Service & experience designer.
The starting point for this project was looking into the often overlooked part of a customer's air travel journey, arrivals.
Research revealed that baggage handling is the biggest painpoint for the customer, airline and airport.
For customer's, baggage dictates a large proportion of our journey and doesn't cater to our needs as much as it should, particularly baggage reclaim after a long-haul flight.
The processes are “inefficient and inconvenient” for all involved (airlines, airports & customer's) because “regulatory constraints, long-established practices and outdated infrastructure have hindered innovation and delivered a dehumanised experience.” (Arup, 2016)
Weightless is a baggage delivery service that provides a seamless journey through & beyond the airport, enabling customers to skip baggage reclaim and meet their bags at home. Through prototyping, I discovered that the growing populations of ageing customer’s and people with disabilities often struggle with taking their luggage off of the carousel and getting their bags home because they find it heavy and in the case of a visually impaired person, it’s hard to identify one’s bag from another without having to ask for help. Weightless completely removes the hassle and inconvenience of luggage from the end part of the user's journey and therefore empowers the more vulnerable users with the confidence and independence to travel alone. As the service scales up, it will become available to other customers who would benefit from the service such as families and business travellers.
With the inevitable increase in populations, of which an increasingly larger percentage will be elderly, the current journey will eventually become antiquated & fail the customers of tomorrow. We cannot simply solve this growth by infrastructure and building ourselves out of the situation. And so, in order to create a journey that does cater to the growing demands of customers for tomorrow, we actually need to completely re-think the baggage handling process and consequently the customer journey.
Service name & tagline:
Beyond the airport.
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The luxury travel company, Belmond, asked us to design a set of principles which inspire the Belmond family members (employees) to make mornings memorable by creating their own unique and personalised experiences to capture a younger generation of guests who come to Belmond to disconnect.
Research identified that the Belmond staff is its biggest differentiator, the future guest will crave Belmond’s authenticity because they themselves are authentic, and, real loyalty comes from stories that are worth remembering, not posting. Furthermore, although Belmond staff are the closest point of contact with the customer, if they want to implement an improvement in the guest experience, no matter how small, they must go through the general manager.
And so, our solution was a set of 4 design principles (applicable to all times of day, not just the morning) which inspire staff to create their own experiences which encapsulate everything Belmond is about and their future guest. However, for the principles to work, we had to change the way in which staff ideas are implemented. So, we created a simple empowerment tool which taps into the staff's creativity by fostering an environment which allows every employee to inspire, share and take ownership of their ideas, cultivating a more collaborative staff input.
Team: David Freemyer, Declan Kickham, Joshua Notley.
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Jaguar Land Rover
Jaguar Land Rover’s InMotion ventures came to us in order to expose the millennial generation to JLR at an earlier stage in their life, as they don’t typically interact with the JLR brand until 45.
Team: Nafeesa Jafferjee, David Freemyer, Declan Kickham, Joshua Notley.
JLR wanted us to target two core millennial demographics they referred to as “status seekers” and “city-mixers”. Both of these typologies find value in experiences over material goods, and so they appreciate premium experiences, but cannot necessarily afford them. When we started to map out our core users lives, we identified that their needs & desires change over time in the form of memorable moments, whether that’s getting married, buying a house or having children, yet the only constant point across the arc of the user's life was work.
After researching with employers we realised an organisation gains significant value by providing “an overall wow experience by focusing on all the little experiences that make up their lives.” Therefore, we developed a strategy to target our core demographic earlier in their lives by providing mobility experiences to them through their employers
We created a platform that partners with organisations to foster cultural, business, and brand well-being through premium mobility experiences that are designed specifically for each company whilst simultaneously exposing target users to the JLR brand.
Service name & tagline:
Reinventing your fleet.
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This project was about designing the packaging for Moo NFC business cards. It was important for us to articulate a technological sense throughout the packaging, via form and function.
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