Problems
Understanding from the customer journey
Through observation and interviews, the customer journey was visualised. Even though Vanderlande achieves high-quality baggage-handling process in the back-end, the end-consumers couldn't experience the same quality in the front-end baggage carousel.
Poor visibility
Unequally distributed crowd
Unergonomic
Impatience
Insecurity
Anxiety
Trend analysis
Forecast the future to define the direction for present
Based on the trend analysis, we visualized three future scenarios for baggage carousel in the airport, such as Personalised Reclaim Pods, Fleet, Baggage-less travel.
In order to sustain a competitive advantage in possible future scenarios, Vanderlande needs to invest in implementing UX into their innovation process.
“Consumers respect and remember brands that get with the times in terms of understanding what they want, reaching them in new and innovative ways and consistently delivering products and services that surpass their expectations.”
(Lisher, 2017)
Values
Values of UX for Vanderlande’s future
“One principle that such companies understand well is the difference
between profit or loss on a single transaction and profit over the lifetime of their relationship
with a single customer.”
(Treacy & Wiersema, 1993)
Market Differentiation & Leadership Trendsetters, Futureproof
Build Trust ‘Guarantee of Excellence’ ‘Synonomous to Reclaim Area’
Gain Brand Equity amongst Customers and Users alike
Organization transformation
How does it translate to the Organization Values?
Being empathetic to understand customers' need and owning mindset to co-develop future products with multiple stakeholders are important for the UX-driven corporation.
Co-creation
Empathy
