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Transformation of Airports: From Physical
Touchpoints to Digital Services
Dissertation Presentation
by

ELİF TAŞ
20/08/13
...
TRENDS / DIGITIZED WORLD

Analogue

Digital
TRENDS / DIGITIZED WORLD

We’re surrounded by an expanding
digital universe
TRENDS / AIR TRAVELING

6.8
BILLION

500
MILLION
331
MILLION

trips took place in 2012

domestic
international

+ 5.3%betw...
ISSUES / PASSENGER SATISFACTION
Delays

Stress

lost luggage

Long queues
ISSUES / PASSENGER SATISFACTION
Be treated as a terrorist

Security check
DIGITAL IS THE SOLUTION

“ DIGITAL ENABLES CONNECTION, ACCESS AND RELATIONSHIP.
ALL OF WHICH ARE VERY HUMAN. THAT’S WHY I ...
DIGITAL IS THE SOLUTION
Code readers

Self-bag tagging

Retina scan
Security Tunnel

Self-checkin
DIGITAL IS THE SOLUTION

Booking Channel Used in 2012 (SITA)
DIGITAL IS THE SOLUTION

Airline investments in IT over the next 3 years
RESEARCH AIM

TO DEVELOP AN INNOVATION
FRAMEWORK TO HELP DEVELOPING
SOFTWARE SOLUTIONS OF TANGIBLE
PRODUCTS AND SERVICES A...
OBJECTIVES
1- To gain in depth understanding
about overall travel experience at airports, user perspectives
and the potent...
METHODOLOGY
February

March

April

May

June

July

August

September

ANALYSE DATA

FRAMEWORK
DEVELOPMENT
INTERVIEWS
PRI...
METHODOLOGY
SECONDARY RESEARCH

CASE STUDIES
- Shiphol Airport (Amsterdam)

- Heathrow Terminal 5

- Changi Airport (Singa...
METHODOLOGY
PRIMARY RESEARCH
INTERVIEWS

Ron Verweij Raymond Kollau

Adam Poole
Principal multimedia
developer and
UX desi...
FINDINGS/ AIRPORT TYPES
BASIC AIRPORTS
-Safe and efficient landing,
departure and other aircraft
operations.
- Offer basic...
FINDINGS/ CUSTOMER JOURNEY
FINDINGS/ FUTURE TECHNOLOGIES
FINDINGS/ FUTURE TECHNOLOGIES
UX DESIGN PROCESS
Business
User
Customer
Requirements + Requirements + Requirements

STRATEGY

DESIGN
Information
Design

...
STAKEHOLDERS & GOALS
1- Passengers
-

fast
cheap
convenient
on time travel

-

Ensure on-time performance
Ensure low cost ...
STAKEHOLDERS & GOALS
3- Airport Authority

- Achieve high security and safety
- Grow revenue and manage costs
- Drive econ...
STAKEHOLDERS & GOALS
4- Investors and Bond Holders

- Optimize performance

5- Government

- Maximize economic impact
- Ma...
STAKEHOLDER RELATIONSHIP
INNOVATION METHOD
Emotional/ Social
Innovation

PEOPLE

INDUSTRY
Where design
can add the value

Functional
Innovation

TE...
ROLE OF DESIGN

Design will help,
- To reduce the confusion
- To satisfy all stakeholders
- To reach their goals
- To mana...
FINAL FRAMEWORK
Strategy

Business
Requirements

Research

Customer
Requirements

Airport
Stakeholders

Design

Interactio...
REFERENCES
- ITB (2012) ‘ ITB World Travel Trends Report’. IBT Library [Online].
Available at: itb-berlin.com/library (Acc...
THANK YOU!
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Transformed Airports: From Physical Touchpoints to Digital Services

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Presentation made for the dissertation presentation of MA Design, Strategy & Innovation.

