service design in practice · marketing aesthetics teaching product what is the outcome? method how...

Service design in

practice

Service Design & Aviation 20-04-2017

It’s a pleasure!

Welcome on board…

WIFI

Network: Silvermine guest

Code: WeAreKLMF0rY0u

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Agenda… time performance matters

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Time What we’re up to… Location

16:30 Start Programma

Introductie, Service design in de

praktijk, teamindeling, challenges

BMC

17:15-18:00 Teams aan de slag met challenges en

customer insights (passagiers)

BMC en

Vertrekhal 1

(Transavia pax)

18:00 Snack & Drinks (15 mins) afterwards go

on with challenge

BMC

19:30 Pitch prototype aan de jury

19:45 Prijsuitreiking winnende

pitch/prototype

- Afsluiting

20:00 Diner

21:30 Einde avond (uitrijkaarten niet

vergeten)

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Welcome at Transavia

50 years of flying

within Europe

Charter and scheduled since 1965

Passengers per year (2015): 11.3M (HVTO)

Number of destinations: 130

Fleet size (2016): 67 aircraft

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We make

Low Cost

feel good.

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Our strategy

Wie zijn wij?

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Owner Researcher

Katinka Bergema Christine De Lille

Researcher

Faculty

Industrial Design & Engineering

• 2000 design students

• BSc. & MSc.

• Since 47 years

• 140 PhD students

• 1/3 Apple universities in Europe

• io.tudelft.nl

• Shared value creation

• Greater transparency

• Customer insights

• Suitable for ill-defined and complex problems

How will our infrastructure provider

(like an airport) compete in the

digital economy?

Business

Viability

People

Desirability

Technology

Feasibility

Design Thinking

(Brown, 2008)

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DESIGN

Van Design Thinking naar Design Doing

Types of Design

product design

complex systems

organisations &

change

interaction over time

people offering

service

emotion

personal meaning

empathy

social relations

skills

usability

cognition

perceptioninterface design

interaction design

1970 – 80 - 90 - 00 - 10 - 2020

manufacturing

marketing

aesthetics

TEACHINGPRODUCT

What is the outcome?

METHOD

How do we get there?

DISCOURSE

In what terms do we think about it?

experience design

service design

system design

By

Pie

ter

Jan

Sta

pp

ers

https://vimeo.com/212939377

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Designing for services

in aviation

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Unaccompanied minorsMarga una Borras

Planning vandaag:

•Praat met passagiers en medewerkers

•Bedenk ideeën

•Maak je idee

•Check je idee met passagiers en medewerkers –

indien tijd!

•Pitch je idee naar de anderen

Map context-mensen-activiteiten

Fredrickson and Kahneman (1993)

Maak je idee:

Paper prototyping Role playing

Vertel je idee:

Acting outthe concept

Interactivestoryboard

Contextintervention

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Challenges

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TEAMS

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Team 1:Jan-Pieter Blom (De Volksbank)Kris Brees (ICSB)Jannie van den Broek (Amgen BV)Peter Eikelboom (SNS Bank)Michiel Sintenie (Nuon)Vincent Thamm (Transavia)Berend Fischer (Student TU Delft)

Team 2:Maartje Le Goff (Kadaster)Ronald Grosmann (NLR)Gitte van Haaren (Obvion NV)Bart van Hattum (NUON)Jojanneke Hennepe (NLR) Myrthe van den Heuvel (Amgen BV)Jeffrey Welters (Student TU Delft)

Team 4:Freek Mohrmann (NLR)

Laris Noordergraaf (Kadaster)

Peter Post (Achmea/ Pinc Agro)

Karin Rigterink (CiRi Marketing)

Victor Rijkaart (Yes!Delft en CGI)

Anneleen de Vreugd (Zorg en Zekerh

Tess Poot (Student TU Delft)

Team 5:Pieter Roorda (Achmea)

Kim van Rooyen (UWV)

Roos van Sambeek (Fokker)

Jacqueline Schulteis (UWV)

Michiel Sollet (SNS)

Esther Witkamp (Bakkerijketen)

Saba Rakhshanderoo (Student TU Delft)Team 3:Manfred Hoogenboom (Fokker)

Amy Kong (Rijk Zwaan)

Rebekka Langenberg (UWV)

Bart Luttikhuis (Transavia)

Sylvia Matser-de Vries (Centraal Beheer)

Annette Meerder (Rijk Zwaan)

Rianne Ham (Student TU Delft)

Challenge #1 On arrival at the airport

• Does our passenger feel a connection with the airline and should our

passenger feel connected to our airline…?

• How to make the airport experience more a ‘Transavia’ experience?

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Think big…

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Challenge #2 Check-in, Baggage drop-off

• In the future (let’s say 5 years from now),what should

processes like check-in, baggage drop off and security look like?

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Challenge #3 Crew Engagement

• A great place to work and full throttle on Passenger Experience!

• How to support crew at het airport to excel in their service

towards our passengers?

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Challenge #4 Hand Luggage

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• How to tackle this

problem within the

existing

infrastructure?

Challenge #5 Digital Information

• Digital information to passengers: design the next level?

• How to meet & exceed the expectations of the traveler?

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Playing rules

&

Program

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Playing rules

• Don’t get in the way of cabin crew at work & be flexible, we

are in the midst of operation

• We’re on a tight schedule; on time performance is key

• Keep your ID close, and wear your badge/visitors pass visible

• Please ask permission from the passenger if you would like

to ask them something, make a picture or a video.

• The Crew Center is your base, feel free to go to the airport

(stay before the security) and explore!

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How we work…

• Work in groups of maximum 6-7 on a challenge

• You have a multidisciplinary team – make use of different

backgrounds.

• For content/airline related questions – go to the Transavia

employees (in your group) or to Brit/Louise

• For methodological and process related questions – go to the

TU Delft

• For questions regarding the organization of the day, please

contact Brit (Transavia) and Christine (TU Delft)

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17:10 – 17:15

Questions?

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17:15 – 19:30Exploration,

ideation,

preparation

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18:00

Snacks & Drinks

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19:30 – 19:45Pitch!

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19:45Round up and..

start diner…

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