On Thursday I attended an excellent new media community workshop hosted by Refresh Dallas guest lecturers, Stephen Anderson and Travis Isaacs. The goal of the workshop was to teach the audience some techniques to organize information effectively.
I have to hand it to the two Viewzi hotshots. It’s apparent from their collections of spinach labels and IRS forms that they have been gathering material for this presentation for a long time. Strangely enough, one of the homework assignments got me thinking about the airlines’ principal marketing dilemmas: how to increase customer satisfaction and build brand loyalty.
The assignment was to more effectively organize and prioritize airline confirmation information. We were allowed to invent our own contexts. This is what it looked like:
(Thanks to Jared Farnum for scanning it.)
Unless you’re a computer, the above example is a
complete mess. The designers apparently didn’t think it was important
enough to allow people to easily find what they are likely to look for.
After all, the customer already bought the ticket. The airline got their money, and
now the passenger must walk the crucible of airport security and
undergo every examination short of a body cavity search just to visit
grandma in Chicago.
Mapping out this problem from an information design perspective requires we understand what the user is looking for. This is determined by the context of his interaction with the information.
Thinking through this, I sketched something out in class, but my work always seemed to resolve into an airline ticket. I guess that’s just where my head was, but since we were allowed, I followed that thought and came up with this rough design for the same fictitious flight:
Though I’m not much of a designer, I did a few things that Stephen and Travis recommended, and at first blush it seems to have worked out well.
- Deleted information most people don’t need
- Grouped like information
- Prioritized the content according to the context
- Utilized icons to aid scanning
There is probably someone who thinks I shouldn’t have deleted something that I did. To that I say, with the deepest respect:
"That’s why these things shouldn’t be designed by committee. Now shut your mouth and go design your own ticket."
Kidding! Kidding! I can take the criticism. Maybe we can design a stop sign next. That isn’t the point anyway. The brand-endearing idea most useful to marketers comes next, and I didn’t even use a single logo.
If your ticket actually has it, the stub just repeats a lot of the information that was on the proper ticket, but in shorthand format and with greater emphasis placed on the seat number.
However, since these stubs are not used much anymore, I imagined what would happen if the airline decided to do something remarkable. Something memorable. Something endearing.
(The gray area in the lower right represents a bar code.)
Can you imagine printing off your ticket at the airport kiosk and seeing that message? It would be like winning a golden ticket from a Wonka Bar.
They wouldn’t have to do it for every passenger — that would be impossible. But the airline (in this case, American Airlines) under this hypothetical program would need to reserve 1-4 upgraded seats, depending on the size of the plane, on every flight, and give it to a random passenger (or group of passengers, if possible, to keep families together).
In the event the passenger was not one of the chosen few, he would be offered something else. Let’s look at these options:
- A 15% discount to a restaurant located in the arrival city.
- $3 off his next FedEx shipment, good for the entire time he’s there.
- 50% off a 15-minute chair massage upon return home.
Every one of these options can be relevant to the passenger, and the airline wouldn’t need any more information than is already on the ticket.
Even better, except for the upgrades, the airlines wouldn’t even need to pay for all of these promotions themselves. The companies who want more business from travelers would consider it an advertising expense.
It’s simple, unexpected, concrete, credible and perhaps even a little emotional. Plus, everyone who gets a free upgrade will tell his story. (Sound familiar?) Who would want to fly with anyone else?
Of course, this wouldn’t solve any management or customer service problems the airlines have. It would just build a lot of buzz and generate stronger loyalty and more paying customers.
That can’t hurt — whatever their other problems are.
What do you think?
Assuming it were technically feasible and the airlines went along with it, would it work? Why or why not?
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Tags: Airline, airlines, American Airlines, Branding, coupons, flight, flying, free, Made to Stick, Marketing, remarkable, transport, transportation, TSA
Cam,
I admire your efforts to save the airline industry. And your ticket is an improvement. However, my problems with flying having nothing to do with the ticket. Should I begin…
1. Uncomfortable.
2. Lousy service.
3. Cramped, sweaty and crappy air.
4. No one cares about me or my experience.
And I could go on but why bother? I see little hope for change. Pessimistic? Perhaps. Realistic? For sure.