Published in: Design, Business, Technology

Transformed Airports: From Physical Touchpoints to Digital Services

  1. 1. Transformation of Airports: From Physical Touchpoints to Digital Services Dissertation Presentation by ELİF TAŞ 20/08/13 MA Design Strategy & Innovation
  2. 2. TRENDS / DIGITIZED WORLD Analogue Digital
  3. 3. TRENDS / DIGITIZED WORLD We’re surrounded by an expanding digital universe
  4. 4. TRENDS / AIR TRAVELING 6.8 BILLION 500 MILLION 331 MILLION trips took place in 2012 domestic international + 5.3%between new passengers 2012 and 2016 (IPK International World Travel Monitor)
  5. 5. ISSUES / PASSENGER SATISFACTION Delays Stress lost luggage Long queues
  6. 6. ISSUES / PASSENGER SATISFACTION Be treated as a terrorist Security check
  7. 7. DIGITAL IS THE SOLUTION “ DIGITAL ENABLES CONNECTION, ACCESS AND RELATIONSHIP. ALL OF WHICH ARE VERY HUMAN. THAT’S WHY I CALL THIS A RENAISSANCE MORE SO THAN A REVOLUTION AND EVEN EVOLUTION. IT CHANGED OUR PERCEPTIONS ABOUT WHAT WE THOUGHT WE KNEW. IT EMBODIED A SPIRIT OF DISCOVERY AND REDISCOVERY. “ (DAVID ARMANO, 2007)
  8. 8. DIGITAL IS THE SOLUTION Code readers Self-bag tagging Retina scan Security Tunnel Self-checkin
  9. 9. DIGITAL IS THE SOLUTION Booking Channel Used in 2012 (SITA)
  10. 10. DIGITAL IS THE SOLUTION Airline investments in IT over the next 3 years
  11. 11. RESEARCH AIM TO DEVELOP AN INNOVATION FRAMEWORK TO HELP DEVELOPING SOFTWARE SOLUTIONS OF TANGIBLE PRODUCTS AND SERVICES AT AIRPORTS.
  12. 12. OBJECTIVES 1- To gain in depth understanding about overall travel experience at airports, user perspectives and the potential role of digital interfaces at airports. 2- To examine digital service at airports and other industries. practices 3- To identify future trends and scenarios of technology use in the air travel industry. 4- To analyze the role of design in assisting the transition from hardware to software solutions. 5- To evaluate an innovation framework to develop software solutions of tangible products and services at airports.
  13. 13. METHODOLOGY February March April May June July August September ANALYSE DATA FRAMEWORK DEVELOPMENT INTERVIEWS PRIMARY RESEARCH SECONDARY RESEARCH DR1 Project CASE STUDIES DR2 Project OBSERVATION TESTING WORKSHOP RECOMENDATION Dissertation & Interim Presentation
  14. 14. METHODOLOGY SECONDARY RESEARCH CASE STUDIES - Shiphol Airport (Amsterdam) - Heathrow Terminal 5 - Changi Airport (Singapore) - London Oyster System - Gatwick Airport (South Terminal)
  15. 15. METHODOLOGY PRIMARY RESEARCH INTERVIEWS Ron Verweij Raymond Kollau Adam Poole Principal multimedia developer and UX designer at Agusta Westland Design Innovator Mobile & UX consultant in aviation industry Founder of airlinetrends.com Analyzing industry and consumer trends OBSERVATION Stansted Airport, London Participant & Non Participant Gatwick Airport, London (South Terminal) Participant David Bruer Juha Vasko Product, UX and Service designer Service development manager at Finavia, Helsinki Airport. WORKSHOP 02/08/2013 Asked for 3 tasks to define key stakeholder’s in the design process and clarify their relationship.
  16. 16. FINDINGS/ AIRPORT TYPES BASIC AIRPORTS -Safe and efficient landing, departure and other aircraft operations. - Offer basic passenger services like, check-in, boarding, security, baggage pick up, retail, food and beverage services. - Operate Land Lord model - Other stakeholders design and implement their own business environments. AGILE AIRPORTS - Adapt well to changing environment - Technology enabled collaboration across business units - Airport wide network architecture offers shared services and enables faster set-up times for tenants - Improved passenger experience SMART AIRPORTS - Built around a digital grid - High speed broadband traffic throughout the entire eco-system - Enables real time information exchange - Good connection between stakholders - Advanced security capabilities - High passenger experience with personalized services, enables anticipate needed services by data exchange
