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welcome aboard
air travel, a quiet revolution
Wednesday, 10 July 13
the truth
air travel
Wednesday, 10 July 13
for most of us when travelling outside the premium classes...
the truth
• traveling for 7 - 20 hours in a metal box
air travel
Wednesday, 10 July 13
for most of us when travelling outs...
the truth
• traveling for 7 - 20 hours in a metal box
• 9KM above the ground
air travel
Wednesday, 10 July 13
for most of ...
the truth
• traveling for 7 - 20 hours in a metal box
• 9KM above the ground
• strapped to a seat “narrower than the avera...
the truth
• traveling for 7 - 20 hours in a metal box
• 9KM above the ground
• strapped to a seat “narrower than the avera...
the truth
• traveling for 7 - 20 hours in a metal box
• 9KM above the ground
• strapped to a seat “narrower than the avera...
the truth
• traveling for 7 - 20 hours in a metal box
• 9KM above the ground
• strapped to a seat “narrower than the avera...
the truth
• traveling for 7 - 20 hours in a metal box
• 9KM above the ground
• strapped to a seat “narrower than the avera...
designing the in-flight
experience
in the air
is a critical component of service design
Wednesday, 10 July 13
a well-designed service
people
environment
technology
journey phase
class
adapts to
Wednesday, 10 July 13
from the negatives of
finding ourselves in
set of stressful
circumstances for a
long period.
a well-designed service
is a ...
benefits airlines from
an operational
perspective.
a well-designed service
Wednesday, 10 July 13
your crew
Alex Williams
Head of Experience Massive Sydney @WilliamsAlexC
Wednesday, 10 July 13
a quick look back
the first commercial
flight was in
1914
1 pilot
1 passenger
Wednesday, 10 July 13
Who paid the equivalen...
a quick look back
the first in-flight movie
was played in 1925 on a
30 minute
flight
Wednesday, 10 July 13
Wednesday, 10 July 13
note the comfy wicker chairs
60 years later in 1985 not that
much has changed
Wednesday, 10 July 13
i still don’t have an entertainment choice
other th...
the first tailored experiences
1988
the first seat-back tvs
broadcast 2.5cm LCD
1990’s
the first seat-back audio
video on-...
over time
30 minutes
1 screen
no choice
disconnection
20 hours
multi-screen
paradox of choice
continuous connection
Wednes...
the only thing we seem to have less of
Wednesday, 10 July 13
the wicker chair looks pretty good right now.
alcohol
Wednesday, 10 July 13
and of course alcohol has always been along for the ride as a pacifier.
cultural differences ...
passenger mindset
Passenger needs vary
based a combination of
journey length, class and
experience mindset
Wednesday, 10 J...
our job is to enable
distraction and foster
positive emotions
feel in control
feel recognised and understood
feel connecte...
a well-designed service
people
environment
technology
journey phase
class
adapts to
Wednesday, 10 July 13
today in our sho...
in an unfamiliar
environment
feeling in control
Wednesday, 10 July 13
A380
case study
Qantas IFE
Wednesday, 10 July 13
we’re going to briefly cover a program we were involved in for Qantas whic...
feeling in control
achieving simplicity
creating meaningful
models which don’t rely
on prior experiences
Wednesday, 10 Jul...
feeling in control
it’s 2005
designing for touch is
an immature area of
practice
Wednesday, 10 July 13
touch screens are f...
feeling in control
a multi-input system
which can also be
remote controlled
Wednesday, 10 July 13
and we’re also dealing w...
feeling in control
how do you design for
disruptive environments
Wednesday, 10 July 13
where few paradigms exist.
feeling in control
we designed
from the
hardware out
Wednesday, 10 July 13
although we didn’t have a label for it then, ou...
feeling in control
creating a simple,
meaningful
dimensional model
tying structural navigation
to the vertical axis
local ...
