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Travellab at Helsinki Airport - Diagonal - #sda15

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Service Development Manager Juha Vasko from Finavia and Kirsikka Vaajakallio and Jukka Wäänänen from Diagonal present Travellab.

Travellab is model for rapid prototyping and idea ranking created for Finavia to improve the transfer experience at Helsinki Airport. The case is an unique example on how service design methods and design-thinking can be, in a relatively short period of time, implemented into the service development of Finavia.

Published in: Design

Travellab at Helsinki Airport - Diagonal - #sda15

  1. 1. #SDA15
  2. 2. Case Travellab Service Design Achievement 2014 KIRSIKKA VAAJAKALLIO Service Designer, Diagonal ! JAAKKO WÄÄNÄNEN CEO, Business Designer Diagonal JUHA VASKO Service Development Manager Finavia
  3. 3. What was the starting point?
  4. 4. Finavia had a positive problem: 200+ existing service ideas from the passengers - what next?
  5. 5. Brief for Diagonal was to… …design a model for Finavia for prototyping and validating ideas in a consistent way.
  6. 6. Target group: Asian transfer passengers
  7. 7. Diagonal created Travellab!
  8. 8. 8 Travellab was an effective, reliable and experimental model for testing ideas affecting and improving the transfer passenger experience at Helsinki Airport
  9. 9. Travellab as a part of the service design process 3. Development and production 4. Implementation and operation Picture applied from Stefan Moritz 2005 1. Mapping opportunities and gathering customer understanding 2. Concept design Understanding Analyzing Ideation Concretizing Prioritizing Developing Operating
  10. 10. Travellab as a part of the service design process 3. Development and production 4. Implementation and operation Picture applied from Stefan Moritz 2005 1. Mapping opportunities and gathering customer understanding 2. Concept design Understanding Analyzing Ideation Concretizing Prioritizing Developing Operating Collecting existing ideas and evaluating them through prototyping Transforming list of ideas into tangible prototypes and testing them in real use context Evaluating and prioritizing most promising ideas for the roadmap of further development projects
  11. 11. Travellab in action
  12. 12. Three targeted benefits from Travellab Communicational advantages will be utilized to the max: ! Project has communicational opportunities which support Helsinki Airport’s image of being a credible, dynamic and modern organisation. ! In result the project delivers a lot of inspirational and interesting material, that will be utilized in Finavia’s communications. RANKING 1. Ideoiden kerääminen ja teemoitus: mikä? IDEAT 4. Idean toteutettavuus: miten? 3. Prototypointi saavutettavuus ja kanava: missä ja miten? 2. Idean soveltuvuus: miksi tämä idea jatkoon? TOTEUTUS Benefits of testing & prototyping can be measured: ! Consistently tested ideas are validated in different segments and with different tools. ! In result we can get comparable results, and de-risk big investments beforehand. The project supports Finavia´s 900 M€ expansion plan: ! Project results and experience will increase the customer understanding and its utilization in Finavia. ! In result project builds perspective how to differentiate from other airports in the international competition.
  13. 13. Travellab setup and schedule PROJECT ROOM Back office DIAGONAL DESIGN TEAM Senior service designers and international trainees MOBILE BOOTH IN THE AIRPORT Front office Kick-off and preparations Lab 1 Lab 2 Analysis and wrap up MARCH-APRIL-MAY MAY-JUNE JULY-AUGUST SEPTEMBER
  14. 14. ”Idea funnel”- Travellab execution model
  15. 15. Travellab prototypes Altogether 12 prototypes were tested during the Travellab Lab 1&2: SERVICE MENU I GATE ROASTERY FOLLOW THE RABBIT SELFIE FROM HEL I SECURITY MIDSUMMER CHECK I SELFIE FROM HEL II RESTAURANT DAY SERVICE MENU II YOGA GATE II YOGA GATE I SECURITY CHECK II
  16. 16. Travellab prototypes in categories Uniqueness Drivers and barriers Core functions
  17. 17. Passengers loved Travellab!
  18. 18. YogaGate: one of the Travellab hits! Tweets about Yoga gate reached over 5 mil. Twitter users ”If I knew this kind of service existed it would definitely affect my choice of transfer airport”
  19. 19. Travellab outcomes
  20. 20. Travellab was huge in numbers 900 passengers interviewed 11 prototypes tested Over 80 mentions in websites and blogs in English Team spent 75 days at the airport n=15000 200+ ideas 50 partners and stakeholders contacted 20+ iterations of prototypes Tweets about Yoga gate reached over 5 mil. Twitter users
  21. 21. We created a model for Prototyping Finavia Model of Rapid Prototyping What is the aim of your idea? Use the Ranking model form to categorise and define your prototype. Share the results! Who’s connected? Different departements within Finavia,excisisting and new partners? Tell everyone! Get people excited and talk about the idea and prototype Timetable and budget Interview, observe, measure, document! Keep in mind the criteria for measuring Do light prototypes but be believable, details & finishing matter. Collect results & fill in the Ranking model Time the testing to rush-hours and choose a visible location. Test and measure Share results and lessons learned, what are next steps? Analyse and iterate! - time is money! Get in touch with communication department, advertise your prototype beforehand. What’s the role of social media? Be present at the airport! Mobile booth and lab coats are in your use. Take the rules and regulations of the Airport into account, but don’t get defeated! Workforce, special know-how, language skills? React and improve, repeat to get reliable resuls! Be honest - failure is also a valuable result! Start from here! From idea to a prototype How much staff is needed for running the prototype? Who is your hands, eyes and ears inthe field? Who is this interesting for? Try to find the right people and departments. Use ranking model to support implementing decisions! Have a plan B and C ready... just in case! ”Best practices” are shared with the whole organization so that everyone has basic knowledge how to run and report a service prototype testing in the airport. Ranking model is essential part of the prototyping model. One aim of the project was to create a model of rapid prototyping and to implement a culture of testing to Finavia as a organization. After 3 months of rapid prototyping and testing different service concepts in the airport the design team build up a model that Finavia can use independently in future. Model includes instructions and basic equipment for testing ideas in an airport environment.
