WAIT HAPPY. a study around airport experience
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The best terminals “anticipate what your needs are when you need them.� Bill Hooper, Head of Aviation, Gensler
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Baseline for Good Airport Design: Efficiency Flawless Check-In Organized and Efficient Security Procedures Directional Signage Scheduled Landings/Takeoffs These should be standards for every airport. Being the best requires more. What is that MORE?
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airport experience
PRECENDENT PROJECTS
service/technology
physical space
The projects below are a sampling of initial research into airport experiences from around the globe.
Fig. 1 Singapore Changi International Airport, 2017
Fig. 2 Incheon International Airport, 2001
Fig. 3 San Francisco T2, 2008
Fig. 51 FAST, Singapore Changi International Airport, 2017
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Fig. 6 2 JetBlue T5, JFK Airport, 2009
Fig. 7
Heathrow London Airport, 2002
United Polaris
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Fig. 8 Polaris, United Airlines
PHYSICAL SPACE // COMFORT ANALYSIS
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Fig. 1
Changi International Airport, Singapore
Changi aims to be a place where people are happy to idle, whether they’re travelers with long layovers or Singaporeans who want to do a little shopping or let their children play in the public areas. Through the Changi Experience Agents, service is brought to passengers instead of passengers having to approach information counters when they need assistance. Aim: To create the best passenger experience Passengers: 58.7 million in 2017 Changi Experience Agents: ambassadors for Changi Airport who will ensure that your stay at the airport, no matter how short, is one you find most pleasant
Fig. 12
Airport Amenities: Equipped for Napping, including Snooze Lounges Amenities: Themed gardens, rooftop pools Butterfly Garden, Nature Trail Entertainment: Movie Theaters, Game Centers Balinese Spas Groundbreaking Design
Fig. 12
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Fig. 2
Incheon International Airport, South Korea
Incheon Airport said is ranked so high due to consistent eorts to improve service and safety in area’s such as cargo delays and smuggling of Chinese travelers. The airport has also been implementing 48-point service improvement measures led by the chief of Incheon International Airport Corp. Aim: Elevate passenger experience through cultural interactions and design Passengers: 57.8 million in 2016 Employees: 40,000 Surveying: 600,000 individual surveys are conducted in 41 languages in 84 countries. The questions cover 34 key performance indicators, including airport access, check-in, security screening, restrooms, stores and restaurants.
Fig. 12
Airport Amenities: 24 Hour Spa - similar to a Korean Bathhouse Co-Ed Sleeping Lounges Golf Course, Movie Theaters, Ice Rink Gardens Free Computers Medical Services, Dry Cleaning, Various Services Free Showers Previously ranked #1 in Service in the world Fig. 12
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Fig. 3
San Francisco T2, USA
The Terminal 2 renovation focused on creating a facility that provides travelers with an easy and memorable experience while capturing the spirit of the local San Francisco community. Architect: Gensler Aim: Easy and memorable experience Passengers: Up to 5 million/year Art: Incorporates art to bring in the local culture of San Francisco
Fig. 12
Airport Amenities: Post-security recomposure zone with comfortable areas, Zen gardens, etc. Gates with a living room feel design Three main areas to help with wayfinding Art Pieces Play Areas Sculptures
Fig. 12
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Fig. 4
Heathrow Terminal 5, United Kingdom
“The concourse is designed so that passengers flow through the check-in area in one direction towards the security search points using self service kiosks, fast bag drops or manned service counters as required. The concourse incorporates a special area of receiving first class passengers with a direct connection via fast track security screening into the airside lounges.� Architect: RSH+Partners Aim: To improve passenger experience, design for the future Passengers: 80 million in 2016 Teamwork: Much of the passenger experience depended upon the employees being able to work as a team
Fig. 12
Airport Amenities: Biggest Freestanding Building in the UK Integrated Work Areas Fast Track Security Compacted Design, rather than spread across the landscape Groundbreaking Design
Fig. 12
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No Fig.
Tokyo Haneda International Airport, Japan
Tokyo Haneda Airport achieved the 5-Star Airport rating due to the fact that the airport meets so many 5-Star targets in terms of what an airport should be doing to look after and satisfy customers.