Wednesday, 10 July 13
Wednesday, 10 July 13
play movie
meaningful transitions
which provide feedback on my previous actions, or point the way fo...
feeling in control
evolved
progressively
Wednesday, 10 July 13
we developed this very simple model and built on it progres...
learnings
Wednesday, 10 July 13
leverage native affordances - you need pick up the hardware and play with. Feel what comes...
learnings
• leverage native affordances
Wednesday, 10 July 13
leverage native affordances - you need pick up the hardware ...
learnings
• leverage native affordances
• interactions should be coherent, and
build progressively
Wednesday, 10 July 13
l...
learnings
• leverage native affordances
• interactions should be coherent, and
build progressively
• develop meaningful tr...
learnings
• leverage native affordances
• interactions should be coherent, and
build progressively
• develop meaningful tr...
learnings
• leverage native affordances
• interactions should be coherent, and
build progressively
• develop meaningful tr...
learnings
• leverage native affordances
• interactions should be coherent, and
build progressively
• develop meaningful tr...
learnings
• leverage native affordances
• interactions should be coherent, and
build progressively
• develop meaningful tr...
learnings
• leverage native affordances
• interactions should be coherent, and
build progressively
• develop meaningful tr...
learnings
• leverage native affordances
• interactions should be coherent, and
build progressively
• develop meaningful tr...
learnings
• leverage native affordances
• interactions should be coherent, and
build progressively
• develop meaningful tr...
Emirates &
Virgin Atlantic
Wednesday, 10 July 13
more recently we’ve created the in-flight entertainment systems for
Emirat...
managing complexity
feeling in control
Wednesday, 10 July 13
Wednesday, 10 July 13
IFE has evolved from the in air picture theatre in 1925 to host a plethora of services.
challenge
Hardware - 3 devices
IPSC Seat Monitor Touchscreen
Handset
Wednesday, 10 July 13
not designed from a user center...
multi-screen environments
Virgin
watch video personal/private
social/sms/email
Seat Monitor Touchscreen
Handset
Wednesday,...
multi-screen environments
Emirates
suite controls
IPSC
watch video personal/private
social/sms/email
Seat Monitor Touchscr...
current touchscreen handset
Wednesday, 10 July 13
when we first saw this device we knew it was going to be trouble.
Shane m...
Wednesday, 10 July 13
learnings
functional parity isn’t
always positive
clarity of purpose
play to the strengths of
each device
Wednesday, 10 Ju...
Wednesday, 10 July 13
Wednesday, 10 July 13
one of the most familiar in-air brands is ICE which uses colour coding to support orientation
within...
Wednesday, 10 July 13
Wednesday, 10 July 13
Wednesday, 10 July 13
Wednesday, 10 July 13
designed to complement the interior design and ambient lighting.
Wednesday, 10 July 13
Wednesday, 10 July 13
multi-device environments
handset modes
synced companion
control complementary
Wednesday, 10 July 13
In more recent progra...
multi-device environments
contextual hinting
support for rapid
learning
idle-state animations
Wednesday, 10 July 13
other ...
multi-device environments
coherent interactions for
core journeys
brand experience
Wednesday, 10 July 13
we make sure you ...
learnings
Wednesday, 10 July 13
rigorous and consistent design system - it can definitely be subtle, but a customer must
al...
• rigorous and consistent design system
learnings
Wednesday, 10 July 13
rigorous and consistent design system - it can defi...
• rigorous and consistent design system
• ‘just enough’ information scent
learnings
Wednesday, 10 July 13
rigorous and con...
• rigorous and consistent design system
• ‘just enough’ information scent
• simpler decisions and more steps win over
comp...
• rigorous and consistent design system
• ‘just enough’ information scent
• simpler decisions and more steps win over
comp...
beyond onboard
adaptive UIs, which
adjust dynamically
based on location and
journey phase
can help join up and personalise...
beyond IFE
personal carry on
devices beg the question
do we need on-board
entertainment?
Wednesday, 10 July 13
Personal ca...
have we been effective?
lbs.
Wednesday, 10 July 13
Virgin reported when the JAM system we designed with Airside started to...
thank you!
