Lufthansa Technik Logistik Services Competition

Service Innovation Award

Kรถln International School of Design Prof. Birgit Mager Juan Sebastian Lopez Juliana Bach Sven Kirschenbauer

Content

1

Project summary

3

2

Executive summary

3

Introduction

4

What is a game

5

Conceptualization

11

6

Conclusion

16

7

Apendix

17

6 7

9

Project: Case Competition ´11 University:

Köln International School of Design

Team name:

JSJ

Team members: Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer Concept title: Gameback

2

Köln International School of Design | Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer

1

Project summary

1.1

Project objective

The project aim was to design a service solution for Lufthansa Technik Logistik Services concerning the implementation of RFID (Radio Frequency Identification) technology, as part of the Case Competition - Service Design Award.

The proposition came from Maastricht University and RWTH Aachen in order to build multidisciplinary teams, mixing students from the three institutions. Unfortunately, just a few students from Maastricht took part in the project and the majority of students from Aachen were not prepared to join multidisciplinary teams. Differently from our expectations, it was just possible to build one interdisciplinary team, leading KISD students to be part of just one interdisciplinar team and build two teams with design students.

From our point of view it would be a lot more valuable for all participating students if the teams had been mixed.

1.2

Process

The project kick-off was at Frankfurt Airport, with some presentations about RFID technology and a short guided visit to the Lufthansa Hangar and Warehouse, where were planned to implement the technology in order to improve logistics maintenance services.

Our first obstacle was the lack of information from users, since this contact was extremely short. Our group extensively analysed the collected information in this visit and through desk research, no fail were found in the service planned by Lufthansa. At the first moment, it was really difficult to frame the problem.

Service Innovation Award | Lufthansa Technik Logistics Services

3

If the system could be plentily implemented, there was no possibilities for mistakes. Therefore we decided to work in solutions for total and efficient implementation of RFID technology, through employee engagement.

The gamificated system would bring many improvements to logistics services, as real time control of parts location, easy storage balance, lower necessity of just-in-case operations, less stressing AOG situations, facilitation of apprenticeship etc.

During the first round presentations to the Lufthansa RFID managers, our group presented the idea of gamifying the system. We could clear many questions, reframing the problem as human error and technical impossibility of total implementation. It became clear that Lufthansa would implement their plan of RFID operations, and we have been looking for other services around that, which could make this transition cheaper and more efficient.

In the following pages you can read the description of the solution we submitted to the jury.

4

Kรถln International School of Design | Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer

1.3

Considerations

During the analysis phase our group occasionally got stuck or going in circles, feeling the lack of information from the actual system and users environment. It was sometimes annoying to make assumptions and have no freedom to contact the client directly.

The process of contact was highly bureaucratic - preparing a list of questions - send these per email, wait the answer -, making interaction slow and insufficiently dynamic.

Most of our assumptions and questions could be excluded or confirmed within 15 minutes with client participation. We believe a closer contact with the client, involving the organization’s contact in the design process would be more fruitful for both parts.

Designers potential might still be underestimated by traditional organizations, which rely in traditional business administration/engineering work process. This process focus, according to Martim# (2005), in developing ideas until they are in a “presentable” stage, in opposition to design process, that generate ideas and test them in rough manners in order to validate or invalidate them, go further or start over.

That might be a better scenario for further projects, in which multidisciplinary teams could be formed and the client could be deeply involved in the design process, due to their knowledge of the problem/situation and project constraints.

From our side, all this difficulties showed that design process is not always “a piece of cake”, and sometimes keeping a good humor is necessary in order to have innovative ideas. From our “what if..” moments, trying to laugh about the problematic situation, emerged the game idea. Than we could connect it with a possible solution.

Service Innovation Award | Lufthansa Technik Logistics Services

5

2

Executive summary That is a proposal for Lufthansa Technik Logistik Services competition on service innovation. The theme of this competition regards solutions enabled by or supportive to RFID technology.

After a short visit at Frankfurt Airport Lufthansa´s headquarter and desk research, the human failure was identified as the most common mistake in the MRO process, faillure of difficult solution even with large technology application.

