Your Moment - ConceptingPlus by Patrick Bartels

Saying goodbye the right way

Advanced Courses

CONCEPTING PLUS

Patrick Bartels 2223917 Bas Hendrikx 2321173 Dries Rolefes 2365421 Guus Nissen 2587386 Saying goodbye the right way Yorick Admiraal 2378221

Saying goodbye the right way

â&#x20AC;&#x153;Only the development of compassion and understanding for others can bring us the tranquility and happiness we all seek.â&#x20AC;? Dalai Lama XIV

INHOUDSOPGAVE Introduction Introduction Schiphol

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1. Context analysis 1.1 Problem exploration 1.2 Organisation analysis 1.3 Consumer analysis 1.4 Environmental analysis

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2. Evaluation of elements model 2.1 Elements of dormant level 2.2 Content element of dormant concept 2.3 Content element of awakening concept 2.4 Design element of awakening concept 2.5 Elements of living concept

3. Content element of dormant concept 3.1 Essence of the vision 3.2 Core values

4. Content element of awakening concept 4.1 Framework 4.2 Concept name 4.3 Idea directions

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5. Design element of awakening concept 5.1 Typography 5.2 Colour 5.3 Symbolism 5.4 Adjustments to logo 5.5 Template design

6. Elements of living concept 6.1 Questionnaire 6.2 Results of concept testing 6.3 Conclusion

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Conclusion Appendix Resources Individual part

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INTRODUCTION During the advanced course Concepting Plus, we had to work for Amsterdam Airport Schiphol. As a group we’ve worked on a creative advisory report. Research done by Amsterdam Airport Schiphol revealed low scores regarding the customer experience. The new security service is a new concept which helps to improve the experience of the travellers. Lot Freijling, concept developer at Amsterdam Airport Schiphol, asked us to develop a concept for Schiphol Plaza. Plaza is the shopping mall of Amsterdam Airport Schiphol. This shopping area is located before the security check and so accessible for everyone. So also people who aren’t travelling. She told us we had to go to Plaza and just walk around and observe. In that way we probably would find a certain trigger which could function as starting point for this assignment. In this report a new concept is developed and explained. The new developed concept will contribute to the improvement of the customer experience at Schiphol Plaza. In this report you’ll find thorough analysis and design elements which lead to the part of concept testing. The feedback and improvement are the logical next steps. In the end a clear conclusion is drawn. During the exploration day at Schiphol, the group was triggered by the numerous goodbye moments. Every single day, over and over, lots of people hug and kiss each other goodbye. They’re doing this in a crowded area with absolutely no privacy. To us this was absolutely not contributing to the customer experience. Since we were asked to develop an underlying concept, we had to align it perfectly with Amsterdam Airport Schiphol and its general vision. Besides that, also the needs and values of the customers had to be taken in account. When these two things are accomplished, our concept can be useful to improve the customer experience.

INTRODUCTION SCHIPHOL Introduction Schiphol Group Royal Schiphol Group is an airport enterprise with an important social role. The airports of the group, in particular Amsterdam Airport Schiphol, create value for the society and the economy in- and outside the Netherlands (Crucq-Toffolo & Knittel, 2016). Amsterdam Airport Schiphol is the main international airport of the Netherlands. The airport is located only 15 kilometres from the heart of Amsterdam (Schiphol Amsterdam Airport, sd). Vision & Mission Schiphol Group wants to connect the Netherlands with the rest of Europe and the world. For Schiphol it’s all about competing and completing. Economic growth isn’t possible without wellbeing. These factors are connected to each other and have to empower each other. For example, in a globalised world in which economic activities are concentrated in a limited number of metropolitan areas, it’s important for Dutch companies to have good connections to with these centres of the world. These connections lead to sustainable growth. This is what Schiphol calls ‘connecting to compete’. Schiphol Group offers these connections. But Schiphol Group also wants ‘connecting to complete’. Connections make it possible for people from various countries to meet each other and build social networks. As such, connections contribute to the wellbeing of individuals and societies all over the world (Crucq-Toffolo & Knittel, 2016).

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1. CONTEXT ANALYSiS In this chapter we will have a look at Schiphol and its problem. The context analysis contains also a consumer and environmental analysis. All information can be used later on to develop and redevelop our concept for Schiphol.

1.1 Problem exploration Every single year, Schiphol examines the experience of the airport amongst 100.000 people. Schiphol uses in depth interviews. One of the issues is that the customer journey scores low in this examination. The new created passenger experience after the security check, made sure passenger experience in this area went up. For the area before the security check, called Plaza, Schiphol doesn’t have created anything new yet. Here lie still multiple opportunities which can encourage passenger experience. For this assignment, a concept have to be developed for Plaza what positively affects the passenger experience before the security check. 1.2 Organisation analysis Amsterdam Airport Schiphol is the main international airport of the Netherlands. The airport is located only 15 kilometres from the heart of Amsterdam (Schiphol Amsterdam Airport, sd). Amsterdam Airport Schiphol is the biggest and most important airport of the Schiphol Group. Schiphol plaza is the shopping mall of Amsterdam Airport Schiphol. The shopping mall is free accessible for everyone, so not only travellers. Mission: Schiphol Group wants to connect the Netherlands with the rest of Europe and the world. In this way, Schiphol is contributing to the economic growth and wellbeing of the Netherlands. Schiphol calls this: to compete, to complete (Schiphol Group, 2017).

Ambition Schiphol’s ambition is to develop the airport to become Europe’s favourite airport. This means the preferred airport to travellers, airlines and logistic service providers. The core values where Amsterdam Airport Schiphol is trying to achieve this are: efficiency, inspirational, sustainable, reliable and hospitable (Schiphol Group, 2017). At Schiphol Plaza there are various things to do. The main focus lies on shopping. With plenty of stores a day of shopping at Plaza won’t be a problem. Secondly it’s possible to eat at Plaza. There various eating facilities in different price ranges. Besides shopping and eating there is small place for some entertainment. At the panorama deck offers the opportunity to see planes taking off and landing. For the children there is a possibility to experience how it looks like to enter the cockpit of a plane. In the middle of Plaza they can enter a former cockpit.

1.3 Consumer analysis Travellers of Schiphol Airport In 2016, the year of the 100th birthday, Schiphol Airport has been growing a lot. A total of 63.6 million travellers, a 9,1% growth, has flew from or transferred through Schiphol Airport. A record for the biggest airport of The Netherlands. (NOS, 2017)

The biggest group of travellers that visit Schiphol Airport are living outside Europe, this group take up 37%. The second group and the one we’re focusing on in our concept are the Dutch travellers, with a total of 33% (Schiphol, 2017).

Couples 68% of all travellers consist of couples. With that percentage they are the most important group of travellers for worldwide tourism. Dutch couples often take vacation time as a way to re-light their relationship and to really take time for each other. The often expresses itself in ‘touching’ behaviour and amorous glances towards each other. This behaviour regularly causes annoyance amongst fellow travellers (Telegraaf, 2015).

The largest motive to travel is to go to a congress or to study abroad. With these numbers we can conclude that a big part of the travellers are students that are going to study abroad. Most of these students have to say goodbye on the airport to their family. This could be a very emotional activity.

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1.4 Environmental analysis When 9/11 changed everything about how airports handle security, it put an end to an era when heartfelt goodbyes took place moments before take-off. Like a scene out of a movie, in the pre-TSA days, loved ones could accompany passengers all the way to their gates and wait with them until it was time to board their flights. Today, the send-offs take place in frenzied loading zones and outside security checkpoints, though airlines can issue special gate passes at their discretion to military families or the parents of minors flying on their own (Barnes, 2016). It’s understandable that after the tragic 9/11, security measures went up at all airports. We entered a new era when it comes to airport safety. It’s completely logic that saying goodbye at the gates at Schiphol airport isn’t possible anymore. What isn’t logic, is that Schiphol didn’t react on this development. They didn’t came with an alternative. For example, Schiphol didn’t create a goodbye zone before the security check, for travellers and their beloved ones, who wave them goodbye. What is privacy Privacy is a word with many meanings and definitions. The most general one according to Louis Brandeis and Samuel Warren, who wrote a groundbreaking paper on privacy in 1890, is that privacy is freedom from interference or intrusion. In other words it is the right to be left alone. This definition or even statement recognizes that “each person has a sphere of existence and activity that properly belongs to that individual alone, where he or she should be free of constraint, coercion and even uninvited observation”. All of this seems difficult to understand, but in more simpler words it means that each of us needs our own space (McFarland, 2012).

