Using a diary study and mobile cameras to identify pain points
Bunnyfoot wanted to research customer experiences at airports, specifically the departure journey. We wanted to learn where customers experience ‘pain points’ – those notable moments of frustration, or anxiety, or any other negative emotion caused by the services and systems they interact with.
By overlaying and comparing all of the experience maps we were able to identify three stages in the departure journey that caused a significant negative effect on the customer experience:
Pain points mount up. Their compound effect can lead to an overall negative experience, which can be to the detriment of customer loyalty, repeat business, and they can seriously effect word of mouth and brand reputation. By researching customer experiences and identifying pain points you can make informed design decisions on how to address them and improve the overall experience.
Airports and airlines may be refining their customer experiences in the short-term, but in the long-term they will need to create holistic, long-term service strategies; to collate data on customers from multiple sources and to create personalised, targeted experiences that they actually need and want.