Thus, using a human centered approach, our team focused on the employees, members of the LTLS staff, for our proposition of RFID implementation. We looked for reasons of this failures and we builded a system of services ofr its reduction.

The proposed system uses RFID to track information on the MRO process and store it in a smart data base. That data base is connected with an online platform which later will give feedback to the users.

The center of the solution was to implement gamification techniques to promote a higher engagement from users and pontuate their success during the MRO process, in order to increase motivation and improve partnership in the company.

The competition documentation include a description of each component of the service with some basic interface sketches, including a service blueprint as well.

“Service blueprints are a way to specify and detail each individual aspect of a service. This usually involves creating a visual schematic incorporating the perspectives of both the user, the service provider and other relevant parties that may be involved, detailing everything from the points of customer contact to behind-the-scenes process.” (Stickdorn, M. & Schneider, J. This is service Design Thinking. BIS, 2009)

6

Köln International School of Design | Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer

3

Introduction The RFID system of permanent marking and tracking of parts in warehousing services seems highly prominent. Its implementation reduces time in inventory of parts process.

All the parts which go inside the airplane should be list and tracked. In warehouse, hangar and repair shop the system mainly automates the parts location, lowering human mistake factor and also reducing paperwork for identification and communication.

In association with other measurement devices the RFID permanent mark can be used to evaluate parts performance before they go out of the airplane, this can save time in the ordering of new parts, for example : The transparency in tracking parts facilitates the cross docking between airports and speeds parts management, allowing the SAP/ storage manager to anticipate demands of new parts.

One can imagine it would be interesting to have purchasing and engineering information, plus the current and previous part location, 3D visualization, link to other parts related to that one, maintenance history and maintenance information related, all in one accessible device handled by all staff.

Who is going to generate this information? What kind of information is relevant for each user? An intelligent system should learn from each user what kind of information he uses more frequently and what he misses.

Scrutinizing the process of maintenance logistics, there were many improvements enabled

by RFID technology implementation. But the long term shows the human factor should be taken as the central problem to avoid in any abordage. The integration of RFID services and game approach promises to cope with this problems in a innovative manner.

3.1

Objective

The main objective is to increase engagement and awareness among employees, and processes development in order of reduce mistakes and raise efficiency by implementing gamification techniques in Lufthansa Technik Logistik Services operations systems.

Service Innovation Award | Lufthansa Technik Logistics Services

7

3.2

Target group

The main target group are employees, who get in direct contact with points of the LUFTHANSA TECHNIK MRO SERVICE system. Every person who is in touch with the backstage service chain: distributors, mechanics, buyers, coordinators, trainees and delivery personnel are part of the core target-persons of our solution. It is also conceivable to involve noncorporate suppliers.

3.3

Solution overview

The solution here presented is human centered. That means the system is conceived to improve the quality of people’s work by shaping a high level user experience.

Our task is to change employee’s behaviour, to turn them more aware about:

-environment -company’s future (innovations ideas from the employees) -importance of their own in processes (increased self esteem) -team spirit -personal benefit (of a good working company) -train their competences/skills

Shape a game which allows the employees to have a playful perspective on their work leads to company’s benefits which are their own benefits as well.

8

Köln International School of Design | Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer

4

What is a game “A game is a playful activity which consists of a series of actions and decisions, limited by rules and the game’s space, resulting in a final condition ... The rules and the space of game exist to provide a framework and context for the actions of a player. The rules also exist to create interesting situations in order to challenge and oppose the player. The player’s actions, their decisions, choices and opportunities, in fact, his journey, all that makes up the “soul of the game.” The context richness, the challenge, excitement and fun of journey of a player, not just to obtain the final condition is that determine the success of the game.”

(Paul Schuytema, DESIGN DE GAMES: Uma abordagem prática - Série Profissional).

In this terms, the game presents to the user a series of challenges, tasks and goals that he should accomplish in order to succeed in the game. He must take important decisions that will take him to an end or a result, this decisions will affect him or his team, therefore is crucial that he is engaged and concentrated in order to find a collective benefit at the end.

Experience aspects, a game context or scenario, humor, strategies and narratives are needed in a game to engage and give the player an enriching experience. Besides that, fun, receptivity and the fulfilment of player’s expectations are important aspects to take under consideration.

