to evolve. In this case, the terms “IFE” or “in-flight entertainment” may no longer apply. Instead, we propose envisioning this system as an air travel experience technology platform. design planning workshop, spring 2009 planning arrival

at the gate boarding baggage in-flight debarking claim 15

primary research findings and design principles Next generation business travelers, in particular, have concerns that span the sangyoun lee / nikhil mathew / nikki pfarr / fei qi entire air travel experience. To a generation used to constant connectivity and increasingly ubiquitous computing, getting on an “I always get annoyed getting on airplane can feel like entering a dead zone. At the plane... I get frustrated” each stage while moving from home, to the airport, and eventually to the plane, comfort and access to technology are progressively decreased. “I’m not huge on the movies When prompted to describe their air travel [on the plane], mainly because experiences, next generation business travelers highlighted five key areas of concern: they’re usually so terrible.” 1. Variety and personalization 2. Access “I never really get into a book... 3. Connection 4. Comfort when I’m waiting.” 5. Planning design planning workshop, spring 2009

Variety andand Variety Personalization Access Access Personalization Giat. Raessi. Ortionum ipisci esto odigna alit iliquat, Giat. Raessi. Ortionum ipisci esto odigna alit iliquat, venim quisi. Xer summy num quat voluptat prat. Sum venim quisi. Xer summy num quat voluptat prat. Sum “Big quote goes here.” “Big quote goes here.” Principle 1: Provide passengers “Big quote goes here.” Principle 2: Help passengers “Big quote goes here.” with a variety of options to ensure easily access their physical and a personally-relevant experience digital assets Next generation business travelers are seeking a wide variety of Next generation business travelers want to access their existing digital entertainment options (quantity, content, type, length, time available) in assets which exist online or on electronic devices with limited battery hopes of finding something that appeals to them personally. Price-con- life. They also want to manage and easily access their personal belong- scious passengers seek options at varied price points. ings during the flight without bothering their neighbors - and to make sure they haven’t accidentally left something on the plane when it’s time to debark. 17

primary research findings and design principles Connection Connection Comfort Comfort Giat. Raessi. Ortionum ipisci esto odigna alit iliquat, Giat. Raessi. Ortionum ipisci esto odigna alit iliquat, venim quisi. Xer summy num quat voluptat prat. Sum venim quisi. Xer summy num quat voluptat prat. Sum “Big quote goes here.” “Big quote goes here.” Principle 3: Help passengers Principle 4: Help passengers have “Big quote goes here.” “Big quote goes here.” connect with family, friends, and a more comfortable experience colleagues on and off the plane while sleeping, sitting, and moving Next generation business travelers are looking to interact, socialize, around on board and share experiences on board - primarily with friends and travel companions. They are particularly sensitive to the potential to irritate Next generation business travelers are seeking a more peaceful, their neighbors, and thus go to great lengths to avoid it. They also want comfortable, and, often, uninterrupted sleeping experience on board. to keep people on the ground (family, friends, drivers) informed about They want to move, stretch, and get more comfortable during the flight their flight status. without bothering their neighbors. They also appreciate clean facilities, and want transparency around level of cleanliness.

Process Note Planning Our primary research phase consisted of nine interviews with Millennial travelers and airline crew, in which we had participants map their frustration and activity levels throughout the travel experience. We also sent out journals and digital cameras to four participants who were traveling during our research phase. Principle 5: Assist passengers with planning their activities and movement Next generation business travelers want to stay informed about the current status of their flight while participating in other activities at the gate, in the terminal, and on the plane. They want to efficiently and ef- fectively navigate the airport and the plane, minimizing wait time when Additionally, we conducted an online survey which received possible. If waiting is unavoidable, they appreciate immediate informa- 83 responses, took part in six airport observations, and tion about cause/length of delay. visited several flight-related museums. 19

solution architecture These traveler concerns reveal opportunity spaces that new concepts can address. ess f gs en to ec tiv on en ngin ls ed t ati em elo Too rov cy / Eff an rm ag i ng p nst l Info an nal B nn Im cien Co ve M so Pla Effi Tra Pe r

