Ux2012 air travel_quiet_revolution_massive

air travel, a quiet revolution

welcome aboard

Friday, 31 August 12

air travel

the truth


for most of us when travelling outside the premium classes...

air travel

the truth
• traveling for 7 - 20 hours in a metal box



air travel

the truth
• 9KM above the ground



air travel

the truth
• strapped to a seat “narrower than the average derriere”



air travel

the truth
• next to someone you don’t know



air travel

the truth
• being told when to eat and sleep



air travel

the truth
• having to queue for the toilet



air travel

the truth
• having to queue for the toilet
• is uncomfortable



in the air

designing the in-flight
experience

is a critical component of service design


a well-designed service

adapts to
people
environment
technology
journey phase
class



is a positive distraction
from the negatives of
finding ourselves in
set of stressful
circumstances for a
long period.



benefits airlines from
an operational
perspective.


your crew

Alex Williams
Head of Experience Massive Sydney @WilliamsAlexC


a quick look back

the first commercial
flight was in

1914
1 pilot
1 passenger


Who paid the equivalent of $5000 for the privilige.

a quick look back

the first in-flight movie
was played in 1925 on a

30 minute
flight


note the comfy wicker chairs

60 years later in 1985 not that
much has changed


i still don’t have an entertainment choice
other than to listen to radio
or to create a more personalised personal experience based on bringing my own media onboard in the
form of books, magazines, newspapers.
there’s also possibility of striking up a conversation, which comes with it’s own risks.

the first tailored experiences

1988
the first seat-back tvs
broadcast 2.5cm LCD

1990’s
the first seat-back audio
video on-demand
systems

1988 the ﬁrst seat-back tvs supported broadcast 2.5cm LCD
which supported channel surﬁng

over time

30 minutes 20 hours
1 screen multi-screen
no choice paradox of choice
disconnection continuous connection


the only thing we seem to have less of


the wicker chair looks pretty good right now.

alcohol


and of course alcohol has always been along for the ride as a paciﬁer.
cultural differences permitting.

passenger mindset

Passenger needs vary
based a combination of
journey length, class and
experience mindset


our job is to enable
distraction and foster
positive emotions
feel in control
feel recognised and understood
feel connected


before you can pass the time by watching a movie marathon, or learning enough German to
get yourself into trouble you need to feel:
in control, we need to make you comfortable enough to explore the system
you need to feel recognised and understood
and we need to help you feel connected.


adapts to
people
environment
technology
journey phase
class


today in our short talk we’re concentrating on the challenge presented by environment and
technology and the learnings we’ve gained over years of wrestling with complexity.

feeling in control
in an unfamiliar
environment


case study

Qantas IFE

A380

we’re going to briefly cover a program we were involved in for Qantas which involved
designing the in-flight entertainment system for the flagship Airbus A380.

feeling in control

achieving simplicity
creating meaningful
models which don’t rely
on prior experiences


our challenge was to achieve a simple elegant expression of the brand onboard.

and to establish a meaningful model which would be easy to learn, and which didn’t
necessarily rely on previous experiences.

feeling in control

it’s 2005
designing for touch is
an immature area of
practice


touch screens are familiar to people mainly as kiosks:
relatively static screen by screen experiences which fail to engage emotionally.
the hardware is revolutionary in the sky but undercooked under the hood.

gestural input was emergent but unfamiliar.

the iPhone was 2-3 years away

our model needed to be gesture ready to future proof the systems

feeling in control

a multi-input system
which can also be
remote controlled


and we’re also dealing with a multi-input system. the touch screen can be remote controlled.

and importantly, the remote controlled experience is critical in the premium classes in which
the touch screen can’t always be reached.

it was really important that we moved away from the typical point-to-point dvd menu style
matrix navigation which was familiar at the time. but to what?

feeling in control

how do you design for
disruptive environments


where few paradigms exist.

feeling in control

we designed
from the
hardware out


although we didn’t have a label for it then, our only way into the problem was to bodystorm
the experience.

