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COPYRIGHT @ FINNAIR
Creating next-level
flight experiences
Experience Business @Finnair
COPYRIGHT @ FINNAIR
HI THERE!
INTRODUCTION
@MARIALUMIAHO
COPYRIGHT @ FINNAIR
PART 1
DIGITAL FINNAIR ✈
COPYRIGHT @ FINNAIR
6000
12 million,
🎂
COPYRIGHT @ FINNAIR
FINNAIR’S DIGITAL PLATFORM
INTRODUCTION
COPYRIGHT @ FINNAIR
~80 Digital service builders & designers
2014 2018
2014
Modular
architecture
2015
Agile
partners
2016
...
COPYRIGHT @ FINNAIR
PART 2
DESIGN @ FINNAIR 🙃
COPYRIGHT @ FINNAIR
DESIGN COMPETENCE
Meet the team 😍
learning a new language…
COPYRIGHT @ FINNAIR
Working in a complex & ‘schizophrenic’ environment
COPYRIGHT @ FINNAIR
DESIGN TEAM TRAVELS
MARKET INSIGHTS % & '
여보!
%
!
&
COPYRIGHT @ FINNAIR
PART 3
ABOUT OUR THINKING 🤓
COPYRIGHT @ FINNAIR
The experience is
the product.“
COPYRIGHT @ FINNAIR
The core experience
A B
COPYRIGHT @ FINNAIR
The holistic experience
A B
COPYRIGHT @ FINNAIR
What’s in 

it for me?
User icons from the Noun Project
COPYRIGHT @ FINNAIR
💰 😍+ User needsBiz req’s
COPYRIGHT @ FINNAIR
🤐
😄
😄
😄
🙂
The value chain of the experience
Damien Newman’s Design Squiggle
COPYRIGHT @ FINNAIR
Web site
Customer service
Mobile app
Stewardess
Seating
Food
Exceptions
Gate
Customer delight
Lounge
F...
COPYRIGHT @ FINNAIR
🤔 🤔🤔
😍
😍
AI
NOW
SOON
COPYRIGHT @ FINNAIR
PART 4
INSIGHTS
COPYRIGHT @ FINNAIR
Customer delight 1. Foster curiosity
COPYRIGHT @ FINNAIR
COPYRIGHT @ FINNAIR
Actual customer needs, wants and
problems need to be at the core of
everything that you do
COPYRIGHT @ FINNAIR
1. Foster curiosity
2. Apply persistence
Customer delight
COPYRIGHT @ FINNAIR
COPYRIGHT @ FINNAIR
Embrace ambiguity, complexity and be
ready to challenge. Even decade-old
conventions and processes.
COPYRIGHT @ FINNAIR
1. Foster curiosity
2. Apply persistence
3. Practice humility
Customer delight
COPYRIGHT @ FINNAIR
COPYRIGHT @ FINNAIR
Customer insights do not just come
from designers, they come from all
corners of the organisation.
COPYRIGHT @ FINNAIR
1. Foster curiosity
2. Apply persistence
3. Practice humility
4. Be ready to transform
Customer deligh...
COPYRIGHT @ FINNAIR
Not just a new digital service,
more of a bigger transformation.
COPYRIGHT @ FINNAIR
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This is Maria Lumiaho’s presentation from Service Experience Camp 2018 on Creating next level flight experiences, held on Day 1.

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Creating next level flight experiences / Maria Lumiaho

  1. 1. COPYRIGHT @ FINNAIR Creating next-level flight experiences Experience Business @Finnair
  2. 2. COPYRIGHT @ FINNAIR HI THERE! INTRODUCTION @MARIALUMIAHO
  3. 3. COPYRIGHT @ FINNAIR PART 1 DIGITAL FINNAIR ✈
  4. 4. COPYRIGHT @ FINNAIR 6000 12 million, 🎂
  5. 5. COPYRIGHT @ FINNAIR FINNAIR’S DIGITAL PLATFORM INTRODUCTION
  6. 6. COPYRIGHT @ FINNAIR ~80 Digital service builders & designers 2014 2018 2014 Modular architecture 2015 Agile partners 2016 In-house teams ✈
  7. 7. COPYRIGHT @ FINNAIR PART 2 DESIGN @ FINNAIR 🙃
  8. 8. COPYRIGHT @ FINNAIR DESIGN COMPETENCE Meet the team 😍
  9. 9. learning a new language…
  10. 10. COPYRIGHT @ FINNAIR Working in a complex & ‘schizophrenic’ environment
  11. 11. COPYRIGHT @ FINNAIR DESIGN TEAM TRAVELS MARKET INSIGHTS % & ' 여보! % ! &
  12. 12. COPYRIGHT @ FINNAIR PART 3 ABOUT OUR THINKING 🤓
  13. 13. COPYRIGHT @ FINNAIR The experience is the product.“
  14. 14. COPYRIGHT @ FINNAIR The core experience A B
  15. 15. COPYRIGHT @ FINNAIR The holistic experience A B
  16. 16. COPYRIGHT @ FINNAIR What’s in 
 it for me? User icons from the Noun Project
  17. 17. COPYRIGHT @ FINNAIR 💰 😍+ User needsBiz req’s
  18. 18. COPYRIGHT @ FINNAIR 🤐 😄 😄 😄 🙂 The value chain of the experience Damien Newman’s Design Squiggle
  19. 19. COPYRIGHT @ FINNAIR Web site Customer service Mobile app Stewardess Seating Food Exceptions Gate Customer delight Lounge Finnair Plus Security check Luggage drop Upgrade Email offers Bidding In-Flight Experience …
  20. 20. COPYRIGHT @ FINNAIR 🤔 🤔🤔 😍 😍 AI NOW SOON
  21. 21. COPYRIGHT @ FINNAIR PART 4 INSIGHTS
  22. 22. COPYRIGHT @ FINNAIR Customer delight 1. Foster curiosity COPYRIGHT @ FINNAIR
  23. 23. COPYRIGHT @ FINNAIR Actual customer needs, wants and problems need to be at the core of everything that you do
  24. 24. COPYRIGHT @ FINNAIR 1. Foster curiosity 2. Apply persistence Customer delight COPYRIGHT @ FINNAIR
  25. 25. COPYRIGHT @ FINNAIR Embrace ambiguity, complexity and be ready to challenge. Even decade-old conventions and processes.
  26. 26. COPYRIGHT @ FINNAIR 1. Foster curiosity 2. Apply persistence 3. Practice humility Customer delight COPYRIGHT @ FINNAIR
  27. 27. COPYRIGHT @ FINNAIR Customer insights do not just come from designers, they come from all corners of the organisation.
  28. 28. COPYRIGHT @ FINNAIR 1. Foster curiosity 2. Apply persistence 3. Practice humility 4. Be ready to transform Customer delight COPYRIGHT @ FINNAIR
  29. 29. COPYRIGHT @ FINNAIR Not just a new digital service, more of a bigger transformation.
  30. 30. COPYRIGHT @ FINNAIR

This is Maria Lumiaho’s presentation from Service Experience Camp 2018 on Creating next level flight experiences, held on Day 1.

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