Fig. 12
Aim: For being such a huge airport, Haneda is regarded as the cleanest Passengers: 80 million in 2016 Wayfinding: The signage within the airport is clear and directs people to where they need to go Airport Amenities: Simple process for Arrivals/Departures Cleanliness Cultural Centers Landside Dining/Waiting options Complaint: No public transportation out of the terminals at night
Fig. 12
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SERVICE + TECHNOLOGY // EFFICIENCY ANALYSIS
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Fig. 5
FAST, Singapore Changi International Airport
Facial Recognition Technology
Technology Efficiency
Seamless Experience
Using FAST, Fast and Seamless Technology at the Changi International Airport, passengers are now “able to drop their check-in bag at the automated bag-drop after their identity is authenticated by the machine.” Passengers are also able to scan their boarding pass, scan their fingerprint and scan their face in order to prove their identity. Designers Goal: Increase productivity and decrease reliance on manpower Service/Technology: “The automated immigration gates also use state-of-the-art facial recognition technology to authenticate the passenger's identity.” Experience: Bridging technology, experience and people.
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Fig. 6
JetBlue T5, JFK Airport
Seamless Experience
Physical Space
Customer Engagement
ICrave reinvented the gate hold area with counter height tables and touch screen monitors — so someone could order a meal from the gate and have it delivered to them directly — seamlessly bridging design and technology to give New Yorkers a design they deserve. Designers Goal: “Engage visitors in their environment and tie together the physical, virtual and emotional.” Service: Delivery directly to the customer at their gate. Experience: Bridging technology and design.
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Fig. 7
Polaris, United Airlines International Business Class
Elevated Experience
Lounge Redesign/Access
Cabin/Seat Redesign for Comfort
United’s launch of Polaris brought a redesigned experience for business class. Polaris not only includes private sleep pods on planes and excellent service, but it also includes access to the Polaris lounges which provide areas for work, sleep, and relaxation. “Over 12,000 hours of research with more and 150 customers and 50 employees was conducted during the product development process, including on a live 747-400 flight.” Designers Goal: To bring a new level of quality to every aspect of premium cabin travel — from lounge to landing — and provide the best sleep in the sky. Service: Excellent specialized service. Experience: Space, comfort, privacy, and entertainment as well as chef-designed menus. Carries a passenger through all aspects of the ground-to-air experience. How to bring this same experience to a low-cost traveler?
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Fig. 8
AirAsia Business Model
INSIGHTS - “AirAsia’s focus on Internet bookings and ticketless travel allowed it to emphasize simplicity for the customer while securing low distribution costs.” (Lawton and Doh) - AirAsia: “Analysts who saw a large and growing market predicted that budget airlines would tap pent-up demand among less affluent Asians, who typically travelled by bus and hardly expected attentive service.” (Lawton and Doh) In-Flight Food; Pre-ordered
Cabin Comfort
AirAsia offers many amenities such as an advance food ordering service. This provides the travelers with meals, cheaper than airport food, that are often local. Designers Goal: To stick to the promise of “Now Everyone Can Fly” offering low fares for the customer that can do without the extras in a full-service airline. 25 minute turnaround: Less time on the ground and more time in the air makes the airline very efficient. Experience: No frills, only pay for what you want. How to elevate the low-cost experience even further?
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- “External, industry-wide challenges - particularly the escalating cost of fuel - also posed a threat to AirAsia.” (Lawton and Doh) - “AirAsia entered into an alliance in January 2010 with JetStar… This was the first time two leading budget airlines had collaborated in this fashion.” (Lawton and Doh)
Observations
Physical Space Observations How do we preserve people’s interactions with each other?
Essentially by the design of these chairs, the airport is forcing people/allowing people to isolate. Is that the purpose? Is that the desire? With this design, people don’t interact. What could change?
Fig. 12
Fig. 13
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Fig. 14
Study
Physical Space Precedent Study - Changi
Elevated Experience
Lounge Redesign/Access
Cabin/Seat Redesign for Comfort
Every element of the Changi experience including the science of chair placement is thought about in order to obtain the best passenger experience possible. "We want to provide travelers from all over the world coming to Changi with a level of comfort that they would experience in a luxurious hotel lounge," says Mr Ho. Design: - single seats for individual passengers who need to work or need solitude - clustered chairs for families seeking a place to sit together - ergonomic chairs for those seeking to sleep or rest during their down time
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Strategy: - the chairs and seating arrangements have been strategically placed in areas where the airport design allows for congregation - every chair is tested before being put out on the floor
Stress
Secondary Stress Analysis What exactly creates STRESS in an airport?