Beside the fact that everyone needs their own space and has the right to be left alone, privacy has actually been broadly recognized as a human right in international instruments. An example of these instruments is the United Nations Declaration of Human Rights and the International Covenant on Civil and Political Rights (Commissioner for Privacy and Data Protection, 2017) Why is privacy important? There are tons and tons of reasons why privacy is important. Because of the amount of reasons we made short list of reasons that would apply to our case. Most of the reasons even as trends are more focused on digital privacy, while we needed the “offline” ones. The following examples of why privacy is important are written by Daniel Solove who is an influencer and specialized in privacy and security. Respect for individuals Privacy is all about respecting others and not to think only about yourself. If someone has a reasonable desire to keep something private, it would be disrespectful to ignore that person’s wishes without a good reason to do so. It happens that sometimes businesses brush people’s privacy aside because of a view that the harm in doing so is bigger. Even though this could be the case, in a sense it is like saying: “I care about my interests, but I don’t care about yours” (Solove, 2014).

Reputation management Another reason why privacy is important is that privacy enables people to manage their reputations. We now live in a world where we are judged by other people every day. The way how we are judged affects our opportunities, friendships and overall well-being. Obviously we can’t have complete control over our reputations, but we do have to have some sort of ability to protect it from being unfairly harmed. Privacy is one of these abilities that helps people protect themselves from these false judgements (Solove, 2014). Maintaining appropriate social boundaries Just as on social media where you can choose your audience, people establish boundaries from others in real life too. In order to keep people on the other side of our boundaries, we need places of solitude to retreat to. We need somewhere to go to where we are free of the gaze of other people, because only that way we can relax and feel at ease. Privacy also helps to reduce the social friction we encounter in life. The thing is that most people don’t want others to know everything about them and sometimes we also don’t want to know everything about other people. Not having to explain or justify yourself Last but most certainly not least on why privacy is important, is not having to explain or justify yourself. As we said before we are constantly judged and it can be a heavy duty if we always have to wonder how everything we do will be perceived by others. The thing is that we have to be ready to explain ourselves at any time and this is something that we actually shouldn’t worry about (Solove, 2014).

DESTEP Demographic The International Air Transport Association (IATA) expects 7.2 billion passengers to travel in 2035, a near doubling of the 3.8 billion air travelers in 2016. The prediction is based on a 3.7% annual Compound Average Growth Rate (CAGR) noted in the release of the latest update to the association’s 20-Year Air Passenger Forecast (IATA, 2016).

Economic According to the European Commission, all EU member states’ economy will see a grow the upcoming 2 years. This forecast is based on a set of external assumptions concerning exchange rates, interest rates and commodity prices. It’s now for the first time since 2008 that the forecast points to economic growth across all of Europe (Europe Commission, 2017). It seems that the recession has come to an end and people are willing to spend their money again.

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If we just look at the Netherlands, it has an expected GDP growth of 2%, meanwhile all of its direct “neighbors” have an average of 1% expected GDP growth. Besides that we see that there is a continuing drop of unemployment with 6.9% in 2015 and just 4.7% in 2018 (Europe Commission, 2017). From this we can conclude that more and more people are going to end up with a job – hence more income and more money to spend.

Social Technology-savvy Millennials are seen by many in the international tourism industry as a new key market to generate much of the industry’s targeted growth in the coming years. Tourism experts discussed at the Pisa forum whether today’s young generation is fundamentally different to previous generations or not, while Google explained its product strategy in the travel sector. Often defined as people born between 1980 and 2000 (and thus currently aged 16-36), European Millennials went on about 150 million outbound trips in 2015, according to IPK International’s World Travel Monitor. This represented about a third of all European outbound trips, and thus a sizeable market segment, IPK marketing consultant Fenja Weberskirch said.

However, as the younger generation, this would be expected due to their lower income levels, she commented. This generation, certainly unlike the generation before it (and the one before that!) has far more unique perspective, education, and experience. They’ve been exposed to a much bigger world than we ever were as a result of unprecedented economic progress, technological advances, and social media. According to a recent article in Search Engine Journal, millennials want to “participate” with a brand’s marketing. Similarly, they want to “align themselves with an authentic cause.” Technological Staff taking drink and meal orders using a digital device is a common thing in bars and restaurants around the world. Meanwhile, casual dining restaurant chains and airport F&B operators now let customers place their orders themselves, either via a tablet provided by the restaurant or via an app on their own smartphone. Now the airline industry is taking its first steps in this digitally-enabled F&B service. Besides the handful or airlines – including Air New Zealand, Japan Airlines, Fly Dubai and Virgin America – that allow passengers to place orders via the in-seat IFE system, Emirates has recently issued so-called ‘Meal Ordering Devices’ to all its flight attendants who work in Business Class.

Airlines are becoming more creative in selling ancillary services to passengers in order to increase revenues per seat. For example, many airlines today offer passengers the option to place their bids in a blind auction for an upgrade to a premium seat, while airlines such as KLM and Emirates invite passengers to contact the tablet-equipped crew if they want upgrade to another cabin at the very last minute onboard. Lufthansa has recently trialed an innovative way to sell upgrades to Premium Economy at the departure gate. Earlier this year, the airline used virtual reality (VR) glasses at its Frankfurt Airport hub as a way to tempt Economy Class passengers to purchase an upgrade to Premium Economy right before their departure. Our research shows that emotion is the component of customer experience that has the largest impact on loyalty, but it is also the area where companies are least adept and often seemingly ignore. Over the past few years, neuroscience and behavioral science research has begun to fuel new techniques for affecting human emotions. In 2016, we expect to see a major jump in the number of companies that discuss, measure, and design for emotion. It will also become a hot topic at CX conferences. Ecological We are all aware of the fact that things such as cars, trucks and planes are not good for the environment. The global aviation industry alone consumes over 200 million tons of fuel per year. According to the Air Transport Action Group (ATAG), the global aviation industry processes 2% of all human-induced CO2 emissions. Even if the aviation industry wanted to make a big difference, 80% of these 2% are from flights that are longer than 1.500 kilometers with no other alternative mode of transport (Celderholm, 2014).

Nevertheless there are developments in alternative fuel options. These alternative fuels, like sustainable biofuels are expected to reduce their carbon footprint of fuel by 80%. As of now there are a couple of alternative jet fuels approved. These are made of plant oils, animal processing waste, conversion of biomass and fossil fuel and even from hydroprocessed fermented sugars. All of these types of alternative fuels can reduce CO2 emissions significantly (Celderholm, 2014). Political There are a lot of political issues that require government intervention. Things you can think of are issues such as war, terrorism and also the outbreak of a disease (Celderholm, 2014). Not long ago there was a lot going on around the Ebola virus and the government had to keep a watching eye for it. Maybe a more recent one, the attack on Airport Zaventem in Brussels. The entire airport had to be shut down and the government needed to solve the situation. Beside threats and attacks the airline industry is also widely impacted by regulations and restrictions. These can lead from international trade, tax policy and competition (Celderholm, 2014). Just as any other business/sector the aviation industry has rules to live by and regulations to live up to.â&#x20AC;&#x192; In the appendix you can find more trends within the aviation sector. We also included a competitive analysis in the appendix that will give you a clear image on how Schipholâ&#x20AC;&#x2122;s competitors are improving themselves

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2. EVALUATION OF ELEMENTS MODEL In this chapter, the chosen elements will be outlined and an explanation will follow as to why we have chosen for elaboration of these elements. Together we decided on elements of the dormant concept, on content element of the dormant and awakening concept, on design element of the awakening concept and on elements.

