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A START UP ADVENTURE
WITH CUSTOMER JOURNEY
18 FEBRAURY 2016
SERENA LEONARDI
CO-FOUNDERS @ FLYGHTER S.r.l
SERVICE DESIGN & USER EXPERIENCE
UX Designer, Volkswagen AG
PSSD master degre...
ENCOURAGE PASSENGERS TO FLY LIGHT,
CONVERTING THE LIGHTNESS OF
THEIR BAGGAGE INTO CUSTOMIZED REWARDS
Intuition 1
FLYING LIGHT
TREND IS COOL
NEW TRAVEL
EXPERIENCES
Intuition 2
LIGHTNESS MEANS
FUEL SAVING
NEED TO DECREASE
CO2...
Concept
CONVERTS THE LIGHTNESS OF
PASSENGERS’ BAGGAGE INTO
CUSTOMIZED REWARDS
Added value
OPPORTUNITY TO
BE REWARDED
Added value
FUEL SAVING
GREEN AS POWERFUL
BRAND ASSET
+
How?
How we developed a business idea
SUPPORTED BY
CUSTOMER JOURNEY
Existing journey of the passenger with his bag
Deciding what
to pack
Booking
a flight
Packing Transfer to
the airport
Flyi...
PASSENGER
GET REWARDED
PASSENGER
FLIES LIGHT
Stages of interest
Deciding what
to pack
Booking
a flight
Packing Trasfer to the
airport
Flying &
landing
Baggage
claim
Le...
Steps to add
Deciding what
to pack
Booking
a flight
Declare
flight
details
Weight
declaration
Reward
accreditation
Pack
li...
Tim books
a flight
Tim gets at
the airport
Tim forwards the
booking email
to Flyghter
Tim checks in and
weights the baggag...
Flyghter customer journey
Deciding what
to pack
Booking
a flight
Declare
flight
details
Pack
light
advise
Packing Transfer...
TOUCHPOINT
How can the service works?
Flyghter customer journey touchpoints
Deciding what
to pack
Booking
a flight
Declare
flight
details
Pack
light
advise
Pack...
Flyghter customer journey touchpoints
AIRPORT FLIGHT POST-FLIGHT
Weight
declaration
Reward
accreditation
Flying &
landing
...
FEELING
What the passenger would say
about the experience?
CONTEXTUAL INTERVIEW
CONTEXTUAL INTERVIEW
“I don’t
know how to
pack light”
“I hate the
idea of any
additional
step”
“Why
should I
pack light?”
...
CONTEXTUAL INTERVIEW
Packing light
is a skill to
achieve
Seamless
experience
needed
No awareness
about weight
impact on
en...
Flyghter customer journey Insights
Deciding what
to pack
Booking
a flight
Declare
flight
details
Pack
light
advise
Packing...
Refined Flyghter customer journey
AIRPORT FLIGHT POST-FLIGHT
Weight
declaration
Reward
accreditation
Flying &
landing
Bagg...
AUTOMATIC
FLIGHT LIST
DATA FROM
THEIR DATABASE
REWARD BY
AIRLINES
Dealing
WITH AIRLINES
$
SMARTPHONE APP
SAAS for airlines
Booking
a flight
See next
flight list &
rewards
Pack light
notification
Get tips to
pack light
Calculate
CO2
emissions
Pac...
Flyghter customer journey + new touchpoint
AIRPORT FLIGHT POST-FLIGHT
Reward
accreditation
Flying &
landing
Baggage
claim
...
“Once understood my bag impact,
I would knock just once in a while
to get rewarded. I won’t download
an app for this”
“I l...
Booking
a flight
See next
flight list &
rewards
Pack light
notification
Get tips to
pack light
Calculate
CO2
emissions
Pac...
Refined Flyghter customer journey
AIRPORT FLIGHT POST-FLIGHT
Reward
accreditation
Social
sharing
Flying &
landing
Baggage
...
CYCLIC NATURE OF
EXPERIENCE
What after first experiences?
