TRAVEL

Emirates Airline - design onboard service sequences by launching gesture course into service training

Service sequence and training redesign on DXB-HND flight
Client
Emirates Airline
Role
Service Designer / Cabin Crew
Tools
F i g m a
M i r o
M a z e
Platform
In-flight
Timeline & completion
2009 JAN - JUL
OVERVIEW

In 2002, Emirates became the first airline to link Japan and the Gulf region with non-stop flights. They wanted to increase booking of this route so they could operate it daily and open up other destinations in Japan.

Solution :

  • Special Japanese cuisine, including the Kaiseki course meal and the premier selection of sushi in First Class.
  • Specially arranged Bento box and Sushi platter in Business Class, along with Japanese sake available in all classes.
  • A course on facial expressions and gestures as part of the crew training program.
Problem
How to train new business class crew to understand Japanese passengers better so they could provide excellent in-flight service?
Solution
Design Process
Background Story
Discovery & Research
4 big obstacles to learn a new language
After conducting research and interviews, I found out that 30 million people tried to learn a new language in 2020. The people I have interviewed want to learn a new language for reasons such as planning to travel to a foreign country, communicating with relatives that speak the language, or understanding dramas without subtitles in that language. However, the current methods (physical classes, online learning, and apps) they are using were not effective. Eventually lost the motivation of learning it. But, there is one thing that they kept doing watching Netflix and selecting the language they are interested in.
‍
The following is the User Insights of summary.
USER NEEDS
Family and heritage: to connect with family or heritage and reclaim a lost language.
Career: to succeed in careers that involve international business or diplomacy
Personal development: to challenge themselves and expand their horizons
Cultural immersion: to immerse themselves in a new culture and gain understanding
Travel: to travel more easily and have an authentic experience
USER GOALS
Basic proficiency: to achieve basic conversational skills.
Reduce accent: to better understand the culture associated with the language.
Cultural understanding: use the correct words when communicating with native speakers.
Why video streaming services might be an effective way?
Based on my interviews, I observed that language learners tend to lose motivation when attending language classes or engaging in online learning. However, they remain interested in the language when they relax at home and watch streaming services, choosing to watch dramas in the language they are learning. Despite the fact that these streaming services only offer one subtitle, I asked them if they would turn on a second subtitle service if it were available. The response was overwhelmingly positive, with 100% of the interviewees expressing their willingness to utilize such a feature. This suggests that video streaming services could be an effective tool for language learners, as they can provide an immersive and engaging way to learn a new language.
Which streaming service should we start with?
Over the past decade, on-demand video streaming such as Amazon Prime Video, Hulu, and Netflix has become a ubiquitous part of everyday life. These services have made foreign language TV programs and movies much more accessible to both language teachers and students.
Why choose Korean as the MVP product?
Korean was the second fastest-growing language in the world in 2020. A lot of that growth can be attributed to Hallyu or the wave of Korean content that the world was consuming.
Netflix invested $500 million in Korean content in 2021. BTS, Kpop, Parasite, Squid Game, all of these contributed to massive growth in people wanting to learn Korean. With this demand for content and the availability of it on platforms such as Netflix and YouTube, we’ll be able to support users in learning the Korean language with the content they want to watch.

In-Flight Observation

Operated 6 DXB-HND flights as part of the economy & business class cabin crew, and observed more than 1,000 Japanese passengers on board.

Observation points

  • How do Japanese passengers interact with non-Japanese speaking crew?
  • How would Japanese passengers ask for something they need if they don't speak English?

Findings

  • Japanese passengers do not complain. Therefore, it would be hard for Emirates to receive feedback from them.
  • They only "complain" to the crew who speak Japanese.

Generative user interviews

In-depth, 1-on-1 interviews with 8 Japanese crew members to cross-check observation summaries.

Interview Questions

  • What were the requests from the Japanese passengers?
  • Was Dubai their final destination or did they have connecting flights to other places?
  • What was the ratio of meal choices?

Findings

  • Similar to what I have observed, Japanese passengers do not like to "complain" to foreigners. The language barrier discourages them to do so.
  • Food-wise, they prefer sushi for sure. If there were no sushi, they prefer to have fish.
Ideation - Brainstorming Solutions
After identifying the user needs, I brainstormed solutions and created an user flow and information architecture. Those were followed by Lo-Fi & Hi-Fi wireframes, UI kit and usability testing.
Sketches
Sound flash cardsFocus
Language Journal - store words -> export to Quizlet/Anki
Focus/Reflection app
Subtitles on Netflix
/YouTube or Podcast

Japanese Gesture

When you could not read a person’s face and body language, it hinders communication. Therefore, learning some Japanese body language or gestures can really help when trying to read or communicate with them.

Role-play Scenarios

Different scenarios with different passenger profiles for trainees to practice.

Since Emirates is well-known for its diversity of nationalities in its crew, this method could also apply to learn about many other cultures.

Introducing - Kaiseki course

Kaiseki is a traditional Japanese tasting menu comprised of many small dishes served during tea ceremonies. But over the centuries this culinary tradition has become the pinnacle of Japanese haute cuisine.

  1. Sakizuke/ Zensai (Appetizers)
  2. Suimono (1st Soup Course)
  3. Hassun (Seasonal Platter)
  4. Mukozuke/ Otsukuri (Sashimi Plate)
  5. Takiawase (Vegetable Course)
  6. Futamono/ Wanmono (2nd Soup Course)

‍

Qualitative Research

Empathy Map

Lo-Fi Wireframes

User Testing
Feedback
Participant A: Not sure what is the purpose of on/off button.
Participant B: The menu drop-down is covering most of the screen.
‍
Developer's comment:
Will the video be paused while the definition is being displayed? Or it stops when hovering to the translation?
‍
Participant A: I prefer the video stop when hovering to the translation.
Participant B: I hope I can save the words translation and review later on.
‍

UI & Mid-Fi

Hi-Fi Wireframes

Final Design Overview
Sketches
No items found.
Usability Testing

Noteworthy Hightlights:

HIGHLIGHT #1

Improved communication skill

Feedback from the crew was incredible. I received comments from trainees that this session not only improved their communication skills but they also learned to respect other cultures.
HIGHLIGHT #2

Easier to make new friends in Dubai

Everyone was new to this city. More than 120 nationalities gathering and living together was a great challenge. This training also helped trainee to build connections with other crew members from around the world.

Challenges

The on/off button is necessary after adding the learning dashboard page.
"How to enhance memory of the new vocabulary that has been saved in the journal?"

Feedback Insights - What Can We Improve?

Impact

Lesson #1
Impact #1

Increased capacity per flight by more than 135 passengers

Uniquely for routes to and from Japan, Emirates offered special Japanese cuisine, including the Kaiseki course meal as well as a specially arranged Bento box and Sushi platter in Business Class, along with Japanese sake available in all classes.
Lesson #2
Impact #2

Continued to improve passenger experience in Japan.

The opening of the dedicated Emirates Lounge at Narita Airport (Tokyo) in 2015. The premier selection of Sushi in First Class and various Sakes before the flight.
WEB 3/BLOCKCHAIN 
Redesign Wallet Transaction and Security Alerts
Check it out
TECH
Pin Pin Fang - An Overseas Real Estate Platform
Check it out
TECH
Gaja (가자 - “Let’s go!”) - a new way of learning languages
Check it out
© 2022 Yvonne Fu Chen. All rights reserved.
Designed from scratch with 💛, studies, and lots of research.
‍