2.1 Elements of dormant level The elements of the dormant concept consist of problem exploration and an analysis of the organisation, consumer and environment. These context analysis can be found in the previous chapter. The task of the group is to explore opportunities for new concepts at Schiphol Plaza. These concepts should contribute in a positive way to the visitor experience. The whole group went to Amsterdam Airport Schiphol, to explore opportunities for the new concept. During our stay we were triggered by the goodbye moments at the airport. These moments can be quite intense and emotional but we noticed there is absolutely no privacy to say goodbye in a personal way. Our new concept for Schiphol Plaza has to fit with the already existing vision and higher concept of Schiphol. Since visitor experience is also really important, the concept also has to fit to their demands. Therefore weâ&#x20AC;&#x2122;ve chosen do an analysis on the organisation, consumer and the environment. In this situation, we gather all the required information to develop a concept which perfectly aligns with all demands.

2.2 Content element of dormant concept The content element of our dormant concept contains of three elements. The first one is the essence of the vision. It’s the starting point of our concept. Every concept needs a proper vision. Nowadays consumers are interested in the why and the background behind a service or product. Therefore we want that our new concept also has a proper vision which can perfectly be aligned with the general vision of Schiphol. The second element are the core values. Every organisation and its vision have core values. You could say that without core values a vision couldn’t exist. They can be seen as the bricks when the vision is a house. The core values of our concept have to match with the values of the visitors, who are going to make use of our concept. The final element is the corporate story. This story gives the organisation a personal touch. Consumer want to identify themselves with certain organisations. This emotional load can distinguish an organisation form another one. When our new concept contains the following elements and it aligns to the general vision, values and corporate story of Schiphol, we’ve got a proper fit. Then our concept can be integrated in a proper way.

2.3 Design element of awakening concept The design map is the component of the design element of the awakening concept. A design map helps us to develop the concept in a certain style. In this map we give our concept colour and use certain shapes. Later on, after the testing we re-develop our design map, in order to re-develop our concept according to the feedback of the test panel. Style combined with the vision and core values of the concept, means distinction pertaining to other (similar) concepts. 2.5 Elements of the living concepts In the living concept the group is going to implement the concept. Before, the concept will be tested. Normally, the concept in its whole will be tested but since were not able to do that in the short period of time, we’re going to do a pre-concept test. Feedback of potential visitors are key. They can give useful information. For example how the concept affects them, what they think of the colour use or if you would like to make use of the concept. The feedback helps us to re-develop our concept, so it cover the demands of the visitors and still aligns to the general vison of Schiphol.

2.3 Content element of awakening concept The content element of the awakening concept contains of three components. The first one is framework. Framing is important in our assignment. We are asked to develop a sub concept. In our case for Schiphol Plaza. It’s important our concept is being framed right. It has to cover the right demands.

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3. CONTENT ELEMENT - DORMANT In this chapter you will find our vision and the story behind creating it. Also we tell you about the core values which are the fundamentals of our concept. Starting from the dormant concept, putting these together will bring us to the awakening concept.

3.1 Essence of the vision The basics for creating our vision was seeing the ambiance that prevails at Schiphol Plaza. Most of the people are in a rush, in an annoyed/bad mood trying to find their way through the plaza. Our point of view that created our concept was that a place where so many special moments happen needs to be more home-a-like. The waiting cabins and the grey coloured walls are not inspiring intimacy and moments of happiness. After a short group discussion while being at the plaza it came down to a shared opinion. Schiphol plaza needs to be decorated warmer, having more places to have moments. Waiting areas are now very ‘naked’ and cold. Also, privacy is nowhere to find. Which makes it difficult in our opinion to share (intimacy) moments with the ones you love. Whether those are family, friends or partners. Our opinion is that those moments can never be special enough. They are moments that will stick with you for the rest of your life, so why not try to make it even more special. Combining the core values of our concept with the ideas we had, we came to an awakened concept that really matters. Vision We see a world that moves faster day by day, where everybody is in a rush. Public areas are getting more crowded and personal spaces are being invaded. We believe that private moments need to remain private and give people the ability to say goodbye the right way.

5.2 Core Values The vision has been created by using the essentials of our core values. These values match our concept, and were given to be important according to our survey. Each one of these values strengthen our concept and vision. Privacy Our most important value is privacy. People like to have privacy everywhere, although it appears that privacy fades a little bit more every year. Airports have very little privacy. It is crowded everywhere, people are in a hurry and there are no places to take a moment for yourself. The customer journey that we have developed for our concept brings privacy closer to the travellers. Allowing them to enjoy their moment to the fullest, without the interference of others. Intimacy Being together, feeling relaxed and feel loved. This results in the value intimacy. This value has more than one meaning in our concept. Intimacy, as being close together with your family. But also intimacy, as being close to your partner. Moments like saying goodbye to someone who is going for a trip or welcoming somebody to your country have a special kind of intimacy. Because it is a special situation that mostly doesn’t happen that often. In our concept we have taken this value with us in consideration because we think that moments like that shouldn’t fly by that fast

Tranquillity/Rest ‘’An oasis of rest’’ is what Schiphol Plaza wants to create for their customer journey. This aligns 100% with our concept. We think the importance of rest is underestimated. The world is going very fast nowadays, with a society that is awake 24 hours a day. Still, finding your moment of rest is very important. To stand still for a moment to let life come down on you. The experiences you had, the things that are about to happen, and process them. When people feel rested, they tend to be more open to things in life with an attitude way more positive. Freedom One of the most important values amongst travellers is freedom. People like to escape from their daily rut and like to feel free. This is one of the main reasons to travel. Go out in the open, explore yourself without interference of people that you already know. Be unique in your kind and set yourself open to new experiences. For our concept we converted this value to a smaller meaning of the word. Feeling free because you can take your moment, instead of standing in the middle of a crowd. Our vision and these four core values are a part of our dormant concept. Combining these elements together create the beginning of the awakening concept.

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4. CONTENT ELEMENT - AWAKENING In this chapter we are going to explain the awakening concept. We explain what we want to achieve and why we think it will work for Schiphol Plaza. The big ideas of the living concept are also part of this chapter. We believe that this concept will also work at other airports than the Dutch airport Schiphol, so that is why we have written all the parts of the concept in English instead of Dutch. 4.1 Framework Our vision We see a world that moves faster day by day, where everybody is in a rush. Public areas are getting more crowded and personal spaces are being invaded. We believe that private moments need to remain private and give people the ability to say goodbye the right way. Our Core Values Privacy This is our most important value. It’s important to us that our visitors have their own little moment. Allowing them to enjoy their moment without the interference of others, so that they can enjoy this moment to the fullest. Intimacy We want our visitors to have a nice time together, a big part of this moment is the intimacy. Being together, feeling relaxed and feel loved while saying goodbye to them. Tranquillity/Rest Schiphol is a very busy place. We want to give our visitors a place where they can relax and don’t have to be so stressed. Freedom We believe that saying goodbye should not be rushed. Feel free and take your time. Take your moment, instead of saying goodbye in the middle of a crowd.

Objective We want to improve the experience of Schiphol Plaza by offering a place with intimacy and privacy to say goodbye to the one who is going to travel. Business model Our business model fits the business model of Schiphol. Schiphol want to compete and complete with concepts that creates classical win-win situations. Our concept also creates a win-win situation. We create a good situation for Schiphol with a concept that contributes to the economic growth of Schiphol and we create a good situation for the visitors of Schiphol by offering them an moment of intimacy and where they can feel rested. By creating this win-win situation the visitors of Schiphol are willing to pay money for other products and services of Schiphol. 4.2 Concept name Your Moment is the name of our concept. We want to improve the experience of Schiphol Plaza by offering a place where the visitors can say goodbye to their loved ones who are going abroad. By creating an experience with intimacy, privacy and rest we call it their moment. The visitors are the only people in the room so nobody could interrupt their time together. The slogan of our concept is: “Saying goodbye the right way”. All internationally airports are a busy place. We want to give the visitors a place where the visitors can say goodbye to their loved ones and can be on their own.