so we mocked up a remote control out of foam core, got ourselves some touch screens and
created monitor surrounds trying to replicate the cabin environment.

hardware leadtimes are one of our greatest challenges. the hardware has been developed
outside a user centred design process.

it was a simpliﬁed of tv remote control with legacy features such as channel up/down buttons
and a large channel number - redundant for avod, playback and menu button.

feeling in control

creating a simple,
meaningful
dimensional model
tying structural navigation
to the vertical axis
SELECT

local navigation to the
horizontal axis


we built rapid prototypes and practised using the handset until
we isolated the most natural movements which could be performed on an RCU without
looking down. that centred on up/down vs left/right movements.

we created a simple, meaningful dimensional model
very familiar now thanks to the XBOX 360 and PS3 cross media bars which post date this
system by 2 and 3 years respectively.

validation that the approach set us on the right path.


play movie
meaningful transitions
which provide feedback on my previous actions, or point the way forward

feeling in control

evolved
progressively


we developed this very simple model and built on it progressively throughout the UI,
inspiring conﬁdence that i what i learnt in my last interaction i could apply in the next.

though most of the system is built on this model, levels are subtly different in visual design
which supports orientation and helps alleviates boredom.

learnings


leverage native affordances - you need pick up the hardware and play with. Feel what comes
naturally and where tactile feedback avoids the need to look down.

learnings

• leverage native affordances



learnings

• interactions should be coherent, and
build progressively



learnings

• interactions should be coherent, and
build progressively
• develop meaningful transitions



Emirates &
Virgin Atlantic


more recently we’ve created the in-ﬂight entertainment systems for
Emirates and Virgin Atlantic and newer projects for a couple of airlines we can’t yet divulge.
Which is the challenge of working on programs which have very long leadtimes.

feeling in control
managing complexity



IFE has evolved from the in air picture theatre in 1925 to host a plethora of services.

challenge

Hardware - 3 devices

IPSC Seat Monitor Touchscreen
Handset


not designed from a user centered perspective
but from an industry perspective locked in an escalating feature war

devices are not always designed as a complementary suite

multi-screen environments

Virgin

Seat Monitor Touchscreen
Handset
watch video personal/private
social/sms/email

seat back touch screen
handset (or remote control)

multi-screen environments

Emirates

Seat Monitor Touchscreen IPSC
Handset
watch video personal/private suite controls
social/sms/email

Integrated Passenger System Control to premium classes

current touchscreen handset


when we ﬁrst saw this device we knew it was going to be trouble.
Shane mentioned proximity as a way of providing affordance yesterday.
This device looks like a hand-held console such as a PSP.
Normally you’d expect the hard buttons to control this screen.
Wrong. In this instance the hard buttons control the screen on the seatback.
And the touchscreen in the centre is a separate UI which duplicates, some but not all seatback
functionality. Sometimes affecting the main screen, sometimes running locally.
Signposting these break points becomes critical.

learnings

play to the strengths of
each device
clarity of purpose
functional parity isn’t
always positive


establish clarity of purpose
communicating the role of each device in the experience is critical

functional parity isn’t positive - we don’t need to replicate all services on all devices. For
example tweeting using my handset which is a more discrete device is comfortable. Writing a
work email on the seatback screen feels less appropriate.

airlines who spend an enormous amount on hardware want to squeeze the most out of it and
of course the suppliers push for every feature to be used.

but when the experience is disjointed, because devices aren’t equally capable, or able to
hand over to each other effectively, the best strategy is to start leaving things out.


one of the most familiar in-air brands is ICE which uses colour coding to support orientation
within the system


designed to complement the interior design and ambient lighting.

multi-device environments

handset modes

synced companion
control complementary


In more recent programs we design handset modes which help reduce confusion.
In synced mode
Users navigate the seatback screen using simple gestures on the handset.