From first and linear to repeated and circular
FEELING
Booking
a flight
See next
flight list &
rewards
Pack light
notification
Get tips
to pack
Calculate
CO2
emissions
P...
conclusioniCustomer journey as a tool to...
FIND THE WAY
Discover new
business
opportunities
Design with the
experience in mind
FIND THE WAY
Discover new
business
opportunities
Design with the
experience in mind
MAKE IT VALID
Define relevant
touchpoi...
FIND THE WAY
Discover new
business
opportunities
Design with the
experience in mind
MAKE IT VALID
Define relevant
touchpoi...
THANKS
www.flyghter.com
info@flyghter .com
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A startup adventure with the Customer Journey Map

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Serena and Chiara Leonardi founded Flyghter and presented how having used the Customer Journey Map helped them in designing Flyghter offering and making it better and better.

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A startup adventure with the Customer Journey Map

  1. 1. A START UP ADVENTURE WITH CUSTOMER JOURNEY 18 FEBRAURY 2016
  2. 2. SERENA LEONARDI CO-FOUNDERS @ FLYGHTER S.r.l SERVICE DESIGN & USER EXPERIENCE UX Designer, Volkswagen AG PSSD master degree CHIARA LEONARDI CO-FOUNDERS @ FLYGHTER S.r.l SERVICE DESIGN & USER EXPERIENCE UX Design Research, Politecnico di Milano PSSD master degree
  3. 3. ENCOURAGE PASSENGERS TO FLY LIGHT, CONVERTING THE LIGHTNESS OF THEIR BAGGAGE INTO CUSTOMIZED REWARDS
  4. 4. Intuition 1 FLYING LIGHT TREND IS COOL NEW TRAVEL EXPERIENCES Intuition 2 LIGHTNESS MEANS FUEL SAVING NEED TO DECREASE CO2 EMISSIONS +
  5. 5. Concept CONVERTS THE LIGHTNESS OF PASSENGERS’ BAGGAGE INTO CUSTOMIZED REWARDS
  6. 6. Added value OPPORTUNITY TO BE REWARDED Added value FUEL SAVING GREEN AS POWERFUL BRAND ASSET +
  7. 7. How?
  8. 8. How we developed a business idea SUPPORTED BY CUSTOMER JOURNEY
  9. 9. Existing journey of the passenger with his bag Deciding what to pack Booking a flight Packing Transfer to the airport Flying & landing Baggage claim Leave the airport Check-in
  10. 10. PASSENGER GET REWARDED PASSENGER FLIES LIGHT
  11. 11. Stages of interest Deciding what to pack Booking a flight Packing Trasfer to the airport Flying & landing Baggage claim Leave the airport Check-in
  12. 12. Steps to add Deciding what to pack Booking a flight Declare flight details Weight declaration Reward accreditation Pack light advise Packing Transfer to the airport Flying & landing Baggage claim Leave the airport Aeroportual operations
  13. 13. Tim books a flight Tim gets at the airport Tim forwards the booking email to Flyghter Tim checks in and weights the baggage One day before flying, Tim receives a Flyghter notification Tim communicates the weight of his bag (picture, RFID,...) or... Tim packs his bag Tim receives a notification of the miles earned Interactions with Flyghter Hi Tim, remember to pack light! USER J OURN EY “ “ Hi Tim, you earned 5 miles! “ “ First tries
  14. 14. Flyghter customer journey Deciding what to pack Booking a flight Declare flight details Pack light advise Packing Transfer to the airport BOOKING PRE-PACKING PACKING TRANSFER AIRPORT FLIGHT POST-FLIGHT Weight declaration Reward accreditation Flying & landing Baggage claim Leave the airport Aeroportual operations
  15. 15. TOUCHPOINT How can the service works?
