Presentation made for the dissertation presentation of MA Design, Strategy & Innovation.

1. Transformation of Airports: From Physical
Touchpoints to Digital Services
Dissertation Presentation
by
ELİF TAŞ
20/08/13
MA Design Strategy & Innovation

2. TRENDS / DIGITIZED WORLD
Analogue
Digital

3. TRENDS / DIGITIZED WORLD
We’re surrounded by an expanding
digital universe

4. TRENDS / AIR TRAVELING
6.8
BILLION
500
MILLION
331
MILLION
trips took place in 2012
domestic
international
+ 5.3%between
new passengers
2012 and 2016
(IPK International World Travel Monitor)

5. ISSUES / PASSENGER SATISFACTION
Delays
Stress
lost luggage
Long queues

6. ISSUES / PASSENGER SATISFACTION
Be treated as a terrorist
Security check

7. DIGITAL IS THE SOLUTION
“ DIGITAL ENABLES CONNECTION, ACCESS AND RELATIONSHIP.
ALL OF WHICH ARE VERY HUMAN. THAT’S WHY I CALL THIS
A RENAISSANCE MORE SO THAN A REVOLUTION AND EVEN EVOLUTION.
IT CHANGED OUR PERCEPTIONS ABOUT WHAT WE THOUGHT WE KNEW.
IT EMBODIED A SPIRIT OF DISCOVERY AND REDISCOVERY. “
(DAVID ARMANO, 2007)

8. DIGITAL IS THE SOLUTION
Code readers
Self-bag tagging
Retina scan
Security Tunnel
Self-checkin

9. DIGITAL IS THE SOLUTION
Booking Channel Used in 2012 (SITA)

10. DIGITAL IS THE SOLUTION
Airline investments in IT over the next 3 years

11. RESEARCH AIM
TO DEVELOP AN INNOVATION
FRAMEWORK TO HELP DEVELOPING
SOFTWARE SOLUTIONS OF TANGIBLE
PRODUCTS AND SERVICES AT AIRPORTS.

12. OBJECTIVES
1- To gain in depth understanding
about overall travel experience at airports, user perspectives
and the potential role of digital interfaces at airports.
2- To examine digital service
at airports and other industries.
practices
3- To identify future trends and scenarios
of technology use in the air travel industry.
4- To analyze the role of design
in assisting the transition from hardware to software solutions.
5- To evaluate an innovation framework
to develop software solutions of tangible products and services
at airports.

13. METHODOLOGY
February
March
April
May
June
July
August
September
ANALYSE DATA
FRAMEWORK
DEVELOPMENT
INTERVIEWS
PRIMARY RESEARCH
SECONDARY RESEARCH
DR1
Project
CASE STUDIES
DR2
Project
OBSERVATION
TESTING
WORKSHOP
RECOMENDATION
Dissertation &
Interim Presentation

14. METHODOLOGY
SECONDARY RESEARCH
CASE STUDIES
- Shiphol Airport (Amsterdam)
- Heathrow Terminal 5
- Changi Airport (Singapore)
- London Oyster System
- Gatwick Airport (South Terminal)

15. METHODOLOGY
PRIMARY RESEARCH
INTERVIEWS
Ron Verweij Raymond Kollau
Adam Poole
Principal multimedia
developer and
UX designer at
Agusta Westland
Design Innovator
Mobile & UX
consultant in
aviation industry
Founder of
airlinetrends.com
Analyzing industry
and consumer trends
OBSERVATION
Stansted Airport, London
Participant &
Non Participant
Gatwick Airport, London
(South Terminal)
Participant
David Bruer
Juha Vasko
Product, UX and
Service designer
Service development
manager at Finavia,
Helsinki Airport.
WORKSHOP
02/08/2013
Asked for 3 tasks to define key stakeholder’s
in the design process and clarify their relationship.

