Serena and Chiara Leonardi founded Flyghter and presented how having used the Customer Journey Map helped them in designing Flyghter offering and making it better and better.

1. A START UP ADVENTURE
WITH CUSTOMER JOURNEY
18 FEBRAURY 2016

2. SERENA LEONARDI
CO-FOUNDERS @ FLYGHTER S.r.l
SERVICE DESIGN & USER EXPERIENCE
UX Designer, Volkswagen AG
PSSD master degree
CHIARA LEONARDI
CO-FOUNDERS @ FLYGHTER S.r.l
SERVICE DESIGN & USER EXPERIENCE
UX Design Research, Politecnico di Milano
PSSD master degree

3. ENCOURAGE PASSENGERS TO FLY LIGHT,
CONVERTING THE LIGHTNESS OF
THEIR BAGGAGE INTO CUSTOMIZED REWARDS

4. Intuition 1
FLYING LIGHT
TREND IS COOL
NEW TRAVEL
EXPERIENCES
Intuition 2
LIGHTNESS MEANS
FUEL SAVING
NEED TO DECREASE
CO2 EMISSIONS
+

5. Concept
CONVERTS THE LIGHTNESS OF
PASSENGERS’ BAGGAGE INTO
CUSTOMIZED REWARDS

6. Added value
OPPORTUNITY TO
BE REWARDED
Added value
FUEL SAVING
GREEN AS POWERFUL
BRAND ASSET
+

7. How?

8. How we developed a business idea
SUPPORTED BY
CUSTOMER JOURNEY

9. Existing journey of the passenger with his bag
Deciding what
to pack
Booking
a flight
Packing Transfer to
the airport
Flying &
landing
Baggage
claim
Leave the
airport
Check-in

10. PASSENGER
GET REWARDED
PASSENGER
FLIES LIGHT

11. Stages of interest
Deciding what
to pack
Booking
a flight
Packing Trasfer to the
airport
Flying &
landing
Baggage
claim
Leave the
airport
Check-in

12. Steps to add
Deciding what
to pack
Booking
a flight
Declare
flight
details
Weight
declaration
Reward
accreditation
Pack
light
advise
Packing Transfer to
the airport
Flying &
landing
Baggage
claim
Leave the
airport
Aeroportual
operations

13. Tim books
a flight
Tim gets at
the airport
Tim forwards the
booking email
to Flyghter
Tim checks in and
weights the baggage
One day before flying,
Tim receives a
Flyghter notification
Tim communicates
the weight of his bag
(picture, RFID,...)
or...
Tim packs
his bag
Tim receives a
notification of the
miles earned
Interactions with Flyghter
Hi Tim, remember
to pack light!
USER J OURN EY
“ “
Hi Tim, you earned
5 miles!
“ “
First tries

14. Flyghter customer journey
Deciding what
to pack
Booking
a flight
Declare
flight
details
Pack
light
advise
Packing Transfer to
the airport
BOOKING PRE-PACKING PACKING TRANSFER
AIRPORT FLIGHT POST-FLIGHT
Weight
declaration
Reward
accreditation
Flying &
landing
Baggage
claim
Leave the
airport
Aeroportual
operations

15. TOUCHPOINT
How can the service works?

16. Flyghter customer journey touchpoints
Deciding what
to pack
Booking
a flight
Declare
flight
details
Pack
light
advise
Packing Transfer to
the airport
BOOKING PRE-PACKING PACKING TRANSFER
TOUCHPOINT

17. Flyghter customer journey touchpoints
AIRPORT FLIGHT POST-FLIGHT
Weight
declaration
Reward
accreditation
Flying &
landing
Baggage
claim
Leave the
airport
Aeroportual
operations
TOUCHPOINT

18. FEELING
What the passenger would say
about the experience?

19. CONTEXTUAL INTERVIEW

20. CONTEXTUAL INTERVIEW
“I don’t
know how to
pack light”
“I hate the
idea of any
additional
step”
“Why
should I
pack light?”
“I love the
idea of being
rewarded”

