BNA Service Blueprint
Role: research, service safari, archetypes, systems mapping, empathy mapping, journey mapping, analogous inspiration, value promise development.
This project focused on redesigning the traveler experience at Nashville, Tennessee's BNA Airport through the creation of a comprehensive service blueprint. The project involved extensive research that culminated in a strategic proposal to integrate Virtual Reality (VR) headsets into the in-flight experience. This innovative solution was designed to address common passenger discomforts while simultaneously enriching the overall travel experience. The final blueprint seeks to balance user needs with business viability by offering a scalable and innovative approach to modern air travel.
Service Safari
By conducting an in-depth observational study at BNA Airport, the goal was to familiarize myself with the current passenger experience. This visual timeline captures key sensory experiences such as sight, sound, feeling, and smell, during my journey through the airport. The insights gained from this research would turn out to be crucial in identifying pain points and opportunities for improvement, thus forming the foundation for the service blueprint.
Synthesis
This visual breakdown consists of user interview insights, sensory inputs from each phase of the service safari, interactive physical and digital artifacts, and the roles of various actors throughout a user’s journey at the BNA airport.
In addition, by mapping out front and back stage interactions, connected systems, and key performance indicators (KPIs), this synthesis provides a holistic view of the current service environment, displaying areas where pain points and opportunities exist.
Empathy Mapping
A reoccurring issue throughout my research was passenger discomfort during the in-flight phase. Various users expressed dissatisfaction with the lack of lumbar support, cramped conditions, and the overall absence of personal space, all of which contributed to an environment that made it difficult to relax or sleep during flights. Rather than just propose a solution like larger seating with more legroom as it could negatively impact airline revenue by reducing the number of seats per plane, I sought a more innovative approach by conducting an analogous inspiration.
Analogous Inspiration
Seeking to reimagine the in-flight experience, I began to draw parallels with environments that evoke a strong sense of excitement and anticipation. To achieve this, I explored other services known for evoking these emotions.
Immersive theater, in particular, stood out as a compelling model. These performances captivate audiences by creating immersive worlds that blend physical sets, live actors, and advanced technology, effectively engaging multiple senses and blurring the line between fiction and reality. This approach not only creates anticipation but also draws users into a narrative that feels personal and engaging.
Inspired by this, the concept I pursued was centered around a way to turn a routine flight into a journey where passengers could engage in such narrative. By introducing technology such as VR headsets, this idea would allow passengers to step into another world, making their time in the air not just bearable, but genuinely exciting.
Current State Journey
The current in-flight experience is often viewed as a necessary but unremarkable part of travel. Passengers frequently report discomfort, particularly due to cramped seating and limited entertainment options. Giving the impression that this phase of the journey is typically endured rather than enjoyed, with many travelers hoping to get through it as quickly as possible.
Future State Journey
Within the future state, the introduction of VR headsets transforms the in-flight experience into a highlight of the journey. Passengers can immerse themselves in interactive narratives with complex characters and rich worlds. This innovative entertainment option not only distracts from the physical discomforts of air travel but also enhances the overall experience by making the flight something to look forward to rather than endure.
