Service Development Manager Juha Vasko from Finavia and Kirsikka Vaajakallio and Jukka Wäänänen from Diagonal present Travellab. Travellab is model for rapid prototyping and idea ranking created for Finavia to improve the transfer experience at Helsinki Airport. The case is an unique example on how service design methods and design-thinking can be, in a relatively short period of time, implemented into the service development of Finavia.

1. #SDA15

2. Case Travellab
Service Design Achievement 2014
KIRSIKKA VAAJAKALLIO
Service Designer,
Diagonal
!
JAAKKO WÄÄNÄNEN
CEO, Business Designer
Diagonal
JUHA VASKO
Service Development Manager
Finavia

3. What was the starting point?

4. Finavia had a positive problem:
200+
existing service
ideas from the
passengers
- what next?

5. Brief for Diagonal was to…
…design a
model for Finavia
for prototyping
and validating
ideas in a
consistent
way.

6. Target group: Asian transfer passengers

7. Diagonal created Travellab!

8. 8
Travellab was an effective, reliable and experimental model
for testing ideas affecting and improving
the transfer passenger experience at Helsinki Airport

9. Travellab as a part of the service design
process
3. Development
and production
4. Implementation
and operation
Picture applied from Stefan Moritz 2005
1. Mapping opportunities and
gathering customer understanding
2. Concept design
Understanding Analyzing Ideation Concretizing Prioritizing Developing
Operating

10. Travellab as a part of the service design
process
3. Development
and production
4. Implementation
and operation
Picture applied from Stefan Moritz 2005
1. Mapping opportunities and
gathering customer understanding
2. Concept design
Understanding Analyzing Ideation Concretizing Prioritizing Developing
Operating
Collecting existing
ideas and evaluating
them through
prototyping
Transforming list
of ideas into
tangible
prototypes and
testing them in
real use context
Evaluating and
prioritizing most
promising ideas for
the roadmap of
further development
projects

11. Travellab in action

12. Three targeted benefits from Travellab
Communicational advantages
will be utilized to the max:
!
Project has communicational opportunities
which support Helsinki Airport’s image of
being a credible, dynamic and modern
organisation.
!
In result the project delivers a lot of
inspirational and interesting
material, that will be utilized in
Finavia’s communications.
RANKING
1. Ideoiden kerääminen
ja teemoitus: mikä?
IDEAT
4. Idean toteutettavuus:
miten?
3. Prototypointi
saavutettavuus ja kanava:
missä ja miten?
2. Idean soveltuvuus:
miksi tämä idea jatkoon?
TOTEUTUS
Benefits of testing &
prototyping can be
measured:
!
Consistently tested ideas are validated
in different segments and with different
tools.
!
In result we can get comparable
results, and de-risk big
investments beforehand.
The project supports
Finavia´s 900 M€
expansion plan:
!
Project results and experience will
increase the customer understanding
and its utilization in Finavia.
!
In result project builds perspective
how to differentiate from other
airports in the international
competition.

13. Travellab setup and schedule
PROJECT ROOM
Back office
DIAGONAL DESIGN TEAM
Senior service designers
and international trainees
MOBILE BOOTH IN THE AIRPORT
Front office
Kick-off and
preparations Lab 1 Lab 2 Analysis and
wrap up
MARCH-APRIL-MAY MAY-JUNE JULY-AUGUST SEPTEMBER

14. ”Idea funnel”- Travellab execution model

15. Travellab prototypes
Altogether 12 prototypes were tested during the Travellab Lab 1&2:
SERVICE MENU I GATE ROASTERY
FOLLOW THE RABBIT SELFIE FROM HEL I
SECURITY MIDSUMMER CHECK I SELFIE FROM HEL II
RESTAURANT DAY SERVICE MENU II
YOGA GATE II
YOGA GATE I
SECURITY CHECK II

