Airport User Experience

In this talk, I'll describe four years of research on what people do in airports and you’ll find out what we really mean when we talk about airport user experience.

Transcript

1. Ben Kraal @bjkraal People and Systems Lab QUT Airport
 User
 Experience What we talk about When we talk about
2. Complex
 Systems Airport Information
 Model Human
 Systems Intelligent Surveillance Business Continuity
 & Incident Response Business
 Process Management Identity Management Airports of the Future
3. Complex
 Systems Airport Information
 Model Human
 Systems Intelligent Surveillance Business Continuity
 & Incident Response Business
 Process Management Identity Management Prof Prasad Yarlagadda Prof Sridha Sridharan Prof Kerrie Mengersen Prof Michael Rosemann Prof Ed Dawson Prof Clinton Fookes Prof Vesna Popovic Dr Paul Barnes Prof Robin Drogemuller Prof Massimo Piccardi Prof Nara Srinivasan Prof Priyan Mendis Chief Investigators
4. Complex
 Systems Airport Information
 Model Human
 Systems Intelligent Surveillance Business Continuity
 & Incident Response Business
 Process Management Identity Management Partners Six Universities One Airline Twelve Airports Five Government Agencies Five Service Providers
5. Human
 Systems Prof Vesna Popovic A.Prof Thea Blackler Dr Ben Kraal Dr Philip Kirk Dr Alison Livingstone Dr Anna Harrison Andrew Cave Levi Swann
6. Can we make
 airports better?
7. What do people
 do in airports?
9. Airports are
 ecosystems of co-created
 services.
10. Professor Vesna Popovic Dr Ben Kraal Dr Philip Kirk Dr Alison Livingstone Team
11. Ecosystems?
12. Ecosystems? Service-Dominant Logic Vargo and Lusch
13. Security Customs Boarding Check in
14. Security Customs Boarding Check in Discretionary Discretionary Discretionary
15. Discretionary Discretionary Security Customs Boarding Check in Discretionary What is happening
 during these
 activities?
16. Interview Follow Verify
17. Name Codes Used for Macro 2 Processing or discretionary Location 18 Passenger location Activity 30 All passenger activities Coding Scheme
18. 00:30 00:40 00:50 00:60 01:10 01:20 Macro Level Processing Discretionary Location Security Customs Shops Departure Gate Activities Queuing Interacting with Staff Repacking Sitting Interacting with Technology Coded Data
19. Taxonomy of Passenger Activities Processing Queuing Consumptive Moving Passive Social Entertainment Preparatory
20. Processing Queuing Consumptive Moving Passive Social Entertainment Preparatory Processing Queuing Consumptive Moving Passive Social Entertainment Preparatory
21. $ =
22. Spend Kill Airside Landside
23. People are co-creating
 services in the airport
 service ecosystem.
25. People use
 “elements” to
 anticipate and
 understand services.
26. Professor Vesna Popovic A.Prof Thea Blackler Dr Ben Kraal Andrew Cave Levi Swann Team
27. Tobii glasses Fixations and
 saccades
28. Brisbane International Previous experience with this airport Sydney International Previous experience with other airports Ports, railway terminals Previous experience with similar environments Low
 Medium High Airport Environment Familiarity (AEF) Score Airport Environment Familiarity
29. Airport A 30 Observations Develop Model Airport B 14 Observations Test Model
30. Intuitive Partially Intuitive Not Intuitive Going/doing Assess/acquire information Search Focussed Search Unfocussed Search Navigation States
31. Percantage of time (mean) 0 25 50 75 100 71 22 7 Search Assess/acquire information Going/doing All activities
32. Time Low AEF High AEF Going/doing Search Assessment/acquire information Legend
33. Percantage of time (mean) 0 20 40 60 80 Low AEF High AEF 21 68 Time searching
34. Personal Item Similar Goal Info Similar Similar Info Information
35. Percantage of time (mean) 0 15 30 45 60 40 13 39 9 Goal Information Similar Point Personal Items Using Elements at Check-in
36. Tobii glasses Time for painstaking analysis
37. Previous experience with this service Previous experience with similar services Service Familiarity Score Consider Familiarity
38. Consider User’s Resources Know Use Have Environment Other
 people
40. Efficiency,
 engagement and risk are key service experience metrics.
41. Professor Vesna Popovic Dr Ben Kraal Dr Anna Harrison Team
42. Service Floor area Level of Service Metric
43. Interviews Model New model
44. Interviews Time
45. Time Risk
46. - + - + 0% Engagement Time sensitivity 35% 48% 17%
47. - + - + Engagement Time sensitivity
48. - + - + Engagement Time sensitivity
49. - + - + Engagement Time sensitivity *
50. What’s your controlling metaphor? Airports Your service? ?
51. Interview Observe
52. Model New model
54. TOPA & MOPA Component parts of services Retail Service activities differ by context Navigation People use a wide variety of resources Experience metrics Experiences are multidimensional Services are ecosystems
55. Ben Kraal @bjkraal People and Systems Lab QUT Airport
 User
 Experience What we talk about When we talk about