21. CONTEXTUAL INTERVIEW
Packing light
is a skill to
achieve
Seamless
experience
needed
No awareness
about weight
impact on
enviroinment
Reward is
an effective
incentive
Main insights

22. Flyghter customer journey Insights
Deciding what
to pack
Booking
a flight
Declare
flight
details
Pack
light
advise
Packing Transfer to
the airport
BOOKING PRE-PACKING PACKING TRANSFER
Create
Awareness
Support
Packing
Not manual
Data declaration
TOUCHPOINTFEELING

23. Refined Flyghter customer journey
AIRPORT FLIGHT POST-FLIGHT
Weight
declaration
Reward
accreditation
Flying &
landing
Baggage
claim
Leave the
airport
Aeroportual
operations
Not manual
Weight
Declaration
More enphasis
On rewarding
TOUCHPOINTFEELING

24. AUTOMATIC
FLIGHT LIST
DATA FROM
THEIR DATABASE
REWARD BY
AIRLINES
Dealing
WITH AIRLINES

25. $
SMARTPHONE APP
SAAS for airlines

26. Booking
a flight
See next
flight list &
rewards
Pack light
notification
Get tips to
pack light
Calculate
CO2
emissions
Packing Transfer to
the airport
BOOKING PRE-PACKING PACKING TRANSFER
Flyghter customer journey + new touchpoint
TOUCHPOINT

27. Flyghter customer journey + new touchpoint
AIRPORT FLIGHT POST-FLIGHT
Reward
accreditation
Flying &
landing
Baggage
claim
Leave the
airport
Aeroportual
operations
TOUCHPOINT

28. “Once understood my bag impact,
I would knock just once in a while
to get rewarded. I won’t download
an app for this”
“I like to share what I do and what
I believe in. I would like to reach a
social status, be followed and
recognized for my action”
DEAL
SEEKER
CONSCIOUS
MILLENNIAL
FREQUENT
FLYER

29. Booking
a flight
See next
flight list &
rewards
Pack light
notification
Get tips to
pack light
Calculate
CO2
emissions
Packing Transfer to
the airport
BOOKING PRE-PACKING PACKING TRANSFER
Insights and risks
TOUCHPOINTFEELING
Possible
skipping if
frequent use
Possible
skipping if
frequent use

30. Refined Flyghter customer journey
AIRPORT FLIGHT POST-FLIGHT
Reward
accreditation
Social
sharing
Flying &
landing
Baggage
claim
Leave the
airport
Aeroportual
operations
Risk of
app
removing
Social
share
TOUCHPOINTFEELING

31. CYCLIC NATURE OF
EXPERIENCE
What after first experiences?

32. From first and linear to repeated and circular

33. FEELING
Booking
a flight
See next
flight list &
rewards
Pack light
notification
Get tips
to pack
Calculate
CO2
emissions
Packing Trasfer to
the airport
BOOKING PRE-PACKING PACKING TRANSFER
FROM APP TO
WEB APPLICATION
No software download
Points collection always stored
Desktop & mobile compatibility
TOUCHPOINT

34. conclusioniCustomer journey as a tool to...

35. FIND THE WAY
Discover new
business
opportunities
Design with the
experience in mind

36. FIND THE WAY
Discover new
business
opportunities
Design with the
experience in mind
MAKE IT VALID
Define relevant
touchpoints and
stakeholders
Think a circular,
not linear service

37. FIND THE WAY
Discover new
business
opportunities
Design with the
experience in mind
MAKE IT VALID
Define relevant
touchpoints and
stakeholders
Think a circular,
not linear service
GIVE IT A TOUCH
Go visual,
visual,
visual
Validate user’s, not
technology journey

38. THANKS
www.flyghter.com
info@flyghter .com