We believe that privacy is a very important thing and itâ&#x20AC;&#x2122;ssomething people want, so giving their moment with privacy. 4.3 Idea directions Thanks to our research, the dormant and awakening concept we can create the living concept. We have some ideas for the living concept and these will be tested, so that we can hear the opinion of the people that are eventually going to use our product. This way we can find out if the future visitors have the same needs as we think they have. Product We want to create spaces where visitors can say goodbye on their own way to their loved ones. They can relax by taking place in a sitting area, they can play games together, they can watch a movie or a series or they can just have a drink together. Service By offering a great hospitality, we believe that the visitors will get their rest and privacy. They will feel very welcome and can escape the rush of Schiphol. Physical environment We will use some different styles of design with our concept. The main design for our spots will be the same as the latest renewed security spot at Schiphol, with a lot of wood, green and natural light. We believe that with this ideas we can offer the visitors of Schiphol Plaza a well-rested moment to say goodbye to their loved ones who are going abroad and creating an improvement of the experience of Schiphol Plaza. As we mentioned before: The win-win situation.

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5. DESIGN ELEMENT In this chapter you will find our design for the chosen concept. We will explain why certain choises were made and where the original design came from. After reading this chapter you will understand why everything looks the way it does.

5.1 Typography We wanted something more for our typography, not just a simple one. Since airports are places with constant movement we were looking for a font that symolized this “movement”. Eventually we came across a font called Georgina. It is a font that has some blank spaces within almost every letter as you can see below. These blank spaces really make the text stand out and that’s why we use this font in our logo and chapter titles. For our regular text we needed something easy to read, but still not to common. We did not want Calibri or Arial for example, so we came up with a font called Roboto. The reason we chose this font is that it comes with 16 different types ( condensed, italic, bold and more). This way we have enough options to choose from everytime we need to write a conceptbook.

GEORGINA Roboto

5.2 Colour The first colour we chose was based on our own thoughts. We wanted a colour that symbolized intimacy, secluded and private and for us this colour was red. The colour stands for our phisical needs and symbolizes warmth and positivity. Because of this we thought we had te perfect colour for our concept. After testing our concept we could see that maybe red was not the right choice. Apparently people want a colour that emphasizes privacy and its meaning. For them the colour blue would fit better. It’s a colour that seeks peace and tranquility and besides that promotes physical and mental relaxation. Most importantly the colour blue reduces stress and catches a sense of calmness. These two factors are essentail to an airport where chaos en crowding spaces are having the upper hand.

After establishing the main colour we needed a second colour for all the accents. We wanted to give the overall look that tranquility feeling, so we went with the colour white. This colour creates mental clarity nad is therefore a great addition to the colour blue.

5.3 Symbolism When you take a look our design you will notice two very recognizable elements. These are the direction arrow and the departing plane. Both of these symbols are being used by Schiphol for their direction signs and therefore recognizable for our target group.

As it should be

Saying Saying goodbye the right goodbye theway right way

We wanted to create a design that would fit an airport and that when you look at it for the first time, you know it’s related to the aviation sector.

Saying goodbye the right way

5.4 Adjustments to logo During this entire process we learned a lot about how your own view on something can be totally different from others. After testing our concept and design we could see in the results that there were some things that didn’t match. We believed that the color red needed to be in the design and that the concept itself needed to be the focus point. When we looked at the results we noticed that people didn’t want the colour red, but rather blue because of its meaning. Besides that they needed some guidance in telling for which sector this concept was being used. This meant that we had to make clear that this is a aviation sector based concept. All of these points resulted in a new designed logo. This logo has the colour blue and makes it obvious that it concerns airports.

As it should be

Saying goodbye the right way

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5.5 Template design The template we made for this document needed to be easy to read and designed in a way you can â&#x20AC;&#x153;feelâ&#x20AC;? the concept. We left out any unnecessary elements so you as a reader will not get distracted. We believe itâ&#x20AC;&#x2122;s more important that the document is being well read and that all the content is clear and easy to understand. You will find a example of our template at the bottom of this page. This template is not just a one time thing, since it can be used for every document concerning the concept in the future.

6. ELEMENTS OF LIVING CONCEPT In this chapter you get acquainted with the reasons we have tested the ideas behind our developed concept and why we tested it the way we did. After completing our concept, we did some research as to how various people interpret the different aspects of the concept. Since the concept focuses on privacy and an emotional moment, it is rather personal. Because of this we decided to set up a survey. This way the respondents feel anonym and can therefore answer honestly and without having to worry about being judged. The outcomes enabled us to determine whether or not all our choices were in line with the purpose of our developed concept. As a group we had a lot of ideas as to what was important to the concept and we soon discovered that on some points we had very differing views on the meaning of core values and use of color. The outcomes enable us to see if our ideas for the concept are in line with what other people expect. With the feedback we can improve the concept if necessary, and then finalize the concept Your Moment. In the section below is the explanation of each formulated question

Question 1: “What word do you associate with this logo?” Within our group, there were some doubts whether or not the logo linked enough to an airport or if people associated it with other sectors. The figures in the logo are hugging, but this might not be evident at first sight. Also the airplane is placed in the background, which might make it less striking. By asking this question we see how other people see it and if we should make changes to the design. Question 2: “What color do you associate with intimacy?” Another choice we wanted to test was which color to settle on for our concept and logo. There were two main values that came to mind developing this concept. They are both important in our view, but we were not sure which one we should emphasize more. We wanted to see what color people link to the word intimacy to get some input in this choice.

Question 3: “What color do you associate with privacy?” As described above, we wanted to see peoples color association with some of the values we found important to the concept. Seeing what color they link to privacy shows us the differences between these two values and might give us insight in what color is more appreciated. Question 4: “Which color for the logo fits best with Schiphol Airport?” Of course the values behind the concept are important, but the concept itself also needs to be in line with the organization it is developed for. Our own ideas about design and color are significant, but it also has to be fitting for Schiphol. By presenting the same logo in different colors, we want to check what people associate most with Schiphol Airport.

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Question 5: “Schiphol Plaza, before going through customs, is not up to the standards of the rest of the airport. Do you agree? Why/ why not?” Our research showed that a lot of the creative concepts that are being implemented on Schiphol are being done after customs. This results in a great contrast between the two areas. Of course this could be done by choice, for instance because the users of the airport have indicated that they do not need as much before customs. To test this, we asked this question. We also asked them to motivate their answer to see the reasons behind their answers. Question 6: “The concept Your Moment is developed in order to provide travelers at Schiphol with a personal, intimate departure. The current situation at Schiphol is insufficient. Do you agree? Why/why not?” After researching the airport, as a group we agreed on a trigger for this concept. Of course it is important that other people experience this the same way. To check this, we explained the situation at Schiphol and the ideas behind our concept and asked whether or not the respondent agreed. We again asked them to motivate their answer, to gain further insight in the ideas different people have on the situation. Question 7: “Which slogan fits best with the concept?” Aside from the logo, a good slogan is essential. Because this often is somewhat subjective, we gave the respondents a couple of slogans to choose from to see which one is most popular.

Question 8: “What core values do you associate with these pictures?” As mentioned before, there are several important core values to our concept. We wanted to see what people in general associate with traveling and airports and what words they use to describe this. We asked them to associate these values to a few pictures that are often associated to travelling and airports. This way we give them freedom in answering honestly and personally. Question 9: “What is important to you when saying goodbye at an airport?” We have focused on this problem and this concept and in doing so it is possible that we have lost sight of some other important factors. To see if there was anything we missed in our process, we wanted to ask the respondents if they wanted to share anything else with us. The survey we set up and the results are further explained on the following pages.

