Air travel a quiet revolution - UX Australia 2012

  • 1,065 views
Uploaded on

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 …

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.

More in: Design , Travel , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,065
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
6

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. welcome aboard air travel, a quiet revolution Wednesday, 10 July 13
  • 2. the truth air travel Wednesday, 10 July 13 for most of us when travelling outside the premium classes...
  • 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. 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. 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. 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. 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. 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. 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. designing the in-flight experience in the air is a critical component of service design Wednesday, 10 July 13
  • 11. a well-designed service people environment technology journey phase class adapts to Wednesday, 10 July 13
  • 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. benefits airlines from an operational perspective. a well-designed service Wednesday, 10 July 13
  • 14. your crew Alex Williams Head of Experience Massive Sydney @WilliamsAlexC Wednesday, 10 July 13
  • 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. a quick look back the first in-flight movie was played in 1925 on a 30 minute flight Wednesday, 10 July 13
  • 17. Wednesday, 10 July 13 note the comfy wicker chairs
  • 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. 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. over time 30 minutes 1 screen no choice disconnection 20 hours multi-screen paradox of choice continuous connection Wednesday, 10 July 13
  • 21. the only thing we seem to have less of Wednesday, 10 July 13 the wicker chair looks pretty good right now.
  • 22. alcohol Wednesday, 10 July 13 and of course alcohol has always been along for the ride as a pacifier. cultural differences permitting.
  • 23. passenger mindset Passenger needs vary based a combination of journey length, class and experience mindset Wednesday, 10 July 13
  • 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. 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. in an unfamiliar environment feeling in control Wednesday, 10 July 13
  • 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. 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. 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. 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. feeling in control how do you design for disruptive environments Wednesday, 10 July 13 where few paradigms exist.
  • 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. 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. Wednesday, 10 July 13
  • 35. Wednesday, 10 July 13 play movie meaningful transitions which provide feedback on my previous actions, or point the way forward
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. managing complexity feeling in control Wednesday, 10 July 13
  • 50. Wednesday, 10 July 13 IFE has evolved from the in air picture theatre in 1925 to host a plethora of services.
  • 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. 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. 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. 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. Wednesday, 10 July 13
  • 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. Wednesday, 10 July 13
  • 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. Wednesday, 10 July 13
  • 60. Wednesday, 10 July 13
  • 61. Wednesday, 10 July 13
  • 62. Wednesday, 10 July 13 designed to complement the interior design and ambient lighting.
  • 63. Wednesday, 10 July 13
  • 64. Wednesday, 10 July 13
  • 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. 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. 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. 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. • 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. • 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. • 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. • 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. 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. 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. 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. thank you! Wednesday, 10 July 13