  17. 17. FINDINGS/ CUSTOMER JOURNEY
  18. 18. FINDINGS/ FUTURE TECHNOLOGIES
  19. 19. FINDINGS/ FUTURE TECHNOLOGIES
  20. 20. UX DESIGN PROCESS Business User Customer Requirements + Requirements + Requirements STRATEGY DESIGN Information Design + Interaction Design + Visual Design CONSTRUCTION Experience Development + + Specifications Support Soft Launch LAUNCH + Testing/ Evaluation
  21. 21. STAKEHOLDERS & GOALS 1- Passengers - fast cheap convenient on time travel - Ensure on-time performance Ensure low cost of operations Ensure safety of operations Provide access to high yields 2- Air Carriers
  22. 22. STAKEHOLDERS & GOALS 3- Airport Authority - Achieve high security and safety - Grow revenue and manage costs - Drive economic growth - Grow passenger numbers - Find opportunities for new destinations and increase service frequency - Ensure sufficient (but not excessive) infrastructure capacity - Maximize non-aeronautical - Maximize customer satisfaction - Achieve environmental sustainability - Minimize noise - Develop employees - Enhance competitive advantage
  23. 23. STAKEHOLDERS & GOALS 4- Investors and Bond Holders - Optimize performance 5- Government - Maximize economic impact - Maximize number of destinations served and frequency of those services - Minimize noise and emissions - Ensure that airports can accommodate growth - Keep airports up to standards - Ensure safety, security, and efficiency of operations 6- Employees - Provide secure jobs, wages, and benefits 7- Airport Suppliers - Maximize traffic volumes 8- Service Providers - Maximize traffic volumes - Minimize fees paid 9- Design Consultancy - Improve portfolio - Secure job - Good reputation
  24. 24. STAKEHOLDER RELATIONSHIP
  25. 25. INNOVATION METHOD Emotional/ Social Innovation PEOPLE INDUSTRY Where design can add the value Functional Innovation TECHNOLOGY Process Innovation
  26. 26. ROLE OF DESIGN Design will help, - To reduce the confusion - To satisfy all stakeholders - To reach their goals - To manage the UX design process
  27. 27. FINAL FRAMEWORK Strategy Business Requirements Research Customer Requirements Airport Stakeholders Design Interaction design Information Design Customer Experience Specifications Testing Evaluation Evaluate & Improve Development Support Testing Soft launch & test Launch Construct & Implement Technology Technology User Requirements Visual Design
  28. 28. REFERENCES - ITB (2012) ‘ ITB World Travel Trends Report’. IBT Library [Online]. Available at: itb-berlin.com/library (Accessed: 25 April 2013). - Armano, D. (2007) ‘Digital Turns Everything Upside Down’ , 8 March. Available at: http://darmano.typepad.com/logic_emotion/2007/03/digital_turns_e.html (Accessed: 15 May 2013). - SITA (2013) ‘The Airline IT trends survey’. SITA [Online]. Available at: http://www.sita.aero/surveys-reports/industry-surveys-reports/airline-it-trendssurvey-2013 (Accessed: 23 April 2013). - Cisco (2009) ' Smart Airports: transforming passenger experience to thrive in the new economy' [Online]. Available at: http://www.cisco.com/web/about/ ac79/docs/pov/Passenger_Exp_POV_0720aFINAL.pdf (Accessed: 25 April 2013). - Amadeus (2012) ' Navigating the airport of tomorrow' [Online]. Available at: www.amadeus.com/airportOfTomorrow (Accessed: 5 May 2013). - Schaar, D., Sherry, L. (2010) ‘ Analysis of Airport Stakeholders’ [Online]. Available at: http://catsr.ite.gmu.edu/pubs/ICNS_Schaar_AirportStakeholders.pdf (Accessed: 10 August 2013). - Verweij, R. (2007) ‘Customer Soulution: User Centric Innovation Method’, Slide Share, 14 May. Available at: http://www.slideshare.net/ron66/eyed-designedinnovation-user-centric-innovation-method (Accessed: 25 July 2013).
  29. 29. THANK YOU!

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