Through extensive secondary research, I came to find that the stress is induced not when security comes into the picture, but instead in the wait time and anxiety that due to the unknown wait time, the flight could be missed. How can design help the anxiety of standing in line? Is there a way to meet this problem with a solution beneficial to all parties involved?
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Stress
Secondary Stress Study
“People have mapped out the stress levels across the journey, and preboard is a huge source of anxiety to passengers.�
The chart shows the increase of stress in passengers and the area of the journey that the stress is linked to. Positive emotions decline when passengers are forced to enter into the security portion of their journey. Negative emotions increase when passengers are forced to enter into the security portion of their journey.
http://www.travelandleisure.com/airlines-airports/airlines-design-ground-air
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Stress
Secondary Stress Observations
When traveling through the Austin Bergstrom International Airport, personal observations were made in regards to stress.
The picture shown documents a television screen that allowed passengers to note the complete wait time through security before entering the line. Upon first arrival to the security checkpoint, my negative emotions increased. I was worried that I would miss my flight due to the amount of people waiting in line. Positive emotions increased when I saw the screen, assuring me of my wait time to get through security and make it to my plane on time.
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sources
what are the sources?
BIBLIOGRAPHY 1. Aguilar, M. (2015, July 31). Airports Without Waiting? | Research | Research & Insight. Retrieved October 25, 2017, from https://www.gensler.com/research-insight/research/near-future-airport
4. CFA. (2017, June 03). Long haul low cost becomes mainstream as full service airlines gradually embrace new business models. Retrieved October 25, 2017, from https://centreforaviation.com/insights/ analysis/long-haul-low-cost-becomes-mainstream-as-full-service-airlines-gradually-embrace-newbusiness-models-348105
This article explores the future of airport terminal design and planning from the perspective of an architecture firm based on the passenger experience, changing revenue models and sustainability. The insights gained from this article help shed light on how to design for the vastly changing airports and passenger circulation in the near future. It will be helpful in processing how to move forward with designs of physical space within airport structures. 2. Boyd, M. (2017, July 10). A New Disruptive Economic Model Is Emerging In The Airline Industry. Retrieved October 25, 2017, from https://www.forbes.com/sites/mikeboyd/2017/07/10/the-airlineindustry-a-new-disruptive-economic-model-is-emerging/#14de1b51412a
This source derives from the Centre for Aviation, discussing the new business model that low cost carriers bring to the market for airlines, which is important to note when considering future redesigns of airports. It also discusses how long-haul carriers are being forced to rethink their business model and business ventures in order to stand out from competition. The information found in this article directly outlines which carriers operate under which business model and why. The understanding of these ideas is imperative to understand the scope of my project and push for a potential solution.
This article approaches the disruptor of ultra low cost carriers within the airline industry interrupting the market of opportunity and what that means for the airline industry. It is creating ripples in the established business models within the airline industry.
5. Dohr, J. H., & Portillo, M. (2011). Design thinking for interiors inquiry experience impact. Hoboken (N.J.): J. Wiley & Sons. This book discusses the importance of interior design when a customer is inclined to have a certain experience from a company and the effect that well thought out design methodology can have on an experience. The book discusses design thinking as it pertains to the overall design concept.
The information found in this article will help me to better understand the business models currently existing within the airline industry in order to understand why some models have worked better than others. This article will ultimately lead me to find a disruptive solution to the raised problems.
This information will be valid for the design thinking portion of the project in how the learned methodology can be applied to the design of interior spaces, specifically in airports.
3. Bachman, J. (2017, July 21). The Airports of the Future Are Here. Retrieved October 25, 2017, from https://www.bloomberg.com/news/articles/2017-07-21/the-airports-of-the-future-are-here This article touches on the future of airports based upon the notion of no wait time. It expounds on the ideas that “one day, the airport will know everything about everyone moving in the airport.” This article points to the analysis of international airports and services in order to better design for America. The insights gained from this article directly point to future designs and anticipated design trends for airports of the future. The article’s discussion of evolution of airports towards a place to move through rather than an area to be stuck in helps to grasp the travelers current mindset versus desired mindset, which will help better understand the desires of the target market.
