Personalised pre-flight experience
In this project, I helped KLM - after sales team identify new business opportunities by investigating different intervention touchpoints through the travel journey and providing personalized service to their customers. Tailoring the services based on travelers’ personality traits to address different concerns and needs for different travelers in the same context.
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Royal Dutch Airline - KLM aims at providing its customers with the most attentive services to enhance customer intimacy. Understanding a passenger's personality enables an airline company to know the passenger's concerns and interests.
In this project, personality traits theory was used to analyze user data in a meaningful way in order to tailor digital services for different types of travels.
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The outcome of the project, a service framework for providing personalized services. Two digital services were tailored based on different types of passenger in the same travel context.
Company
KLM - Royal Dutch Airline
My role
UX design / research
UI design
Team
Individual Project
Time
2018. Aug.
Trend in Aviation Industry
IATA reported the trendy of aviation industry in 2017., which indicated the personalized service as a great opportunity for aviation companies to increase customer intimacy with their clients. The next question would be, what business opportunity will KLM have in the future?
Digital services KLM provides through the journey
What role can an airline company play to be a innovator?
Research goal
Understand traveler’s pre-flight experience, behaviour and latent needs in order to define service design opportunities in the flight journey.
Data analysis & Insights
From the passenger experience research, a customer journey map provides a high-level overview of the factors that influence the user’s experience by showing information other than facts, for example, user’s touchpoints, quotes or commentary.
The goal for travelers
Positive and negative moments of the passenger journey
Travelers felt positive when the process of the trip was smooth and efficient. They were able to make the best use of their time rather than wasting time in waiting. On the other hand, they felt negative when they were cramped for time.
Mood journey study
The occurrence of emotion always points to the presence of personal concern. This explains why different people can have different emotions in reaction to the same stimulus: because their concerns are different. In the graph, the thick pink line represents the average mood journey of 13 participants.
Customer journey & intervention point
Service framework in the pre-flight journey based on different personality
All the needs and concern were mapped out during the pre-flight experience. With the service framework, the needs and concerns at different phases of the pre-flight journey were identified. The framework will be used as a tool to develop different service based on different personality in certain context.
Idea generation & Design direction
idea generative session will focus on creating services within the context of pre-flight experience, and a co-creation session was hold together with relevant stakeholders.
Insights from the session such as design requirements and intervention touchpoint for different personality trait will be used in the choice of design direction and concept development.
Service touchpoint for different personality trait
People with different personalities have different concerns and needs in the journey. Therefore different interventions are needed in order to provide personalised services. In the next section, the traveling journey timeline shows the way people with different personality traits prepared for their trips as well as their needs and concerns. The potential touchpoints to provide service were indicated.
Final Concept development
A well-prepared trip increases travelers’
performance and productivity, especially when on a business trip. First, traveler’s personal data will be recognised by the airline company and their personality will be identified.
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The service will be integrated in the KLM mobile application, and it will be
introduced to travelers digitally after they check-in online for their flight.
The service will be provided differently based on their personality type (high / low conscientiousness).
Concept refinement & user testing
Concept refinement is aimed at determining the aspects of concepts that would need further improvement.
The concept for high / low conscientiousness were tested with six business travelers in total. Having participants from
different background helped receive a more comprehensive feedback.
Two service concepts proposed have been qualitatively evaluated. Thirteen business travelers in total were recruited for evaluating the concepts. At the end, a scale questionnaire was given to evaluate users’ experience and based on the questionnaire a follow-up interview was conducted to gain deeper insights.
Nexter - a service for low conscientiousness travelers
The concept designed for low conscientiousness travelers : “Nexter” - helps travelers prepare transportation and make sure they will always catch their flight.
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Concerned for low conscientiousness travelers : risk of missing the flight
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Cultural tips - a service for high conscientiousness travelers
The concept designed for low conscientiousness travelers : “Cultural tips” - helps travelers prepare and reduce the hassle of searching for all the information they need about a new destination.
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Concerned for low conscientiousness travelers : reduce the stress when traveling to new destination
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