Data-driven, customer centric, curiosity-as-a-drive

1. Mikko Kiviniemi
DESIGN DISCIPLINE AT FINNAIR
7th Mar 2019
DATA DRIVEN,
CUSTOMER CENTRIC,
CURIOSITY-AS-A-DRIVER

2. 1000
130 IN 40,

3. @mikkokiviniemi

4. Mikko Kiviniemi
PART I
ABOUT OUR THINKING.

5. The core experience
A B

6. The holistic experience
A B

7. Mikko Kiviniemi
The experience is
the product.“

8. 🤐
😄
🤩
😄
😄
🙂
The value chain of the experience
Damien Newman’s Design Squiggle
🧐

9. Web site
Customer service
Mobile app
Stewardess
Seating
Food
Exceptions
Gate
Customer delight🤩
Lounge
Finnair Plus
Security check
Luggage drop
Upgrade
Email offers
Bidding
In-Flight Experience
…
“Omnichannel”

10. What’s in
it for me?
User icons from the Noun Project

11. 💰 😍+ User needsBiz req’s

12. Mikko Kiviniemi
PART II
UTILISING DATA,
CONTEXTUALISED.

13. GDS
26

14. SUPPORT INTENT
ENGINEERING WORKFLOWS
Identify patterns of signals and probability for action
87%
PROBABILITY
76%
PROBABILITY
A B C

15. SUPPORT INTENT
RECOGNISED WORKFLOWS
€€€
CONVERSION
A B C
B D A
C B D A
Workflow models from preferred patterns
Cheapest
flight to Ibiza.
Rangers
playoff game.
Travel with my
golf buddies.

16. 🤔 🤔🤔
😍
😍
ML
NOW
SOON

17. Take a human desire that has
been around for a really long time
and use modern technology to
take out steps
– @ev

18. “Strategy without tactics is the
slowest route to victory.
Tactics without strategy is the
noise before defeat.”
– SUN TZU

19. Mikko Kiviniemi
UX
Design
Service
Design
BusinessDesign
Day-to-day design delivery
Currently operated by mixed team
of in-house and external designers
embedded in Service Engineering
teams.
“Sprint Zero” concepting
Where we concept and validate
new themes still within the core
business but which we want to
enhance to the next level.
Radical Innovation
Develop and validate completely new
business streams outside business core
that plug into current platform plans to
enhance customer satisfaction and
create new revenue streams.
Moonshots
Completely new business areas
outside business core and outside
current platform plans.
LEVELS OF DESIGN
Cross discipline,
quick validation,
focus on
prototyping not
waste.
e.g. Design
Sprints
Agile rollout
based on
prototypes,
validating and
building Design
System, e.g.
Scrum or
Kanban
Develop new business models beyond the airline core
and create value in the adjacent business areas.
Digitise existing business models and processes.
Optimise existing digital services and
products via validation and growth hacking methods.

20. Mikko Kiviniemi
STRATEGY CONCEPT SOLUTIONDISCOVER DELIVER
DOUBLE DIAMOND DESIGN PROCESS

21. Mikko Kiviniemi
DISCOVERY ACTIVITIES

22. BUILD
MEASURELEARN
Real
artists ship.
Assumptions
collide with the
real world now!

23. Mikko Kiviniemi
DELIVERY ACTIVITIES

24. Mikko Kiviniemi
PART III
SO WHAT HAVE WE SHIPPED?

25. Mikko Kiviniemi
OUR
CORE
SERVICES
💰

26.
OUR DIGITAL PLATFORM

27. Mikko Kiviniemi
Booking flow is not straight process and require a lot of iterations
DataSource:Google Analytics|Finnair Portal
Bookingprocess:
• Divergent:Searchistheonlyentrypoint
• Cyclical:Customersflowmovinginbothdirections
• Fragmented:Alot ofadjustmentsaredonetofindbestsuitablecombinationof price,date,timeandetc.
*Behavioral flow of booking process
RED WATERFALLS AS DRIVER

