The Experience is the Message – Creating Unique Airline Brand Experiences
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Creating better brands through strategic touchpoint design: In a case study we evaluated the brand experience of top European airlines. Based on findings, we designed solutions to orchestrate and optimize touchpoints and create beneficial and brand-supporting experiences. Combining the user-centered design approach and the business-driven marketing technique, brand experiences are designed to both offer maximum value for the user and at the same time convey relevant brand messages and thus serve the business. This study was compiled for and presented at IA Conference "Brand Experience" in May 2014 in Berlin.
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The Experience is the Message – Creating Unique Airline Brand Experiences
- 1. VATTER & JORDAN The Experience Is The Message Creating Unique Airline Brand Experiences Christian Vatter & Martin Jordan
- 2. Contents – BrandExperience:Whatitisandwhyitisimportant – Airlines:Differentiatingthroughmarketingbutproviding interchangeableexperiences – OurStudy:Theprototypicalflightexperiencejourney – AirlineBrandExperienceDesign:Ourideasthatturnstandard brandexperiencesoftwowellknownairlinesintouniqueones
- 3. VATTER & JORDAN About Brand Experience PhotobyDavidOliete
- 5. Source:Forrester “Empoweredbuyersdemandanewlevel ofcustomerobsession” Age of manufacturing Age of distribution Age of information Age of the customer
- 6. Notunderstandingcustomersneeds mightbefatal 2004 2005 2006 2007 2008 2009 2010 Blockbuster Revenue Netflix Revenue $6Billion $4Billion $2Billion $0 $ 2.2 Billion Bankrupt Source:www.go-digital.net
- 9. Lesson #1 It is a necessity to understand users and create value for them.
- 12. ExampleVolkswagen:Morethantwiceas manymodelsinthepast30years 0 6 12 18 24 1960 1970 1980 1990 2000 2007 2008 2012 minicar smallcar compactcar mid-rangecar executivecar pickup 9 Number of Volkswagen models 4 11 9 9 14 16 18 21 Source:Wikipedia
- 16. 0,80€ 2,80€ Brands createawillingness topaymore forotherwisesimilarproducts…
- 17. …ordecidewhowillbepicked Last day of business of closing drugstore chain Schlecker
- 19. Lesson #1 It is a necessity to understand users and create value for them. Lesson #2 It is a necessity for businesses to create brand preference.
- 24. VATTER & JORDAN About Airlines
- 27. … Notification to Check-in Self Check-in Travel to airport Counter for check-in and/or baggage drop off Security Waiting at gate Admission/Boarding Entering and being greeted Seating procedure Announcements Starting Service drinks/ food Clearing table Announcement captain … Butthe experiences theyprovidedo notdifferfrom eachother
- 28. Eventhesmallestgesturemayhelpan airlinetostickout Airberlin created a lot of media buzz when giving out chocolate hearts upon exiting the plane
- 29. Berlin-Rom, 23.05.- 25.05. easyJet 159EUR KLM 215EUR Lufthansa 232EUR Whyshouldcustomerspaymorefora brand? Source:Swoodoo,retrievedMay15
- 30. Brand the experience, because the experience is the message.
- 31. VATTER & JORDAN About our flight experience study
- 32. OurApproach Understanding the experience PainandWow points,importance ofencounters, emotioncurves duringjourney Interviews, CulturalProbes, SelfExperience Understanding the brands Whatdobrands standfor,what valuesare associatedwith them Communication Analysis,Interviews Creating Brand Experience Ideas Ideasbasedonpain andwowpointsthat bringbrandtolive
- 34. Privatetravelers Businesstravelers Short-haulflyers Long-haulflyers Experiencedflyers Inexperiencedflyers
- 38. Prototypical experience journey Preparation At Airport AftermathIn Plane Emotion Curve
- 39. Preparation Searching & Booking Preparation Check-In Trip to airport Thejourneybeginswiththesearchfor flightoptions. Theclosertheflightgets,themore stresslevelsrise(positiveandnegative).
- 40. Counter Security Waiting at gate Boarding At Airport Entering the plane Alackoftimepredictability,control andorientationaswellasstop-and-go proceduresarethereasonsforquitea bitofstressbeforetheflight.
- 41. Seating Settling in Exiting Settlinginone‘sseatistheturning pointofthejourney– stresswanesand boredomsetsinuntilshortlybefore landing. In Plane Employees Activities Service Food Entertainment Syst. Physical Stress In-Flight factors
- 42. At Airport Baggage Claim Transfer to city The aftermath Whetherchangingplanesorfinding yourwaytothecity– theunknown situationatarrivalcanbeasourceof stress. Thejourneyonlyendswhenthebag canbeputdownandopened. Aftermath At AirportAt Airport Arrival at destination
- 43. Prototypical experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath
- 44. VATTER & JORDAN Airline Brand Experience Design
- 47. What does the brand Lufthansa stand for? Here is a TV commercial from 2013 .
- 49. The Lufthansa experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath yellow: Steps where Lufthansa can best play out its brand values
- 65. What does the brand easyJet stand for? Here is a TV commercial from 2013 .
- 67. The easyJet experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath orange: Steps where easyJet can best play out its brand values
- 80. VATTER & JORDAN Summary and Conclusion
- 81. Step 1: Brand Experience Design – Research: Whichneedsariseduringproductorservice usage?Wherearepain&wowpoints? Whatdoesyourclient’sbrandstandfor?
- 82. Step 2: Brand Experience Design – Matching: Wherecanthe experience,when dealingwiththe brand,beimproved soitisbeneficialfor customers? Create value for user Howcanthese improvementsbe manifestationsof whatthebrand standsfor? Create value for brand Brand Experience
- 83. manifestingthebrand through/inencounters helpingbuildingbrand preference strengtheningthebusiness valueinsteadofmessages, deliveringonthepromise helpingbuildingloyaltyand recommendation strengtheningthebusiness contemporary marketing balancing out user and brand needs Brand Experience
- 84. The Experience is the message Howabrandactshasmoreimpactthanwhatitsays. OuruniqueapproachofBrand Experience Design providescompellingandusefulmomentsoftruth thatbothdelightcustomersandstrengthen business. Weofferto helpdeveloping any service brandthat needstodifferentiateanddeliveronitspromise.
- 85. VATTER & JORDAN Find more about us at www.brandexperiencedesign.net AllnototherwisemarkedimagescopyrightbyJordan&Vatter,iconsfromTheNoundProjectbyWilsonJoseph, Rediffusion,DiegoNaive,Lesvieuxgarçons,MuraliKrishna,Johanna,DaraUllrich,MelonnieManohar,NicolòBertoncin ChristianVatter, MarketingPsychologist& BrandExperienceConsultant cv@christianvatter.com @cvatterberlin www.linkedin.com/in/christianvatter MartinJordan, Service&BrandExperience Consultant martin@martinjordan.de @martin_jordan www.linkedin.com/in/martinjordan