6.1 Questionnaire

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6.2 Results & Conclusion The results of the survey were in some ways what we expected and on some points very surprising. First a short explanation on the respondents and their behavior: Most respondents used their smartphones to complete the survey. Only 80% of the respondents on PC’s/Laptops and 57% of the respondents on Smartphones completed the survey. On average it took about 5 minutes of their time. The results of the survey will now be discussed per question. Question 1: “What word do you associate with this logo? Most respondents associated the logo with an airport. However, some respondents thought it to be more fitting for a Spa or wellness center. One respondent associated the logo with a healthcare facility. •Question 2: “What color do you associate with intimacy?” The respondents all chose the color red. Question 3: “What color do you associate with privacy?” The majority chose the color blue. However there were also some people that said to associate red, green and yellow with privacy. Question 4: “Which color for the logo fits best with Schiphol Airport?” As expected, most respondent chose blue, yet a significant group also chose red and orange.

Question 5: “Schiphol Plaza, before going through customs, is not up to the standards of the rest of the airport. Do you agree? Why/ why not?” The majority of the respondents agreed with the thesis. People felt that it is unorganized and stressful before customs, and that they felt relaxed again when they went through customs. It looks too much like a regular shopping center, but respondents say that this does not differ from other airports. Some respondents do not agree and think that there are more than enough shops and restaurants to be entertained. Question 6: “The concept Your Moment is developed in order to provide travelers at Schiphol with a personal, intimate departure. The current situation at Schiphol is insufficient. Do you agree? Why/why not?” There are no respondents that disagree with this thesis, only some that have no experience or do not have an opinion. The majority agrees that the current situation at Schiphol is too busy and that there is not enough privacy for a nice parting. Question 7: “Which slogan fits best with the concept?” ‘As it should be’ and ‘Saying goodbye the right way’ were equally popular under the respondents. Since our concept is about saying goodbye we will use ‘Saying goodbye the right way’ as our slogan. ‘Time to say goodbye’ and ‘A meaningful departure’ were not as well liked, with less than half the amount of votes.

Question 8: “What core values do you associate with these pictures?” Freedom, Escape and Positive were the most associated values with the pictures. After that, Peace and New beginning were also popular. Extra added values were Relaxing, Stress and Crowded. Question 9: “What is important to you when saying goodbye at an airport?” Respondents agree that it is important to take the time to say goodbye to loved ones, especially if they are leaving for a longer period of time. Privacy and peace/calmness are essential at this point. A serene environment would also add to the experience. 6.3 Conclusion The results of the survey are in general very satisfying. We can conclude that most of our ideas are well received by the respondents and that there are no major disagreements or faults in our concept. Some answers do give reason for improvements. For example, the fact that for some people the logo is not immediately linked to an airport. Also, because people associate the color blue with privacy and the color red with intimacy, there is a choice to be made as to what is more important in our concept. This influences the choice for the color of the logo, among others. It is reassuring to see that the results of the survey confirm that there is a significant group of people that agree with us and the idea behind our concept. The main idea of our concept therefore is valid and does not have to be changed or improved.

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CONCLUSION When we were at Schiphol for our research we saw some things that triggered us. Most of those things felt odd and we had the idea to chance it. We made a concept to change those things. When we tested the concept we noticed that the result were very similar to our thoughts. Also our desk research was remarkable. Lot was really surprised that we noticed the change in the industry because of the 9/11 terror attack. At the end we are very happy with the results of our concept test and the feedback from Lot. With the results of the concept test and the feedback from Lot in mind, we will now make an improvement for the concept. This part is individually.

â&#x20AC;&#x153;To be left alone is the most precious thing one can ask of the modern world.â&#x20AC;? Anthony Burgess

Saying goodbye the right way

APPENDIX Competitive Analyses In order to get a clear view of how major airports around the world welcome their customers and what trends are visible in their field, a number of internationally renowned airports have been selected and investigated. Followed by this are a few trends that are worth mentioning.

London Heathrow Airport, London, UK Heathrow is the third busiest airport in the world by international passenger traffic (surpassed by Dubai International in 2014, and Hong Kong International in 2016), as well as the busiest airport in Europe by passenger traffic. (UK Civil Aviation Authority, 2016) Heathrow Airport is used by over 80 airlines flying to 185 destinations in 84 countries. The airport is the primary hub of British Airways and is a base for Virgin Atlantic. It has four passenger terminals (numbered 2 to 5) and a cargo terminal. Heathrow Airport has Anglican, Catholic, Free Church, Hindu, Jewish, Muslim and Sikh chaplains. There is a multi-faith prayer room and counselling room in each terminal, in addition to St. Georgeâ&#x20AC;&#x2122;s Interdenominational Chapel in an underground vault adjacent to the old control tower, where Christian services take place. (UK Civil Aviation Authority, 2016) The general reviews of customers using the airport are positive, with all directly necessary facilities available. However, the design and placement are not completely up to modern standards. In the picture above you can see one of the terminals on the airport, a very traditional setting.

Paris-Charles de Gaulle Airport, Paris, France Paris Charles de Gaulle Airport is the largest international airport in France. The airport serves as the principal hub for Air France as well as a European hub for fellow SkyTeam alliance partner Delta Air Lines. Charles de Gaulle Airport has three terminals: Terminal 1 is the oldest and situated opposite to Terminal 3; Terminal 2 is located at another side with 7 sub-terminal buildings (2A to 2G). Terminal 2 was originally built exclusively for Air France; since then it has been expanded significantly and now also hosts other airlines. Terminals 2A to 2F are interconnected by elevated walkways and situated next to each other. Terminal 2G is a satellite building connected by shuttle bus. (Paris Aeroport, 2017) Just as Heathrow, Charles de Gaulle Airport has a lot of facilities on their grounds, and the general reviews are positive. Their website, tone of voice and also their lay-out of the airport itself shows that they are more aware of the fact that the needs of customers are changing constantly. As can be seen on the picture, they too use a traditional departure setting.

LAX Los Angeles International Airport, Los Angeles, USA Los Angeles International Airport is the largest and busiest airport in the Greater Los Angeles Area and the state of California, as well as one of the largest international airports in the United States. It is also notable for being one of the few U.S. airports with four parallel runways. LAX is a major gateway to and from Europe, Latin America, Asia and Oceania. With its deep connections to Asia and Latin America in particular, LAX is considered to be the premier â&#x20AC;&#x153;Gateway to the Pacific Rim. LAX has nine passenger terminals arranged in the shape of the letter U or a horseshoe. The terminals are served by a shuttle bus. (LAWA, 2017) LAWA currently has several plans to modernize LAX. These include terminal and runway improvements, which will enhance the passenger experience, reduce overcrowding, and provide airport access to the latest class of very large passenger aircraft. These improvements include new crossfield taxiways, large aircraft gates at Tom Bradley International Terminal and Terminal and Runway Improvements. LAWA is also planning to build and operate an automated people mover. This small train will include three stations in the central terminal area and three outside east of the terminals at a new intermodal transportation facility, connecting passengers between the central terminal area and the Metro Green Line, the future Metro Crenshaw Line, and regional and local bus lines and a consolidated car rental facility. (LAX Specific Plan Amendment, 2008)

Since 2008 there have been plans to improve the terminals and thereby improving the passenger experience. However, in 2017 the traditional departure setting of a large crowded hall with long lines is still clearly visible. Since the LAX Airport is more than twice the size of the airports covered in Europe, it is obvious that it is a much more intense undertaking to transform the all the terminals. John F. Kennedy International Airport New York John F. Kennedy International Airport is a major international airport located in the neighborhood of Queens in New York City, 12 miles southeast of Lower Manhattan. It is the busiest international air passenger gateway into North America. (Airport JFK, 2017) JFK has six terminals, containing 128 gates, numbered 1â&#x20AC;&#x201C;8 but skipping terminals 3 (demolished in 2013) and 6 (demolished in 2011). The terminal buildings, with the exception of the former Tower Air terminal, are arranged in a deformed U-shaped wavy pattern around a central area containing parking, a power plant and other airport facilities. The terminals are connected by the AirTrain system and access roads. Directional signage throughout the terminals was designed by Paul Mijksenaar. (Mijksenaar.com, 2000) In the last few years, improvements have been made to terminals, roadways and inter-terminal transportation. (IFly.com, 2017) As seen in the picture, JFK Airport is no exception when it comes to the design and facilities that are available to the travelers. They have announced a 10 billion dollar plan to address certain problems on the airport, but these plans mainly deal with transportation issues.