  16. 16. Flyghter customer journey touchpoints Deciding what to pack Booking a flight Declare flight details Pack light advise Packing Transfer to the airport BOOKING PRE-PACKING PACKING TRANSFER TOUCHPOINT
  17. 17. Flyghter customer journey touchpoints AIRPORT FLIGHT POST-FLIGHT Weight declaration Reward accreditation Flying & landing Baggage claim Leave the airport Aeroportual operations TOUCHPOINT
  18. 18. FEELING What the passenger would say about the experience?
  19. 19. CONTEXTUAL INTERVIEW
  20. 20. CONTEXTUAL INTERVIEW “I don’t know how to pack light” “I hate the idea of any additional step” “Why should I pack light?” “I love the idea of being rewarded”
  21. 21. CONTEXTUAL INTERVIEW Packing light is a skill to achieve Seamless experience needed No awareness about weight impact on enviroinment Reward is an effective incentive Main insights
  22. 22. Flyghter customer journey Insights Deciding what to pack Booking a flight Declare flight details Pack light advise Packing Transfer to the airport BOOKING PRE-PACKING PACKING TRANSFER Create Awareness Support Packing Not manual Data declaration TOUCHPOINTFEELING
  23. 23. Refined Flyghter customer journey AIRPORT FLIGHT POST-FLIGHT Weight declaration Reward accreditation Flying & landing Baggage claim Leave the airport Aeroportual operations Not manual Weight Declaration More enphasis On rewarding TOUCHPOINTFEELING
  24. 24. AUTOMATIC FLIGHT LIST DATA FROM THEIR DATABASE REWARD BY AIRLINES Dealing WITH AIRLINES
  25. 25. $ SMARTPHONE APP SAAS for airlines
  26. 26. Booking a flight See next flight list & rewards Pack light notification Get tips to pack light Calculate CO2 emissions Packing Transfer to the airport BOOKING PRE-PACKING PACKING TRANSFER Flyghter customer journey + new touchpoint TOUCHPOINT
  27. 27. Flyghter customer journey + new touchpoint AIRPORT FLIGHT POST-FLIGHT Reward accreditation Flying & landing Baggage claim Leave the airport Aeroportual operations TOUCHPOINT
  28. 28. “Once understood my bag impact, I would knock just once in a while to get rewarded. I won’t download an app for this” “I like to share what I do and what I believe in. I would like to reach a social status, be followed and recognized for my action” DEAL SEEKER CONSCIOUS MILLENNIAL FREQUENT FLYER
  29. 29. Booking a flight See next flight list & rewards Pack light notification Get tips to pack light Calculate CO2 emissions Packing Transfer to the airport BOOKING PRE-PACKING PACKING TRANSFER Insights and risks TOUCHPOINTFEELING Possible skipping if frequent use Possible skipping if frequent use
  30. 30. Refined Flyghter customer journey AIRPORT FLIGHT POST-FLIGHT Reward accreditation Social sharing Flying & landing Baggage claim Leave the airport Aeroportual operations Risk of app removing Social share TOUCHPOINTFEELING
  31. 31. CYCLIC NATURE OF EXPERIENCE What after first experiences?
  32. 32. From first and linear to repeated and circular
  33. 33. FEELING Booking a flight See next flight list & rewards Pack light notification Get tips to pack Calculate CO2 emissions Packing Trasfer to the airport BOOKING PRE-PACKING PACKING TRANSFER FROM APP TO WEB APPLICATION No software download Points collection always stored Desktop & mobile compatibility TOUCHPOINT
  34. 34. conclusioniCustomer journey as a tool to...
  35. 35. FIND THE WAY Discover new business opportunities Design with the experience in mind
  36. 36. FIND THE WAY Discover new business opportunities Design with the experience in mind MAKE IT VALID Define relevant touchpoints and stakeholders Think a circular, not linear service
  37. 37. FIND THE WAY Discover new business opportunities Design with the experience in mind MAKE IT VALID Define relevant touchpoints and stakeholders Think a circular, not linear service GIVE IT A TOUCH Go visual, visual, visual Validate user’s, not technology journey
  38. 38. THANKS www.flyghter.com info@flyghter .com

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