Schiphol
C L I E N T
Schiphol
S E R V I C E
Service & CX Design
P R O J E C T L E N G T H
12 Months
C H A L L E N G E
To really make an impact on the passenger’s airport journey at Schiphol, and helping with Schiphol’s ambition to become Europe’s Preferred Airport.
S O L U T I O N
We were in need of a way of working that catered to Schiphol’s organizational needs. This meant working in a focused, connected and evidence-based way. The Schiphol PX Method was our solution - A method that enabled the project team to identify high impact passenger needs through Design Thinking methods.
Additionally, it allowed us to develop products and services together with internal and external experts, based on passengers Experience Principles, and swiftly test them by running experiments in the terminal with passengers in our Living Labs.
Situation
Schiphol is a busy airport with global travellers 24/7 and has an intricate journey from entrance to departure. In order to contribute to Schiphol’s ambition to become Europe’s Preferred Airport, the Customer Experience department (Schiphol CX) focuses on accelerating the innovation towards a great Passenger Experience.
Challenge
To get good results, testing with the real passengers was a must. The testing at the Living Labs enabled us, in a relatively small setting, to discover this and get to know to what extent an intervention improves the Passenger Experience before Schiphol-wide implementation.
This also gave the organization the assurance to proceed with implementation. By NPS-based evidence proving what works and what doesn’t, the team achieved double-digit growth in NPS at the security journey.
“Schiphol achieved double-digit growth in NPS at the security journey.”
R E S E A R C H
The emotional journey at an airport
Although a customer journey existed, from arriving at the airport to boarding the plane, we needed deeper and contextual information about the why behind passenger’s feelings and emotions at the airport. For that, we conducted in-depth interviews to identify the struggles, pains and emotional states of passengers on their airport journey.
One of the ways we researched emotional states was through the Net Promoter Score method.
D E S I G N
Principle-based intervention brainstorm & design
Based on research insights, emotional principles for the passenger were defined. Following, we brainstormed together with several internal and external stakeholders to generate principle-based interventions in the customer journey, with a focus on security and hygiene.
We used inspiration cards that we plotted on journey canvasses
A timeline gives insight in where to intervene the customer journey
E X P E R I M E N T
Serial experimenting and validation of the best journey
By making a small group of passengers undergo the “Living Lab” experience and another group the “normal” experience (both measured with Net Promoter Score), the real-life impact can be quantified and compared. This makes for our method to be data-driven, which helps us to make better decisions.
User research often comes down to surveys that yield big amounts of data. However, surveys leave no room to ask your user “why?”. The small setup of our Living Labs enabled us to go beyond the obvious by asking our Passengers “why?”, to really understand them.
R E S U L T
Happier passengers and methods to grow even more
Double-digit NPS increase at the Living Lab Security, and the confidence to expand and launch other Labs across the Passenger Journey.
“Innovation is about being smart and not endlessly contemplating. At ktc, they merge a robust evidence-driven innovation model with a pragmatic mindset. This truly helped us make faster progress in several of our strategic missions.”
— Christiaan Hen, Former Head of Schiphol Next