Wednesday, 10 July 13
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Air travel a quiet revolution - UX Australia 2012

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Air travel has been quietly transforming over the last few years. Technology is influencing all aspects of the experience, from the materials used in aircraft, dynamic cabin lighting, through to how we plan travel, check in, spend our time onboard and remain connected throughout the entire experience.The airline sector has lagged far behind consumer expectation, but it’s now at the forefront of innovation, utilising technology such as Near Field Communication, proximity gesturing, and multi-screen experiences that adapt contextually to the flight stage.During this session we’ll share innovations affecting the future of airtravel and the UX challenges in designing them – informed by practical examples from designing solutions for Qantas, Emirates and Virgin Atlantic.

Published in: Design, Travel, Technology

Transcript of "Air travel a quiet revolution - UX Australia 2012 "

  1. 1. welcome aboard air travel, a quiet revolution Wednesday, 10 July 13
  2. 2. the truth air travel Wednesday, 10 July 13 for most of us when travelling outside the premium classes...
  3. 3. the truth • traveling for 7 - 20 hours in a metal box air travel Wednesday, 10 July 13 for most of us when travelling outside the premium classes...
  4. 4. the truth • traveling for 7 - 20 hours in a metal box • 9KM above the ground air travel Wednesday, 10 July 13 for most of us when travelling outside the premium classes...
  5. 5. the truth • traveling for 7 - 20 hours in a metal box • 9KM above the ground • strapped to a seat “narrower than the average derriere” air travel Wednesday, 10 July 13 for most of us when travelling outside the premium classes...
  6. 6. 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 air travel Wednesday, 10 July 13 for most of us when travelling outside the premium classes...
  7. 7. 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 air travel Wednesday, 10 July 13 for most of us when travelling outside the premium classes...
  8. 8. 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 air travel Wednesday, 10 July 13 for most of us when travelling outside the premium classes...
  9. 9. 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 uncomfortable air travel Wednesday, 10 July 13 for most of us when travelling outside the premium classes...
  10. 10. designing the in-flight experience in the air is a critical component of service design Wednesday, 10 July 13
  11. 11. a well-designed service people environment technology journey phase class adapts to Wednesday, 10 July 13
  12. 12. from the negatives of finding ourselves in set of stressful circumstances for a long period. a well-designed service is a positive distraction Wednesday, 10 July 13
  13. 13. benefits airlines from an operational perspective. a well-designed service Wednesday, 10 July 13
  14. 14. your crew Alex Williams Head of Experience Massive Sydney @WilliamsAlexC Wednesday, 10 July 13
  15. 15. a quick look back the first commercial flight was in 1914 1 pilot 1 passenger Wednesday, 10 July 13 Who 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 flight Wednesday, 10 July 13
  17. 17. Wednesday, 10 July 13 note the comfy wicker chairs
  18. 18. 60 years later in 1985 not that much has changed Wednesday, 10 July 13 i still don’t have an entertainment choice other than to listen to radio or to create a more personalised personal experience based on bringing my own media onboard in the form 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 systems Wednesday, 10 July 13 1988 the first seat-back tvs supported broadcast 2.5cm LCD which supported channel surfing
  20. 20. over time 30 minutes 1 screen no choice disconnection 20 hours multi-screen paradox of choice continuous connection Wednesday, 10 July 13
  21. 21. the only thing we seem to have less of Wednesday, 10 July 13 the wicker chair looks pretty good right now.
  22. 22. alcohol Wednesday, 10 July 13 and 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 mindset Wednesday, 10 July 13
  24. 24. our job is to enable distraction and foster positive emotions feel in control feel recognised and understood feel connected Wednesday, 10 July 13 before you can pass the time by watching a movie marathon, or learning enough German to get yourself into trouble you need to feel: in control, we need to make you comfortable enough to explore the system you need to feel recognised and understood and we need to help you feel connected.
  25. 25. a well-designed service people environment technology journey phase class adapts to Wednesday, 10 July 13 today in our short talk we’re concentrating on the challenge presented by environment and technology and the learnings we’ve gained over years of wrestling with complexity.