d an ard t i on ation nt bo men act ic me - On iron ter mun In m tain v ter En Co En Process Note During the synthesis process, clustering concepts based on function helped us identify commonalities that would lend nicely to systemization. 21

concepts The following concepts improve the traveler experience while providing business value to sangyoun lee / nikhil mathew / nikki pfarr / fei qi Boeing and its customer airlines. reframing in-ﬂight entertainment concept evaluation map design planning workshop, spring 2009 Here, concepts were mapped High

Sync Your Stuff An online service that allows passengers to customize the IFE experience by uploading digital assets in advance, including documents, playlists, and Netflix queues. 1 2 At home, passengers can upload On board, passengers can access their digital assets to the IFE system. uploaded files and enjoy their existing services. They can also link the IFE system to their existing online services, like This allows passengers to avoid needing to Netflix and Pandora. access their laptops in flight, and, if desired, avoid bringing a laptop all together. 23

concepts Easy Dreams On-board features that help passengers have more comfortable and, if sangyoun lee / nikhil mathew / nikki pfarr / fei qi desired, uninterrupted sleeping experiences. 1 3 “Seat belt is fastened” indicator on Passengers can set alarms to ensure overhead compartment allow flight they wake up at a desired time. attendants to check seat belt status without waking up passengers. You are setting an alarm for 1:20pm. OK Cancel 2 Inflatable sections of the seat can expand or contract based on passenger preference, to accommodate more comfortable sleeping. design planning workshop, spring 2009

One Pass A bracelet-style boarding pass that doubles as a form of payment in the terminal and on the plane - helping passengers avoid juggling their boarding pass, wallet, and ID throughout the trip. 1 3 When booking a ticket at home, Because it’s linked to a passenger’s passengers can opt to use One Pass, credit card, One Pass functions as a and link their credit card to the system. form of payment in the terminal. Passengers can print this strip from a kiosk and wear it as a wrist band. 2 4 One Pass can be used to efficiently Once wrapped, the top of the band purchase food or amenities on the displays relevant flight details, and the airplane without needing to retrieve bottom displays a barcode for the airline. one’s wallet or have cash on hand. One Pass functions as regular boarding pass, allowing passengers to move through security and board their flights. 25

concepts Smarter Service Communication features that help passengers and flight crews interact in sangyoun lee / nikhil mathew / nikki pfarr / fei qi less disruptive, more efficient ways. 1 Passengers set their status and place food orders using the in-flight entertainment system. For example, a passenger may indicate: “Please don’t wake me up for food, I’d prefer to sleep.” 2 3 Requests and questions are sent directly to design planning workshop, spring 2009 Passengers’ status is displayed on the a display in the flight attendants’ galley, overhead bins above their seats. preventing the need for extra trips down the aisle. Flight attendants can easily see passenger status when moving through the aisles.

myMobile A mobile service that keeps passengers informed throughout the travel experience - and allows information to be easily transferred between IFE and the passenger’s mobile phone. 1 2 3 Flight status information, security line wait On board, passengers can download At baggage claim passengers receive time, and airport navigation tips are sent terminal and baggage claim information text messages with luggage status directly to passengers’ mobile phones. directly to their devices for use upon and expected wait time. debarking. 27

concepts Common Crowd Reservation system that allows passengers to reserve seats next to other sangyoun lee / nikhil mathew / nikki pfarr / fei qi passengers with similar objectives - e.g .to work or to sleep. IFE modules and seat-back offerings in each section of the plane are tailored to that section’s desired activity. design planning workshop, spring 2009

