#SDA15

Case TravellabService Design Achievement 2014

KIRSIKKA VAAJAKALLIO Service Designer, Diagonal !JAAKKO WÄÄNÄNEN CEO, Business Designer Diagonal

JUHA VASKO Service Development Manager Finavia

What was the starting point?

Finavia had a positive problem:

200+

existing service ideas from the

passengers - what next?

Brief for Diagonal was to…

…design a model for Finavia

for prototyping and validating

ideas in a consistent

way.

Target group: Asian transfer passengers

Diagonal created Travellab!

8

Travellab was an effective, reliable and experimental model for testing ideas affecting and improving

the transfer passenger experience at Helsinki Airport

Travellab as a part of the service design process

Picture applied from Stefan Moritz 2005

1. Mapping opportunities and gathering customer understanding

2. Concept design

Understanding Analyzing Ideation Concretizing Prioritizing Developing

3. Development and production

Operating

4. Implementation and operation

Travellab as a part of the service design process

Picture applied from Stefan Moritz 2005

1. Mapping opportunities and gathering customer understanding

2. Concept design

Understanding Analyzing Ideation Concretizing Prioritizing Developing

3. Development and production

Operating

4. Implementation and operation

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

Travellab in action

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.

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.

RAN

KING

IDEA

T

4. Idean toteutettavuus:miten?

3. Prototypointisaavutettavuus ja kanava:missä ja miten?

2. Idean soveltuvuus:miksi tämä idea jatkoon?

ja teemoitus: mikä?

1. Ideoiden kerääminen

TOTE

UTU

S

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.

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

MAY-JUNE JULY-AUGUST SEPTEMBERMARCH-APRIL-MAY

”Idea funnel”- Travellab execution model

RESTAURANT DAY SERVICE MENU II

SECURITY CHECK I SELFIE FROM HEL IIMIDSUMMER

SERVICE MENU I GATE ROASTERY

YOGA GATE II

FOLLOW THE RABBIT SELFIE FROM HEL I

YOGA GATE I

SECURITY CHECK II

Altogether 12 prototypes were tested during the Travellab Lab 1&2:

Travellab prototypes

Uniqueness

Drivers and barriers

Core functions

Travellab prototypes in categories

Passengers loved Travellab!

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”

Travellab outcomes

900 passengers interviewed

11 prototypes tested

Over 80 mentions in

websites and blogs in English

Team spent 75 days at

the airportn=15000

200+ ideas

50 partners and stakeholders

contacted

20+ iterations of prototypes

Tweets about Yoga gate

reached over

5 mil. Twitter users

Travellab was huge in numbers

Finavia Model ofRapid Prototyping

What is the aim of your idea?Use the Ranking model form to categorise and

define your prototype.

Sharethe results!

Who’s connected?Different departements

within Finavia,excisisting and new partners?

Interview, observe, measure, document! Keep in mind the criteria

for measuring

Do light prototypes but be believable,

details & finishing matter.

Collect results & fill in theRanking model

Time the testing to rush-hours and choose

a visible location.

Share results andlessons learned,

what are next steps?

Test andmeasure

Analyseand iterate!

Timetable and budget- time is money!

Get in touch with communicationdepartment, advertise your prototype beforehand.What’s the role of social media?

Be present at the airport!

Mobile booth andlab 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!

Tell everyone!Get people excitedand talk about theidea and prototype

Be honest - failure is alsoa valuable result!

Star

t fro

m he

re!

From ideato 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 rightpeople and departments.

Use ranking model tosupport implementing

decisions!

Have a plan B and C ready...

just in case!

We created a model for Prototyping

”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.

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.

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.

Model includes instructions and basic equipment for testing

ideas in an airport environment.

”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.

We created the ”Ranking Model”

With Ranking Model results Finavia can

make implementation decisions based on this

simplified and pre analyzed easy-to-read information.

Ranking model consist of certain criteria and

questionnaire which ensures that all the

results are processed with similar format.

Ranking Model was created to it’s format during the Travellab

and it is a result of several iterations.

Measurement criteria for prototypes

Impact on customer experience

Prototype reliability

Sense of urgency

Cost efficiency

Alignment with strategy

Prototype A

Prototype B

Ranking model draws diagrams of each prototype scores for supporting the decision making and reliable comparison:

”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.

RESTAURANT DAY SERVICE MENU II

SECURITY CHECK I SELFIE FROM HEL IIMIDSUMMER

SERVICE MENU I GATE ROASTERY

YOGA GATE II

FOLLOW THE RABBIT SELFIE FROM HEL I

YOGA GATE I

SECURITY CHECK II

The systematic approach allowed us to evaluate and measure impact, and decide on which ideas to go further.

…and we made decisions!

Travellab outcomes in a nutshell

Complex mission: accomplished!

Benefits and experiences of prototyping

RAN

KING

IDEA

T

4. Idean toteutettavuus:miten?

3. Prototypointisaavutettavuus ja kanava:missä ja miten?

2. Idean soveltuvuus:miksi tämä idea jatkoon?

ja teemoitus: mikä?

1. Ideoiden kerääminen

TOTE

UTU

S

Prototyping Ranking Model for decision making

Model for prototyping

prototyping

Plans made how to develop qualified ideas further

Complex mission: accomplished!

Huge media coverage

A lot of customer meetings & interaction

media & image

Finavia Model ofRapid Prototyping

What is the aim of your idea?Use the Ranking model form to categorise and

define your prototype.

Sharethe results!

Who’s connected?Different departements

within Finavia,excisisting and new partners?

Interview, observe, measure, document! Keep in mind the criteria

for measuring

Do light prototypes but be believable,

details & finishing matter.

Collect results & fill in theRanking model

Time the testing to rush-hours and choose

a visible location.

Share results andlessons learned,

what are next steps?

Test andmeasure

Analyseand iterate!

Timetable and budget- time is money!

Get in touch with communicationdepartment, advertise your prototype beforehand.What’s the role of social media?

Be present at the airport!

Mobile booth andlab 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!

Tell everyone!Get people excitedand talk about theidea and prototype

Be honest - failure is alsoa valuable result!

Star

t fro

m he

re!

From ideato 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 rightpeople and departments.

Use ranking model tosupport implementing

decisions!

Have a plan B and C ready...

just in case!

Complex mission: accomplished!

Increased customer understanding

Experience and insight for customer centric transformation

Expansion & Transformation

“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.

Importance of rapid prototyping

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

Thank you!Questions, comments?

KIRSIKKA VAAJAKALLIO Service Designer Diagonal

JUHA VASKO Service Development Manager Finavia

JAAKKO WÄÄNÄNEN CEO, Business Designer Diagonal