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James Samperi
Director | Engine Service Design
© Engine Service Design 2014 | www.enginegroup.co.uk
Moving beyond
the basics
www.enginegroup.co.u
k
@hereatengine
@jamesamperi
Designing and delivering great experiences
James Samperi | Director | Engine Service Design
© Engine Service Design 2014 | www.enginegroup.co.uk 3© Engine Service Design 2014 | www.enginegroup.co.uk
We improve and
innovate services
and customer
experiences
Great experiences
don’t happen by
accident they are
designed.
This presentation is
about the importance
of the seemingly
unimportant
© Engine Service Design 2014 | www.enginegroup.co.uk
© Engine Service Design 2014 | www.enginegroup.co.uk
© Engine Service Design 2014 | www.enginegroup.co.uk
© Engine Service Design 2014 | www.enginegroup.co.uk
© Engine Service Design 2014 | www.enginegroup.co.uk
© Engine Service Design 2014 | www.enginegroup.co.uk 9© Engine Service Design 2014 | www.enginegroup.co.uk
Moving from
infrastructure
to service
© Engine Service Design 2014 | www.enginegroup.co.uk
Advisor
Companion
Hero
© Engine Service Design 2014 | www.enginegroup.co.uk 11© Engine Service Design 2014 | www.enginegroup.co.uk
Technology alone
often serves
the needs of the
airport not the
passengers.
© Engine Service Design 2014 | www.enginegroup.co.uk 12© Engine Service Design 2014 | www.enginegroup.co.uk
Physical space
alone doesn’t necessarily
make great experience.
It often misses the
micro-needs.
© Engine Service Design 2014 | www.enginegroup.co.uk 13© Engine Service Design 2014 | www.enginegroup.co.uk
The importance
of the seemingly
unimportant
© Engine Service Design 2014 | www.enginegroup.co.uk 14© Engine Service Design 2014 | www.enginegroup.co.uk
Designing the
functional and
emotional
dimensions of
the airport
experience.
© Engine Service Design 2014 | www.enginegroup.co.uk
The 9
elements
of service
design
© Engine Service Design 2014 | www.enginegroup.co.uk 16© Engine Service Design 2014 | www.enginegroup.co.uk
Target passenger
experience
© Engine Service Design 2014 | www.enginegroup.co.uk
the emotional
dimension*
*Often our view of the
passenger experience is from
the perspective of operations
not how the passengers
experience it.
© Engine Service Design 2014 | www.enginegroup.co.uk
Better
understand
passenger
behaviours.
Better passenger
conditionality
Tasks
Group
Time
constraint
Conditional model for
understanding passengers
© Engine Service Design 2014 | www.enginegroup.co.uk
The importance of
the first 10 metres
© Engine Service Design 2014 | www.enginegroup.co.uk
People
The human
dimension
© Engine Service Design 2014 | www.enginegroup.co.uk
The Colombo
moment
© Engine Service Design 2014 | www.enginegroup.co.uk
choreography*
*Experiences needs
orchestrating to create
seamless interactions
with passengers.
© Engine Service Design 2014 | www.enginegroup.co.uk
Designing the
stress out of
the experience
for families
© Engine Service Design 2014 | www.enginegroup.co.uk
# Concept
Relieving stress
© Engine Service Design 2014 | www.enginegroup.co.uk
Creating ‘base camps’
for the entire trip that
reflect the changing
mode of passengers.
Home Journey to
the airport
On arrival Check in Security
check
Departure
lounges
Departure
gate
Disembark Onward
travel
ArrivalEmbark
LAUNCH ESCAPE CONNECT
© Engine Service Design 2014 | www.enginegroup.co.uk
© Engine Service Design 2014 | www.enginegroup.co.uk
© Engine Service Design 2014 | www.enginegroup.co.uk
partner with
passengers*
*Experiences are co-produced
better performing passengers
mean better experiences for
everyone. Help passengers cut
through the noise.
© Engine Service Design 2014 | www.enginegroup.co.uk
PERSONALISE MY
VIEW OF AIRPORT
INFORMATION
© Engine Service Design 2014 | www.enginegroup.co.uk
responsiveness*
*Our processes are fixed for
good reason but services need
to be dynamic to respond to
ever-changing needs
© Engine Service Design 2014 | www.enginegroup.co.uk
ACCOUNTABILITY AND
SERVICE RECOVERY
© Engine Service Design 2014 | www.enginegroup.co.uk
*Memorable services
and experiences that turn
passengers into advocates.
