“I like to use my mobile phone to check updates about my travels.”
From departure to arrival hall, a gradual feeling of control loss ? The baggage reclaim represents a disruption in the customer journey. Seeking for information requiring information processing and decision making - is perceived as an extra task, disrupting the overall idea of service (3).
Introduction
Welcome, to the family. Often designated as «the forgotten part» of the journey, the baggage reclaim stands out for its functional aspect. Either perceived by the passengers as a sign of efficiency or as an aseptic environment.
“I really didn’t understand the differences between all the corridors, I remember getting lost.
Passengers are more inclined to trust information provided from an official source such wall signs or airport staff rather than the information requiring their interpretation or their own input.
“My baggage didn’t appear on the belt, I also can’t find staff to contact. I have no idea what I have to do next.”
% of passengers using self-service technology in 2016
Booking
92%
Check-in
57%
Bag-Tag
31%
Bag-Drop
14%
Security
0%
Passport
0%
Dwell-time
69%
Boarding
70%
On-Board
56%
Bag collecion
0%
Field Survey 1
“I had to walk a long way to the reclaim it was really boring and I was really missing some information providing.”
“I would love to follow my baggage on my phone and know when and if it will arrive.” “When waiting in the reclaim I already plan my next steps ahead, like what train I should take.”
52 Testing Passengers experience negative emotions caused by uncertainty in the handling system. This fear is manifested by the mistrust of the baggage information provided by the handlers.
“The first thing I do when I exit the plane is checking my mobile phone.”
Digital survey
48 100%
16
Field Survey 2
21 Ammount of targetgroup contact
How can a chatbot soothe passengers baggage worries during their waiting time in the baggage reclaim area of Schiphol Airport?
KEY FINDINGS Waiting time Waiting in a crowd in itself doesn't bring necessarily negative emotions. However, the discomfort triggered by the overlapping of field of comfort emphasises the stress due to baggage worries. Information Providing The passengers' wait can be eased by making them feel like they are already in the process. This can be done by an activity which is only perceived as valuable if it's related to the service the customer are waiting for. Public Transport While waiting passengers already want to start planning their next steps. 24% (out of 52 passengers) said they would use the app to get more information about public transport.
63% from the (52) questioned passengers would prefer to connect to the WiFi to get access to Fline.
24% of the (52) passengers would like to get public transport information.
METHODS BEHAVIOURAL DESIGN Behavioural lenses methods used to target the appropriate motivation, opportunities and triggers to envision behavioural changes.
THEORETICAL RESEARCH Theoretical research was conducted in the field of crowd psychology in public spaces following the design method of boundary shifting. QUESTIONAIRE online surveys were completed with qualitative research based on observation and in-depth interviews within the reclaim area of Schiphol Airport.
CONCLUSION Facing the rising number of arriving passengers and its infrastructure inflexibility, Schiphol Airport needs to rethink its baggage reclaim experience to grant a smooth travel journey to arriving passengers. To soothe their waiting experience in a crowded area, their baggage worries need to be relieved with a personal and trustworthy assistant. In order to keep them updated about their baggage progress and plan their next steps.
06 65% of the (52) passengers would ask the chatbot about their bagagge process.
01
05
02
04
51% of the (52) passengers would enter their flight number and name to receive personalised information.
96% of the (52) passengers interviewed would trust a chatbot to provide them information about their baggage.
03
47% of the (52) passengers would like to know about the service through a flyer in the airplane.
User-test results Fline, conducted at Schiphol Airport.
REFERENCES
ACKNOWLEDGEMENTS
GATES, NICK. 2016. SITA 2016 BAGGAGE REPORT [ONLINE] AVAILABLE AT : HTTP://WWW.SITA.AERO.COM || FEI, TIANLUN, ET AL. 2016. « TOWARDS UNDERSTANDING INFORMATION NEEDS AND USER ACCEPTANCE OF MOBILE TECHNOLOGIES TO
MARIJN SCHOLTEN, SCHIPHOL
KATINKA BERGEMA, TU DELFT
IMPROVE PASSENGER EXPERIENCE IN AIRPORTS." PROCEEDINGS OF THE EUROPEAN CONFERENCE ON COGNITIVE ERGONOMICS. ACM. || MAISTER, DAVID H. 1984.THE PSYCHOLOGY OF WAITING LINES. HARVARD BUSINESS SCHOOL. || HENRI,
ANOUK POSTMA, SCHIPHOL
RICK BOELLARD, TU DELFT
LEFEBVRE. 1991. THE PRODUCTION OF SPACE. BLACKWELL : OXFORD. || BRIAN, J. FOGG. 2009. A BEHAVIOR MODEL FOR PERSUASIVE DESIGN. IN PROCEEDINGS OF THE 4TH INTERNATIONAL CONFERENCE ON PERSUASIVE TECHNOLOGY (P. 40). ACM.
MAUREEN GRIBNAU, SCHIPHOL
MARCO VAN HOUT. MEDIALAB