We can automatically switch to companion mode and
Provide shortcuts to key information or
controls to facilitate multitasking, without
affecting the main screen.


idle-state animations

support for rapid
learning

contextual hinting


other things we do support learnability in mult-screen devices is to detect their ﬁrst use and
aid learning through contextual hinting.
Similar to techniques used in game design.


coherent interactions for
core journeys

brand experience


we make sure you select interaction patterns which can be adapted across devices especially
for core journeys.

our aim is always to create a coherent brand experience that is a engaging interactive
extension of the brand.

learnings


rigorous and consistent design system - it can deﬁnitely be subtle, but a customer must
always be able to distinguish on a sub-conscious level interactions from information.
Some of the difficulties Shane mentions in working with Metro.

learnings

• rigorous and consistent design system



learnings

• ‘just enough’ information scent



learnings

• simpler decisions and more steps win over
complex interactions



learnings

• simpler decisions and more steps win over
complex interactions
• meaningful transitions



feeling recognised and
understood


is important to getting comfortable and feeling engaged.

feeling recognised and understood

is easier to achieve for
premium and frequent
flyers

if we can’t always
achieve personalised
we strive for tailored

is easier to achieve for premium and frequent ﬂyers because we know more about you.

tailored What I’ve said I like/don’t like
My preferences

Traditional
Content
Groupings
(Tailored)
MY SERVICE
Flight & Class EXPERIENCE Behavioral activity
What I’ve watched
Destination What I’ve rated
Stage of Flight What others have watched

Dynamic
Filtering
Customised Social activity
Facebook Likes
views Facebook shared content


when we know your seat no.
your name
your food prefs
what content you enjoy
we can continually tailor the services offered to you.

and if we don’t know you we can offer suggestions based on what the on-board community
is consuming or give you a simple tool to make your experience more: entertaining, newsy,
etc. based on mood.

feeling connected


one of the biggest innovations in the industry at the moment is onboard connectivity.

feel connected

reconnect to my
networks

or engage with
temporary community


feel connected
Connected to the external world Connected to the onboard community

I just tried the lovely Tracey Barden
is currently 35,000ft above
French red wine in
Hyderabad, India on Airline
Business Class!

Onboard
Social
seat seat Onboard

Stream 29A community

Seat-to-seat chat
Game score
Recommendations


for many of us well-being can come from being able to resume my conversations with the
offboard world.

or by engaging with the temporary community onboard. multiplayer games are gaining
popularity, as well as local social, being sight-seeing and food tips from locals through a chat
app or a twitter hashtag.

feeling understood and
connected
beyond onboard


we’re on the cusp of a more personal experience which joins up all ﬂight phases thanks to
mobile and the possibility of continuous connection.

beyond onboard

adaptive UIs, which
adjust dynamically
based on location and
journey phase
can help join up and personalise my
experience


we’re on the cusp of a more personal experience which joins up all flight phases thanks to
mobile.

beyond planning and booking, continuous connection and hyper local services thanks to near
field communication tech in phones and readers can help join up and personalise my
experience, based on journey phase.

after virtualised check-in applications can transform to support turn by turn wayfiding, or to
offer me entertainment when I reach my gate.

all integrated with disruption management messaging e.g boarding’s delayed by 15 minutes
to keep me feeling in control.

beyond IFE

personal carry on
devices beg the question
do we need on-board
entertainment?


Personal carry on devices such as smart phones and tablets beg the question do we need on-
board entertainment?

Airlines are already handing out or hiring tablets on medium haul ﬂights.
It will be a while before carry on devices are ubiquitous.
The plethora of tablets means that managing your own device so that you don’t have to hold
it continually is still a problem that needs solving, as is reliably connecting to onboard
networks.

have we been effective?

lbs.


Virgin reported when the JAM system we designed with Airside started to ﬂy.
People were so engaged with the entertainment system that were nicer and crew
spent less time reseating disruptive passengers.

And apparently there was a dramatic drop in the consumption of alcohol, which
meant less weight and huge savings in fuel costs and operating costs which made
them very happy.

thank you!


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