Personally, I love the confirmation ticket re-design. As for the ‘wonker bar’ idea, not too sure. I don’t think it would work purely from the standpoint that you could never convince an airline that the return on a post-purchase promotion of a free-upgrade would come close to the cost of reserving either business or first-class seats for that upgrade. The ‘15% off’ and other ideas are more feasible. But if passengers had a choice, they would either want lower fares, shorter lines and on-time arrivals and departures. A promotion like this might be viewed by customers as airlines putting money and resources in the wrong places.
Both excellent points.
One of the reasons I think service seems so bad on airlines (besides the TSA) is because of a failure of leadership. Regardless of what people say to them, employees from ticket agents to flight attendants are taught by the system (created and managed by those in authority) that the rules trump the extra effort that could vastly improve service for all passengers.
By instituting a process where any passenger may be treated as first class, then the system recognizes that, in principle, all passengers should be treated as first class — seating arrangements notwithstanding.
So — Long story short… A change in process that would systematically improve service requires leadership, which is, I hope, something a change like this would represent.
But maybe I’m an idealist.
Your thoughts?
Cam,
As usual you bring some ideas to the table that often go unnoticed. Bravo!
Like Lewis points out, there are so many problems with the airline industry that the whole thing often seems hopeless. It’s such a large , screwed up process that it’s hard to decide where to begin. What can be done to make the most positive change?
At first glance, redesigning an airline ticket may not seem like the biggest problem on the list. But when you step back and take a look at past flying experiences, it is usually not just one thing that makes the encounter unbearable. Usually it is multiple things that add up and create one huge migraine for passengers. It’s bad (downright rude) customer service, stripping down for security, not knowing what gate your plane is at because you can’t easily comprehend your ticket, DELAYS, overbooked flights, being herded like cattle. It’s death by a thousand cuts!
Who knows, something as simple as creating a more user friendly ticket with perks and prizes could make a larger difference than it would look to make by analyzing it on by itself. And maybe it would help the airline move towards an overall better experience.
Cam,
This is nothing short of brilliant! I’m one who swears by the SUCCES principles you seem to adhere to as well in the above re-design.
Although there are tons of problems with the airline industry, as Chris and Lewis mention, I think airlines should learn to take small steps. And ticket re-design is one such small step towards bringing sanity back to flying.
Though it’s an overlooked fact, a ticket is often the only physical item that connects the airline passenger to the brand. And it remains with the passenger throughout the flight, and often after the flight for some time too. I have found tickets lying around my house from flights I took 4 years ago! Redesigning the ticket is the most basic – and probably cost effective – step that airlines can take towards creating greater brand awareness and loyalty. Having offers from partners is a great idea too – it fills up the airlines’ coffers and possibly makes the passengers’ day.
Once again, I love your re-design Cam and suggest you bounce this idea off a few airline execs and see what they think about it.
I love the redesign! Did you see my latest? For side by side, see
http://tinyurl.com/6hdcce
Chris -
Thank you for your input. I feel as if most airlines believe they can solve their ills by “stressing” customer service in meetings or by nickel and diming their customers (and then spending hours and hours justifying it) into submission.
Really, though, it’s a matter of putting customers first. This sounds great on the surface, but they have to be willing to take that first step. Even if it’s just a ticket.
Not all of the problems are their fault, but that doesn’t mean they’re exactly helpless.
Shashank – Thank you for your kindness. I’ve been a big fan of Chip and Dan Heath since I first read their book. Running ideas through the SUCCES filter is a fun little exercise.
I know airlines are looking at ways to increase revenue, and there is a natural limit to how much they can charge for tickets, so intelligent offers seem to be a good way to build brand affinity.
Though, as I think is the unanimous consensus, this will not solve all of the airlines’ problems, it can be a welcome respite for both airlines and passengers.
I think one of the keys, though, is to keep the messaging very plain and simple. Advertisers shouldn’t try to out-creative each other.
It’s a ticket, first and foremost, and the advertisement/offer shouldn’t get in the way of that.
I wonder if advertisers could show that kind of restraint.
