An intuitive crew application for KLM
E.M. De Winter · 2014
In December 2013, the flag carrier airline of the Netherlands, the Koninklijke Luchtvaart Maatschappij N.V. (KLM) approached the TU Delft with an outline for a graduation project. KLM set out the goal to develop an intuitive crew application for their pilots and cabin attendants to fulfill all their non-operational information needs. Furthermore, their aim was to improve interpersonal relationships within a crew with the ultimate goal of creating an engaged and attached KLM flying crew. The thesis is the result of the MSc graduation project, produced in affiliation with the Design for Interaction MsC program at Delft University of Technology and the Koninklijke Luchtvaart Maatschappij N.V. (KLM). THE PROJECT In June 2013, KLM, the flag carrier airline of the Netherlands, began issuing iPads to around 5,000 pilots, senior pursers and pursers (KLM Official Website, 2014). The tablet computer supports the flight personnel’s activities on board and introduces many valuable opportunities to improve the working context of the flying crew. Currently, most of the non-operational information is spread through a great variety of channels, resulting in important information not reaching its intended audience. Therefore, KLM decided to digitize, prioritize and bundle all relevant information into one intuitive crew application. The main goal of the project is to define the needs and wishes from the two main stakeholder groups: the flying crew, and the KLM business. Additionally, these insights need to be combined into one intuitive iPad application in a way that satisfies the involved parties. RESEARCH The foundation of the project was laid during the deconstruction phase. During this phase, relevant literature was studied (including, but not limited to literature on information overload, social design, acceptance of technology and the social identity theory). This literature provided the author with an understanding of the relevant domains and clear guidance for the continuation of the project. Additionally, user research (interviews, observations and context mapping) provided many insights into the world of the flying crew: what are their goals, motivations, needs and behaviors? Several aspects became abundantly clear during the research phase: - The most important thing to a crew member is their schedule: this determines how they fill in their free time and influences their whole personal life. - Traveling can get lonely at times, which is why the crew greatly values social interactions within a crew. Going on a trip, having dinner together, exchanging stories and pictures: all examples of aspects that are deemed as very important. - Exploring a new location is very important to a crew member: the crew is always curious about a new location and the activities that are waiting for them there. This exploration often already starts at home. - For KLM, it is difficult to connect with the flying crew, as they are barely present at Schiphol Airport. Due to this, KLM is having difficulties connecting with their employees and set out a goal to create a more connected and engaged crew. MY PERSONAL PAGE All the needs and wishes established during the research phase were translated into three concepts, which, after several evaluations with the stakeholders, combined into one final concept: The Personal Page application (presented on the right). With the Personal Page application, a pilot or cabin attendant has all non-operational information at hand at the moment he/she needs it. The tool contains several elements to improve one’s complete flight process: - An up-to-date schedule: thanks to the monthly overview the user can easily see all upcoming flights, trainings and other activities. - An explorative flight overview: the user is able to browse through an upcoming journey as if experiencing it at that moment, receiving all potentially relevant information. - Sharing activities: a big database filled with personal tips and tricks about specific locations bonds the crew and provides the user with many valuable location insights. Additionally, the Personal Page application allows the user to suggest activities to the rest of the crew, lowering the threshold for the establishment of a close crew relationship. - KLM news and magazines: a strong wish from the KLM communication department is to create a connected and well-informed crew: a first step in achieving this is by ensuring the crew receives all (personally relevant) KLM updates. EVALUATION In order to assess the usability and user experience of the Personal Page application, an interactive prototype was created and tested with the stakeholders. This prototype can be accessed via www.mypersonalpage.estherdewinter.com. Evaluations with five target users indicated that the Personal Page application has great potential to become a success. All participants expressed enthusiasm about the design and usability of the Personal Page application and conveyed an interest in downloading the application from the KLM application store. Additionally, the usability study results suggested several points for improvement. Several icons and terms used throughout the application caused confusion, resulting in a lack of flow. Furthermore, while the Personal Page application has great potential for improving interpersonal crew relationships, it is important to dedicate further work into creating a stronger relationship between the KLM and the crew. It is recommended to delve deeper into literature on social identities to accomplish this. CONCLUSION Overall, it can be concluded that the assignment to create an interactive crew application has been successfully completed. Valuable insights into the needs and wishes of the flying crew have been established and combined with the demands from the KLM business. Hopefully, these insights will direct KLM towards a future with a (more) connected and engaged flying crew.