Media Module Modular, customizable entertainment units that move with passengers throughout the travel experience. 1 3 Modular unit available for rent at the Music E-book Movie Magazine On-board, the module snaps into the airport, and can be used at the gate while seat-back to integrate with the plane’s Transformers waiting. Plot: An ancient struggle re- audio system and remote control erupts on Earth between two extraterrestrial clans, the heroic Autobots and the evil features, and to recharge its battery. Decepticons, with a clue to the ultimate power held by a young teenager. Downloading 75% 2 Module may be pre-customized with a branded experience or set of offerings, or may be “filled up” at various kiosks throughout the terminal offering movie, music, e-book, and other entertainment- related downloads. 29

concepts Already There Interactive features that help passengers get excited about, and prepare sangyoun lee / nikhil mathew / nikki pfarr / fei qi for arrival at their destination. 1 2 Passengers on the same flight can share Passengers can also coordinate shared recommendations with each other for travel from the airport to various restaurants, hotels, and activities. locations - e.g. hotels, neighborhoods. Display includes information about current weather, latest news in the city, etc. design planning workshop, spring 2009

Media Match In-flight entertainment that allows people travelling together to participate in shared experiences. 2 Passengers can share their recommendations for movies, music, e-books with their travel companions - especially if they’re not seated nearby. Fay thinks you'll enjoy the playlist "On the Mountain." No thanks | Add to queue | Listen now 1 Travel companions sitting next to each other can push their video displays together to create a larger, shared viewing experience. Speakers fold out from head rest at ear level to provide audio but still allow passengers to hear each other. 31

concepts Smart Storage Small storage compartments integrated into the seating area that are sangyoun lee / nikhil mathew / nikki pfarr / fei qi easily accessed during the flight with minimal disruption to neighbors. Sensors keep passengers from leaving items behind. Sensors track presence of items in storage compartments, and alert users if they’re about to leave something behind. Mesh and transparent pockets help users see their items and the cleanliness of the pockets. Screen integrated into headrest frees up more space on seat-back for design planning workshop, spring 2009 storage compartments. Food tray slides up from lower half of seat, allowing passenger continual Arm rest opens to reveal additional access to seat-back pockets while storage for thin items - like in-flight eating. magazines and food menus.

Reserve-a-bin Reservable overhead bins reduce passenger anxiety about not getting bin space and having their luggage checked at the last minute, and ensure passengers are sitting close to their luggage should they need to access it on board. 1 Passengers reserve overhead bin space in advance - when booking or checking in for their flight. Fay's Bin 2 On board, LCD displays on the bins indicate which passengers should stow their luggage there. Easy-stow bins smoothly glide down to shoulder level, making it easier for passengers to lift their luggage into the bin. 33

concepts Plane Package Passengers can select and pay for a package of digital or physical items sangyoun lee / nikhil mathew / nikki pfarr / fei qi (including pillows, blankets, movies, and snacks) when booking their flight, thus avoiding fees and surprises on the day of travel. 1 2 Passengers customize a package The custom package is waiting for when booking their flight the passenger at his or her seat - specifying which physical or upon boarding the flight. digital items they’d like to have during the flight. design planning workshop, spring 2009

Nice Neighbors On-board features, accessible from each seat, that help passengers enjoy their flight experience without bothering the people around them. 1 2 The person behind you The person in front of Light and temperature controls Passengers can set statuses which says: you says: are located on the seat-back, are displayed on neighbors’ IFE "I'm using my laptop, "I'm going to recline preventing passengers from systems when relevant. so please be careful if my seat now." having to reach over neighbors. you recline." The person beside you says: "Sorry to wake you, but I'd like to get up 3 and walk around." Polite wake-up features allow passengers to wake-up their neighbors if they need to get up. 35

portfolio of options Process Note Here, concepts have been mapped ac- cording to the expected time they will take to implement given Boeing’s exist- Concept portfolio ing competencies, versus the degree of uncertainty assiciated with venturing into diameter represents expected payoff new spaces. sangyoun lee / nikhil mathew / nikki pfarr / fei qi design planning workshop, spring 2009

By reframing the notion of in-flight entertainment, Boeing could improve the travel experience for next generation business travelers - while simultaneously creating new streams of revenue and distinguishing the Boeing brand. 37

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