16. Travellab prototypes in categories
Uniqueness
Drivers and barriers
Core functions

17. Passengers loved Travellab!

21. YogaGate: one of the Travellab hits!
Tweets about
Yoga gate
reached over
5 mil.
Twitter users
”If I knew this
kind of service
existed it would
definitely affect
my choice of
transfer airport”

22. Travellab outcomes

23. Travellab was huge in numbers
900 passengers
interviewed
11 prototypes
tested
Over 80
mentions in
websites and
blogs in
English
Team spent 75
days at
the airport
n=15000
200+
ideas
50
partners and
stakeholders
contacted
20+
iterations of
prototypes
Tweets about
Yoga gate
reached over
5 mil.
Twitter users

24. We created a model for Prototyping
Finavia Model of
Rapid Prototyping
What is the aim of your idea?
Use the Ranking model form to categorise and
define your prototype.
Share
the results!
Who’s connected?
Different departements
within Finavia,excisisting
and new partners?
Tell everyone!
Get people excited
and talk about the
idea and prototype
Timetable and budget
Interview, observe, measure,
document! Keep in mind the criteria
for measuring
Do light prototypes but be
believable,
details & finishing matter.
Collect results & fill in the
Ranking model
Time the testing to
rush-hours and choose
a visible location.
Test and
measure
Share results and
lessons learned,
what are next steps?
Analyse
and iterate!
- time is money!
Get in touch with communication
department, advertise your
prototype beforehand.
What’s the role of social media?
Be present at the
airport!
Mobile booth and
lab coats are in
your use.
Take the rules and
regulations of the
Airport into account,
but don’t get defeated! Workforce, special know-how,
language skills?
React and improve,
repeat to get reliable resuls!
Be honest - failure is also
a valuable result!
Start from here!
From idea
to a
prototype
How much staff is needed for running the prototype?
Who is your hands, eyes and ears inthe field?
Who is this interesting for?
Try to find the right
people and departments.
Use ranking model to
support implementing
decisions!
Have a plan B
and C ready...
just in case!
”Best practices” are
shared with the whole
organization so that
everyone has basic
knowledge how to run
and report a service
prototype testing in
the airport. Ranking
model is essential part
of the prototyping
model.
One aim of the
project was to create
a model of rapid
prototyping and to
implement a culture
of testing to Finavia
as a organization.
After 3 months of rapid
prototyping and testing
different service
concepts in the airport
the design team build
up a model that Finavia
can use independently
in future.
Model includes
instructions and basic
equipment for testing
ideas in an airport
environment.

25. We created the ”Ranking Model”
”Finavia Ranking model” is
an evaluation tool for
evaluating the prototyping
results in a consistent and
reliable way.
With Ranking Model
various types of prototypes
can be consistently
processed and evaluated.
Ranking model consist
of certain criteria and
questionnaire which
ensures that all the
results are processed
with similar format.
With Ranking Model
results Finavia can
make implementation
decisions based on this
simplified and pre
analyzed easy-to-read
information.
Ranking Model was
created to it’s format
during the Travellab
and it is a result of
several iterations.

26. Measurement criteria for prototypes
Impact on customer experience
Prototype reliability
Sense of urgency
Cost efficiency
Alignment with strategy
Ranking model draws diagrams of each prototype scores for supporting the decision
making and reliable comparison:
Prototype A
Prototype B

27. ”Best practices” for Airport prototyping
Airport environment
sets a certain standard
for production -
prototypes have to be
believable enough in
the context.
Be open for new ideas
and be ready to
change the plan if
something doesn’t
work. Prepare plan
A,B and C.
Plan the feedback
collection and
interviewing sessions
carefully: passengers’
mindset is on traveling
only.
Choose timing and
location carefully:
rush hours and visible
places are best suited
for testing.
Be honest and sensitive
to the results - also
failure can give
important and
unexpected insights.
Open communication
within the
organization and can-do
attitude is the most
important enabler for
prototyping.
Partnerships/sponsors
can save money but
not time - enabling
presence and acting at
the airport is very
challenging.
In order to get reliable
results, international
team with language
competences is
essential.

