Service design in practice · marketing aesthetics TEACHING PRODUCT What is the outcome? METHOD How...
Transcript of Service design in practice · marketing aesthetics TEACHING PRODUCT What is the outcome? METHOD How...
Service design in
practice
Service Design & Aviation 20-04-2017
It’s a pleasure!
Welcome on board…
WIFI
Network: Silvermine guest
Code: WeAreKLMF0rY0u
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Agenda… time performance matters
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Time What we’re up to… Location
16:30 Start Programma
Introductie, Service design in de
praktijk, teamindeling, challenges
BMC
17:15-18:00 Teams aan de slag met challenges en
customer insights (passagiers)
BMC en
Vertrekhal 1
(Transavia pax)
18:00 Snack & Drinks (15 mins) afterwards go
on with challenge
BMC
19:30 Pitch prototype aan de jury
19:45 Prijsuitreiking winnende
pitch/prototype
- Afsluiting
20:00 Diner
21:30 Einde avond (uitrijkaarten niet
vergeten)
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Welcome at Transavia
50 years of flying
within Europe
Charter and scheduled since 1965
Passengers per year (2015): 11.3M (HVTO)
Number of destinations: 130
Fleet size (2016): 67 aircraft
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We make
Low Cost
feel good.
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Our strategy
Wie zijn wij?
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Owner Researcher
Katinka Bergema Christine De Lille
Researcher
Faculty
Industrial Design & Engineering
• 2000 design students
• BSc. & MSc.
• Since 47 years
• 140 PhD students
• 1/3 Apple universities in Europe
• io.tudelft.nl
• Shared value creation
• Greater transparency
• Customer insights
• Suitable for ill-defined and complex problems
How will our infrastructure provider
(like an airport) compete in the
digital economy?
Business
Viability
People
Desirability
Technology
Feasibility
Design Thinking
(Brown, 2008)
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DESIGN
Van Design Thinking naar Design Doing
Types of Design
product design
complex systems
organisations &
change
interaction over time
people offering
service
emotion
personal meaning
empathy
social relations
skills
usability
cognition
perceptioninterface design
interaction design
1970 – 80 - 90 - 00 - 10 - 2020
manufacturing
marketing
aesthetics
TEACHINGPRODUCT
What is the outcome?
METHOD
How do we get there?
DISCOURSE
In what terms do we think about it?
experience design
service design
system design
By
Pie
ter
Jan
Sta
pp
ers
Designing for services
in aviation
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Unaccompanied minorsMarga una Borras
Planning vandaag:
•Praat met passagiers en medewerkers
•Bedenk ideeën
•Maak je idee
•Check je idee met passagiers en medewerkers –
indien tijd!
•Pitch je idee naar de anderen
Map context-mensen-activiteiten
Fredrickson and Kahneman (1993)
Maak je idee:
Paper prototyping Role playing
Vertel je idee:
Acting outthe concept
Interactivestoryboard
Contextintervention
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Challenges
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TEAMS
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Team 1:Jan-Pieter Blom (De Volksbank)Kris Brees (ICSB)Jannie van den Broek (Amgen BV)Peter Eikelboom (SNS Bank)Michiel Sintenie (Nuon)Vincent Thamm (Transavia)Berend Fischer (Student TU Delft)
Team 2:Maartje Le Goff (Kadaster)Ronald Grosmann (NLR)Gitte van Haaren (Obvion NV)Bart van Hattum (NUON)Jojanneke Hennepe (NLR) Myrthe van den Heuvel (Amgen BV)Jeffrey Welters (Student TU Delft)
Team 4:Freek Mohrmann (NLR)
Laris Noordergraaf (Kadaster)
Peter Post (Achmea/ Pinc Agro)
Karin Rigterink (CiRi Marketing)
Victor Rijkaart (Yes!Delft en CGI)
Anneleen de Vreugd (Zorg en Zekerh
Tess Poot (Student TU Delft)
Team 5:Pieter Roorda (Achmea)
Kim van Rooyen (UWV)
Roos van Sambeek (Fokker)
Jacqueline Schulteis (UWV)
Michiel Sollet (SNS)
Esther Witkamp (Bakkerijketen)
Saba Rakhshanderoo (Student TU Delft)Team 3:Manfred Hoogenboom (Fokker)
Amy Kong (Rijk Zwaan)
Rebekka Langenberg (UWV)
Bart Luttikhuis (Transavia)
Sylvia Matser-de Vries (Centraal Beheer)
Annette Meerder (Rijk Zwaan)
Rianne Ham (Student TU Delft)
Challenge #1 On arrival at the airport
• Does our passenger feel a connection with the airline and should our
passenger feel connected to our airline…?
• How to make the airport experience more a ‘Transavia’ experience?
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Think big…
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Challenge #2 Check-in, Baggage drop-off
• In the future (let’s say 5 years from now),what should
processes like check-in, baggage drop off and security look like?
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Challenge #3 Crew Engagement
• A great place to work and full throttle on Passenger Experience!
• How to support crew at het airport to excel in their service
towards our passengers?
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Challenge #4 Hand Luggage
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• How to tackle this
problem within the
existing
infrastructure?
Challenge #5 Digital Information
• Digital information to passengers: design the next level?
• How to meet & exceed the expectations of the traveler?
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Playing rules
&
Program
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Playing rules
• Don’t get in the way of cabin crew at work & be flexible, we
are in the midst of operation
• We’re on a tight schedule; on time performance is key
• Keep your ID close, and wear your badge/visitors pass visible
• Please ask permission from the passenger if you would like
to ask them something, make a picture or a video.
• The Crew Center is your base, feel free to go to the airport
(stay before the security) and explore!
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How we work…
• Work in groups of maximum 6-7 on a challenge
• You have a multidisciplinary team – make use of different
backgrounds.
• For content/airline related questions – go to the Transavia
employees (in your group) or to Brit/Louise
• For methodological and process related questions – go to the
TU Delft
• For questions regarding the organization of the day, please
contact Brit (Transavia) and Christine (TU Delft)
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17:10 – 17:15
Questions?
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17:15 – 19:30Exploration,
ideation,
preparation
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18:00
Snacks & Drinks
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19:30 – 19:45Pitch!
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19:45Round up and..
start diner…
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