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6. Foolproof. (2015, June 2). What could be your future pre-flight travel experience? Retrieved October 25, 2017, from http://www.foolproof.co.uk/thinking/what-could-be-your-future-pre-flight-experience/ This article stems from a conference put on about travel experience and delves into possible solutions for the issues among the pre-flight experience. This is important to note in my project as I move forward into tangible solutions as to how to improve the pre-flight stress within passengers as well as answer the question of how can airlines provide a tailored experience to passengers, before leaving for the airport? Also, to help answer the question “How can airlines - in collaboration with airports - provide a tailored experience to passengers, once they arrive at the airport?”
sources
what are the sources?
BIBLIOGRAPHY 7. GroundShuttle. (2016). Airport Services – What Makes For A Bad Airport Experience? Retrieved October 25, 2017, from https://groundshuttle.com/blog/airport-services-what-makes-for-a-bad-airportexperience/ This article touches on the exact points within the airport experience that make a poor experience for a passenger, which is important to note when looking at an experience overall. This article is important in better understanding the desires of the passenger and the thought process as they individually experience the ground-to-air experience. This will be key in using when a solution is found to see if these pain points are alleviated. 8. Heath, T. (2016, December 20). Airports figured out how to make you happier while you wait. Retrieved October 25, 2017, from http://www.chicagotribune.com/lifestyles/travel/ct-airports-happiness-whilewaiting-20161220-story.html
10. IFE. (2017, February 21). Economy class emerging as a major passenger experience battleground. Retrieved October 25, 2017, from http://www.futuretravelexperience.com/2017/02/economy-classpassenger-experience-battleground/ This article explores the economy class and its emergence within the passenger experience battleground for airlines. “What this has done, though, is provide airlines with a big opportunity to positively differentiate their economy class offer.” Understanding passenger experience versus profit is the biggest issue in adoption of a new design. Why would you make something for someone who doesn’t want to pay for it? Analyzing this will be helpful in understanding exactly how and what I can design. 11. Jacobs, C. (2015, January 6). Airports 2.0: Visioning an airport experience that works for travelers, vendors and airport owners. Retrieved October 25, 2017, from 1. https://www.linkedin.com/pulse/howdo-you-solve-problem-like-airport-customer-david-blackburn/
This article touches on seven areas of passenger experience: “overall satisfaction, airport accessibility, check-in, security, terminal facilities, baggage claim and terminal shopping as areas to improve within the waiting experience for airports.” It discusses the airports becoming an experience themselves.
This article touches specifically on the feelings that arise in customers during the air travel experience and the lack of thought that has occurred within the customer experience strategy.
This information is important in grasping the overall picture of satisfaction for the passenger. It is important to understand the emotions that people experience while waiting in the airport in order to lead to an innovative solution.
This can be helpful within designing an effective customer experience and treating the ground-to-air experience like a shopping mall or retail experience in order to achieve the desired results. This will be helpful in understanding the customer journey.
9. IWattanacharoensil, W. (2016-05-03). An Airport Experience Framework from a Tourism Perspective. Transport reviews, 36(3), 318-340.doi:10.1080/01441647.2015.1077287
12. Klanten, R., Ehmann, S., Bolhöfer, K., & Moreno, S. (2011). Out of the Box!: Brand Experiences Between Pop-up and Flagship. Berlin: Gestalten.
This journal provides information regarding theory and psychology as tied to the passenger experience in relation to tourism. The journal discusses the shift of the function of airports towards a multi-use space rather than solely for air travel.
This book discusses successful experiential design and how to effectively design an experience for a customer from concept to development. It shows many examples of a great customer experience that almost forces customers to “feel” in the interactions they have with the brand, space or product.
This is important to note as I take into account the uses a passenger would require from the building and services themselves as well as how to expand the offerings. The information regarding components that contribute to customer experience will also be very helpful in the data analysis process.
This book is helpful in assessing what is a helpful solution to the customer as well as to airlines themselves in terms of emotions. The feelings and emotions associated with the customer journey have to be weighed just as much as the process itself, so the examples of analysis within this book will prove to be an immense contribution to the final solution.
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sources
what are the sources?