  26. 26. in an unfamiliar environment feeling in control Wednesday, 10 July 13
  27. 27. A380 case study Qantas IFE Wednesday, 10 July 13 we’re going to briefly cover a program we were involved in for Qantas which involved designing 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 experiences Wednesday, 10 July 13 our 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’t necessarily rely on previous experiences.
  29. 29. feeling in control it’s 2005 designing for touch is an immature area of practice Wednesday, 10 July 13 touch 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 away our 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 controlled Wednesday, 10 July 13 and 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 which the touch screen can’t always be reached. it was really important that we moved away from the typical point-to-point dvd menu style matrix navigation which was familiar at the time. but to what?
  31. 31. feeling in control how do you design for disruptive environments Wednesday, 10 July 13 where few paradigms exist.
  32. 32. feeling in control we designed from the hardware out Wednesday, 10 July 13 although we didn’t have a label for it then, our only way into the problem was to bodystorm the experience. so we mocked up a remote control out of foam core, got ourselves some touch screens and created monitor surrounds trying to replicate the cabin environment. hardware leadtimes are one of our greatest challenges. the hardware has been developed outside a user centred design process. it was a simplified of tv remote control with legacy features such as channel up/down buttons and 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 local navigation to the horizontal axis SELECT Wednesday, 10 July 13 we built rapid prototypes and practised using the handset until we isolated the most natural movements which could be performed on an RCU without looking down. that centred on up/down vs left/right movements. we created a simple, meaningful dimensional model very familiar now thanks to the XBOX 360 and PS3 cross media bars which post date this system by 2 and 3 years respectively. validation that the approach set us on the right path.
  34. 34. Wednesday, 10 July 13
  35. 35. Wednesday, 10 July 13 play movie meaningful transitions which provide feedback on my previous actions, or point the way forward
  36. 36. feeling in control evolved progressively Wednesday, 10 July 13 we 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 design which supports orientation and helps alleviates boredom.
  37. 37. learnings Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally and where tactile feedback avoids the need to look down.
  38. 38. learnings • leverage native affordances Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally and where tactile feedback avoids the need to look down.
  39. 39. learnings • leverage native affordances • interactions should be coherent, and build progressively Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally 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 transitions Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally 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 transitions Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally 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 transitions Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally 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 transitions Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally 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 transitions Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally 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 transitions Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally 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 transitions Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally 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 transitions Wednesday, 10 July 13 leverage native affordances - you need pick up the hardware and play with. Feel what comes naturally and where tactile feedback avoids the need to look down.
  48. 48. Emirates & Virgin Atlantic Wednesday, 10 July 13 more recently we’ve created the in-flight entertainment systems for Emirates 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. managing complexity feeling in control Wednesday, 10 July 13
  50. 50. Wednesday, 10 July 13 IFE 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 Handset Wednesday, 10 July 13 not designed from a user centered perspective but from an industry perspective locked in an escalating feature war devices are not always designed as a complementary suite
  52. 52. multi-screen environments Virgin watch video personal/private social/sms/email Seat Monitor Touchscreen Handset Wednesday, 10 July 13 seat back touch screen handset (or remote control)
  53. 53. multi-screen environments Emirates suite controls IPSC watch video personal/private social/sms/email Seat Monitor Touchscreen Handset Wednesday, 10 July 13 Integrated Passenger System Control to premium classes
  54. 54. current touchscreen handset Wednesday, 10 July 13 when 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 seatback functionality. Sometimes affecting the main screen, sometimes running locally. Signposting these break points becomes critical.
  55. 55. Wednesday, 10 July 13
  56. 56. learnings functional parity isn’t always positive clarity of purpose play to the strengths of each device Wednesday, 10 July 13 establish clarity of purpose communicating the role of each device in the experience is critical functional parity isn’t positive - we don’t need to replicate all services on all devices. For example tweeting using my handset which is a more discrete device is comfortable. Writing a work email on the seatback screen feels less appropriate. airlines who spend an enormous amount on hardware want to squeeze the most out of it and of course the suppliers push for every feature to be used. but when the experience is disjointed, because devices aren’t equally capable, or able to
  57. 57. Wednesday, 10 July 13
  58. 58. Wednesday, 10 July 13 one of the most familiar in-air brands is ICE which uses colour coding to support orientation within the system
  59. 59. Wednesday, 10 July 13
  60. 60. Wednesday, 10 July 13
  61. 61. Wednesday, 10 July 13
  62. 62. Wednesday, 10 July 13 designed to complement the interior design and ambient lighting.