But games have other benefits; A well designed game is capable to submerge users into the game’s reality. It makes the player experience an intense concentration and deep focus while he is solving a problem, makes him overcome his fears and face defeats learning from his own mistakes with a huge motivation of improving; In contrast of the frustration he would feel in a “real life” defeat.

Due to this power of game in influence behavior, there are studies and projects discussing the use of games in other fields than entertainment. Is the raising of the term “gamification”.

4.1

What is gamification

Gamification is the use of game design techniques and game thinking in nongame processes, in order to solve problems and create engagement with the audiences by changing behaviours. It can potentially be applied to any industry and almost any environment to create fun and involving experiences, converting users into players.

With gamification is possible to bring motivation and optimism to non game situations and encourage user to face and overcome challenges. As well, there is the chance to improve partnership and teamwork spirit while the user takes advantage of his skills and learns from his mistakes.

Service Innovation Award | Lufthansa Technik Logistics Services

9

4.2

Why to use a game approach

The human error was identified as the most common and most difficult to deal with in LTL MRO process. Even with the total use of RFID technology in permanent mark and tracking logistics, there are possibilities for human mistakes, specially in the phase of learning how to cope with new technologies.

At work training and education to keep employees competitive and competent is crucial.

As the main target group are the members of the staff, the proposal looks for an increased intrinsic motivation and a healthy self-esteem, which pays back to the company in a good and optimised working system. It is important to enable stakeholders to identify their own mistakes and learn from it by receiving positive feedback, without a feeling of monitoring.

The MRO process is not very far from a game. In this process there are presented tasks and goals to be achieved by making several decisions which affect all the staff. Those decisions can benefit or prejudice the team involved in the whole chain. Thus, a user centered solution seems more suitable in order to engage the staff and change behaviors through motivation. That is the case of gamefication.

4.3

Expected benefits

Increased feedback provides more self confidence and makes easier to the staff to see progress in learning and efficiency, generating greater enthusiasm.

This environment encourages participants to think more creatively, to seek novelties (improvements), and challenge themselves. This also makes them proud of what they have learned, increasing their self-esteem by self recognition and by sharing their successes with others. Consequently other users would be motivated by the progress and involve themselves as well, bringing a motivation carried over from member to member of the team.

Other benefits in use of gamification approach can be listed: - Get quicker affine with new technologies by using and learning them in a playful way; - Figure out new innovations, by having the possibility to express their ideas; - Connect employees and the company beside to the common workday; - Strengthen team morality / team spirit; - Opportunity for the the company to have more involvement in social-responsible projects.

10

Kรถln International School of Design | Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer

5

Conceptualization The project offers to the user a platform which tracks his efficiency in accomplishing tasks, but making this information only available for his own consultancy and self development.

The user gets points for accomplishing efficiently everyday work tasks, pointing his success and receiving recognition from the company. One’s points are visible only for himself, which are divided in personal points and team points (points are so divided to promote teamwork and to reward individuals work). With the team points, employees would have a group goal to achieve, such as choosing a charity institution to receive benefits from the company or any social reason, and here a friendly competition with other teams (like locations or shifts) is also possible.

The system tracks the hits and errors in order to give feedback in what points or processes this user could improve techniques or concentration. Based in the hits, the system attributes points to the user, in accordance with the work agenda, so the participants don´t feel monitored in a uncomfortable way. Based in the mistakes, the system offers the user non mandatory apprenticeship tools, as reading material, tutorials or tips for better execution of the job in future.

In the learning environment, the platform should be of great utility. The system enables users to develop personal skills and identify weak points that can be improved. So, the system offers: - Learning environment; - Skills development; - Points, team and individual rewards; - Team spirit building; - Non individual competition.

Some gamefication techniques included on the system can be listed: 1. Achievement levels; 2. Leaderboards; 3. A visual meter to indicate how close people are of completing a goal in the company; 4. Virtual Currency (points); 5. Systems for awarding, redeeming, trading, gifting, and exchanging points; 6. Gamificate everyday work, transforming a ordinary task in a playful activity.