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Other Trends Luxury at the gate Airports are getting more and more aware of the various technological trends and the demand for more luxury by their customers. There are a lot of examples of these implementations nowadays. Lufthansa has recently trialled an innovative way to sell upgrades to Premium Economy at the departure gate. Earlier this year, the airline used virtual reality (VR) glasses at its Frankfurt Airport hub as a way to tempt Economy Class passengers to purchase an upgrade to Premium Economy right before their departure.By inviting passengers to put on some VR glasses and take a 360 degrees view of how the Premium Economy seat and cabin looks, Lufthansa hoped passengers booked in Economy would become more interested to purchase an upgrade.As Lufthansa put it: “Because what legroom and premium service really mean in Premium Economy can be best demonstrated in three-dimensional form.” (Kollau, 2017) Taking a cue from Starbucks’ mobile ordering service, as well as fellow down-under airline Air New Zealand’s coffee ordering service, Qantas recently introduced a new service at its lounges across Australia that invites lounge visitors to order their barista-made coffee via their smartphone.In an effort to offer peace of mind to busy travellers who have navigated traffic and queues at security before having to line up again in the lounge to get a barista-made coffee, Qantas has partnered with Skip, a free app that helps customers “skip the queue” by ordering and paying for coffee and food.

In the Qantas Clubs alone, baristas brew over 1,000 cups of tea and coffee every day. In an average week the Sydney Qantas Club sees the biggest demand for coffee, with 6am to 7am being the peak demand time.The mobile ordering service has been available since July 2016 and the Skip app can be used to order coffee at Qantas Clubs and Business Lounges at Adelaide, Brisbane, Canberra, Melbourne, Perth and Sydney domestic airports. (Kollau, Qantas lets lounge visitors order their coffee via their smartphone, 2016) Emirates has unveiled their newly renovated business class lounge in Dubai International Airport’s concourse 2 after two years of work. At a cost of USD 11m the newly renovated space includes three new dining and drinking experience areas.The new offering is in addition to the seven other locations within the vast lounge with gourmet cuisine prepared by on-site chefs and a complimentary full bar service, which includes premium wine, spirits and champagne.The new spaces are all prime examples of brand experiences that are opening in lounges around the world, such as Etihad and Six Senses, Qantas and Rockpool or Air France and Clarins. Emirates has recently partnered with Costa Coffee, Voss water and the long-lasting relationship with Moët Hennessy is now also reinforced in the lounge experiences as well as onboard. (The DesignAir, 2016)

Globalization & Terrorist threats Historical trends during the past two decades show fewer major armed conflicts and, where conflicts remain, fewer civilian and military casualties than in previous decades. Maturing age structures in many developing countries point to continuing declines in intrastate conflict. We believe the disincentives will remain strong against great power conflict: too much would be at stake. (National Intelligence Council, 2012). Nevertheless, we need to be cautious about the prospects for further declines in the number and intensity of intrastate conflicts, and interstate conflict remains a possibility. Intrastate conflicts have gradually increased in countries with a mature overall population that contain a politically dissonant, youthful ethnic minority. Strife involving ethnic Kurds in Turkey, Shia in Lebanon, and Pattani Muslims in southern Thailand are examples of such situations. Looking forward, the potential for conflict to occur in Sub-Saharan Africa is likely to remain high even after some of the region’s countries graduate into a more intermediate age structure because of the probable large number of ethnic and tribal minorities that will remain more youthful than the overall population. Terror attacks in various tourist destinations have significantly impacted on bookings this year as consumers switched to alternative offerings. Terror attacks have different targets depending on the motives of the people behind them. These can range from large-scale public attacks in cities, such as the events in Paris and Brussels, to smaller attacks focused on specific target groups, which might include tourists.

This has been the case, for example, in Tunisia, Egypt and Turkey. International media then multiply the intended propaganda effect through intensive reporting, which frequently leaves the affected destination with a dramatic drop in consumer trust, a slump in bookings and a serious challenge to generate a recovery. Given the extent of media coverage of terror attacks over the last 1-2 years, consumers cannot be blamed for thinking that they face a significant risk from terror attacks. But, objectively speaking, this is not the case, according to a special ‘risk and fear’ analysis of different threats to tourists by IPK International, based on World Travel Monitor® data. What has increased dramatically, however, is the level of fear about travelling to certain countries. Outbound travellers are more sensitive than ever about possible risks from terror attacks, according to the latest World Travel Monitor® survey which was conducted in September 2016. As many as 45% of international travellers had serious safety and security concerns. About two-thirds of these respondents said they still plan to travel abroad but only to destinations they perceive as safe. A further 14% plan to go on holiday within their own country instead of taking a foreign trip, and 19% said they would not travel at all until the security situation had improved. There are particularly high levels of safety concern among outbound travellers from South Korea, Russia, Japan and China. (National Intelligence Council, 2012)

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RESOURCES Airport JFK. (2017). Retrieved May 2017, from Info: http://www.airport-jfk.com/ Baker, L. (2016). Privacy, Security and Information Law. Retrieved from Fieldfisher: http://privacylawblog.fieldfisher.com/2016/thoughts-on-the-privacy-view-of-mary-meekers-internet-trends-2016/ CBS. (2016). Nearly 60 million passengers going via Schiphol. Retrieved from CBS: https://www.cbs.nl/engb/news/2016/37/nearly-60-million-passengers-going-via-schiphol Celderholm, T. (2014). Overview: External factors that influence the airline industry. Retrieved from Market Realist: http://marketrealist.com/2014/09/must-know-external-factors-influencing-airline-industry/ Commissioner for Privacy and Data Protection. (2017). What is privacy? Retrieved from Commissioner for Privacy and Data Protection: https://www.cpdp.vic.gov.au/menu-privacy/privacy-what-is Cooper, C. (2017). Watch these top 4 cybersecurity trends in 2017. Retrieved from CSO: http://www.csoonline. com/article/3156893/data-breach/watch-these-top-4-cybersecurity-trends-in-2017.html Crucq-Toffolo, G., & Knittel, S. (2016). Concept code - how to create meanigful concepts. Amsterdam: BIS Publishers BV. Europe Commission. (2017). Winter 2017 Economic Forecast. Retrieved from Europe Commission: https:// ec.europa.eu/info/business-economy-euro/economic-performance-and-forecasts/economic-forecasts/ winter-2017-economic-forecast_en#economic-forecast-by-country IATA. (2016). IATA Forecasts Passenger Demand to Double Over 20 Years. Retrieved from IATA: http://www. iata.org/pressroom/pr/Pages/2016-10-18-02.aspx IFly.com. (2017). Retrieved May 2017, from John F Kennedy International Airport: http://www.ifly.com/ john-f-kennedy-international-airport Jos Nijhuis. (2016). Message from the CEO. Retrieved from Schiphol Group: http://www.annualreportschiphol. com/introduction/message-from-the-ceo Kollau, R. (2016, Decemeber). Qantas lets lounge visitors order their coffee via their smartphone. Retrieved May 2017, from Airlinetrends.com: http://www.airlinetrends.com/2016/12/03/qantas-lets-lounge-visitorsorder-their-coffee-via-their-smartphone/ Kollau, R. (2017, March). Lufthansa uses VR to sell last-minute upgrades to Premium Economy at the gate. Retrieved May 2017, from Airlinetrends.com: http://www.airlinetrends.com/2017/03/22/lufthansa-virtual-reality-gate-upgrade-premium-economy/ LAX Specific Plan Amendment. (2008, November 19). Retrieved May 2017, from lawa.org: http://www.lawa. org/uploadedfiles/LAX/pdf/Contractors%20roll%20out%2011-19-08.pdf LAWA. (2017, May). Airport LA. Retrieved May 2017, from https://www.airport-la.com/

