Project OVERVIEW
The Problem
Airline passengers are increasing rapidly and already 36.1 million pieces of luggage are mishandled annually which is a $2.5 million dollar loss each year and it may be costing Delta more each year because the anxiety around lost luggage and the baggage claim area causes SkyMiles members to lose trust.
The SOLUTION
Luggage Tag—Smart luggage tags can be purchased or distributed based on SkyMiles status.
Sensors—Sensors track where luggage is in the process and airport personnel can ensure that all luggage is accounted for.
App—Keeps passengers up to date regarding luggage location and provides access to their locker.
Locker—tagged luggage is loaded into an individual locker that is accessible by scanning a code from the app.
The Context
A concept piece for my Master’s program to come up with a solution to the research performed around the baggage claim area of airports.
Research
Three hours of observational research, three individual interviews of Delta SkyMiles members and a literature review were conducted to determine and define a problem in the transportation space.
My Role
I led the end-to-end UX process, conducting research, defining the problem space, ideating solutions, and designing a focused, user-centered outcome.
But that’s still $2.5 million that airlines spend on lost luggage every year.
Less than 1% of luggage is mishandled
While over a million pieces of luggage mishandled a year seems like a lot, it is actually less than 1% of luggage and yet passengers still have significant concern about their luggage getting lost or damaged.
Delta’s loyalty revenue rose 8% year over year this year to $1.8 billion. On top of that, they made more than $1.9 billion in the first quarter with their partnership with American Express. They’re projecting making more than $7 Billion this year.
Of the three interviewees, all of them felt strongly that baggage claim significantly contributed to a negative perception of the airline travel experience and the Delta Skymiles program in particular.
How might we improve the baggage claim experience by providing real-time luggage tracking and secure, stress-free pickup?
The smarter way to track your luggage and reclaim your peace of mind.
Smart luggage tags can be purchased by passengers or are distributed at a specific rewards level. Tags contain a sensor to help track luggage location and a QR code for others to find contact information.
Sensors
Sensors pickup when luggage tags pass through. Passengers can see track luggage location in the process and airport personnel can ensure that all tagged luggage is accounted for and in the correct location.
App
The app keeps passengers up to date regarding luggage location, allows them to update contact information and provides the code so they can access their locker.
Locker
Tagged luggage is loaded into an individual locker that is accessible by the luggage’s owner by scanning a code from the app. Lockers meet the floor ensuring easy removal of luggage for all passengers regardless of ability.
So you can relax while you wait
Tagged luggage is loaded into an individual locker that is accessible by the luggage’s owner by scanning a code from the app. Lockers meet the floor ensuring easy removal of luggage for all passengers regardless of ability.
Sensor
The sensor in your tag talks to other sensors along the route.
• See where your luggage is in the process
• Know how long until your luggage is available
• Airport staff can verify that tagged bags are always exactly where they should be
QR Code
Every tag has a custom QR Code.
• In the event luggage is separated from the owner, others can find the owner's contact information
• Contact information can be updated easily
• Allows the tag to be transferable
The sensors allow tagalong to streamline the checkin process by activating the tag at checkin without the traveler having to touch their phone. They also provide location details that provide the assurance and trust that the bag is exactly where it should be and will arrive safe and sound.
Automated Activation
Linking to their Skymiles account allows their upcoming trips to be displayed in the app and tells the system whether their luggage should be routed to a locker
Linking and Security
While using a pin number is problematic because they are easily lost, it ensures that the QR code is tied only to the account owner and cannot be used by anyone else.
Automated Activation
Linking to their Skymiles account allows their upcoming trips to be displayed in the app and tells the system whether their luggage should be routed to a locker
Easy Updating
Utilizing a QR code for contact information allows travelers to keep their details updated without purchasing a new tag.
Build Trust
The primary concern with the current state is lack of visibility, so detailed information is available so travelers know what to expect.
Home Screen
Manual Work Arounds
If their trip does not display because someone else booked it etc, then they’re still able to connect a flight themselves
Multiple Bags
Rather than forcing travelers to connect a trip to each bag, they’re able to activate all their bags from their trip screen and check on the status for each from here.
Bag Tracking
These screens are key to reassuring travelers that their luggage is safe and accounted for. One of the most interesting challenges was creating an immediate sense of clarity and security. While a map was considered, it proved too busy and failed to clearly confirm the bag’s status. Instead, we used a combination of illustrations, text, and a time estimate to build trust and set clear expectations.
Locker Screen
Locker is not ready
If the user’s luggage has not arrived in the locker yet, this screen alerts the user of that fact and gives them a count down until they can expect their locker to be ready.
Locker is ready
When a locker is available for picking up luggage, the app displays the locker number, what bag is stashed in that locker and a code they can use to show to the locker and retrieve their luggage.
Multiple bags
If the user is waiting on multiple bags, each one will have it’s own locker number and code. These are accessible by swiping through.
Increased Trust
By supporting passengers all the way through the process, travelers build trust that Delta is fully invested in an smooth and comfortable travel experience.
$2.5 million saved
Using sensors, the transport team could be alerted more quickly when there are issues with luggage, ensuring that nothing gets lost or left behind.
New Skymiles revenue
Increased trust would attract new, loyal passengers willing to pay for the improved experience thereby creating additional revenue for Delta.
Reduced Stress
Travelers can relax, knowing their luggage is tagged and can be easily found should something happen.
Time Better Spent
The stressful environment of the luggage retrieval carousels can be bypassed altogether and travelers can focus on something else while they wait.
Accessible luggage retrieval
Lockers that are flush with the floor allow easier retrieval for everyone.