Service Innovation Award | Lufthansa Technik Logistics Services

11

5.1

The System

The system of services has four components that support each other and give the user feedback, motivation and the possibility to learn from his mistakes using the gamification techniques described above. The four components of the system are: a smart database, an online platform, an additional interface in reading devices and information terminals to cover system front and backstage.

5.2

Database

The very first component of the system is an intelligent database, that is able to track information of each user and send it to the main platform and other devices interfaces in order to give information to the user.

This database can store, transmit, classify and analyze the workflow of each employee in order to track his points and give him some feedback later in the online platform. It can create statistics of personal and the team results through the time, pointing success and encouraging the users to improve. We plan the database as the backbone of the project, it happens backstage. It is very important to note, while shaping it, that the user is not getting in touch with fear, frustration and pressure, emotions that could hinder the work flow.

Preventing from the “Big Brother effect”.

5.3

The online Platform

The online platform is the component of the system which the user needs to interact the most. In here he can receive feedback of his performance. It works like a social media web page, where each user has to log in to his personal account with a private password.

5.3.1. Home In the home page he will be able to check news of the company, events, innovation advances and also motivational facts should be shown here. Is the perfect place to point in public the success and the nice work of the team, it also should have a menu that permits navigate through the rest of the platform.

5.3.2. Personal Profile In this personal profile user has the possibility to see his personal points, check his process and identify his mistakes (this is supported by the database).

Identifying his mistakes, the system will suggest specified options of tutorials or learning games, which are not mandatory to complete, but if the user does the system will grant him personal points that later could be exchangeable in the company’s store.

The statistics measured by the database will provide here some graphical elements that would show the progress of the user and of the team through the time and showing how far are they from the goal they want to accomplish.

12

Köln International School of Design | Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer

Max Musterman 1st ranking position

TEAM

PERSONAL

Profile Learning Team Creating History

LTLS

News Nam as eos id quiscienis etur aut dit re num saest iur rat reste vella volor res atem qui sam hitem rectur simendit, quam quae odiorum quibusa cus saperaes solo que ipsam conse excerume eatem renimus tiumqua sincipsa volorro ommoluptatur sequidus exerrov itiur, si cum velenihilla esti doluptat officid et ipsapedio. Nemporersped que vid quoUgit, te vit reste latur aut eost eos eos id quae optatem. Or sediae. Et re eari occulli quaerati qui alibuscit atiuntiati acepel millesci conseque inci que vendam ...

News Velis quis sus ma pliatur? Gitist, suntis et eum nis sequam, suntibus accus, sitas arunturiae earitat urepudae nonempere vent oditae que ligenihil ea veles exceperro illuptur ...

News

News

Ovit, id mostio minveria sae namus es aliquo odipidus exeribus magnimust ...

Ovit, id mostio minveria sae namus es aliquo odipidus exeribus magnimust ...

Ongoing processes

Events

Innovations

Statistics

Ovit, id mostio minveria sae namus es aliquo odipidus exeribus magnimust ...

Ovit, id mostio minveria sae namus es aliquo odipidus exeribus magnimust ...

Store Reached goals

Outside/ Brances © Lufthansa Technik Logistik Services

Lufthansa Technik

Lufthansa Group

Via this personal profile the user would be able to send private messages and communicate with his partners. Also he would be able to give public advices and feedback to less experienced members and received points for that.

5.3.3. Learning In this tutorials or learning games we want to apply the “learn by playing” philosophy by transforming ordinary tasks into a playful and interactive activities. Creating metaphors with video games and making easier for the user understand how the system works.

These learning games need to be developed after a deeper investigation of the MRO process analyzing employees attitudes and interactions on their working days.

5.3.4. News In the news section the company can notify the user about the latest events and the most important things related to the MRO even information about the branch, partners and the concurrence. Also can announce events and state important facts of the achieved goals, to comfort and motivate the team.

5.3.5. Team It is very important that the user is able to identify who are his partners, and get in touch with them. Lately it has been studied that virtual interaction leads to a better or easier interaction in real life.

Service Innovation Award | Lufthansa Technik Logistics Services

13

5.3.6. Creating History In this option users will be able to check the milestones of the team, the noble cause for which they are working now and how far they are from it. In this space they can propose and vote for new causes, create new stories and new goals for them and for the company. In other terms, “creating history” should be a very important tool to improve partnership.