McFarland, M. (2012). What is Privacy? Retrieved from Santa Clara University: https://www.scu.edu/ethics/ focus-areas/internet-ethics/resources/what-is-privacy/ Mijksenaar.com. (2000). Retrieved May 2017, from New York and New Jersey Airports: http://www.mijksenaar.com/nl/project/new-york-and-new-jersey-airports/ National Intelligence Council. (2012). Global Trends 2030: Alternative Worlds. New York: Government Printing Office. NOS. (2017, January 9). Bijna 64 miljoen: zo veel passagiers zag Schiphol nog nooit | NOS. Retrieved from http://nos.nl/artikel/2152140-bijna-64-miljoen-zo-veel-passagiers-zag-schiphol-nog-nooit.html Paris Aeroport. (2017, May). Paris Aeroport. Retrieved May 2017, from Info: http://www.parisaeroport.fr/ Samsung. (2017). The Knox security platform. Retrieved from Samsung: http://www.samsung.com/us/business/security/knox/ Schiphol. (2017). Schiphol | Feiten en cijfers. Retrieved from https://www.schiphol.nl/nl/schiphol-group/pagina/feiten-en-cijfers/ Schiphol Group. (2017). Jaarverslag 2016. Retrieved from jaarsverslagschiphol: http://www.jaarverslagschiphol.nl/ Schiphol Amsterdam Airport. (sd). What you would like to know. Opgehaald van Schiphol.nl: https://www. schiphol.nl/en/route-development/page/amsterdam-airport-schiphol-airport-facts/ Solove, D. (2014). 10 Reasons Why Privacy Matters. Retrieved from LinkedIn: https://www.linkedin.com/ pulse/20140113044954-2259773-10-reasons-why-privacy-matters The DesignAir. (2016, October). Emirates partners with Costa Coffee, Moet & Chandon and Voss for in-lounge bars. Retrieved May 2017, from Airlinetrends.com: http://www.airlinetrends.com/2016/10/26/emiratesbranded-in-lounge-bars/ UK Civil Aviation Authority. (2016, March). Aircraft and passenger traffic data from UK airports. Retrieved May 2017, from Caa.co.uk: http://www.caa.co.uk/Data-and-analysis/UK-aviation-market/Airports/Datasets/ Welk type reiziger ben jij?|Reizen| Telegraaf.nl. (2015, May 5). Retrieved from http://www.telegraaf.nl/vrij/reizen/23988047/__Welk_type_reiziger_ben_jij___.html

32 Saying goodbye the right way

IndivIdual part Patrick Bartels So far we created a dormant and awakening concept for Schiphol. After doing all the research and testing we came up with a concept that enables people to say goodbye the right way. Now for my individual part of the living concept I would like to create an environment in which people can actually say goodbye the right way. Before I started I looked closely to our core values and which ones would fit my individual concept. For this concept it came down to “Tranquility/Rest” and “Freedom”. Because of these core values I came up with an environment in which people can escape the crowded airport areas, a place where people don’t have to be stressed and can take their time to enjoy their last moments together. In order to create an environment that breathes tranquility and rest I want to use natural elements. Of course Schiphol already uses some natural elements, but I would like to take it to a whole other level. I want to create an area that looks and feels like a garden. An area that resembles the outdoors and give you a sense of being far away from the airport. Imagine dropping your girl-/boyfriend off at the airport, but since you were in a rush in the morning you haven’t had the time to say goodbye the way you wanted to. Now you are standing in a crowded departure hall, people are talking really loud to each other, other people are bumping into you with their luggage and some people who are waiting are staring at you like you are a soap opera.

This is where my concept comes to the rescue. You both look up and see a blue sign which says “Your Moment, saying goodbye the right way”. The blue color already creates a way of tranquility in the crowded area and since all you want to do is saying goodbye the way you wanted, you simply follow the sign. The signs leads you to a sliding door which is blurred so you can’t look in. The door opens and the first thing you notice are all the trees, plants and flower. You walk in and follow the path that has been created inside the garden. There are no benches, chairs or whatsoever, so no one is sitting anywhere staring at you. You simply just walk and enjoy all the peace and tranquility the garden provides. All the walls are made from glass so there is a lot of natural lights. The glass walls are a blurred so you can vaguely see what’s on the other side, but not to clearly. This way natural light can find its way in, but you can’t see the crowded areas anymore. The garden enables people to take their time and enjoy their last moments the way they want. They can now freely talk and act without the feeling of being judged. This will change the way people think and feel about airports and will take a lot of pressure away from them. This concept fits Schiphol perfectly since they already work with creating places of tranquility. They use natural elements at places where it is very busy such as the security check and restrooms. This concept would expand what they are already doing and since the departure hall is an extremely busy place it would work out really well. I also included some inspiration pictures which give an image of the concept I have in mind.

34 Saying goodbye the right way

Dries Rolefes In this individual part I am going to improve or develop an element of the awakening concept. I started again with having a look at our concept’s vision and its values. The value intimacy, which is concretized as, being together until the moment of saying goodbye, will be the main trigger in this individually part. In fact, as already told, this core value has two sides, the one for 9/11 and the one after the tragic event. It changed the goodbye moments at airports dramatically. But what if your loved ones could come along with you through the security check and be with you until you as a passenger enter the plane. In this age of technology there should be ways to simulate this experience when it’s not possible due safety measures. In this element of the concept, people can book their own virtual reality (VR) goodbye moment at Schiphol Plaza. In this way it’s possible for the loved ones who don’t go through the security, to virtually join the other person on the other side of the check. When a flight is booked, people get the option to book a virtual goodbye moment for the amount of people they want. When the passenger is going through security service and delivers the luggage, the loved ones go to the VR-room. Here they can collect their goggles with attached microphone. On the other side of the security a same VR-room can be found. Here gets the passenger his goggles and microphone.

Everything what they say stays private. This covers another of our concept’s values, namely privacy. Besides that, the world is designed in our concept’s blue colour. Don’t see a world where everything is blue, but there accents of this type blue can be found everywhere in the virtual world. In the concept testing people told us that the colour blue matched best with privacy. Therefore the colour blue is important in our concept and so this element. When the passenger is able to board the plane soon in the real world, the people get a sign in their virtual world. They can say goodbye in their own way. For example they can all walk together to the virtual boarding place and wave goodbye. It’s almost like the times before 9/11. With this moment, the VR goodbye moments end. The passenger hands in his goggles and boards the plane. On the other side of the security check his or her loves ones do the same and head home or stay for some shopping at Plaza. This high tech concept will contribute to the Schiphol passenger experience on both sides of the security check. At the moment these sides are in fact two separated worlds. With virtual reality they are being reunited. This element of the Your Moment concept, creates a new way of saying goodbye at the airport. This high tech creative outcome emerged from the vision and values. It also fits perfectly to Amsterdam Airport Schiphol. Schiphol want to compete and to complete. In this case they absolutely compete with all the other airports on the level of visitor experience. They’re offering something next gen and they are completing. They are giving people their own private goodbye moment. That’s the way to become Europe’s most favorited airport.

connecting worlds

Intimacy privacy

36 Saying goodbye the right way

Bas Hendrikx The first idea of my concept goes back almost a year, a long time before this assignment. This concept works for saying goodbye, or receiving your loved one. The elaboration of my concept is about receiving. Over a year ago, I met my girlfriend. She is from Finland and I am from The Netherlands. This means that since June 2016 I have been at Schiphol almost every month. Whether it was going to Finland, or receiving my girlfriend when she was visiting me. Having a long-distance relationship is not easy. It takes a lot of patience, effort and endurance. Counting the days, hours and minutes until you see each other, and when you finally do. Happiness strikes down, joy fulfils your heart and soul and time stops for a moment. In this moment, the core values of our concept align 100%. I will describe them here; Intimacy: Finally having each other in our arms again, feeling the warmth of your partners body and hearing each other’s voice. All the little things that normally don’t count, matter the most at the moment the waiting is over. Finally, you can share every moment with each other again. This intimacy is indescribable. Tranquillity/rest: Having a moment, taking a rest together after all the excitement of waiting. This is the moment you’ve been waiting for. Your heartrate has been in a rush since the moment you went to the airport. Then finally you see your loved one, time freezes and everything makes sense again. The first thing you want together is a moment, for all the excitement to come down and realize the waiting over.