16. FINDINGS/ AIRPORT TYPES
BASIC AIRPORTS
-Safe and efficient landing,
departure and other aircraft
operations.
- Offer basic passenger
services like, check-in,
boarding, security, baggage
pick up, retail, food and
beverage services.
- Operate Land Lord model
- Other stakeholders design
and implement their own
business environments.
AGILE AIRPORTS
- Adapt well to changing
environment
- Technology enabled
collaboration across business
units
- Airport wide network
architecture offers shared
services and enables faster
set-up times for tenants
- Improved passenger
experience
SMART AIRPORTS
- Built around a digital grid
- High speed broadband
traffic throughout the
entire eco-system
- Enables real time information
exchange
- Good connection between
stakholders
- Advanced security
capabilities
- High passenger experience
with personalized services,
enables anticipate needed
services by data exchange

17. FINDINGS/ CUSTOMER JOURNEY

18. FINDINGS/ FUTURE TECHNOLOGIES

19. FINDINGS/ FUTURE TECHNOLOGIES

20. UX DESIGN PROCESS
Business
User
Customer
Requirements + Requirements + Requirements
STRATEGY
DESIGN
Information
Design
+
Interaction
Design
+
Visual
Design
CONSTRUCTION
Experience
Development
+
+
Specifications
Support
Soft Launch
LAUNCH
+
Testing/
Evaluation

21. STAKEHOLDERS & GOALS
1- Passengers
-
fast
cheap
convenient
on time travel
-
Ensure on-time performance
Ensure low cost of operations
Ensure safety of operations
Provide access to high yields
2- Air Carriers

22. STAKEHOLDERS & GOALS
3- Airport Authority
- Achieve high security and safety
- Grow revenue and manage costs
- Drive economic growth
- Grow passenger numbers
- Find opportunities for new destinations and increase
service frequency
- Ensure sufficient (but not excessive) infrastructure
capacity
- Maximize non-aeronautical
- Maximize customer satisfaction
- Achieve environmental sustainability
- Minimize noise
- Develop employees
- Enhance competitive advantage

23. STAKEHOLDERS & GOALS
4- Investors and Bond Holders
- Optimize performance
5- Government
- Maximize economic impact
- Maximize number of destinations served and
frequency of those services
- Minimize noise and emissions
- Ensure that airports can accommodate growth
- Keep airports up to standards
- Ensure safety, security, and efficiency of
operations
6- Employees
- Provide secure jobs, wages, and benefits
7- Airport Suppliers
- Maximize traffic volumes
8- Service Providers
- Maximize traffic volumes
- Minimize fees paid
9- Design Consultancy
- Improve portfolio
- Secure job
- Good reputation

24. STAKEHOLDER RELATIONSHIP

25. INNOVATION METHOD
Emotional/ Social
Innovation
PEOPLE
INDUSTRY
Where design
can add the value
Functional
Innovation
TECHNOLOGY
Process
Innovation

26. ROLE OF DESIGN
Design will help,
- To reduce the confusion
- To satisfy all stakeholders
- To reach their goals
- To manage the UX design
process

27. FINAL FRAMEWORK
Strategy
Business
Requirements
Research
Customer
Requirements
Airport
Stakeholders
Design
Interaction
design
Information
Design
Customer
Experience
Specifications
Testing
Evaluation
Evaluate &
Improve
Development
Support
Testing
Soft
launch &
test
Launch
Construct &
Implement
Technology
Technology
User
Requirements
Visual
Design

28. REFERENCES
- ITB (2012) ‘ ITB World Travel Trends Report’. IBT Library [Online].
Available at: itb-berlin.com/library (Accessed: 25 April 2013).
- Armano, D. (2007) ‘Digital Turns Everything Upside Down’ , 8 March. Available
at: http://darmano.typepad.com/logic_emotion/2007/03/digital_turns_e.html
(Accessed: 15 May 2013).
- SITA (2013) ‘The Airline IT trends survey’. SITA [Online]. Available at:
http://www.sita.aero/surveys-reports/industry-surveys-reports/airline-it-trendssurvey-2013 (Accessed: 23 April 2013).
- Cisco (2009) ' Smart Airports: transforming passenger experience to thrive in
the new economy' [Online]. Available at: http://www.cisco.com/web/about/
ac79/docs/pov/Passenger_Exp_POV_0720aFINAL.pdf (Accessed: 25 April 2013).
- Amadeus (2012) ' Navigating the airport of tomorrow' [Online]. Available at:
www.amadeus.com/airportOfTomorrow (Accessed: 5 May 2013).
- Schaar, D., Sherry, L. (2010) ‘ Analysis of Airport Stakeholders’ [Online].
Available at: http://catsr.ite.gmu.edu/pubs/ICNS_Schaar_AirportStakeholders.pdf
(Accessed: 10 August 2013).
- Verweij, R. (2007) ‘Customer Soulution: User Centric Innovation Method’, Slide
Share, 14 May. Available at: http://www.slideshare.net/ron66/eyed-designedinnovation-user-centric-innovation-method (Accessed: 25 July 2013).

29. THANK YOU!