  22. 22. We created the ”Ranking Model” ”Finavia Ranking model” is an evaluation tool for evaluating the prototyping results in a consistent and reliable way. With Ranking Model various types of prototypes can be consistently processed and evaluated. Ranking model consist of certain criteria and questionnaire which ensures that all the results are processed with similar format. With Ranking Model results Finavia can make implementation decisions based on this simplified and pre analyzed easy-to-read information. Ranking Model was created to it’s format during the Travellab and it is a result of several iterations.
  23. 23. Measurement criteria for prototypes Impact on customer experience Prototype reliability Sense of urgency Cost efficiency Alignment with strategy Ranking model draws diagrams of each prototype scores for supporting the decision making and reliable comparison: Prototype A Prototype B
  24. 24. ”Best practices” for Airport prototyping Airport environment sets a certain standard for production - prototypes have to be believable enough in the context. Be open for new ideas and be ready to change the plan if something doesn’t work. Prepare plan A,B and C. Plan the feedback collection and interviewing sessions carefully: passengers’ mindset is on traveling only. Choose timing and location carefully: rush hours and visible places are best suited for testing. Be honest and sensitive to the results - also failure can give important and unexpected insights. Open communication within the organization and can-do attitude is the most important enabler for prototyping. Partnerships/sponsors can save money but not time - enabling presence and acting at the airport is very challenging. In order to get reliable results, international team with language competences is essential.
  25. 25. …and we made decisions! The systematic approach allowed us to evaluate and measure impact, and decide on which ideas to go further. SERVICE MENU I GATE ROASTERY FOLLOW THE RABBIT SELFIE FROM HEL I SECURITY MIDSUMMER CHECK I SELFIE FROM HEL II RESTAURANT DAY SERVICE MENU II YOGA GATE II YOGA GATE I SECURITY CHECK II
  26. 26. Travellab outcomes in a nutshell
  27. 27. Complex mission: accomplished! RANKING prototyping Benefits and experiences of prototyping 1. Ideoiden kerääminen IDEAT 4. Idean toteutettavuus: miten? 3. Prototypointi saavutettavuus ja kanava: missä ja miten? 2. Idean soveltuvuus: miksi tämä idea jatkoon? ja teemoitus: mikä? TOTEUTUS Model for prototyping Prototyping Ranking Model for decision making Plans made how to develop qualified ideas further
  28. 28. Complex mission: accomplished! media & image Huge media coverage A lot of customer meetings & interaction
  29. 29. Complex mission: accomplished! Expansion & Transformation Finavia Model of Rapid Prototyping What is the aim of your idea? Use the Ranking model form to categorise and define your prototype. Share the results! Who’s connected? Different departements within Finavia,excisisting and new partners? Tell everyone! Get people excited and talk about the idea and prototype Timetable and budget Interview, observe, measure, document! Keep in mind the criteria for measuring Do light prototypes but be believable, details & finishing matter. Collect results & fill in the Ranking model Time the testing to rush-hours and choose a visible location. Test and measure Share results and lessons learned, what are next steps? Analyse and iterate! - time is money! Get in touch with communication department, advertise your prototype beforehand. What’s the role of social media? Be present at the airport! Mobile booth and lab coats are in your use. Take the rules and regulations of the Airport into account, but don’t get defeated! Workforce, special know-how, language skills? React and improve, repeat to get reliable resuls! Be honest - failure is also a valuable result! Start from here! From idea to a prototype How much staff is needed for running the prototype? Who is your hands, eyes and ears inthe field? Who is this interesting for? Try to find the right people and departments. Use ranking model to support implementing decisions! Have a plan B and C ready... just in case! Increased customer understanding Experience and insight for customer centric transformation
  30. 30. Importance of rapid prototyping “When experimentation is done with small budget and quick schedule it saves resources and decreases risks. Input-output relation wise experimentation projects are clear winners.” “Project funding rarely includes the possibility to experiment, fail or change the direction of a malfunctioning project during the funding.” Editorial in Helsingin Sanomat 4.8.2014 by Hanna-Leena Ottelin and Kalle Nieminen.
  31. 31. PAULIINA TENHO JAAKKO WÄÄNÄNEN KIRSIKKA VAAJAKALLIO IDA KUKKAPURO JYRKI VANAMO + INTERNATIONAL TRAINEE TEAM OF AALTO UNIVERSITY STUDENTS: Kristiina Sandqvist (Finland), Nargis Guseynova (Russia), Hye Jin Ahn (Korea), Jingping Liu (China) and Aoi Yoshizawa (Japan) HAPNIK & STEEP Hapnik on tapahtumien järjestämiseen sekä viestintään erikoistunut kollektiivi. Steep on muotoilutoimisto, joka toimii kaupunkien, tietotekniikan ja ihmisten leikkauspisteessä. Diagonal expert team HAPNIK
  32. 32. Thank you! Questions, comments? KIRSIKKA VAAJAKALLIO Service Designer Diagonal JUHA VASKO Service Development Manager Finavia JAAKKO WÄÄNÄNEN CEO, Business Designer Diagonal

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