Preferred security experience
Schiphol Group is the owner and operator of Amsterdam Airport Schiphol (AAS) and driven by the ambition to become Europe’s Preferred Airport. The airport industry has become a fiercely competitive market due to pricefighters. As Schiphol is quite an expensive airport for airlines and pax, it has to distinguish itself by quality and service. In order to stay competitive in the long run as well, it is crucial to look further ahead. Also in the consumer market changes can also be identified: Due to the increasing security regulations for airports, the security checks have become stricter and more intensive for pax in the last few years. These measures strengthen the sense of security on one hand, but on the other hand security is experienced more and more as an unpleasant process worldwide. At Schiphol airport security is even marked as one of biggest points of dissatisfaction in the passenger perception. As a result of this changing context new passenger needs will emerge with regard to security.
Approach
This project explores how Schiphol can distinguish itself by creating an innovative security area for 2020 in which the needs of the passenger are the drivers of the design. The context of 2020 is explored by means of a context analysis. Subsequently the passenger needs were investigated by a qualitative research. Finally, the design vision combined with the passenger needs, emerging from the passenger research, with the main conclusions of the context analysis.
To arrive at the concepts in the synthesis phase the design vision was combined with data on (future) technologies, different personas and contact moments in the airport process. Eventually this input resulted in several concepts (idea clusters) and one main product: ‘Security Conversation’. This product contains the core elements that need to be present in the security area for 2020 to fulfill the passenger needs. To translate these elements into a tangible and convincing design, an implementation example was created. For this implementation example one concept was chosen that represented the product ‘Security Conversation’ the best. This concept is further in this report, resulting in a complete Implementation Concept for 2020.
The key elements from the Implementation Concept which are responsible for the passenger focused security, were translated into suggestions (referred to as golden bullets) for the current security area. These function as a concrete handle to create support within the organization for the security area of 2020 ‘Security Conversation’.
Implementation Concept gives security a reliable, unified and strong appearance and fulfills the passengers needs. The ad hoc feeling that the current security recalls is solved in the Implementation Concept.
Results
Within Schiphol Group, the Security Conversation functions as an eye opener. The belief that security ‘is the way it is’ can be broken and support within the organization can be created with help of this new concept. The suggestions for the current secuirty will function as a grip to start working with the vision behind the ‘Security Conversation’ on a small scale. When significant improvements in passenger perception will be measured, the first step towards the implementation of the “Security Conversation” in the new O/D terminal in 2020 can be taken.
