DÉFINIR UNE VISION STRATÉGIQUE À 7ANS POUR DÉFINIR LE RÔLE DU DIGITAL DANS LE TRANSPORT AÉRIEN. Une recommandation d'expérience utilisateur et de design de services.

1. 2015 VISION
What can digital services offer to the travel experience ?

2. FUNDAMENTAL CONCEPT
Enter the Delta

3. Fundamental concept
For Delta passengers of 2011 and beyond, a new era
of flying will mean much more than handy functions
and cool new apps.
§ It will mean an exciting new way of living Delta—simpler, faster,
more convenient, ultra-luxurious and in-your-face revolutionary.
§ It will be a powerful experience that not only introduces new
functions but dramatically streamlines the ones we already know
and love.
§ It will fuse together a vast galaxy of benefits into a single intuitive
gateway that’s always close to the passenger—at every stage of the
journey and at every access point imaginable.
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4. Fundamental concept
ENTER THE DELTA
Customers Partners
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5. BREAK THE RULES OF SPACE AND TIME
Real Time
Personal lounge Simplicity
All inclusive SERVICES Planning Security
Re-order
Entertainment
Concierge
Business Network Geolocalisation
Comfort
Augmented reality
Tactile Screens
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6. Fundamental concept
TRAVELLER NEEDS
UBER
SAFETY
BORING
BASICS
How to smooth the customer jouney ?
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7. Key principals
How to be …
Choice Select
…sleek and smooth ?
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8. Key principals
1# 2# 3#
A single sign-on to A personal-service An intimate relationship
access all services aggregator with Delta
SSO ANYWHERE 4D
§ Get inspired § Pre flight § Local discovering, transferts
§ Plan your trip § In flight § Media and contents storage
§ Order online § After flight § Alerting, Assistance, insights
§ Customize your travel § Easy transfert § Meetings and local facilities
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9. Key principals
SSO
1. A single sign-on to access all services
§ A unique entry point, SSO, digital membership card
(via mobile or through a transactional object, club services, etc)
§ A comprehensive approach and useful before/during/
after projection
(accessible whatever the location or medium: computer, mobile phone, interactive hub, etc)
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10. Key principals
ANYWHERE
2. A personal-service aggregator
§ A wide range of “concept” services offered by Delta
and its partners
§ A platform composed of Delta modules exportable to
existing partner sites which stay connected via
external feeds
(Delta Microsoft Exchange Server plug’in, Delta Facebook app, Delta Google map app, etc)
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11. Key principals
4D
3. An intimate relationship with Delta
§ The interface knows me, we’re speaking, it inspires
me, it guides me wherever I need to go
§ Real-time navigation and geo-localization: the
interface offers me the right ideas at the right
moments to help make my trip a success
§ The interface manages more and more repetitive
tasks and adds value to the roles of Delta personnel
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12. An over-all approach
Idea 1

13. Idea 1
A total experience Unknown places
A new travel experience which is
designed not only for digital screens,
but for all travel experiences in
different kind of spaces
and at any time.
Cab
Airport
AIrcraft
…
At home
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14. 3 moments to exploit
1# 2# 3#
Personal services Maximize experience Emotional benefits
before the trip during the travel after the travel
§ Get inspired § Pre flight § Local discovering, transferts
§ Plan your trip § In flight § Media and contents storage
§ Order online § After flight § Alerting, Assistance, insights
§ Customize your travel § Easy transfert § Meetings and local facilities
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15. EXEMPLE
GOOGLE HEARTH LIVE
A digital service based on the real
position of the aircraft, around the
world using Google Earth.
I can watch the world
and learn more in “real time”
during my flight.
At home Live on plane
(before and after)
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16. The Human Factor
Idea 2

17. Idea 2
How to humanize a global digital
services approach ?
Travel hassles are digitally managed. Flight crew and ground crew are
focused on welcoming customers.
Passengers can choose to be linked together and with their entourage.
So human !
my friends and the Delta crews
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18. EXEMPLE 1
Innovative digital devices to work,
to acces my services or just for fun.
ME Hello ! Where are you ?
I’m in Paris,
and you ?
Using Microsoft Surface for rich experiences like video meetings
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19. EXEMPLE 2
Optimize the waiting time
Welcome on
board.
Meet the flight crew
with a generated video
before the boarding. My name is Lucie
Hello Lucie !
The crew must be a « uber relationnal team »
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20. EXEMPLE 3
A concierge who knows your needs, at the good moment
Don’t forget your We give you the You’have to go to
passport answer in 2 mn hall 6 now !
ON COMPUTER ON MOBILE ON MY KEY
DEVICE
Virtual and real services, regularly link with the customer
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21. The Delta Key
Idea 3