Privacy: Waiting for your partner in a crowded place is inevitable. There is one main place where all the passengers of different airlines come out to see their loved ones. The first moment that you have together doesn’t have the privacy you really want, and without asking you share it with all the others around you. That doesn’t mean the second moment can be for just the two of you, in a place where it is just you & your partner. Freedom: Freedom in movement, out of the crowd. Without of saying whatever you want, without anyone else hearing it. Freedom of being intimate with each other, without caring what other might think. Freedom of being yourself, without any further considerations. That is what freedom means in this concept, purely directed at personal feelings of a human being. Colours: The colours used for my concept will be red & dark red - -

Red is known as the colour of love. It stands for passion, energy and intimacy. These features with my concept and strengthen it. Also adds a warm feeling to the concept which is important for feeling relaxed. Dark red shows will, courage and an empowered feeling. Which matches with the features you need to have while being apart from your partner when he/ she is not around.

Design: The design of the lounge should be tight, modern but warm. It needs to look modern so it can fit at the airport between everything else. To make it look warmer and more inviting for the actual cause it should have some dark and warm colours like red. Concept: A lounge filled with 2-person cabins. Specially designed for couples to have their moment. Whether the occasion is saying goodbye, or seeing each other after a (long) while. A moment where you can talk, cuddle, kiss goodbye or just watch some TV. After a long travel, it feels inconvenient to directly continue traveling. Towards a hotel, home or any other place where you eventually need to be. My personal experience is that the most important thing at the moment of meeting is to have time strictly for each other. Without the interference or concerns of anything around you.

38 Saying goodbye the right way

Guus Nissen The idea for our concept Your Moment is to create a place where it is possible for people to have a personal, meaningful moment to say goodbye to their loved ones. The departure at the airport is a big part of this goodbye, but before you get to the airport there is a lot of preparation that takes place. The actual departure takes place at Schiphol Airport, but the experience begins a lot earlier. One could say it starts from the moment you decide to travel abroad and start planning. But more tangible it starts on the day of the flight, when you leave your home with your luggage in hand and with friends and/or family. How nice would it be to be able to experience these moments fully and realize that the road to the airport is already part of your travelling experience and your meaningful goodbye? So in addition to the basic concept which takes place at the actual airport, you add a service in which you can provide people with a total experience that starts at their home while packing for their travels and ends at the airport, where they say goodbye and step on the plane. This plays in well with the fact that people these days seek more and more authenticity and meaning in the services a company provides and with the need for these services to be more personal. (Reishonger.nl, 2015) This extension of the concept Your Moment can be worked out on a lot of platforms. You can create a community on social media where people can share their travel experiences and how they said goodbye at the airport. By mixing this with content about traveling and destinations, you basically create a travel blog. This gives the users inspiration and creates enthusiasm. You can inform people about the various options the airport offers at the Your Moment zone. 39

The main idea is to develop an app for your phone (Or even better, add a function to the already existing Schiphol App). This app basically becomes your pre-travel partner. Featuring travel information, packing lists, help with getting to the airport, and more. You give the user the idea that they are well prepared for their travels, which creates a sense of calmness and relaxation. Intimacy and Tranquility/Rest, two of the core values of our concept Your Moment are being further reinforced this way. The Your Moment App The idea is to create a pre-travel partner by not only providing the user with all the necessary information about their flight, the airport and the road to the airport (Taxis, construction & traffic info, etc.), but to go one step further. Playing into their needs for saying goodbye and making sure they are in a relaxed state of mind. There are a number of options to include in the app. For instance: - Sending notifications to your phone with interesting quotes, fact and figures and travel options and reminders in the weeks up to your flight. This reminds the user of their upcoming trip, getting them out of their daily rut and thinking about the beautiful things that are ahead. -

Offering a function to create your own packing list, including pre-sets for specific travels. This way you no longer have post-its floating around with things you need to remember. You get to have your info available on your phone in one simple list.

The possibility to invite friends/family to join you on your way to the airport with a personal message and info about your flight. This way you can easily arrange the trip to the airport and you are sure that everybody has the necessary info beforehand. There is even an option to implement a car pool option, so that you can join fellow travelers to the airport.

Offering the possibility to make reservations for specific wishes at the Your Moment space at the airport, like sharing a meal, a drink etc.

Offering a service that delivers a bouquet of flowers to the home of your family and friends that joined you to the airport, to show how much it meant to you that they were there for you.

The possibility to keep friends and family up to date once you have set foot on the plane, by in corporating the GPS function for tracking the plane you are on. But also an easy way for sharing messages and photos.

- Sharing information with your loved ones about the return flight you are planning to get on. With real time information available, so when there are delays everyone involved immediately is up to date.

40 Saying goodbye the right way

Yorick Admiraal The whole project we had to think of a solutions to the triggers that we saw at Schiphol Airport. We saw that there was no place for people to say goodbye in a proper way. We came up with the idea of Your Moment. With this concept we believed that this was the solution for this problem. The feedback of the concept test was good, with some small issues, but nothing to be scared off. Also the feedback of Lot and Gaby after our presentation gave us some issues to fix. One of the things that I found remarkable from the concept results was that the biggest part of the responders took the survey via their smartphone. When we had finished our presentation Lot and Gaby were missing that there was no way of taking experience from our concept to the costumers home. That was the moment that I got the idea of creating an app for our concept. At Your Moment travellers can have a great experience with their family, friends or both. When the results of the concept test came in I noticed that 74% of our responders had taken the survey via their smartphone. With this result I could conclude that a lot of people use an smartphone for a lot of things. With the app of Your Moment the costumers can take the experience of Your Moment with them to everywhere they want. The app The app will have all kind of features to get the most out of their moment. By providing them features that are handy before arriving at the airport and features for after the flight, the app will take care of most of the things around their moment. The app will think for the traveller so that he or she can enjoy the moment at the very best.

This are the features of the app: -

Planning Your Moment By planning the moment, travellers can invite all their loved ones. They can schedule where they want to have their moment and with how many persons. By including the information of their flight the app will give suggestions on what is the best time and place for their moment. After filling in all the information the loved ones will get an invite via e-mail or within the app. It is also possible for a loved one to schedule a surprise moment by doing the exact same.

Flight notifications By filling in the information of the flight, the app will give the traveller a notification when they have to get to the gate. By doing this, the moment will be enjoyed without thinking about the flight which could relieve stress for the travellers and their loved ones.

Picture and video sharing During their moment travellers and their loved ones can take pictures or videos with the app and sharing them directly within the app. This will create a something with a memory. They will see this after their moment and will think about the experience they had at Your Moment. The app will also providethe option to put a filter over the picture, so that they can share the picture in the app and on social media, this creates brand awareness for Your Moment on social media.

Games with in app chat After their moment Travellers are without their loved ones behind the security. To stretch their moment as long as possible the app will have some multiplayer games. With these games the traveller donâ&#x20AC;&#x2122;t have to be bored behind security and they keep contact in a fun way with their loved ones. By adding a chat they donâ&#x20AC;&#x2122;t have to leave the Your Moment app this will make it easier to use. This will be the first step of the aftercare of their moment.

Arrival notification By filling in the flight information to schedule their moment, the traveller gives us the information about his or her flight. When that flight has arrived at the destination the app will publish a push notification on the phones of the loved ones which tells them that the traveller has arrived. This is the last step of the aftercare and could create a relieve by the loved ones by giving them this information.

42 Saying goodbye the right way

Saying goodbye the right way