BIBLIOGRAPHY 13. Maidenberg, M. (2017, September 01). How Low-Cost Airlines Alter the Economics of Flying. Retrieved October 25, 2017, from https://www.nytimes.com/2017/09/01/business/budget-airlines-ticketprices.html
16. Petrie, J. (2017, August 24). Build a Better Traveler Experience From All Angles. Retrieved October 25, 2017, from http://www.aviationpros.com/article/12345362/how-to-improve-the-airport-travelerexperience
This article touches on how low cost airlines are changing the economics of flying. “Without the lowcost carriers, we would have been looking at a pretty significant downturn in activity” within the airline industry. This is important to note as I analyze the low cost airline model’s effect on the industry overall.
“Since airports are really part of the travel experience it seems to make sense that hospitality really finds its way into airport terminals and doesn’t just stay in the hotels or the resorts.” This article touches on how hospitality, wayfinding and technology direct tie into the overall travel experience.
The article is important as it notes that the lower-cost airlines “continue to play a role in moderating ticket costs,” which is an aspect of the business model analysis that will be taking place. Understanding the business model concepts is crucial in order to understand how to design for future passengers. 14. Manuell, R. (2017, March 1). 8 Reasons Why Low Cost Carriers Are So Cheap. Retrieved October 25, 2017, from https://www.internationalairportreview.com/news/32697/low-cost-carriers/ This article discusses what elements of low cost carriers contribute to the low costs and compare the American model to the European model. It discusses the exact cost saving activities that these airlines save on and why.
Discerning the aspects of the travel experience that could be elevated is important to know in order to find a niche for design within the full ground-to-air experience. To know what people want is to produce a well-designed experience. 17. Plush, H. (2017, February 02). How Europe's three biggest budget airlines plan to take over the world. Retrieved October 25, 2017, from http://www.telegraph.co.uk/travel/news/norwegian-plans-to-joinforces-with-ryanair-easyJet-low-cost-alliance/ This article discusses the emerging partnerships and low cost alliance within various long-haul and low-cost carriers in the airline industry. It discusses the benefits of alliances of this sort in the market and how this could create an industry shift. This is important in order to see how the long haul carriers are adapting to the emergence of low-cost carriers in the market. It is essential to note moments like big alliances, as these could create positive changes for competition.
This is important in order to assess the complete difference in business models from long-haul carriers to the low-cost model and specifically how airlines such as RyanAir cut costs in order to offer the passenger the lowest flight price possible.
18. Rosen, E. (2017, June 06). This Is the Future of Business-Class Seats. Retrieved October 25, 2017, from https://www.bloomberg.com/news/articles/2017-06-06/this-is-the-future-of-business-class-seats
15. Nau, J. (2017, July 10). Can the low-cost model be adapted to long-haul carriers? Retrieved October 25, 2017, from https://www.wavestone.com/en/insight/low-cost-model-long-haul-carriers/
This article discusses the direction that business class is going in the realm of comfort. Bloomberg compares the launch of new business class seats to past seats as well as to economy class comfort.
This article talks about how low cost models can be transposed to long-haul carriers and how many long-haul carriers are trying to meet the standard of the low cost model. It also touches on the business model derived from low cost carriers.
This article is pertinent as it is a formula as to how to adapt to the changing business model within the industry - creating a bigger demand for business class and experience in long-haul carriers versus the lack thereof in low-cost models.
This is important to note in the project in order to assess whether or not the low-cost model can indeed be applied to a long-haul carrier. And if so, it could be another disruptor within the airline industry.
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sources
what are the sources?
BIBLIOGRAPHY 19. Wendt, T. (2015). Design for Dasein: Understanding the Design of Experiences. S.l.: Createspace. This book reveals the importance of designing experiences as applicable within airports and airline brands. The book also discusses the importance of understanding design thinking as it applies to new processes and frameworks as well as realizing that the key to a great design is understanding fundamentals. This book is really the key to making sure that my final solution as well as the process of research is ethnographic and centered on design thinking. As design thinking being the foundation to this project, this book will be essential in maintaining harmony to all components involved.
Although these aren’t issues that could be fixed by a framework or service design, these structural issues are important to understand in view of the big picture. If the design flaws are understood from all sides, it will be easier to come at a new design from all angles. 23. Wall, R. (2017, June 20). How to Make the Airport Experience More Traveler-Friendly. Retrieved October 25, 2017, from https://www.wsj.com/articles/how-to-make-the-airport-experience-moretraveler-friendly-1498010641 This article reveals different industries that are emerging and fusing in order to make the airport experience better and future possibilities within that realm. It discusses the emergence of new technologies that could create a seamless, more enjoyable experience for a traveler.