22. Idea 3
A transactional object
A unique talisman, object which allows travelers to interact with the
complete full-services Delta experience and never to be lost or alone
Always conected to all my personnal Geolocalisation applications to keep in touch
services compiled in only one application with my personnal luggages
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23. Idea 3
A transactional object with RFID
Welcome Mr. Brown
A 3D GPS hologram which help me to locate « uber » easier acces to every things during my
myself in the airport travel experience
A universal key
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24. Creative approach
A conceptual interface that illustrates services
that are futuristic yet available…
1. A physical experience that exemplifies mobility
> A touch-screen and voice interface for PCs (with or without touch screen), kiosks and mobile phones
> Emerging, industrialized and proven technologies
2. A graphical central object, a unique entry point
> Incarnates a transactional object, becomes my guide
> Consolidates my needs and brings all the right things to me
> Alternate navigation possible through conventional menus too
3. A brand vision evolution with digital in its blood
> A sleek interface that evokes interior, intimacy and protection
> Interactive and intuitive modules
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25. Technological solutions
Futuristic yet existing technology
Sources : Wikipedia.com
Multi-touch interface Microsoft Surface Hologram images
Multi-touch denotes a set of interaction techniques that allow computer users to control Microsoft Surface is a multi-touch product from Microsoft that’s been developed Holography is a technique that allows the light scattered from an object to be
graphical applications with several fingers. Multi-touch consists of a touch screen as a software and hardware combination technology. It allows a user, or multiple recorded and later reconstructed so that it appears as if the object is in the same
(screen, table, wall, etc.) or touchpad, as well as software that recognizes multiple users, to manipulate digital content by the use of natural motions, hand gestures position relative to the recording medium as it was when recorded. The image
simultaneous touch points, as opposed to the standard touch screen (e.g. computer or physical objects. It was announced on May 29, 2007 at a D5 conference. changes as the position and orientation of the viewing system changes in exactly
touchpad, ATM), which recognizes only one touch point. This effect is achieved through Initial customers will be in the hospitality businesses, such as restaurants, hotels, the same way as if the object were still present, thus making the recorded image
a variety of means, including but not limited to: heat, finger pressure, high capture rate retail, public entertainment venues and the military for tactical overviews. The (hologram) appear three-dimensional. Holograms can also be made using other
cameras, infrared light, optic capture, tuned electromagnetic induction, ultrasonic preliminary launch was on April 17, 2008, when Surface became available for types of waves. The technique of holography can also be used to optically store,
receivers, transducer microphones, laser rangefinders, and shadow capture. customer use in AT&T stores. retrieve, and process information. While holography is commonly used to display
static 3-D pictures, it is not yet possible to generate arbitrary scenes by a
holographic volumetric display.
Fingerprint
Voice recognition RFID tag
Speech recognition converts spoken words to machine-readable input (for
authentication Radio-frequency identification (RFID) is an automatic identification method,
example, to key-presses, using the binary code for a string of character relying on storing and remotely retrieving data using devices called RFID tags
codes). Speech recognition applications include voice dialing (e.g., "Call Fingerprint recognition or fingerprint authentication refers to the automated method
or transponders. An RFID tag is an object that can be applied, or incorporated
home"), call routing (e.g., "I would like to make a collect call"), domotic of verifying a match between two human fingerprints. Fingerprints are one of many
into, a product, animal or person for the purpose of identification and tracking
appliance control and content-based spoken audio search (e.g., find a forms of biometrics used to identify an individual and verify their identity. This
using radio waves. Some tags can be read from several meters away and
podcast where particular words were spoken), simple data entry (e.g., touches on two major classes of algorithms (minutia and pattern) and four sensor
beyond the line of sight of the reader.
entering a credit card number), preparation of structured documents (e.g., designs (optical, ultrasonic, passive capacitance, and active capacitance).
a radiology report), speech-to-text processing (e.g., word processors or
emails), and in aircraft cockpits.
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