This document appears to be a presentation about designing customer experiences, particularly in airports. It discusses how technology and physical space alone do not create great experiences, and the importance of understanding customer needs and behaviors. It presents nine elements of service design that can be used to target the customer experience, including people, processes, products, and orchestrating seamless interactions. Specific airport experience concepts are presented, such as creating "base camps" to ease passenger stress and allowing personalization of information.

1. James Samperi
Director | Engine Service Design

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Moving beyond
the basics
www.enginegroup.co.uk
@hereatengine
@jamesamperi
Designing to deliver great experiences
James Samperi | Director | Engine Service Design

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We improve and
innovate services
and customer
experiences
Great experiences
don’t happen by
accident they are
designed.
This presentation is
about the importance
of the seemingly
unimportant

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Moving from
infrastructure
to service

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Advisor
Companion
Hero

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Technology alone
often serves
the needs of the
airport not the
passengers.

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Physical space
alone doesn’t necessarily
make great experience.
It often misses the
micro-needs.

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The importance
of the seemingly
unimportant

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Designing the
functional and
emotional
dimensions of
the airport
experience.

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Service role
ProPoSiTioNS
PeoPleProceSSeS ProDUcTS
JoUrNeYS & eXPerieNceS
PlATForM reQUireMeNTS
PriNciPleS Service MoDel
The 9
elements
of service
design

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Target passenger
experience

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the emotional
dimension*
*Often our view of the
passenger experience is from
the perspective of operations
not how the passengers
experience it.

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Better understand
passenger
behaviours.
Better passenger
conditionality
Tasks
Group
Time
constraint
Conditional model for understanding
passengers

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The importance of
the first 10 metres

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People
The human
dimension

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choreography*
*Experiences needs
orchestrating to create
seamless interactions
with passengers.

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Designing the
stress out of
the experience
for families

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# Concept
Relieving stress

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Creating ‘base camps’
for the entire trip that
reflect the changing
mode of passengers.
Home
Journey
to
the
airport
On
arrival
Check
in
Security
check
Departure
lounges
Departure
gate
Disembark
Onward
travel
Arrival
Embark
LAUNCH
ESCAPE
CONNECT

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partner with
passengers*
*Experiences are co-produced
better performing passengers
mean better experiences for
everyone. Help passengers cut
through the noise.

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PERSONALISE MY
VIEW OF AIRPORT
INFORMATION

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responsiveness*
*Our processes are fixed for
good reason but services need
to be dynamic to respond to
ever-changing needs

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ACCOUNTABILITY AND
SERVICE RECOVERY

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*Memorable services
and experiences that turn
passengers into advocates.
magic moments*

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No process

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CHANGE REQUIREMENTS
Target operating model (TOM)
THE ‘TO BE’ SERVICE AND EXPERIENCE
EXPERIENCE REQUIREMENTS
Target customer experience (TCE)
THE ‘TO BE’ SERVICE AND EXPERIENCE
Define your
target customer
experience

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Thank you
Thanks to Unsplash for
some of the images
@jamesamperi
@hereatengine
www. enginegroup.co.uk
hello@enginegroup.co.uk