20. Wensveen, J. G. (2015). Air Transportation: A Management Perspective. Farnham, Surrey, England: Ashgate.
New innovations and technologies are required for knowledge on what has been done and what previously exists. It’s important to note what exactly is a “chore” in terms of the pre-flight process so that passenger expectations can be met in a new way.
This book reveals the past processes in air transportation and the logistics that go into the management of the industry. The book also discusses how design can help transform the emerging industry today. Making sure there is a clear understanding of existing processes is important in order to apply a new theory, design, framework or process. This book will ensure that the knowledge of air transportation is acquired and applied throughout the process. 21. Thomas-Emberson, S. (2007). Airport Interiors Design for Business. Hoboken: Wiley. This book discusses the history of airport design and its evolution over the past years. It discusses past trends as well as emerging trends in the time the book was written.
24. Wall, R., & Carey, S. (2017, August 23). How Budget Carriers Transformed the Airline Industry-in 14 Charts. Retrieved October 25, 2017, from https://www.wsj.com/articles/how-budget-carrierstransformed-the-airline-industryin-14-charts-1503501624 This article shows how “low-cost players aren’t just competing with legacy companies, they are changing how, where and at what price people fly.” The article shows that low-cost airlines constituted more than one-third of all passengers in 2016 and how that is affecting the industry. This information will be important in data collection in regards to the business component of this project. It is important to understand how low-cost airlines are affecting the industry and how longhaul carriers are adjusting to the competition. It’s also important to note changes pressing for the airlines’ time, money, and passengers.
This will play an important role in my trend analysis - where trends have been and where trends are going in the future for airports. It will be key for me to understand what has existed in terms of physical and virtual space and what the needs of the growing market is today.
25. IATA. (2017, October 9). Search. Retrieved October 25, 2017, from http://www.iata.org/pressroom/pr/ Pages/2017-10-09-01.aspx
22. Thompson, C. (2014, April 03). U.S. airports are 'awful.' Here's the problem. Retrieved October 25, 2017, from http://www.cnn.com/travel/article/u-s-airports-bad/index.html
This report shows the increase in air travel in the last year as compared to years prior. The article is mainly comprised of statistics of the number of passengers flying per year and how it is continually increasing.
This article points to reasons behind the failure of U.S. Airports to make a solid impact in the design realm. The article points to old infrastructure and outdated facilities as issues within airport experiences within the United States.
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sources
what are the sources?
BIBLIOGRAPHY 25. IATA. (2017, October 9). Search. Retrieved October 25, 2017, from http://www.iata.org/pressroom/pr/ Pages/2017-10-09-01.aspx
28. Free high quality photos · Pexels. (n.d.). Retrieved October 26, 2017, from https://www.pexels.com/ These photos were used in my presentation to effectively convey my ideas and thoughts around airport experiences and design.
This report shows the increase in air travel in the last year as compared to years prior. The article is mainly comprised of statistics of the number of passengers flying per year and how it is continually increasing.
These pictures are important as they give context around the scope of study within this project. It is important for the reader to understand all elements of the project and the pictures help contribute to that goal.
This information is important in noting the urgency of a good airline experience. The statistics help grasp the scope of design and adoption of new ideas and designs within the industry. 26. Butterworth-Hayes, P. (2014-03-01). Turning point for long-haul, low-cost airlines?. Aerospace America, 52(3), 5. This journal talks about the disruption of the airline market with AirAsia as a low-cost carrier but discusses how the upcoming disruptor will now be a long-haul, low-cost model. They discuss “hybrid” long-haul carriers that can survive on the back of the parent company due to partnerships. This journal will be a huge player in analyzing whether or not this type of business model can have long-term success in the market. Using this journal and comparing it to other journals that document similar business ventures will be important for the future of the industry and the success of this project in the area of business. 27. Harvey, G. (2010-02-01). On the Go: Walking the High Road at a Low Cost Airline. International journal of human resource management, 21(2), 230. This journal discusses the effect of the low-frills business model versus the no-frills business model on employee and customer relations and the bigger picture of interactions with passengers. It’s an interesting journal noting the effects of the business model to the overall joy within company structure. This journal will be helpful in determining a solid and quality management style alongside business proposal understanding. This will be especially helpful if the final product is an offering tied to business model understanding/new business emergence.
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