Departure of Tomorrow: A design roadmapping research towards seamless departure journeys

Abstract

The research was performed in order to design a roadmap for transforming the departure hall, by researching the way KLM could improve the customer departure journey. Hall capacity needs to grow to accommodate for an expected increase in passenger numbers: for welcoming, waiting, check-in, and baggage processing. Design roadmapping methodology is used for performing initial context research, and for mapping user value drivers, new ideas for departure, and pathways to a future vision. The company context is researched by discovering KLM values and by mapping stakeholders in departure. Passengers are the primary stakeholders who interact with staff at the airport, and perform check-in and bag drop tasks in the departure hall. By mapping flow, user routing in the journey is made clear. By combining these insights with literature on waiting, passenger behavior, the perception of waiting, and an action mapping exercise, a journey overview is created. In order to truly understand customer journeys, interviewing with passengers was arranged in the live environment. Journey mapping yielded a journey experience overview and four personas in departure with specific service requirements, motivations for assistance, and needs. Market research in the form of a competitor analysis and DEPEST research provides the trend patterning needed for future visioning. A problem definition of current departure at the airport is established by reflecting on the airline's ambition to be most customer-centric, efficient, and innovative. Most important in design roadmapping are user value drivers; the unmet needs of future customers. Understanding these needs allows forward-looking enterprises to transform processes and services in time to create new value. By introducing the analogous customer experience of upcoming seamless grocery shopping, the design team engaged in a value mapping exercise yielding five key user value drivers: convenience, comprehension, choice, confirmation, and care. An envisioned future departure interaction is explained by imagining the functional and emotional benefits of future solutions according to these five value drivers. A three component future vision statement is provided. While the first half of the research focused on doing research and envisioning an improved future departure, the second part is dedicated to designing the roadmap. At this halfway point of the research, a switch from journey touchpoint research to changed strategic processes for new business development is made. Here, a roadmap offering a strategic pathway to the future is needed. As the five user value drivers were found, what remains is mapping of new ideas for departure, and mapping of pathways to the future vision. For idea mapping, a tech scouting is performed in order to see what technology is available and to learn how these are relevant in reaching the vision. An integral ideation day yielded eight idea concepts spread over three horizons. The ideas aim at simplifying touchpoints, offering journey guidance, providing departure certainty and facilitate purchasing, shortening touchtime, and offering true care and recognition. Implications of horizon developments for a Staff of Tomorrow, and Operations of Tomorrow are explained. These five themes in the mapped ideas shape the pathways to the three component future vision, or alternatively: the roads to follow to achieve the ambition. Here, the decision is made to construct two roadmaps for flexibility in creative dialogue: a strategic roadmap which quickly communicates vision outlook and strategic themes, and a tactical roadmap displaying full background information and concept idea information. The two roadmaps are introduced and the approach and design choices are explained. A reflection on requirements set at the halfway point of the research is provided.Finally, the research is concluded by means of a discussion which provides a brief summary of the work, states the implications of the research, and suggests four follow-up projects, as well as future design sprint HCWs for moving forward with Departure of Tomorrow. The thesis concludes with a reflection on the value of creative dialogue and roadmapping at KLM, and a personal reflection on the project. Strategic Product Desig