magic moments*
© Engine Service Design 2014 | www.enginegroup.co.uk
No process
© Engine Service Design 2014 | www.enginegroup.co.uk
CHANGE REQUIREMENTS
Target operating model (TOM)
THE ‘TO BE’ SERVICE AND EXPERIENCE
EXPERIENCE REQUIREMENTS
Target customer experience (TCE)
THE ‘TO BE’ SERVICE AND EXPERIENCE
Define your
target customer
experience
© Engine Service Design 2014 | www.enginegroup.co.uk
Thank you
Thanks to Unsplash
for
some of the images
@jamesamperi
@hereatengine
www. enginegroup.co.uk
hello@enginegroup.co.uk
Passenger Terminal Conference & Expo 2014 Presentation

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Passenger Terminal Conference & Expo 2014 Presentation

  • 1. James Samperi Director | Engine Service Design
  • 2. © Engine Service Design 2014 | www.enginegroup.co.uk Moving beyond the basics www.enginegroup.co.u k @hereatengine @jamesamperi Designing and delivering great experiences James Samperi | Director | Engine Service Design
  • 3. © Engine Service Design 2014 | www.enginegroup.co.uk 3© Engine Service Design 2014 | www.enginegroup.co.uk We improve and innovate services and customer experiences Great experiences don’t happen by accident they are designed. This presentation is about the importance of the seemingly unimportant
  • 4. © Engine Service Design 2014 | www.enginegroup.co.uk
  • 5. © Engine Service Design 2014 | www.enginegroup.co.uk
  • 6. © Engine Service Design 2014 | www.enginegroup.co.uk
  • 7. © Engine Service Design 2014 | www.enginegroup.co.uk
  • 8. © Engine Service Design 2014 | www.enginegroup.co.uk
  • 9. © Engine Service Design 2014 | www.enginegroup.co.uk 9© Engine Service Design 2014 | www.enginegroup.co.uk Moving from infrastructure to service
  • 10. © Engine Service Design 2014 | www.enginegroup.co.uk Advisor Companion Hero
  • 11. © Engine Service Design 2014 | www.enginegroup.co.uk 11© Engine Service Design 2014 | www.enginegroup.co.uk Technology alone often serves the needs of the airport not the passengers.
  • 12. © Engine Service Design 2014 | www.enginegroup.co.uk 12© Engine Service Design 2014 | www.enginegroup.co.uk Physical space alone doesn’t necessarily make great experience. It often misses the micro-needs.
  • 13. © Engine Service Design 2014 | www.enginegroup.co.uk 13© Engine Service Design 2014 | www.enginegroup.co.uk The importance of the seemingly unimportant
  • 14. © Engine Service Design 2014 | www.enginegroup.co.uk 14© Engine Service Design 2014 | www.enginegroup.co.uk Designing the functional and emotional dimensions of the airport experience.
  • 15. © Engine Service Design 2014 | www.enginegroup.co.uk The 9 elements of service design
  • 16. © Engine Service Design 2014 | www.enginegroup.co.uk 16© Engine Service Design 2014 | www.enginegroup.co.uk Target passenger experience
  • 17. © Engine Service Design 2014 | www.enginegroup.co.uk the emotional dimension* *Often our view of the passenger experience is from the perspective of operations not how the passengers experience it.
  • 18. © Engine Service Design 2014 | www.enginegroup.co.uk Better understand passenger behaviours. Better passenger conditionality Tasks Group Time constraint Conditional model for understanding passengers
  • 19. © Engine Service Design 2014 | www.enginegroup.co.uk The importance of the first 10 metres
  • 20. © Engine Service Design 2014 | www.enginegroup.co.uk People The human dimension
  • 21. © Engine Service Design 2014 | www.enginegroup.co.uk The Colombo moment
  • 22. © Engine Service Design 2014 | www.enginegroup.co.uk choreography* *Experiences needs orchestrating to create seamless interactions with passengers.
  • 23. © Engine Service Design 2014 | www.enginegroup.co.uk Designing the stress out of the experience for families
  • 24. © Engine Service Design 2014 | www.enginegroup.co.uk # Concept Relieving stress
  • 25. © Engine Service Design 2014 | www.enginegroup.co.uk Creating ‘base camps’ for the entire trip that reflect the changing mode of passengers. Home Journey to the airport On arrival Check in Security check Departure lounges Departure gate Disembark Onward travel ArrivalEmbark LAUNCH ESCAPE CONNECT
  • 26. © Engine Service Design 2014 | www.enginegroup.co.uk
  • 27. © Engine Service Design 2014 | www.enginegroup.co.uk
  • 28. © Engine Service Design 2014 | www.enginegroup.co.uk partner with passengers* *Experiences are co-produced better performing passengers mean better experiences for everyone. Help passengers cut through the noise.
  • 29. © Engine Service Design 2014 | www.enginegroup.co.uk PERSONALISE MY VIEW OF AIRPORT INFORMATION
  • 30. © Engine Service Design 2014 | www.enginegroup.co.uk responsiveness* *Our processes are fixed for good reason but services need to be dynamic to respond to ever-changing needs
  • 31. © Engine Service Design 2014 | www.enginegroup.co.uk ACCOUNTABILITY AND SERVICE RECOVERY
  • 32. © Engine Service Design 2014 | www.enginegroup.co.uk *Memorable services and experiences that turn passengers into advocates. magic moments*
  • 33. © Engine Service Design 2014 | www.enginegroup.co.uk No process
  • 34. © Engine Service Design 2014 | www.enginegroup.co.uk CHANGE REQUIREMENTS Target operating model (TOM) THE ‘TO BE’ SERVICE AND EXPERIENCE EXPERIENCE REQUIREMENTS Target customer experience (TCE) THE ‘TO BE’ SERVICE AND EXPERIENCE Define your target customer experience
  • 35. © Engine Service Design 2014 | www.enginegroup.co.uk Thank you Thanks to Unsplash for some of the images @jamesamperi @hereatengine www. enginegroup.co.uk hello@enginegroup.co.uk