5.3.7. Store Where the user spend his personal points on rewards that should be offered by the company.

5.4

Rewards System

A happy team is a productive team. That is why there should be developed a “reward store” for the personal points. The user earns points for successfully completed tasks. Then they can spend their points in the companies reward store, it is up to the company what to put in the store, for example gift cards, lunches, sports tickets or even a paid days off. The reward store should be an easy and thoughtful way to thank the top performers.

The team points, earned in successfully finished complete task chains, therefore the user is not only working for his personal benefit . The benefit of the teams, which means that the reward system and the challenges won’t bring an counterproductive competition between the members. The team should decide from period to period which is their common goal, we suggest that they can decide who they can support with some charity budget providing a good self-image and reflect it back even to the outside of the company. This would increase solidarity with the outside and can be reflected in solidarity inside the team as well.

It is also imaginable to give the user some virtual awards by displaying badges, increasing the communication and the respect among partners.

5.5

Devices

The devices, for example a handhelds or the SAP interface, at different workstations provide the user informations about the personal/team process, it is visualised with process bars to record the information in a fast way, without disturbing the user or hindering work flow.

The interface can also give information about the number of points, which are engaging constantly, via continually growing according to the completed tasks.

5.6

Terminals

Are transmitters, offering the ranking and some short News or Information like some outcome information e.g. “ORDER 1234 is completed, well done”. They should not invite to stay long and spending time. The information should be recorded just via passing. The presence of these is binding the users into the game and boosts the constant awareness of being in the game.

14

Köln International School of Design | Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer

306

BACK MAX MUSTERMAN

500 PTS

GOAL PERFORMANCE

TEAM

PERSONAL

LTLS

Service Innovation Award | Lufthansa Technik Logistics Services

15

6

Conclusion

The implementation of RFID permanent mark system seems to have great potential in maintenance logistics service. However, a deeper observation of the existing system and the exploration of the RFID planned system by Lufthansa would be crucial for a meaningful proposal of improvements or new services using this technology.

The solution presented in this paper overcome this difficulty, moving the perception emphasis from the technology to the human. Allocating the staff in the center of the solution allow the system to improve itself, by tracking efficiency and promoting space for innovation suggestions.

The system proposed would not be possible without the transparency in logistics allowed by the RFID technology, but we believe that the gamification goes beyond it. That means, since a newer technology could be implemented, e.g. 3D automatic reading for parts recognition or other technology of parts location, the gamificated system would maintain the users motivations and facilitate the transition to even more complex environments.

Also, once the gameficated systems shows success, it can be extended to other areas of the company, reaching areas which demand human behaviour change.

The system here presented is a concept that needs further development. This development relies completely in a closer look in the processes, communication systems and specific work flow conditions.

16

Kรถln International School of Design | Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer

Register and choose parameters

Look Listen Learn

Manager / Human resources

Service Innovation Award | Lufthansa Technik Logistics Services

Support processes

Database

SAP gamed System

Line of Interaction

Back Stage

Prepare training

Line of Visibility

Front Stage Interface

Collect data Provide opportunities

WEB page

Account in the game system

System first presentation Training

Provide information

WEB page

Research

WEB page

First interaction

First contact

Line of Interaction

User Action

Physical Evidence

Service Blueprint

7.1

WEB page

Check account

Points Performance feedback

Learning period

Device interface

WEB page

Training Learning

Tutorials

Create personal trainee paths / learning tools

Identify mistakes

Provide info to motivate to improve

SAP gamed interface

Punctuated working day

Points in the interaction device

Work period

Offer new goals

Terminals

WEB page

Collect Information

News

Control points and provide special game

WEB page

“blogs”

Users network build

Tips Advices “blogs”

Verify achievements

SAP gamed interface

Achieve a goal Choose a new goal

Efficiency improvement

Apply period

7 Apendix

17

Kรถln International School of Design

Prof. Birgit Mager

Juan Sebastian Lopez Juliana Bach Sven Kirschenbauer

18

Kรถln International School of Design | Juan Sebastian Lopez, Juliana Bach, Sven Kirschenbauer