KLM Tag!
About
KLM is known for its innovative digital services and customer relationship. With a ‘mobile-first’ attitude and strong presence on social media like Facebook and Twitter, KLM has a direct line to their customers’ devices. With inflight connectivity and additional services, the experience of being connected to KLM can be extended to up in the air. Opening these channels inflight will allow KLM to offer their customers more personal attention, leading to increased customer appreciation and brand loyalty, while simultaneously opening up a channel for additional revenue streams.
Our goal with this project was to design a product that could introduce the change of inflight entertainment towards personal devices on long haul flights.
The challenge
With the huge rise of personal devices, passengers are ready for a new inflight experience. Airlines have reacted to this development by offering numerous online services and applications that are specifically designed for these devices, but no way to facilitate the use of these devices while on board.
Smartphones and tablets are used mostly to watch videos and play games used to play games and watch videos. Passengers like to keep them close while they are not in use, but are limited to their pockets, tray tables and seat pockets.
Meet “Tag!”
“Tag!” is a creditcard sized, two-sided micro-suction sticker that allows passengers to stick their device to any survace. A specially designated Tag!-area on the seat in front of the passenger is compatible with NFC and wireless charging. Creating a seamless connection with one’s device and the inflight entertainment system. This connection is embodied by a soft illumination of the seat-back. Even more, Tag can be brought along for use at home!
Benefits
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Connect your device to onboard entertainment
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Stream your own content
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Store your device at your fingertips
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Use devices as remote control
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Wireless charging during your flight
Detailing
Packaging
Instructions
Cover film
Micro-Suction Technology
Both outside layers of Tag are made of micro-suction silicone material. This allows for the Tag to be adhered to any smooth, flat, clean surface. This is made possible by thousands of microscopic craters that create vacuum bonds between the Tag and the target surface. Tag can be rebond repeatedly and does not leave any residue. The Tag can be cleaned easily with a wet tissue, removing any debris from the surface and rejuvenate its suction properties. Once the Tag is placed, it can support a maximum weight of 1,5 kg.
Team & Process
“Tag!” was a collaborative project by 6 students from the faculty of Industrial Design Engineering, TU Delft for KLM Royal Dutch Airlines. The collaborative format with the project client allowed the team to gain access to valuable insights. Via the university the team had a network of industry experts, and the airline agreed to let the team conduct a valuable qualitative user study on a flight from Amsterdam to Chicago.
The Flight Innovations Team
The ‘Flight Innovations’ team consists of six master students from three different master directions within the faculty Industrial Design Engineering: Pauline (DFI), Nienke (DFI), Taco (SPD), Ditmar (SPD), Maarten (IPD), and Maartje (IPD).
Innovation Process
To manage the project the team used the ‘Scrum’ technique. Every two weeks we finished a sprint, discussed the work done, reviewed the backlog, and started a new sprint. The main task division went quite naturally, likely because of the different masters’ backgrounds.
Role & Responsibilities
In this multidisciplinary team my role included the following notable activities and responsibilities:
- Internal & external research
- Design Sprint facilitation
- Conceptualisation
- (Inflight) User Research
- Service design
- Reporting
- UX & Visual Design
- Video editing
Want to know more?
Don’t hesitate to reach out if you have any questions