42. When I travel for business, it’s usually an in-out trip —
meeting clients over dinner, tweaking a presentation in
the hotel room, and squeezing in some time for exercise
e.g., jogging in the vicinity of the hotel. Restaurant
recommendations and jogging routes from other travel-
ers like me would have helped.
I’m all about reducing m
consuming enough as i
and roll right into a wait
cab number or car servi
IN-FLIGHT D
IDEAS
OPPORTUNITIES
ONLINE
CHECKING IN
UNDERSTANDING
LOGISTICS
DOWNTIME BEFORE
THE FLIGHT
LANDING TRANSPORTATIOPHASES DURING FLIGHT
EMOTION
CONSUMER
SENTIMENTS
WHAT WE HEARD
COMMUNICATION
OPPORTUNITY
AMERICAN AIRLINES CONSUMER JOURNEY & EMOTIONAL GRAPH
PLANNING
FOR TRIP
PREPARING FOR
FLIGHT
Leverage destination informa-
tion to enhance or streamline
predeparture activities.
Trip Planner alert,
remind travelers on what
to pack based on events
and weather
Provide detailed information
about their in-flight
experience
Flight Planner, let users check
in and get travel mileage or
reschedule a flight
Incentivize seating upgrade
by offering more leg space,
andWI-FI (business class).
Food pre-order and enter-
tainment options
Reduce anxiety on travel
to airport experience and
provide information on
flight status
Alert users of traffic and
flight delays.
Provide information on
transportation alternatives
if applicable
HOME/WORK AIRPORT
BEFORE TRAVEL DURING IN-FLIGHT
Provide access to gate
information and airport map
Facilitate awareness and
access to airport amenities.
Locate nearby contacts
CHECKING IN
LUGGAGE
Provide information on
luggage compartment size
for carry-on bags
Provide recommendations
and booking services to
events, restaurants and
venues at destinations
Alert users on status already
booked status
Remind users to document
in-flight feedback
Rushed
Anxious
Confused
Confident
Unproductive
Relaxed
Frustrated
Connected
Alert users of ground
transportation services
Before the flight, alert users
of smaller luggage
compartment size and if
there is a full flight.
Time flight countdown
Let users know how much
time they have before they
get to the gate.
Provide recommendations
and offers based on their
interests.
Facilitate pre booking
special services: meeting
rooms, massages...
Alert and facilitate
interaction between users
and their contacts in the
same gate area
AA In-flightWI-FI
includes complimentary
access to destination infor-
mation, videos, booking
services and recommenda-
tions by other AA members
Update travelers on what
has happened while they
were flying.
Provide information on
transportation options a
logistics (car service, taxi
train, public transportati
We can help beyond
your flight experience
Knowing all you need to
know before a flight will
assure you a great travel
experience
We understand all the
stressful moments before
a flight and help you
solve them
Understand how to
maximize your pre-flight-
downtime
Guidance and service
messaging
Help me maximize my
days away
Arrival Updates Your experience with us
does not end when you
touch down
I travel light, whatever fits in my carry on.
I usually forget a thing or two like my glasses and
toothpaste since I dedicate so little time to pack.
I can’t help but feel nervous before a flight, you never
know what can happen -- traffic jams, airport crowds
and flight delays.There’s always that one last meeting to
squeeze in before I leave the office. I’m trying to maximize
my time before I’m disconnected for a few days.
No detail about your
travel is too small for us
to take notice of to ease
any potential
inconveniences
There was a time I missed a flight in Atlanta because I
wasn’t aware I needed to hop on a monorail to get to the
gate.That would have been helpful if that information
was part of my pre-departure email or even printed on
the boarding pass.
What we heard
Emotions
Deep Understanding
Ideas
Communications
43. When I travel for business, it’s usually an in-out trip —
meeting clients over dinner, tweaking a presentation in
the hotel room, and squeezing in some time for exercise
e.g., jogging in the vicinity of the hotel. Restaurant
recommendations and jogging routes from other travel-
ers like me would have helped.
I’m all about re
consuming en
and roll right i
cab number o
IN-FLIGHT
N
UNDERSTANDING
LOGISTICS
DOWNTIME BEFORE
THE FLIGHT
LANDING TRANSPDURING FLIGHT
UMER JOURNEY & EMOTIONAL GRAPH
PREPARING FOR
FLIGHT
formation
ht
sers check
eage or
Reduce anxiety on travel
to airport experience and
provide information on
flight status
Alert users of traffic and
flight delays.
ORK AIRPORT
BEFORE TRAVEL DURING IN-FLIGHT
Provide access to gate
information and airport map
Facilitate awareness and
access to airport amenities.
Locate nearby contacts
CHECKING IN
LUGGAGE
Provide information on
luggage compartment size
for carry-on bags
Provide recommendations
and booking services to
events, restaurants and
venues at destinations
Alert users on status already
booked status
Anxious
Confused
Confident
Unproductive
Relaxed
Frustrate
Connected
Alert users of g
transportation
Before the flight, alert users
of smaller luggage
compartment size and if
Time flight countdown
Let users know how much
Facilitate pre booking
special services: meeting
rooms, massages...
AA In-flightWI-FI
includes complimentary
access to destination infor-
Update travelers on what
has happened while they
were flying.
Provide inform
transportation
logistics (car se
I can’t help but feel nervous before a flight, you never
know what can happen -- traffic jams, airport crowds
and flight delays.There’s always that one last meeting to
squeeze in before I leave the office. I’m trying to maximize
my time before I’m disconnected for a few days.
There was a time I missed a flight in Atlanta because I
wasn’t aware I needed to hop on a monorail to get to the
gate.That would have been helpful if that information
was part of my pre-departure email or even printed on
the boarding pass.
Missed Flight
Confusion
Specific Solutions
50. Website crashed/
was too slow
Website navigation was
too complicated
Overall flight price
too expensive
Process was
taking too long
36%
Presented with hidden
surcharges
Found a better price/
offer elsewhere
36%
24%
6%
32%
24%
6%
6%
16%
14%
14%
10%
Why Didn’t Customers Book?
Legend:
Customer
Airline
2012WorldPay Research
52. My payment was
declined
Decided against trip
I don’t know
I was just browsing
for prices
42%
61%
12%
33%
53%
7%
1%
18%
Why Didn’t Customers Book?
Legend:
Customer
Airline
2012WorldPay Research
60. Moment
inTime
Over a Period
ofTime
Pull
Push
Allergy Medication – Mobile
On-Location Decision
Making (Doctor’s
Office, Pharmacy)
Tracking Symptoms/
Behaviors
Educational Content
Contextual and/or
Seasonal Content
Reminders &
Feedback Loops
61. Moment
inTime
Over a Period
ofTime
Pull
Push
Allergy Medication – Mobile
On-Location Decision Making
(Doctor’s Office, Pharmacy)
• Quick, easy to navigate
• Prioritized items
• Reduced keystrokes
• Coupled with other Push marketing
(TV, print)
Tracking Symptoms/Behaviors
Educational Content
• Informative
• Fun and easy to engage
• High “value-to-effort” ratio
• Trusted content worthy of sharing
Contextual and/or Seasonal Content
• Personalized & relevant
• Not disruptive
• Option to opt in or out
• Service mindset engenders trust
• Brand as “human”
Reminders & Feedback Loops
• Invites interaction
• Aggregates and provides insight into patterns
of behavior or symptoms
• Relationship- and loyalty-centric
• Deep knowledge of user over time
64. ¤ Harness the passion and chatter of conversation to drive to ecosystem destinations
¤ Drive heavily to social platforms and the web for interaction
Recommendations