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DigitasLBi

A client centric design for Internet On Air

J u n e 1 7 t h , 2 0 1 5

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A G E N D A

A F E W W O R D S A B O U T D I G I TA S L B I

M O B I L E C O N S U M E R ’ S E X P E R I E N C E I N S I G H T S

I N T E R N E T O N A I R T O W A R D S B E S T - I N - C L A S S E X P E R I E N C E

W H A T ’ S N E X T

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A FEW WOR DS ABOUT D IG I TASL B I

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T H E F I R S T W O R L DW I D E D I G I TA L N E T W O R K

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+ 6 0 0 0 P E O P L E – 4 8 O F F I C E S

NORTH AMERICAATLANTABOSTONCHICAGODETROITLOS ANGELESNEW YORKPHILADELPHIA

LATIN AMERICAMEXICOSÃO PAULOBUENOS AIRES

UKLONDONEDINBURGH

EUROPEAMSTERDAMBRUSSELSBERLIN COLOGNE HAMBURG MUNICH PARISMADRIDMILANOZURICHMOSCOW

NORDICSCOPENHAGENFINLANDOSLOGOTEBORGMALMO STOCKHOLM

INDIAAHMEDABADBANGALORE

MUMBAINEW DELHI

CHINABEIJING

GUANGZHOUHONG KONG

NANJINGSHANGHAI

TAIPEI WUHANXIAMEN

SE ASIABANGKOK

HO CHI MINHJAKARTA

KUALA LUMPURMANILA

SINGAPORESIDNEY

MENADUBAÏ

SOUTH AFRICAJOHANESBURG

CAPETOWN

RUSSIA

80

MENA80

SA

100

LATAM

150

USA

2350

UK

800800EUROPE WEST

330GERMANY

NORDICS

250

ASIA PACIFIC

1070

AU

50

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WHAT’S NEXT

BUILDING

PLATFORMS

CREATING

BRAND

ENGAGEMENT

INNOVATING

SERVICE

CONNECTING

COMMERCE

• Social Media

• Advertising Campaigns

• Content creation &

distribution

• Real time marketing

• Web platforms

• Tablets

• Mobile Apps

• Intranet

• CRM

• Service Design

• Research and

innovation prototypes

• eCommerce

Strategies

• Retail transformation

• Cross Channel

solutions

SSII TECHNOLOGY LABS

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LEARNINGS FROM OUR STUDY WITH IFOP

ON CONSUMERS’ BEHAVIOUR

12 COUNTRIES 2013 2014 2015

MOBILE

Mobile is still driving the change being the personal assistant for consumers.

USAGE

Smartphones are increasingly important during all stages of the customer journey.

77% of smartphone users use their smartphones to connect to the internet at least once a day.

85% of smartphone owners have used their mobile phone in store versus 74% in 2014

•

•

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WHY NOT IN THE AIR?THE NEW CONNECTED SPACE

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INTERNET ON A I R TOWARDS

BEST- I N- CL ASS EXPER I ENCE

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WHAT IS AT STAKE

IFE Revenue Forecast to

double by 2020*.

Free Wi-Fi session as

key driver for adoption

growth.

BUSINESS AWARENESS USAGE

• Source : http://www.aviationtoday.com

Weak service awareness

and value proposition

as friction points for

adopting massively

Wi-Fi.

High user expectations

in terms of easy and

quick access to Internet,

secure payment forms.

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HUMAN CENTERED DESIGN

4. TEST3. EXPLORATION2. IDENTIFICATION1. IMMERSION

• Observe, hear

• Collect and group

all insights

• Brainstorm

• Key findings

• Identify main issues

• Co-create solutions

with client

• POC

• Prototyping

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USER FLOW WITHOUT IN-FLIGHT WI-FI

SECUITY LUGGAGE OUTSIDE STAYTAKE OFF. CRUISE ATT

AB

TRANSMITTER TRANSMITTER

PLANE

USER + OWN DEVICE

AIRPORT AIRPORT

IN MOBILITY

HOME/OFFICE

HOME/OFFICE

IN MOBILITY

INTERNET

SERVER

INTERNET

SERVER

ONBOARDWAITINGSECURITYCHECK-INWAITING PREP.PURCHASEBEFORE

BEFORE DURING AFTER

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SECURITY LUGGAGE OUTSIDE STAYTAKE OFF

. CRUISE LANDING

BEFORE DURING AFTER

INTERNET

SERVER

TRANSMITTER

SATELLITE

PLANE + ONAIR

USER + OWN DEVICE + SIGNIN + PAYMENT

A

TRANSMITTER

AIRPORT

IN MOBILITY

HOME/OFFICE

SERVER

ONBOARDWAITINGSÉCURITYCHECK-INATTENTE PREP.ACHATAVANT

B

TRANSMITTER

AIRPORT HOME/OFFICE

IN MOBILITY

USER FLOW WITH IN-FLIGHT WI-FI

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PERSONAS THINKING

USING PERSONAS TO DRIVE RELEVANT CUSTOMER PATHS

DEFINE WHO ARE WE DESIGNING FOR

ANALYZE MOTIVATIONS AND NEEDS

DESIGN CUSTOMERS CENTRIC JOURNEYS / BUSINESS SCENARII

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PERSONAS THINKING

3 CUSTOMERS PROFILES, HIGHLY REPRESENTATIVES OF BUSINESS & ECONOMY POPULATION

MARC, CEO EMEA of a big

corporation, living in Paris, is

a frequent traveler because

of several meetings per

month in New York (US) at

global HQ.

