innovation starts with an eye

Development self-service luggage drop off point (SSDOP) Task: “Create an user friendly self-service luggage drop-off that enables an average traveller to check-in 2 pieces of luggage in 72 seconds”

Task: “Create an user friendly self-service luggage drop-off that enables an average traveller to check-in 2 pieces of luggage in 72 seconds”

Why a conceptual’s design innovation approach of the SSDOP at the SSDOP a large group of users meets a complex environment of external- & internal systems, physical handlings and user interface interaction. The challenge was to create a new self-service concept where the traveller meets a seamless experience without burdens. Some important factors: KLM business rules in self-service ICT systems: airline check-in and internal luggage handling physical handling: lifting luggage and sticking labels user interface: complete process interaction

at the SSDOP a large group of users meets a complex environment of external- & internal systems, physical handlings and user interface interaction. The challenge was to create a new self-service concept where the traveller meets a seamless experience without burdens.

Some important factors:

KLM business rules in self-service

ICT systems: airline check-in and internal luggage handling

physical handling: lifting luggage and sticking labels

user interface: complete process interaction

The complexity of the project feasability study of luggage check-in in self-service concept create a low burden service that a large group of travelers can use without instruction stop technology push suppliers in group make this feasability study measureable

feasability study of luggage check-in in self-service concept

create a low burden service that a large group of travelers can use without instruction

stop technology push suppliers in group

make this feasability study measureable

Project group Schiphol luggage handling KLM, Schiphol customer IBM, CUSS partner Schiphol in 2004 Vanderlande Industries, luggage handling equipment Parlando, label printer MMID, industrial design EYE-D, conceptual design & project management P5 Consultants, independent lab tests

Schiphol luggage handling

KLM, Schiphol customer

IBM, CUSS partner Schiphol in 2004

Vanderlande Industries, luggage handling equipment

Parlando, label printer

MMID, industrial design

EYE-D, conceptual design & project management

P5 Consultants, independent lab tests

How did we approached the project? User centric innovation methodology (UCIM) understand observe visualize evaluate & refine implement

Project activities observation existing processes character description of characters that test the service like older people, business travelers, controll freaks, etc. character related scenario writing conceptual design industrial design simulation process with carton model and brainstorm sessions user interface design building and testing mock-up in lab environment with to measure feasability target of 72 seconds

observation existing processes

character description of characters that test the service like older people, business travelers, controll freaks, etc.

character related scenario writing

conceptual design

industrial design

simulation process with carton model and brainstorm sessions

user interface design

building and testing mock-up in lab environment with to measure feasability target of 72 seconds

Observation: existing travel experience Plan Book Pack Transport Search Check-in Wait

Character description (1 of 11 total) ‘ Control freak’ Karin (35) Lawyer (British) Values Always very organized. Arrives neatly on time, but she feels she should have been earlier. When the slightest thing goes wrong she is instantly stressed. She is afraid of flying but doesn’t want to show it. With the time left she keeps herself busy by walking round the shops just to keep her mind off of it. Timing Started planning weeks in advance, finding information about how to get to the airport and the times she has to be there(via internet). She plans to be at the airport for the advised time and is always just in time catching the train to the airport. Travel Tries to avoid business travels looking for the most efficient and convenient times. She checks the internet for all the possible flights and weighs it up against the quality of the airline. Baggage She tries to keep it to hand luggage, since she is afraid that other luggage will get lost, but mostly ends up with a sports bag. Technology Likes her paper agenda but makes extensive use of the internet the check all the options and gather info.

Conceptual- & industrial design

Lab simulation / mock up

Project results tests: 30 respondents, 60 tests, interviews and video observation and analysis test results: average drop off time 85 sec this is 13% longer then manual drop off based on test results Schiphol concluded that self-service in drop off was feasable for EYE-D the project stopped here and the implementation was performed by other parties 2005 / 2006: improving concept, prototype development, 2 pilots

tests: 30 respondents, 60 tests, interviews and video observation and analysis

test results:

average drop off time 85 sec

this is 13% longer then manual drop off

based on test results Schiphol concluded that self-service in drop off was feasable

for EYE-D the project stopped here and the implementation was performed by other parties

2005 / 2006: improving concept, prototype development, 2 pilots

www.bagdrop.com 2005 Bagdrop Company was initiated to improve and commercialize the SSDOP concept April 2008 public introduction on Passenger Terminal Expo of 3 rd generation SSDOP and Launch Bagdrop ® Brand July 2008, first commercial project with KLM on Schiphol Airport end of 2008 roll out 4rd generation Bagdrop ® more info: www.bagdrop.com

2005 Bagdrop Company was initiated to improve and commercialize the SSDOP concept

April 2008 public introduction on Passenger Terminal Expo of 3 rd generation SSDOP and Launch Bagdrop ® Brand

July 2008, first commercial project with KLM on Schiphol Airport

end of 2008 roll out 4rd generation Bagdrop ®

more info: www.bagdrop.com

Bagdrop Schiphol, July 2008 Source: www.bagdrop.com

Thank you EYE-D Designed Innovation: Ron Verweij Hermelijnlaan 5 3734 HC Den Dolder the Netherlands phone: +31(0) 610687743 fax: +31(0) 302294441 mail: ron@eye-ddi.com

EYE-D Designed Innovation:

Ron Verweij

Hermelijnlaan 5

3734 HC Den Dolder

the Netherlands

phone: +31(0) 610687743

fax: +31(0) 302294441

mail: ron@eye-ddi.com