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VATTER & JORDAN
The Experience
Is The Message
Creating Unique Airline Brand Experiences
Christian Vatter & Martin Jordan
Contents
– BrandExperience:Whatitisandwhyitisimportant
– Airlines:Differentiatingthroughmarketingbutproviding
interchangeableexperiences
– OurStudy:Theprototypicalflightexperiencejourney
– AirlineBrandExperienceDesign:Ourideasthatturnstandard
brandexperiencesoftwowellknownairlinesintouniqueones
VATTER & JORDAN
About Brand Experience
PhotobyDavidOliete
“Weareintheageofthecustomer.
Howwellyouservethemwilldetermine
yoursuccess.”
DavidCooperstein,VicePresidentForresterResearch
Source:Forrester
“Empoweredbuyersdemandanewlevel
ofcustomerobsession”
Age of manufacturing Age of distribution Age of information Age of the customer
Notunderstandingcustomersneeds
mightbefatal
2004 2005 2006 2007 2008 2009 2010
Blockbuster Revenue Netflix Revenue
$6Billion
$4Billion
$2Billion
$0
$ 2.2 Billion
Bankrupt
Source:www.go-digital.net
Reachingthetopwithdelivering
customervalue
ImagebyZappos
Creatinggreatexperiencesisseenas
thenewbenchmark
Source:Forbes,2014
Lesson #1
It is a necessity to understand users and
create value for them.
Let’schangeperspectives:
Businessesareinanageofextreme
competition.
Shorterinnovation
cycles Globalcompetition
Higherdemandfor
newproducts
Moreproductspercategory
Strongrivalriesbetweenofferings
ExampleVolkswagen:Morethantwiceas
manymodelsinthepast30years
0
6
12
18
24
1960 1970 1980 1990 2000 2007 2008 2012
minicar smallcar compactcar mid-rangecar executivecar pickup
9
Number of Volkswagen models
4
11
9 9
14
16
18
21
Source:Wikipedia
Asimplegoalforeachmarketplayer:To
bepreferredovercompetitors
Thestrongestmeanstocreate
preferenceistheconceptofbrand*.
*)“aperson’sgutfeelingaboutaproduct,serviceor
organization” (MartyNeumeier)
0,80€ 2,80€
Brands createawillingness topaymore
forotherwisesimilarproducts…
…ordecidewhowillbepicked
Last day of business of closing drugstore chain Schlecker
Source:Interbrand
Uniquebrandshavethepowerto
increasecompanyvalue
Lesson #1
It is a necessity to understand users and
create value for them.
Lesson #2
It is a necessity for businesses to create
brand preference.
Therearetwogoals
#2
Build
brand
preference
#1
Create
value for
the user
It‘snoteitheror
Photograph:EckhardPecher
BrandExperiencecanunitebothgoals
#2
Build
brand
preference
#1
Create
value for
the user
Brand
Experience
BrandExperiencecanunitebothgoals
&
Wherecanthe
experience–when
dealingwithabrand
–beimprovedsoitis
beneficialfor
customers?
Howcanthese
improvementsbe
manifestationsof
whatthebrand
standsfor?
Build brand preferenceCreate value for the user
VATTER & JORDAN
About Airlines
Airlinesarebrands
Theyinvestinbranddesigntocreatea
uniqueappearance
…
Notification to Check-in
Self Check-in
Travel to airport
Counter for check-in and/or baggage drop off
Security
Waiting at gate
Admission/Boarding
Entering and being greeted
Seating procedure
Announcements
Starting
Service drinks/ food
Clearing table
Announcement captain
…
Butthe
experiences
theyprovidedo
notdifferfrom
eachother
Eventhesmallestgesturemayhelpan
airlinetostickout
Airberlin created a lot of media buzz when giving out chocolate hearts upon exiting the plane
Berlin-Rom, 23.05.- 25.05.
easyJet 159EUR
KLM 215EUR
Lufthansa 232EUR
Whyshouldcustomerspaymorefora
brand?
Source:Swoodoo,retrievedMay15
Brand the experience,
because the experience
is the message.
VATTER & JORDAN
About our flight
experience study
OurApproach
Understanding
the experience
PainandWow
points,importance
ofencounters,
emotioncurves
duringjourney
Interviews,
CulturalProbes,
SelfExperience
Understanding
the brands
Whatdobrands
standfor,what
valuesare
associatedwith
them
Communication
Analysis,Interviews
Creating Brand
Experience Ideas
Ideasbasedonpain
andwowpointsthat
bringbrandtolive
40.ooomiles
flown
18travellers
interviewed
5culturalprobes
collected
8Airlines
studies
Privatetravelers Businesstravelers
Short-haulflyers Long-haulflyers
Experiencedflyers Inexperiencedflyers
The prototypical
experience journey
General observation: Airplanejourneysarecomplexandwithmany
insecuritiesandopenquestionsinregardstotimeplanning,baggage
regulations,customsandimmigration.