Jared -
I like your iconography… I’d love to see that taken to the next step, to include the return flight, as on a round-trip confirmation receipt.
Just get me on the plane, get everyone to stow their luggage and sit down, take off, and land on time. I do not much care about the rest.
Southwest airlines is what I prefer because the get the good job while maintaining good humor. They have knack for saying sit down, let’s go, without offending anyone.
Throw a bag of peanuts at me and pour me a drink when we reach cruising altitude.
Hi Neil -
I’ve flown Southwest only once, but it was a very good experience with absolutely no hassles (except for the TSA).
It was interesting because there was an assigned boarding order, but no assigned seating. No first class, economy class, etc., which means I got to sit wherever there was room by the time I boarded. On my way to Austin this was in the very front seat, and on the way back to Dallas it was in the very back seat.
This, too, may seem like one of those “small things,” but I think it speaks to Southwest’s ability and dedication to doing the small things well. At the same time, they also remain a low-fare airline and are still reporting profits.
As Chris said, “it is usually not just one thing that makes the encounter unbearable.” Likewise, it’s usually not just one thing that makes the encounter exceptional. It’s just unfortunate that the bar is set so low.
Here is why I fly SouthWest:
1. Perfect safety record. Nobody has died on a flight.
2. They somehow politely get people in their seats and the plane off the ground on time.
3. Good value.
4. The employees always seem to be happy, which creates a good vibe. They much have pretty good management.
5. They are profitable. It is somehow comforting to fly an airline that makes a profit and is not trying to skimp.
Cam,
We need you to quit your current job, go to AA immediately, and make this happen! I really don’t care much about the upgrade but something like a free meal (I mean, $10 for a cold half-sandwich, really?) would be better. I’m pretty sure they can sacrifice $1.50 (probably the cost of that sandwich) for a happy customer willing to tell others “Oh, it was a great flight and I won a free meal. No pretzels this time!”. Now, we don’t have much time, go to AA and let’s do this! Thanks for such a great and refreshing post.
Airlines just keep getting worse. Pretty soon we’re going to be put in cages when we fly.
Just hope that Southwest expands.
Focus on the reason you fly: point A to point B or C on time. Period.
Paul – Thank you for the smile!
Forex – I’m sure it doesn’t meet the literal definition of a cage, but go a couple thousand feet in the air and you want to get out – where else are you going to go?
Neil -
I don’t know what all the stats are for on-time departures and arrivals, so I can’t really speak to percentages.
At any rate, there are things that can make getting to the right place on time more pleasant. You mentioned some of these.
I guess passengers can forgive a lot if only those two requirements were met, but not everything.
A warm smile, however, can warm cold hearts. That’s always a good place to start, and it costs nothing.
Yes, Southwest has a simple formula and it works.
I will save the good meal for when I arrive at the destination. Planes are transportation and, if they do that well and with good cheer, they get my greenback vote.
I agree with Lewis. The airlines have a lot more problems to fix than their tickets.
I liken it to putting a Bandaid on a broken leg: doing SOMETHING that solves NOTHING!
I agree with Lewis. The airlines have a lot more problems to fix than their tickets.
I liken it to putting a Bandaid on a broken leg: doing SOMETHING that solves NOTHING!
Hi Dawn -
Thank you for your feedback.
As I said, this doesn’t fix any management issues they have, but I reject out of hand the notion that we should not do something if we cannot do everything. In fact, if this exercise teaches us anything, it’s that companies can and should be looking for ways to improve the customer experience from every touchpoint — both big and small.
Cam:
Great thinking. The airlines just seem to beaten down. And set in old ways of doing things.
Rather than spend money on TV commercials about the joys of flying that are clearly umm, not true, an Armanovian Micro-Interaction®™ like a cleanly designed ticket would make so much more of a difference. I mean even without the contest element it says “hey passenger- we’re thinking about you.”
It’s especially nice since most airlines give us the option of printing our tickets ourselves, at home, and so we’d leave for the airport with this nice, easy-to-read memento in hand.
I know Southwest gets raves, but even they are helpless in the face of long security lines and overburdened airport flight schedules. If the airlines would just admit it’s a problem, that flying can be a hassle and that they’re doing the best they can, it would go a long way to making people feel better about them.