  63. 63. Wednesday, 10 July 13
  64. 64. Wednesday, 10 July 13
  65. 65. multi-device environments handset modes synced companion control complementary Wednesday, 10 July 13 In more recent programs we design handset modes which help reduce confusion. In synced mode Users navigate the seatback screen using simple gestures on the handset. We can automatically switch to companion mode and Provide shortcuts to key information or controls to facilitate multitasking, without affecting the main screen.
  66. 66. multi-device environments contextual hinting support for rapid learning idle-state animations Wednesday, 10 July 13 other things we do support learnability in mult-screen devices is to detect their first use and aid learning through contextual hinting. Similar to techniques used in game design.
  67. 67. multi-device environments coherent interactions for core journeys brand experience Wednesday, 10 July 13 we make sure you select interaction patterns which can be adapted across devices especially for core journeys. our aim is always to create a coherent brand experience that is a engaging interactive extension of the brand.
  68. 68. learnings Wednesday, 10 July 13 rigorous and consistent design system - it can definitely be subtle, but a customer must always be able to distinguish on a sub-conscious level interactions from information. Some of the difficulties Shane mentions in working with Metro.
  69. 69. • rigorous and consistent design system learnings Wednesday, 10 July 13 rigorous and consistent design system - it can definitely be subtle, but a customer must always be able to distinguish on a sub-conscious level interactions from information. Some of the difficulties Shane mentions in working with Metro.
  70. 70. • rigorous and consistent design system • ‘just enough’ information scent learnings Wednesday, 10 July 13 rigorous and consistent design system - it can definitely be subtle, but a customer must always be able to distinguish on a sub-conscious level interactions from information. Some of the difficulties Shane mentions in working with Metro.
  71. 71. • rigorous and consistent design system • ‘just enough’ information scent • simpler decisions and more steps win over complex interactions learnings Wednesday, 10 July 13 rigorous and consistent design system - it can definitely be subtle, but a customer must always be able to distinguish on a sub-conscious level interactions from information. Some of the difficulties Shane mentions in working with Metro.
  72. 72. • rigorous and consistent design system • ‘just enough’ information scent • simpler decisions and more steps win over complex interactions • meaningful transitions learnings Wednesday, 10 July 13 rigorous and consistent design system - it can definitely be subtle, but a customer must always be able to distinguish on a sub-conscious level interactions from information. Some of the difficulties Shane mentions in working with Metro.
  73. 73. beyond onboard adaptive UIs, which adjust dynamically based on location and journey phase can help join up and personalise my experience Wednesday, 10 July 13 we’re on the cusp of a more personal experience which joins up all flight phases thanks to mobile. beyond planning and booking, continuous connection and hyper local services thanks to near field communication tech in phones and readers can help join up and personalise my experience, based on journey phase. after virtualised check-in applications can transform to support turn by turn wayfiding, or to offer me entertainment when I reach my gate. all integrated with disruption management messaging e.g boarding’s delayed by 15 minutes
  74. 74. beyond IFE personal carry on devices beg the question do we need on-board entertainment? Wednesday, 10 July 13 Personal 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 hold it continually is still a problem that needs solving, as is reliably connecting to onboard networks.
  75. 75. have we been effective? lbs. Wednesday, 10 July 13 Virgin reported when the JAM system we designed with Airside started to fly. People were so engaged with the entertainment system that were nicer and crew spent less time reseating disruptive passengers. And apparently there was a dramatic drop in the consumption of alcohol, which meant less weight and huge savings in fuel costs and operating costs which made
  76. 76. thank you! Wednesday, 10 July 13

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