Sven Sommer presented on the Smart Carry App, which aims to address challenges travelers face with lost or delayed baggage. The presentation discussed competitor apps, a product vision board with desired features like GPS tracking and electronic tags, and an impact map and roadmap to guide development. The app would make use of the Cynefin decision-making model and solicit customer feedback to iteratively improve features over time. The end goal is to partner with luggage and airline companies to create an ecosystem around tracking baggage.

1. SMART CARRY APP
SVEN SOMMER

2. AGENDA
1. Challenges of Travelers
2. Cynefin Model
3. Smart Carry App – Competitor Analysis
4. Product Vision Board
5. Impact Mapping
6. Roadmap
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 2

3. Loosing & Stealing of
baggage
Waiting Time at the
counter
Oversized baggage fees
Paper tags annoying
for travelers as well as
airlines
CHALLENGES OF TRAVELERS REGARDING THEIR CASE
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4. “You try to only bring a carry-on
bag because you’ve lost your
checked bags too many times to
count.”
“And if your bags DO make it,
they’re probably the last ones out,
causing you to have a small heart
attack.”
CHALLENGES OF TRAVELERS REGARDING THEIR CASE
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 4

5. CYNEFIN MODEL (SNOWDEN)
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 5

6. The complex environment:
• There are unordered where the relationship between cause and effect can
only be perceived in retrospect and the results are unpredictable.
• We need to create safe to fail experiments and not attempt to create fail
safe design.
• We must dampen the parts that fail and amplify the parts that succeed.
The Approach is:
1. Probe  Experimental input
2. Sense  Failures or successes
3. Respond  Decide what to do ie. amplify or dampen
CYNEFIN MODEL (SNOWDEN)
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 6

7. HOW THE APP COULD LOOK LIKE (COMPETITOR ANALYSIS)
BLUESMART DELSEY PLUGGAGE
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 7
“World’s first smart luggage
– Empowering travellers,
making the world a smarter
and more connected place”
“We feel the travel of
tomorrow will necessarily
exist through a connected
luggage and app”

8. PRODUCT VISION ROADMAP
Product Vision: An app that will make travelling less stressful.
Target Group Needs Product/Features Business Goals
• Frequent (business)
travelers
• 20 – 45 years
• Medium/High income
• Digital interested
• Employees of airlines
(flight crew)
• You will never lose your
case again
• You will never put the
wrong stuff in your case
again
• You can check your case in
without going to the
counter, by using the
display on the screen
• You can open it with your
fingerprint or your
smartphone being near 
no stealing possible
• GPS Location
• Electronic Tag
• Digital Lock
• USB Battery Chargers
• Know what is in it without
opening it
• Built-in scale
• Following you without
pulling it
Business goal
• Gaining market share,
generating customers,
make profit after 1-2 years
Strategic goal
• Find a partner like
Samsonite, Rimowa or the
like who are experienced in
producing cases
• Partnering with Airlines
that accept automated
check in
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 8

9. IMPACT MAPPING
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 9
Incentives
Pop up prompt to invite more
friends
Provide Quality and Quantity
of posts (e.g. content to share)
Free samples
App & Google Play Store
Articles in selected journals
Feedback button in App
Creation of own social media
channels (Facebook, Twitter)
Better search engine rankings
Make it the new “No. 1
product”
Give customers with the new
bag discounts
Press release
Inviting more
friends
Increasing
awareness
Optimize customer
engagement
Announce the
strategic
partnership
Posting
Promote the new
luggage
Customers
Strategic
Partners
(airlines,
luggage
provider)
100 000
customers
Internal
Why? Who? How? What?

10. Free samples:
Send influencers in the
travel/business industry a bag
and let them test it for free –
in return they will share their
thoughts about it in their
social media channels
Give customers with the new
bag discounts:
Every customer that has such
a bag and saves the regular
tag, gets something for free
(drink, food, etc.) or a
discount on their ticket
IMPACT MAPPING
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 10

11. FEATURES OF THE SMART CARRY APP
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 11
GPS
Tracking
Digital
Lock
Notifications
(e.g. Bag on
the Plane)
Electronic
Tag
USB
Battery
Chargers
Built-in
Scale
Trip
Itineraries +
Weather
Forecast
Travel Stats
Automated
Following
Future Ideas:
Know what’s
inside

12. Find out what
kind of valuable
data customers
want and need
FEATURES OF THE SMART CARRY APP
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 12
GPS
Tracking
Digital
Lock
Notifications
(e.g. Bag on
the Plane)
Electronic
Tag
USB
Battery
Chargers
Built-in
Scale
Trip
Itineraries +
Weather
Forecast
Travel Stats
Future Ideas:

13. “PLANNED“ DYNAMIC ROADMAP OF MAIN FEATURES
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 13
Customer loose
their luggage
Hypothesis
Paper tags cost
too much money
Testing
Possible Iteration/Change
of roadmap – depends on
results of the experiment
• Is this problem really
present?
• How often does the
problem occur?
• Is it an important
problem?
• What customer segment
faces the problem
Validation & Possible
Solutions
1.
2.

14. ROADMAP OR FUTURE OUTLOOK
Find a strategic
“luggage” partner
Identification &
decision of main
features with
partner/customer
Luggage Prototype
App Prototype
(main focus)
Discuss future
features with the
customer
Develop an
ecosystem for
airlines, airports and
luggage provider
Add new products to
the portfolio (bigger
luggage, purses,
wallets, etc.)
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15. NOCH FRAGEN?
1/5/2016Sven Sommer - Smart Carry App @ Herman Hollerith Zentrum 15

16. SOURCES
• http://www.computerbild.de/artikel/cb-News-Vernetztes-Wohnen-Samsung-und-Samsonite-planen-
einen-smarten-Koffer-11763289.html
• http://www.com-magazin.de/news/mobile-geraete/bag2go-koffer-geht-alleine-reisen-157987.html
• http://www.com-magazin.de/news/gadgets/smarter-reisekoffer-sensoren-soundsystem-958492.html
• http://www.markenkoffer.de/Smarter-Koffer-App-Anbindung-und-Diebstahlschutz/
• http://bluesmart.com/
• http://www.delseypluggage.com/en/#home
• http://www.airliners.de/intelligenter-koffer-version-markt-rimowa-bag-tag/36700
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