Kyndryl Aviation Digital Event Experience
the challenge
Kyndryl, renowned for its cutting-edge technological solutions, is set to participate in the prestigious Annual Aviation Event in Miami in May 2024. This event gathers aviation industry leaders to explore the latest innovations and advancements. Kyndryl's internal marketing team seeks to create a compelling digital activation that not only demonstrates their technological prowess but also sets a new benchmark for customer experience in the airline industry.
The internal marketing team needed to develop a digital activation to showcase advancements in technology supported by Kyndryl, emphasizing AI and enhanced customer experiences from booking flights to managing delays. Highlight the new standard for customer service in the airline industry.
the solution
To achieve these goals, the following strategic approach will be implemented:
Interactive Digital Experience:
Virtual Reality (VR) Simulation: Create a VR experience that takes participants through a day in the life of a traveler, showcasing AI-driven booking, personalized in-flight services, and efficient delay management.
Interactive Kiosks: Set up kiosks that allow attendees to explore Kyndryl’s technology solutions through interactive screens, videos, and demos.
Customer Journey Showcase:
AI-Powered Booking System: Demonstrate how AI can personalize booking experiences, offer tailored recommendations, and streamline the process.
Real-Time Flight Management: Showcase AI’s role in real-time updates, predictive maintenance, and efficient handling of delays, enhancing passenger experience.
Enhanced In-Flight Experience: Highlight AI-driven in-flight services, including personalized entertainment, dynamic meal preferences, and real-time communication.
Data-Driven Insights:
Analytics Dashboard: Present an analytics dashboard that provides real-time insights into customer satisfaction, operational efficiency, and AI performance metrics.
Case Studies and Testimonials: Feature case studies and testimonials from airlines that have successfully implemented Kyndryl’s technologies, demonstrating tangible benefits and improvements.
Engaging Content:
Video Stories: Produce a series of engaging videos that tell the story of how Kyndryl’s technologies are transforming the aviation industry, from AI-driven logistics to enhanced passenger experiences.
Expert Panels and Webinars: Host panels and webinars with industry experts discussing the future of aviation technology and Kyndryl’s role in driving innovation.
Client:
Kyndryl
Team:
Creative Director: Caroline Schaffer
Producer: Keith Troy
UX Lead: Carlos Maldanado
UI Lead: Mile Cavalleri
UX Writer: Rufus Waloker
persona identifitication
For Kyndryl's Annual Aviation Event digital activation, we have identified three interconnected audience personas that form a holistic experience of the aviation industry, akin to the narrative style of "Love Actually." Each persona represents a key segment of the aviation ecosystem, from the customer booking a flight to the tech crew and pilot ensuring a smooth journey.
Age: 28
Occupation: Marketing Manager
Location: New York City
Interests: Travel, culture, and food experiences
Tech Savvy: High
Behavior and Needs:
Travel Goals: Emma is planning a vacation to Paris and seeks a seamless and enjoyable travel experience.
Booking Preferences: Prefers to use mobile apps and online platforms for booking flights and accommodations. Values personalized recommendations and easy-to-use interfaces.
In-Flight Experience: Desires personalized in-flight entertainment and meal options. Appreciates real-time updates and efficient service, especially during delays.
Pain Points: Frustrated by long check-in processes, flight delays, and lack of real-time information.
Age: 35
Occupation: Senior IT Technician for an Airline
Location: Dallas, Texas
Interests: Technology, aviation, and problem-solving
Tech Savvy: Expert
Behavior and Needs:
Role Goals: Liam is responsible for maintaining and troubleshooting the airline's IT systems, ensuring smooth operations.
Tech Preferences: Utilizes advanced diagnostic tools and software to monitor and manage airline systems. Relies on real-time data and predictive analytics.
Operational Efficiency: Focuses on minimizing downtime and enhancing system reliability. Values AI-driven predictive maintenance and automated alerts.
Pain Points: Challenges include dealing with unexpected system failures, managing large volumes of data, and ensuring timely communication during disruptions.
Age: 45
Occupation: Senior Pilot for a Major Airline
Location: Miami, Florida
Interests: Aviation, mentoring young pilots, and technology advancements in aviation
Tech Savvy: Moderate
Behavior and Needs:
Role Goals: Captain Sarah ensures the safety and comfort of passengers while managing flight operations and navigation.
Tech Preferences: Relies on advanced avionics systems, real-time weather data, and communication tools to make informed decisions. Values systems that enhance situational awareness and flight safety.
Flight Experience: Focuses on delivering a smooth flight experience, handling in-flight challenges, and ensuring timely arrivals.
Pain Points: Issues with outdated technology, lack of real-time information, and coordination challenges during delays.
UX Strategy
Creating a UX flow for the three storylines was our initial step. Each persona's journey was meticulously mapped out, highlighting key touchpoints and interactions specific to their roles within the aviation ecosystem. This approach allowed us to visualize how each persona's experience intersected with the others, providing a comprehensive view of the overall journey.
Building Out Wireframes
With the UX flow established, the team transitioned to building out wireframes. These wireframes served as the blueprint for the digital experience, ensuring that each persona's journey was clearly defined and visually represented. Key elements included:
Customer Journey: Wireframes depicted the booking process, check-in, boarding, in-flight experience, and post-flight feedback.
Tech Crew Workflow: Wireframes illustrated system checks, maintenance schedules, troubleshooting protocols, and communication with the flight crew.
Pilot Operations: Wireframes showcased pre-flight preparations, flight monitoring, passenger announcements, and post-flight debriefing.
Clickable Prototype
To bring the wireframes to life, we developed a clickable prototype. This prototype allowed stakeholders to interact with the digital experience as if it were a live application. Key features of the prototype included:
Hotspots for Tooltips: Throughout the prototype, hotspots were strategically placed to provide tooltips. These tooltips offered additional context and information about specific elements, enhancing user understanding and engagement.
Interactive Elements: Based on the persona scenarios, interactive elements were embedded within the prototype. For instance, users could simulate booking a flight, perform a system check, or navigate through the cockpit's controls. These interactions were designed to reflect real-world scenarios each persona might encounter.
Testing and Refinement
The prototype was subjected to usability testing, where feedback from potential users and stakeholders was gathered. This feedback was invaluable in refining the prototype, ensuring that each persona's journey was intuitive and engaging.
Final Output
The final output was a polished, user-centric digital experience that seamlessly integrated the three interconnected audience personas. By leveraging narrative storytelling and interactive elements, we created a compelling and immersive journey that captured the essence of the aviation industry.
This detailed approach to wireframing and prototyping not only facilitated the development of a cohesive digital activation for Kyndryl's Annual Aviation Event but also highlighted the intricate relationships between different segments of the aviation ecosystem.
Leveraging AI for Design Application
Leveraging Generative AI by Getty, we were able to create unique photography that authentically represented our personas and their environments.
Design and Execution
As an industry-agnostic team, we crafted a simulated airline and search experience to authentically emulate a user flow through our persona storylines. The designs were meticulously created in Figma and used as a live prototype at the event, effectively eliminating development time.