The worst place on earth.
A   little   happier?


                Designing Happiness Final Project. David Rogier.
10 hours
4 airports

30 passengers
4 airline employees
3 baggage handlers
2 airport executives
When were people actually not happy?
             7



             6



             5
How Happy?




             4



 ...
#1   Expectation vs. performance gap.




                                        Oliver (1980)
The baggage alarm rings 2 mins before the 1st bag comes
#2              We maximize.




Barry Schwartz, Andrew Ward, John Monterosso, Sonja Lyubomirsky, Katherine White and Darr...
“Deciding where to stand, is like preparing for war”
                    – British Airways passenger
“One time I couldn’t lift my bag quick enough and I felt so
     embarrassed. You have to outsmart the belt.”
#3   Every pain emotion is evoked.
When asked, only 15% of passengers could identify their plane by their flight number.
#4   Baggage claim is the last hurdle
     until we reach meaning.
FRIEND




HEALTH                 PARENT




           HAPPINESS




SPIRITU-
                       PARTNER
 ALITY



  ...
#5              No control, at all.
                   “it is not sufficient to have more choice, we need to feel in
     ...
“I have no control, at all. What if my bags are on a different continent?”
                       - American Airlines pass...
Not just the passengers.
What about the…

Airline employees?

Airport employees?

People picking you up?
“Airlines aren’t allowed to post signs, play music, add plants or decorate baggage claim”
                            - Ba...
#6   Lack of meaning. Can’t see impact.
Watch carefully.
We want it to take a long time.
The more time it takes, the most customers
spend at duty free. We’ve done the match to
pro...
How can we make baggage
   claim a happier?
         little
Idea. Outsource to Fedex


Why? Adds control.
Carves out area of
incompetence. Lets you
get to everyone you want
to see fa...
Idea. 2-way webcam between baggage handlers
and waiting passengers.

Why? Personalizes impact on
both sides.
Idea. Add a splash of color!

Why? Aids least happy moment.
Idea. Luggage vending machine

Why? Adds control. Eliminates need to maximize. Lets you get
to everyone you want to see fa...
Idea. RFID tag each bag
Send SMS of actual
personalized ETA to
passenger and friends
waiting to pick them up.

Why? Adds c...
vs.                      vs.        You!




Idea. Align incentives. Airlines pay airport.

Why? Adds meaning. Creates adv...
Idea. Small rewards. Hand out
sandwiches. Or martinis. Make
the last touch point with the
airline excellent.

Why? Serious...
The Worst Place on Earth
The Worst Place on Earth
The Worst Place on Earth
The Worst Place on Earth
The Worst Place on Earth
The Worst Place on Earth
Upcoming SlideShare
Loading in …5
×

The Worst Place on Earth

1,133 views

Published on

I spent 10 hours at baggage claims to understand why they make us so unhappy and how to make them happier.

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,133
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Worst Place on Earth

  1. 1. The worst place on earth.
  2. 2. A little happier? Designing Happiness Final Project. David Rogier.
  3. 3. 10 hours 4 airports 30 passengers 4 airline employees 3 baggage handlers 2 airport executives
  4. 4. When were people actually not happy? 7 6 5 How Happy? 4 3 2 1 0 Walk to Look for Read screen Find Jostle for Wait Identify bag Lift bag Carry out baggage screen carrousel position Predicted Actual Fictitious Data
  5. 5. #1 Expectation vs. performance gap. Oliver (1980)
  6. 6. The baggage alarm rings 2 mins before the 1st bag comes
  7. 7. #2 We maximize. Barry Schwartz, Andrew Ward, John Monterosso, Sonja Lyubomirsky, Katherine White and Darrin Lehman, “Maximizing Versus Satisficing: Happiness is a Matter of Choice,” Journal of Personality and Social Psychology, 2002: Vol.83, No.5, pp:1178-1197.
  8. 8. “Deciding where to stand, is like preparing for war” – British Airways passenger
  9. 9. “One time I couldn’t lift my bag quick enough and I felt so embarrassed. You have to outsmart the belt.”
  10. 10. #3 Every pain emotion is evoked.
  11. 11. When asked, only 15% of passengers could identify their plane by their flight number.
  12. 12. #4 Baggage claim is the last hurdle until we reach meaning.
  13. 13. FRIEND HEALTH PARENT HAPPINESS SPIRITU- PARTNER ALITY WORK James (1860); Markus and Kunda (1986); Aaker (1999)
  14. 14. #5 No control, at all. “it is not sufficient to have more choice, we need to feel in control of these choices to be happier.” Paolo Verme, “Happiness, Freedom and Control,” Journal of Economic Behavior & Organization, August 2009:Vol. 71 Issue 2, pp: 146-161
  15. 15. “I have no control, at all. What if my bags are on a different continent?” - American Airlines passenger
  16. 16. Not just the passengers. What about the… Airline employees? Airport employees? People picking you up?
  17. 17. “Airlines aren’t allowed to post signs, play music, add plants or decorate baggage claim” - Baggage Claim Manager, Virgin America
  18. 18. #6 Lack of meaning. Can’t see impact.
  19. 19. Watch carefully.
  20. 20. We want it to take a long time. The more time it takes, the most customers spend at duty free. We’ve done the match to prove it. - Airport Executive
  21. 21. How can we make baggage claim a happier? little
  22. 22. Idea. Outsource to Fedex Why? Adds control. Carves out area of incompetence. Lets you get to everyone you want to see faster.
  23. 23. Idea. 2-way webcam between baggage handlers and waiting passengers. Why? Personalizes impact on both sides.
  24. 24. Idea. Add a splash of color! Why? Aids least happy moment.
  25. 25. Idea. Luggage vending machine Why? Adds control. Eliminates need to maximize. Lets you get to everyone you want to see faster.
  26. 26. Idea. RFID tag each bag Send SMS of actual personalized ETA to passenger and friends waiting to pick them up. Why? Adds control. Reduces expectation vs. performance gap.
  27. 27. vs. vs. You! Idea. Align incentives. Airlines pay airport. Why? Adds meaning. Creates advocate.
  28. 28. Idea. Small rewards. Hand out sandwiches. Or martinis. Make the last touch point with the airline excellent. Why? Seriously?

×