General observation: Forbusinessfrequenttravellerstimehas
enormousvalue.Theycalculatethetripwithoutmuchwiggleroom,any
deviationfromroutinecausesstressinstantly.
Prototypical experience journey
Preparation At Airport AftermathIn Plane
Emotion Curve
Preparation
Searching & Booking
Preparation
Check-In
Trip to airport
Thejourneybeginswiththesearchfor
flightoptions.
Theclosertheflightgets,themore
stresslevelsrise(positiveandnegative).
Counter
Security
Waiting at gate
Boarding
At Airport
Entering the plane
Alackoftimepredictability,control
andorientationaswellasstop-and-go
proceduresarethereasonsforquitea
bitofstressbeforetheflight.
Seating
Settling in
Exiting
Settlinginone‘sseatistheturning
pointofthejourney– stresswanesand
boredomsetsinuntilshortlybefore
landing.
In Plane
Employees
Activities
Service Food
Entertainment Syst. Physical Stress
In-Flight factors
At Airport
Baggage Claim
Transfer to city
The aftermath
Whetherchangingplanesorfinding
yourwaytothecity– theunknown
situationatarrivalcanbeasourceof
stress.
Thejourneyonlyendswhenthebag
canbeputdownandopened.
Aftermath
At AirportAt Airport
Arrival at destination
Prototypical experience journey
Preparation At Airport AftermathIn Plane
Searching & Booking
Preparation
Check-In
Trip to airport
At airport
Counter
Security
Waiting at gate
Boarding
Way to plane
Entering the plane
Seating
Settling-in
During flight:
– Employees
– Service
– Food
– Activities
– Entertainment System
– Physical stress
Exiting
Arrival at airport
Baggage claim
Transfer to city
Arrival at destination
The aftermath
VATTER & JORDAN
Airline
Brand Experience Design
Thefollowingsolutionswereinventedbyusto
showtheprincipleofbrandexperiencedesignat
work: Easingoutpainpointsandbringingthe
brandtolifeatthesametime.
Wecreateduniqueexperiencejourneysfortwo
airlines,yettheprincipleworksforanyservice
brand.
The Lufthansa
Brand Experience
What does the brand Lufthansa stand for?
Here is a TV commercial from 2013 .
reliability
precision
germanness
Brand Values
Anair-tripisacomplex
processfullof
uncertainties.For
mosttravellers,
predictabilityand
beingintheknow
helpsalot.
User Insight
The Lufthansa experience journey
Preparation At Airport AftermathIn Plane
Searching & Booking
Preparation
Check-In
Trip to airport
At airport
Counter
Security
Waiting at gate
Boarding
Way to plane
Entering the plane
Seating
Settling-in
During flight:
– Employees
– Service
– Food
– Activities
– Entertainment System
– Physical stress
Exiting
Arrival at airport
Baggage claim
Transfer to city
Arrival at destination
The aftermath
yellow: Steps where Lufthansa can best play out its brand values
Insight
Flyingmeanstimeawayfromhomeorwork.
Quiteafewtravellerswanttoarrivejustintime.
Solution
Lufthansasupportsthosetravellerswitha
search/planningtoolthatisbasedontheactual
timeoftheappointmentallowingforprecise
planning.
Insight
Inordertohavetheimportanttripinformation
inoneplace,travellersoftenkeepahand-
writtennotewiththem.
Solution
Lufthansaaidswithaconvenientprintable
overviewoftheimportanttriprelateddata
givingsecurity.
Insight
Thereisatrade-offbetweennotwantingto
wastetoomuchtimeattheairportandnot
wantingtomissone’sflight.
Solution
Lufthansahelpswiththe”TravelCompanion“,an
appthatprovidesnecessaryinformationduring
thetrip– e.g.itconsiderstransfertimetoairport
andtimetoboarding
Insight
Tomanypeopleairportsarestressfulduetoa
lackoforientationandtimepredictability-even
moresowhenchangingplanes.
Solution
TheLufthansaTravelCompanionprovidesindoor
mapsofairports,tellsthedurationtothegateand
thewaitingtimeatthesecuritycheck.
Insight
Intheplane,peopleoftenliketorelaxandsleep
alittlebit.However,theydonotwanttomiss
foodanddrinks.
Solution
Lufthansasupportswithasimpleprintedschedule
oftheplannedservice,increasingtheirperception
aspreciseandreliable.
Insight
Fromthearrivalairporttravellersneedtofind
theirwaytothecity,butoftendon’tknowhow.
