UX-oriented strategy for
Team:
Puck Veelenturf, William Hagen,
Wei lun chen
Year, Duration, Course:
2018-19, 12 weeks, Design Strategy Project (DSP, TU Delft)
Mentors:
Bart Bluemink, Frithjof Wegener,
Rebecca Price
Role:
Primary and secondary research and analysis, Context analysis, Trend analysis, Customer journey mapping, Developing future scenarios, Ideation, Concept development and detailing, Prototyping, Building the storyline, pitch, business case, Presentation.
Project category / tags:
Business Strategy, Organizational design & Strategy, Mindset shift, User experience design, Future visioning, Design roadmapping
In order to maintain its position as a market leader in baggage handling systems, Vanderlande deems necessary to proactively develop new product-service-system propositions with a focus on user experience (UX).
The focus on UX follows from the extensive importance given by airlines and airports on the travelers' experiences as a source of competitive advantage and point of differentiation. This forces the sub-contractors such as Vanderlande to constantly evolve their services according to trends and invest in future-oriented solutions.
Vanderlande identifies that the user experience in the reclaim area is often neglected; and hence, sees this as an opportunity to add value through their services.
Context
Design Questions
1
What new value propositions around baggage handling in the reclaim area could Vanderlande provide to enhance travelers’ experience? (Timespan : 2-5 years)
2
What UX-Innovation strategy should Vanderlande follow to successfully develop and introduce these value propositions into the market?
Concept
Upon carrying out in-depth research (about the user’s experience at the reclaim area, understanding the organizational functioning of Vanderlande and trends) and developing future scenario’s, it was evident that in order to future-proof Vanderlande’s business the first step is to change the organizational mindset. We realized that the employees need to be shown the value of adopting a user-oriented mindset as compared to the current technically driven brand ethos. The silos within the organization need to be overcome in order to foster innovation. This way, Vanderlande would be ready to deal with any future scenario that takes shape. Thus, our concept included two key strategies -
1) The Strategy of Presentation and 2) The Strategy of Reorganization.
Sketch by
Strategy of Presentation
This part of the strategy will be implemented at the reclaim area. It involves making small incremental changes to the conveyor belt such that it helps in proving the importance of investing in user experience to the employees and management of Vanderlande. The incremental changes themselves serve as a solution to improve the user experience in the immediate future. Since conveyor belt design and handling forms Vanderlande’s expertise, it serves as the first touchpoint for intervention. Later, other service / system touchpoints can be tackled based on the future scenarios.
Illustration by Wei lun chen
Analysis of the customer’s journey in the reclaim area highlights various pain points in terms of physical experience (eg. unergonomic design to lift heavy bags, poor visibility of bags, unequally distributed crowds etc). as well as psychological experiences where people feel impatient, anxious or insecure. The incremental changes to the belt design are aimed at overcoming these pain points to begin with. Examples of interventions are shown below.
Illustration by Wei lun chen, Puck Veelenturf
Strategy of Reorganization
Illustration by Wei lun chen
While the Strategy of Presentation helps to practically show the value of investing in User-experience, the Strategy of Reorganization focuses on organizational change. Here, the key goal is to hone a user-oriented mindset and break away from silos keeping values of co-creation and empathy at heart. The strategy is divided into 2 phases. The first ‘Familiarization’ phase aims at acquainting employees with user-centered approaches, and developing a shared understanding by doing a pilot project and small activities. The second ‘Realization’ phase encompasses organizational changes like re-orienting the team structure and incorporating UX into new product development.
Our team further detailed different tools (strategies; all are interconnected to each other) that can be used for the Familiarization phase.
A method toolkit that familiarizes employees with methods they can use to understand the user and incorporate insights into their solutions
A buddy system wherein early adopters and experts act as ‘UX buddies’ and help employees in the pilot projects and activities.
Establishing an open ‘UX’ space/corner for workshops, meet ups and gaining information / knowledge,
An app/ platform that employees can use to interact with each other and work on building their UX repertoire and skills
Illustration by Wei lun chen, Puck Veelenturf and Jesal Shah (me)
The method toolkit and app were further detailed and prototyped. Approx. 100 physical toolkits were handed out to employees on the market day for them to start getting acquainted to user-centered design.
A glimpse of the content of the method toolkit. A few index cards outline the concept and value of user-centered design. Rest of the cards outline specific methods that the employees can use in their work flow to incorporate a user-centered approach. The methods are specifically chosen and curated according to Vanderlande's line of business and future scenarios / trends. The methods are classified into three categories - Inspiration, Ideation and Implementation, inspired by IDEO's Design kit. To know more about the toolkit or to receive a physical / digital copy, email me.
Example of method cards included in the toolkit
Following is the prototype of the proposed internal app / platform where employees are given weekly tasks / pilot projects to inculcate the values of empathy and stimulate co-creation. It also serves as a UX test platform as well as a platform through which employees can network with co-workers, ask for help or organise /register for events. The app also has a quick access version of the method toolkit.
Mockup of the proposed internal Vanderlande app
Both the strategies were captured in a strategic roadmap to guide the implementation process. Email me to know more about the detailed tactical roadmap and investment calculation.
Design Process
1
Debriefing + Reframing
Upon receiving the client's brief, the team dived deep into decoding every single aspect of it to ensure a shared understanding. The research question was reframed based on this shared understanding and step-wise plan was created. Our understanding of the brief, the reframing, planning and other aspects were then discussed with the client during a debriefing presentation to ensure expectations of all stakeholders were well-managed.
2
Research + Analysis
Once the design brief was agreed upon, in-depth research was carried out. This included several field visits to the reclaim area of an airport as well as visiting Vanderlande office and manufacturing unit where interviews and observations were carried out. Simultaneously desk research was used to understand specific security standards, protocol and processes followed.
The user's experience journey was mapped to understand the pain points and a set of key insights pertaining to both, front and back end of the process were derived.
3
Future scenarios
Along with understanding the current scenario, trends in the aviation, mobility, hospitality industry etc. were analyzed.
Insights from this trend analysis were used to develop future scenarios of the experience at the reclaim area (and baggage as a service) in the next 5-10 years. Three most likely future scenarios were then seen as the target propositions /goals, and these were kept in mind while developing the current UX-oriented strategy.
4
Next, the team carried out several brainstorm sessions to ideate upon what UX-Innovation strategy should Vanderlande follow to successfully develop and introduce the future scenarios into the market. Few ideas were validated with experts, and the above-presented two-level concept was chosen.
Both, the strategy of presentation and reorganization were detailed.
Ideation & Concept development
A glimpse of the topics of different brainstorm sessions - from defining overall design directions or the attributes of the reclaim area, ideating specific concepts, to defining the format and content of the toolkit and strategy of reorganization.
5
Prototyping & Validation
Quick, scaled-down mock-ups of different interventions proposed in the strategy of presentation were developed and tested at the university.
From the strategy of reorganization, the method toolkit and app were prototyped and tested for usability.
6
Pitching the concept
In order to convince the management of Vanderlande about the importance of investing in a UX-oriented strategy, a detailed pitch was developed. This included showing the benefits of the strategy as well as presenting a business case highlighting the investment required.
7
Poster 1
Poster 2
Brochure
Click on the images to enlarge
Deliverables + Market day
The project and its outcomes were captured in the form of posters which were handed out to the management of Vanderlande. Additionally, the prototype of the app, the method toolkit and a brochure were distributed amongst the employees during the in-house market day.
The concept was well-received by the management as well as employees. The team received a special mention and stood second amongst other teams given the same brief.
The team at Vanderlande headquarters on the market day