SSDOP, feasability study self-service luggage drop-off concept Schiphol Airport
Year 2005 - now

Amsterdam Airport Schiphol pioneered in the late 90-s with the self-service check-in kiosks developed in co-operation with IBM being an innovator in the Airline Industry. The business case of self-service in the Airline Industry is solid and after the first Kiosks self-service check-in is widely adopted in the Airline Industry.

Design bureau MMID was approached to lead the feasibility study for Schiphol and manage this project but MMID realized that this project needed a conceptual designer / project leader with ICT background and EYE-D and MMID teamed up to realize this project.

When we kicked off the project we where confronted with the technical push of IBM and Vanderlande Industries (pushing their Heathrow Terminal 5 check-in solution), the clear demand of KLM to focus on the customer and the task from Schiphol to build the bridge between both stakeholders. After that first meeting I stepped on the brake convincing Schiphol and MMID to follow a User Centric Innovation Methodology (UCIM). They gave me full support for this “visual approach”.

We started with visiting several self-service solutions in Europe, observation KLM’s self-service check-in to learn about self-service in aviation and interview travelers. Step by step we witnessed that the existing check-in kiosks are anything but perfect but also witnessed that at the manned drop-off point there was no interaction between traveler and KLM personnel. With a bag load of good input we described 11 characters we have seen checking-in that “tested” the service. In an intensive workshop we played these characters checking-in their luggage on a carton board mock-up of the SSDOP and organically started to create a whole new concept taking away burden by burden in the process, physical handling and interaction with the SSDOP input and output devices.

We also designed a new concept for the label design, the most critical handling in the process, with 2 component glue that can be taken apart 15 seconds to give travelers the opportunity to correct mistakes. This label is patented by Parlando.

Based on the workshop output we defined an ideal configuration and with the MMID designers we started to design 3 complete different SSDOP solutions. During the project we intensively included the project group members and after initial skeptics witnessed that the “visual approach” with characters, scenario’s, mock-ups, etc. engaged all stakeholders and started contributing to the concept by coming up with technical solutions to make the process simpler, illuminate steps, anticipate human behavior, etc.

The project group chose the most feasible SSDOP design within the current Schiphol check-in environment. At this point I also realized we had a catch22 situation in regards to measure the feasibility study to give the Schiphol group the needed data to make a strategic decision. We suggested building a mock up, simulating the process and let a 3rd party (P5 Consultants) independently do lab tests with a group of respondents. Schiphol defined a 10-15% margin above the manual drop-off process in the current situation.

We build the Mock-up in plywood with input- and output devices (a touch monitor, barcode scanner for e-tickets, conveyor belt, etc) and designed a process with check-in user interface in flash. In the lab test we gave respondents a trolley with 2 suitcases and an e-ticket to check in. Without instruction they checked-in the first time, got interviewed by P5 Consultants and checked in the second time. 30 respondents, video material, interviews and the design team observating resulted in another bag load of valuable information. P5 Consultants measured an average check-in time (scan e-ticket, label on suitcase, touch interaction and physical handlings) of 60 check-inn’s of 82 seconds. Based on this report and the positive comments by the respondents Schiphol decided to continue the development of the SSDOP.

The SSDOP was materialized by MMID and the project partners and was piloted in 2 versions. Scarabee was approached to commercialize the SSDOP and with different partners then the project group realized a third generation of the SSDOP: the Bagdrop. For the Bagdrop Scarabee set up a new entity that will commercialize the solution. The Bagdrop was introduced in April 2008 on the Passenger Terminal Expo in Amsterdam and is live now on Schiphol Airport since July 2008. The interest in the Bagdrop worldwide is very big. Schiphol again showed its innovative role in the Aviation Industry.

Questions about this project or looking for self-service design of your service. Contact us: info@eye-ddi.com

DLL Direct, multichannel self-service Credit Concept
Year 2007

With the success of Credit Shops in Germany and huge competition of Frisia Financiering in Holland De Lage Lande was looking for Kiosks to be placed on locations to enable credit checks on location. We developed a Multichannel Self-service Credit Concept strategy for De Lage Lande to convince them those Kiosks only will not giving them the wanted result.

The concept is developed by starting to focus on the credit customer’s behavior from the most early begin of his or her buy, the “buy impulse”. The strategy was to be present the moment he or she starts to orientate on the buy and this happens now on the Internet and turn this initial contact into becoming the partner during: orientation, buy, credit closure and after service. The challenge is to follow this prospect customer seamless over different channels and turn he or she into a customer, a challenge many companies face today. Something we really were able to accomplish.

Questions about this project or looking for a multichannel strategy or service. Contact us : info@eye-ddi.com