Solution
TheLufthansaTravelCompanionshowsthe
remainingtimetoyourappointmentandthe
durationofthejourneythere,consideringvarious
meansoftransportation.
Insight
Exitingtheplaneisoftenthelastencounter
withanairlineduringthejourney–amissed
opportunity.
Solution
AftertheflightLufthansasendsatextmessage
withtheexactmilesearnedfortheflight,thus
providingapositivefinalexperience.
The easyJet
Brand Experience
What does the brand easyJet stand for?
Here is a TV commercial from 2013 .
enjoyment
greatvalue
foreveryone
Anyairtripoffersthe
opportunitytodo
excitingthings,meet
friendsandenjoyyour
timewiththem.
Brand Values User Insight
The easyJet experience journey
Preparation At Airport AftermathIn Plane
Searching & Booking
Preparation
Check-In
Trip to airport
At airport
Counter
Security
Waiting at gate
Boarding
Way to plane
Entering the plane
Seating
Settling-in
During flight:
– Employees
– Service
– Food
– Activities
– Entertainment System
– Physical stress
Exiting
Arrival at airport
Baggage claim
Transfer to city
Arrival at destination
The aftermath
orange: Steps where easyJet can best play out its brand values
Insight
Fortheirweekendgetaways,peopleareoften
flexiblewiththedatebuthaveafixedbudget.
Also,itismoreaboutactivitiesandweather
thanaspecificdestination.
Solution
easyJetprovidestravellerswiththeTripAlert,a
toolthatalertsuserswhenaflightmatches
definedcriteria.
Insight
Travelisaboutthethingsyoudoatthe
destination:meetingpeopleanddoinggreat
stuff.Theplanningisatleasthalfthefun.
Solution
TheeasyJetTripPlannerhelpstoconnectwith
friendsandcompileaselectionofplacesand
activitiesintraveldestinations.
Insight
EveryoneknowsthattravellingwitheasyJetcan
beaverytightexperience.
Solution
easyJetbringsthefunintotravelling:Inalotteryon
everyflighteasyJetgivesawayunsoldXLseatstoa
happywinner.
Insight
Whenfinallyintheplanepeoplefindthetimeto
planandpreparefortheirtripahead.
Solution
ThepreviouslygatheredactivitiesintheeasyJet
TripPlanercanintheofflinemodebearranged
intoaschedule,supportingdetailedtripplanning.
Insight
Alongtripcanbeveryboring,andeasyJetdoes
notprovideaninflightentertainmentsystem.
Solution
easyJetprovidespassengersa„bringyourown
device“entertainmentsystem: Forafeweuros
moviescanbewatchedonyourprivatepaddevice
connectedtotheeasyJetsystem.
Insight
Usuallyflightsendveryabrupt,withouta
memorableexperiencefromtheairline
lingeringon.
Solution
TogetherwithpromotionalpartnerseasyJet
provideshelpful,locationspecificgive-awaysupon
exitingtheaircraft.
VATTER & JORDAN
Summary and Conclusion
Step 1: Brand Experience Design – Research:
Whichneedsariseduringproductorservice
usage?Wherearepain&wowpoints?
Whatdoesyourclient’sbrandstandfor?
Step 2: Brand Experience Design – Matching:
Wherecanthe
experience,when
dealingwiththe
brand,beimproved
soitisbeneficialfor
customers?
Create value for user
Howcanthese
improvementsbe
manifestationsof
whatthebrand
standsfor?
Create value for brand
Brand
Experience
manifestingthebrand
through/inencounters
helpingbuildingbrand
preference
strengtheningthebusiness
valueinsteadofmessages,
deliveringonthepromise
helpingbuildingloyaltyand
recommendation
strengtheningthebusiness
contemporary marketing balancing
out user and brand needs
Brand
Experience
The Experience is the message
Howabrandactshasmoreimpactthanwhatitsays.
OuruniqueapproachofBrand Experience Design
providescompellingandusefulmomentsoftruth
thatbothdelightcustomersandstrengthen
business.
Weofferto helpdeveloping any service brandthat
needstodifferentiateanddeliveronitspromise.
VATTER & JORDAN
Find more about us at
www.brandexperiencedesign.net
AllnototherwisemarkedimagescopyrightbyJordan&Vatter,iconsfromTheNoundProjectbyWilsonJoseph,
Rediffusion,DiegoNaive,Lesvieuxgarçons,MuraliKrishna,Johanna,DaraUllrich,MelonnieManohar,NicolòBertoncin
ChristianVatter,
MarketingPsychologist&
BrandExperienceConsultant
cv@christianvatter.com
@cvatterberlin
www.linkedin.com/in/christianvatter
MartinJordan,
Service&BrandExperience
Consultant
martin@martinjordan.de
@martin_jordan
www.linkedin.com/in/martinjordan

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