Then of course, they have to stop doing things like this: http://www.nytimes.com/2008/07/29/business/29lounges.html – shutting down their first class lounges and removing yet another amenity from the list.
Alan -
I’m trying to remember if Southwest was one of those clamoring for federal takeover of airport screening, but I can’t. Even through the fear of flying commercial that gripped us all after 9/11, they should have seen that coming.
Anyway, that cat is out of the bag now, and as with any government program it would be extremely reluctant to get back in.
So in the meantime, they must improve the passenger experience where they have the most control. No interaction is too small that it doesn’t deserve consideration. As I said, a warm smile goes a long way.
That’s not something you can really fake, though, and with a problem as deeply rooted as this, fixing it is going to require excellent leadership (even if they start with the small stuff).
P.S. I love that you’re monetizing David’s name… Maybe you can swing it so that he can’t even use it without paying you a nickel.
Very interesting approach.
Cam,
I do believe that Southwest has good management, they are profitable, and their employee morale truly is high. Hence the warm smiles are genuine.
What I love about them the most though is that when people board they have a way of saying, “stow your damn bag, sit down, we are leaving” without offending anyone. They must be trained in this art.
With other airlines I take a seat and it seems like it takes absolutely forever to get everyone seated.
That said, Southwest is not for everyone. It is festival seating and no frills flying. I would not call it luxury travel but that is not what I go in for.
BTW, Cam, I like your ticket idea. There is a saying that a journey of a thousand miles starts with one step.
I say if the airlines started taking some small steps it would add up to something good in due time.
Neil -
Chris mentioned that right now it’s death by a thousand cuts. I wonder if it’s possible to bring life with a thousand little baby steps…
Cam and Neil,
For an existing, I think it has to happen incrementally. It is an industry that depends on majority of front line employees to function properly. You can’t just wake up one morning and decide the company needs to change the customer experience. If you did it would look a lot like this: http://www.tomfishburne.com/tomfishburne/2008/07/the-organizatio.html
It has to become something that the airline dedicated to and then makes it happen over time. Each step forward is a signal to employees and reinforces the dedication to a new culture of flying.
Just printed a BA boarding pass for a house guest who was headed back today. Looked a lot like your draft.
Think you have a good point. It’s a Tufte moment.
Cam, absolutely, a thousand baby steps.
And as you said, Chris, it will take time and the culture of the companies will change.
Chris -
I love Tom Fishburne’s work. Thank you for sharing that link. Very appropriate for this discussion, and your conclusion is spot on.
Wilson -
Thank you for keying me onto Edward Tufte. He offers some courses that I may have to check out.
I’m loving it. Now, if you could stop delta, american airlines, etc. from sucking everywhere else, too…
Ahh, I can dream, can’t I?
Paul -
I’ll tell them, but I doubt they’ll listen.
Cam, you are a Marine, do not just tell them, TELL THEM.
Here’s an idea to improve airline performance:
Make EVERY airline employee work at a location that they have to fly to, every day, using their own airline.
Imagine the issues that would get resolved:
- on time
- experience quality
- cleanliness
- information sharing
- equipment maintenance
- crew availability
- and more
Rick -
A taste of their own medicine, eh?
It couldn’t hurt, but I suggest that the execs be subjected to it along with them.
Cam, LOVE this! Nice work.
Yeah, that is brilliant. Have the execs forced to fly coach once per month with no special treatment at all.
It is kind of the like the old CEO of SouthWest who would regularly do front line jobs (e.g., fly attendant).
Maybe the execs could work the front line and fly their airline. That would focus the mind.
If an airline wants to make me happier, they could provide me with a pair of paper slippers to wear through the security checkpoint. I don’t like walking on bare floors in bare feet or in hosiery in public places.
The last time we went overseas, a couple of Asian passengers in their 20s were wearing flip flops. The young women were very unhappy when the security folks in Atlanta made them take off the flip flops.
Barbara – I can imagine! Thank you for the suggestion.
If the airlines want to make me happy they need only get me thre on time. That’s it.