28. …and we made decisions!
The systematic approach allowed us to evaluate and measure impact, and
decide on which ideas to go further.
SERVICE MENU I GATE ROASTERY
FOLLOW THE RABBIT SELFIE FROM HEL I
SECURITY MIDSUMMER CHECK I SELFIE FROM HEL II
RESTAURANT DAY SERVICE MENU II
YOGA GATE II
YOGA GATE I
SECURITY CHECK II

29. Travellab outcomes in a nutshell

30. Complex mission: accomplished!
RANKING
prototyping
Benefits and experiences
of prototyping
1. Ideoiden kerääminen
IDEAT
4. Idean toteutettavuus:
miten?
3. Prototypointi
saavutettavuus ja kanava:
missä ja miten?
2. Idean soveltuvuus:
miksi tämä idea jatkoon?
ja teemoitus: mikä?
TOTEUTUS
Model for prototyping
Prototyping Ranking Model
for decision making
Plans made how to develop
qualified ideas further

31. Complex mission: accomplished!
media & image
Huge media coverage
A lot of customer
meetings & interaction

32. Complex mission: accomplished!
Expansion & Transformation
Finavia Model of
Rapid Prototyping
What is the aim of your idea?
Use the Ranking model form to categorise and
define your prototype.
Share
the results!
Who’s connected?
Different departements
within Finavia,excisisting
and new partners?
Tell everyone!
Get people excited
and talk about the
idea and prototype
Timetable and budget
Interview, observe, measure,
document! Keep in mind the criteria
for measuring
Do light prototypes but be
believable,
details & finishing matter.
Collect results & fill in the
Ranking model
Time the testing to
rush-hours and choose
a visible location.
Test and
measure
Share results and
lessons learned,
what are next steps?
Analyse
and iterate!
- time is money!
Get in touch with communication
department, advertise your
prototype beforehand.
What’s the role of social media?
Be present at the
airport!
Mobile booth and
lab coats are in
your use.
Take the rules and
regulations of the
Airport into account,
but don’t get defeated! Workforce, special know-how,
language skills?
React and improve,
repeat to get reliable resuls!
Be honest - failure is also
a valuable result!
Start from here!
From idea
to a
prototype
How much staff is needed for running the prototype?
Who is your hands, eyes and ears inthe field?
Who is this interesting for?
Try to find the right
people and departments.
Use ranking model to
support implementing
decisions!
Have a plan B
and C ready...
just in case!
Increased customer
understanding
Experience and insight
for customer centric
transformation

33. Importance of rapid prototyping
“When experimentation is done with
small budget and quick schedule it saves
resources and decreases risks. Input-output
relation wise experimentation
projects are clear winners.”
“Project funding rarely includes
the possibility to experiment, fail
or change the direction of a
malfunctioning project during the
funding.”
Editorial in Helsingin Sanomat 4.8.2014
by Hanna-Leena Ottelin and Kalle Nieminen.

35. PAULIINA TENHO JAAKKO WÄÄNÄNEN KIRSIKKA VAAJAKALLIO IDA KUKKAPURO JYRKI VANAMO
+ INTERNATIONAL TRAINEE TEAM
OF AALTO UNIVERSITY STUDENTS:
Kristiina Sandqvist (Finland), Nargis Guseynova (Russia),
Hye Jin Ahn (Korea), Jingping Liu (China) and Aoi Yoshizawa (Japan)
HAPNIK & STEEP
Hapnik on tapahtumien järjestämiseen sekä viestintään
erikoistunut kollektiivi.
Steep on muotoilutoimisto, joka toimii kaupunkien,
tietotekniikan ja ihmisten leikkauspisteessä.
Diagonal expert team
HAPNIK

36. Thank you!
Questions, comments?
KIRSIKKA VAAJAKALLIO
Service Designer
Diagonal
JUHA VASKO
Service Development Manager
Finavia
JAAKKO WÄÄNÄNEN
CEO, Business Designer
Diagonal