Skip to main content
Date

How Service Design Can Elevate the Traveller Experience

Dan Ferreira, Head of Product Experience
Body

In the fast-paced travel sector, Service Design plays a crucial role for travel operators to stand out from the competition. This article explores Service Design and its influence on the travel industry. To learn more, read in full our new white paper: Elevating the Traveller Experience Through Service Design.

The advancements in digital technology, shifting customer expectations, and the significance of sustainable operations are driving the industry towards transformation. Service Design offers a detailed approach for revamping the complete traveller journey to guarantee that every interaction point is improved for customer satisfaction, effectiveness, and loyalty.

 

Modern Traveller Expectations

In a post-pandemic landscape, modern travellers expect a seamless digital experience. From researching destinations to booking flights and accommodations, they seek intuitive platforms that simplify the entire process. The shift toward digital channels has become permanent, and travel companies must adapt accordingly.

Understanding the traveller’s behaviour is essential for personalised experiences. Real-time data and advanced analytics allow travel companies to tailor services based on individual preferences. Modern travellers prioritise mobile features like mobile check-ins, e-tickets, real-time notifications, and contactless payments. According to Airport Dimensions and their Airport Experience Research 2024, around 71% of travellers desire a single app for all services.

Nowadays, travellers actively engage on social media platforms. Therefore, leveraging user-generated content enhances brand visibility and provides social proof. In the same research, 93% of the surveyed travellers expressed willingness to establish a connection with the airport, underscoring the importance for the airport to increase its interaction with passengers.

Biometrics and efficiency: according to the 2023 IATA Passenger Survey, travellers are open to using biometrics (75% prefer it over passports). And 87% are willing to share immigration info to speed up border crossings.

In a dynamic era, agility is essential. Travel companies must adopt an agile business model to respond swiftly to changing circumstances and evolving traveller expectations. Travellers are also increasingly aware of their environmental impact; travel companies must demonstrate commitment to sustainability.

The modern traveller seeks convenience, personalisation, and memorable experiences. Agility in adapting to changing traveller preferences is crucial for success in the travel industry.

 

What is Service Design?

Service Design is a cross-disciplinary method that aims to match the requirements of users with the abilities of service providers. It requires coordinating individuals, procedures, and tangible and digital interactions to form smooth service interactions. In the travel industry, it means creating services that are user-friendly, easy to access, and fun for travellers.

It includes coordinating and arranging individuals, equipment, communication, and physical elements to improve service quality and smooth interaction between the service provider and clients. The aim is to develop long-lasting answers and ideal interactions for all parties involved, taking into account the distinct situations of clients and service providers.

Service Design is a methodical strategy to guarantee that all elements of the traveller's journey are carefully designed. The goal is to ensure a smooth, productive, and pleasant experience for travellers from the moment they arrive at the airport to when they depart on their flight. Service designers strive to develop services that are not just practical and easy to use, but also attractive and long-lasting, benefiting both travellers and travel service providers.

 

service design illustration

 

Our offer

Vision-Box has created four strategic packages to be deployed in various markets such as airports, airlines, seaports, cruise lines, border control, and identity management.

They are:

Experience Design
Experience Design focuses on identifying the needs, desires, and expectations of travellers to develop services that meet their demands. The goal is to improve service processes by eliminating unnecessary steps, reducing bottlenecks, and streamlining operations for increased efficiency and effectiveness. This will result in quicker services with reduced resource demands.

Experience Design can be categorised into five main processes: User Journey, which includes a detailed document outlining a traveller's journey along with any exceptions; User Interface, consisting of visual screen samples and interface definitions; User Workflows, where all traveller interactions are depicted through interface workflows; Touchpoint Behaviour, which involves behaviours based on business workflows and traveller interactions; and Design Review, a report covering all design aspects of an app or touchpoint interactions.

Communication Support
Providing communication support is the second pillar of our services. Keeping an open and clear line of communication with travellers and stakeholders about the service's features, limitations, and required changes is essential. It utilises five different methods to accomplish its objective. They are Places to Engage, where travellers make decisions and communicate; Touchpoints Positioning, finding the best place for touchpoints; Brand Harmonisation, branding touchpoints and workflows; Signage Support, improving communication with travellers; User Flow, identifying traveller flow and touchpoint interactions.

Experience Co-Creation
The third pillar is Experience Co-Creation, where travellers, employees, and stakeholders participate in the biometric campaign. In collaboration with them, we generate ideas and co-create solutions that meet their needs for the service. Experience Co-Creation includes four services: User Testing, which involves testing scenarios or solutions with experienced travellers; Prototypes, where experiences can be tested on a platform; Guidance, providing training materials for staff and travellers; and Local Support, addressing on-site observations and eliminating friction points.

Experience KPIs
The final pillar of the four is focused on implementing methods for continuous assessment and enhancement of the service, known as Experience KPIs. Feedback, along with data and performance metrics, are utilised to implement incremental improvements and enhancements. This can be achieved through three methods: Adoption, which helps businesses gauge the success of implementing technology; Retention, which provides tools for companies to assess their product performance; and Satisfaction, which measures user satisfaction and experience perceptions.

Conclusion

To conclude, Service Design is about designing for the bigger picture, considering all users’ contexts and interactions to create meaningful and effective experiences. It’s a crucial approach for shaping practical, effective, and significant experiences in various sectors, including travel.

Service Design looks beyond individual features and UI components, considering the entire user experience of a brand. It identifies areas for growth and change, leading to more competitive and efficient experiences. Enhances customer experiences by focusing on user needs and service efficiency, provides a competitive edge, increases efficiency in service delivery, and improves brand reputation and returns on investment (ROI).

 

Elevating the Traveller Experience Through Service Design

Description

Reimage the end-to-end traveller journey and ensure that every biometric touchpoint is optimised for satisfaction, efficiency, and loyalty.

Share this post

Get in touch

 

Vision-Box handles the full end-to-end value chain of the biometric solutions from software and hardware design to production, support and maintenance. Fill out the form if you wish to get in t