28. ~10

29. Intercom: On Onboarding

30. Simple
upfront
search
Straight into
scrolling results
Editing in
place
A simple prototype: search to selecting a flight.
This testing has helped us to:
1. learn that breaking down decisions is valuable to customers
2. decide on the right flow
3. learn where we need to focus time on refinement
4. understand what fare names and descriptions work for users
Display of stop overs
Long haul specific
ticket includes
Extras that are relevant
for Long haul
To demonstrate the concept we’re focusing on…
Return flights Leisure and
business
travellers
Popular search
New and
existing
customers
Individual
bookings
(<9
passengers)
85% of
searches
1 short haul
& 1 long haul
HEL-LHR
and
LHR-HEL-NRT
return
Key destination for business
travellers
✈
Europe first
80% of
internet
sales
"
Simplify
choices
C O N V E N T I O N A L
S T A R T F O R M D A T E P I C K E R D E P A R T U R E P A Y
P A S S E N G E R
I N F O
c
c
c
c
R E T U R N
N E W
S T A R T F O R M D A T E P I C K E R D E P A R T U R E P A Y
D E T A I L S &
E X T R A S
R E T U R N
P A S S E N G E R
I N F O
D E T A I L S &
E X T R A S
No description of fare types visible.
Flights and fares on the same screen.
D E P A R T U R E -
S E L E C T F A R E
R E T U R N -
S E L E C T F A R E
Visual comparison of benefits.
Step 2: Pick fareStep 1: Pick flight
We are designing the next gen booking engine so it will support:
Conversion
Upsell
Adsell
One customer view
Satisfaction
To sale At each step
To Value or Pro To Business
Of seats Of bags
Of meals and
lounge access
Of third party
ancillaries
With more
Finnair Plus
sign ups
With more
(general) sign
ups?
With greater
ARPU
Through higher
NPS
Through fewer
calls
With fewer
searches
With reduced
booking time
Increasingimportance
“Ideal” booking flows vary little
When we asked people to map their ideal
booking experience, the basic steps and
their ordering was fairly consistent.
Travel preferences can be
very different, even for the
same person
3
Selecting their date
People intuitively understand how to interact with the calendar but found
some of the displayed information not working for them. No-one
complained about information being pre-filled, or how they would
interact to change dates. However there was some feedback based on
users not being able to quickly locate a fare price that worked for them.
Recommended action: Make the price display work harder for us, that
allows users to better identify a good price. Refinement to the selection
process and labelling of inputs will smooth out this process too.
“This is a nice touch here, the outbound date
changes colour.”
♥
Our testing showed that we built a strong
foundation for the new IBE in phase 1, and that the
overall concept is valid. However we need to get to
the point where customers love it.
To do that, we’ll be:
Prototype development backlog
!
Hypothesis
Sketch, keynote or
tappable prototype
User interviews
Iterate
!
Iterate
Refine
Finnair extras
Codeshare & joint
buisness
Alternative
booking flows
Navigation
Fare type
selection
Award flight
booking
Seat picker
Confirmation
page
Stop-over
packages (Nordic)
Partner extras
Visualisation of
travel experience
Desktop
refinement
IBE v2 scope
Out of scopeTo be included in prototype
MxM to suggest target user groups
and guidance on testing quantitively
in production, but will not be
included in prototype or be
validated with qualitative testing.
2015 2016

31. In-person validation
with 120 people!

32. beta.finnair.com
2016 2017
Results compared to old mobile booking flow 📈
300% increase in conversion
800% increase in ancillary sales

33. Mikko Kiviniemi
MEETING
CUSTOMER
EXPECTATIONS
😍

34. “Finnair's strategic
objective is to double
its Asian traffic by
2020 compared to
2010 base”
*

35. Chinese Net Users
70后 80后 90后 00后
Age
16.6% 34.5% 47.0% 2.9%
Source: 第39次《中国互联⽹网络发展状况统计报告》 / http://www.sohu.com/a/151690780_204078
87.4% of all net users are between 10-49 years old.
Your biggest online market segment is users in their 20s.

36. The New Chinese Traveler
80后 + 90后:
24% of Population
80后 + 90后 Other ages
80后 + 90后:
73% of Outbound
Tourism
80后 + 90后 Other ages
https://www.chinainternetwatch.com/17530/millennials-account-for-73-of-outbound-tourists-in-china/

37. What’s different: Mobile Centrism
Western Mental Model of the Web
The desktop site
The mothership
The smartphone site
The compact version
The tablet site
The mid-sized version
The app
Same product, better features

38. What’s different: Mobile Centrism
Chinese Mental Model of the Web
The desktop site
The wide-screen version
The smartphone site
Clunky, crappier app
The tablet site
This is a thing?
The app / minisite
The mothership

39. www.walkthechat.com
© 2016 WalktheChat. All Rights Reserved.
7
All eyes are on WeChat: it makes up for 35% of Chinese users daily usage

40. Results from agile, user centered design 📈
Project completed with
1/10 of initial budget,
hypotheses validated
CKG
PVG
2015 2016

41. 2017 2018

42. Mikko Kiviniemi
BEHIND THE
CURTAIN
🛠

43. 2018 2019 (coming soon!)
VISUAL STYLE
/ IMAGES
NORDICS
YOU
NATURE
URBAN

44. 9,000+ USERS
7 LARGER STUDIESLarger studies are are quantative studies, such as surveys with
participants more than 200
10+
AIRPORT TESTS
USER GROUPS
INTERNAL
TESTING
27
REMOTE
USABILITY
STUDIES
COMMUNITY
MEMBER TESTS
User groups/panels predominantly used for
Design Sprint validations
e.g. Userzoom
remote online
tests
State of User Validation in 2018
, * - . /01 2 3 4 …
!