He will review sheets and

exchange with the CFO and

others executives, to validate

the final deck before the

arrival in NY.

EVA, Industrial designer from

Berlin, is accustomed to visit,

every year, 3 or 4

destinations around the

world, to discover new

people and cultures.

As she takes long carriers,

she could have to connect to

the Internet in flight, in order

to update her own blog,

share photos or videos with

friends and prepare arrival.

YANN and his family live in

London. Yann works as

Editorial in Chief for a well-

known lifestyle magazine.

They need a WI-FI connection

for everyone: parents could

have a tablet each one to

prepare trip and relax. Teens

have his/her own smartphone

to chat and share with friends.

FREQUENT TRAVELERS OCCASIONALS

WHO

WHAT

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PERSONAS THINKING

DIFFERENT PEOPLE, DIFFERENT JOURNEY

FREQUENT TRAVELERS OCCASIONALS

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PERSONAS THINKING

SCENARII OF BUSINESS MODELS

FREQUENT TRAVELERS OCCASIONALS

FREE FREEMIUM PAID

BUSINESS

MODELS

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MARC’S CUSTOMER JOURNEY OVERVIEW

Marc is entitled

of a free and

quick access to

the WebApp’s

dashboard

Booking

confirmation email

with CTA to connect

to the Internet

ONAIR service

Web App

dashboard

1

Marc can get

through tailored

contents and

take some info

about New York

Content & services

discovery

Once arrived to NY,

Marc receives a recall

by email to give a

feedback about his

connected trip and

learn more about NY

Customer’s

feedbacks and

services recall

2 3 4

BEFORE THE ONBOARD IN FLIGHT GETTING OFF THE AIRCRAFT

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1

23

5

6

4

7

EXAMPLE OF SHOPPING EXPERIENCE SCENARIO

FROM ANOTHER INDUSTRY

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1

2

4

3

5

EXAMPLE OF SHOPPING EXPERIENCE SCENARIO

FROM ANOTHER INDUSTRY

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1

4

2

3

EXAMPLE OF SHOPPING EXPERIENCE SCENARIO

FROM ANOTHER INDUSTRY

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Internet ON AIR

Five steps journey outcome, limited to the onboard experience

Splash ScreenSign in /

Sign up

Browsing

before purchase

Purchase Free/PaidBrowsing after

purchaseRepurchase

Once on board, customer is invited

to sign in or create an account (by

email, code or Social login)

Once connected, user

can can explore the

service and content.

For full exploiting the

service, user can

purchase free or paid plan.

Customer can

restart

browsing and

decide to

play/pause WI-FI

Once the voucher

expired, customer

is invited to

repurchase

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WHAT ’S NEXT

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TODAY, DIGITAL IS AT THE CORE OF NEW USAGES

SHARE MOVE STAY

FACEBOOK UBER AIRBNB

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Any innovation must start

from a problem consumers

are facing.

PRINCIPLE #1

To build on real

(observation +

experimentation).

PRINCIPLE #2

PRINCIPLE #3

Any innovation pattern

must integrate within his

process failure and

solution.

3ESSEN

TIA

L PRIN

CIPLES

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Story

HOW TO BUILD A DIGITAL EXPERIENCE

REFLECTING THE BOLD CREATIVE SPIRIT

OF THE MAISON DIOR ?

WE HELPED DIOR TO CREATE ITS OWN

VIRTUAL REALITY HELMET NAMED

« DIOR EYES », MIXING FOR THE FIRST

TIME IN THE WORLD VR AND 360

SOUND.

AND OFFERING AN EXPERIENCE TO

DISCOVER DÉFILÉ BACKSTAGES.

THE DIGITASLBI INNOVATION TEAM

HAS DELIVERED IN LESS THAN 3

MONTHS A VERY EFFICIENT VR

HELMET.

Case Dior Eyes

IMMERSIVE EXPERIENCE USING VIRTUAL REALITY AND 360 SOUND

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THANK YOU

DISCLAIMER

Any use, republication or redistribution of this content is

expressly prohibited without the prior written consent of the

Author. Permission to copy and reproduce content may be

granted by the author, at their discretion, and by request

only.

Source: presentation of Michel Duléry, DigitasLBi at the

2015 SITA Air Transport IT Summit, Brussels.

2015 Air Transport IT Summit