How to break the stereotype of cabin service experience

There are many places that have been visited these years, and there is no special memory. If you feel the same way, then you and I are in a state of numbness in the flight experience that we have not found. And the flight attendant is very much like in a joint act from two hours to more than 10 hours of cabin theater, need to have a smile "welcome aboard", also with a smile of my "Good Morning", "You Drink Something", "ice water, Thank you", "Beef with noodles or chicken with rice" and so on are countless times the dialogue, Repeat this reflex-type repetition. Although take the various airlines, but the play is almost the same, although always face smile but I have already in the unconscious numb state.

Realize that this problem stems from a recent experience.

That's the international route I used to fly. According to the Convention, there will be at least one flight attendant who can speak Chinese. In the past, many of them are not authentic Chinese air multiply, can understand, but obviously belong to the scripted, sometimes there will be some small grammatical errors, so naturally will not exceed the scope of the broadcast notice. And this time just boarded the plane and sat down to hear the standard Beijing movies. Looking around for a week, I was greeted with a warm greeting from every Chinese face in the around. Interestingly, after each captain's English broadcast, the flight attendant was not a diplomatic standard translator I had been accustomed to, but rather a stand-up humorous note, quite a bit of comedy. During the flight to the delivery of water and the various passengers of the small humor, from duty-free to the United States election to PM2.5, it is easy to forget is on the plane, but more like sitting in Beijing taxi. When the plane landed, he said good-bye to everyone on the radio, and at that moment there was a warm applause in the cabin.

The applause touched me. Because it was the first time in my entire flight that I had met Chinese passengers who spontaneously applauded the flight attendants. I began to think about the difference between this flight and all the previous flights. It was this thinking that made me aware of my long-term unconscious numbness and once again felt the magical effect of exceeding the expected experience on every passenger on board. A trip of 10 to eight hours, every time I feel tired, but this time it seems not so long, because the reason for this flight I feel more than before any of the journey of the flight time is much shorter.

We have a lot of numbness in our lives, let us many times on the line under the many design, think it is so. The Spring Festival train ticket has not been good to buy since the day, not bright to go to the train station to find and go to the earlier. At that time to know that the number of votes per day is limited, not to be the next day to go, of course, to go earlier. Later on the Internet can buy tickets, do not have to wait for the cold and cold to line up, but may still not buy tickets. The two approaches are very different, but the user does not struggle to adapt to each method, although each user is aware that both approaches are far from the desired outcome. This is an interesting contradiction. Before the new way comes, we usually choose to accept the existing way, endure known problems, and use "It is so" to comfort ourselves. Henry Ford's impossible, but widely circulated, "If I ask people what they want, they say they want it faster." Essentially, it's not that you don't need user research, it's a reflection of a user's mindset.

This mindset is a strategy for our brain to "slack" itself. So it is completely understandable to see such a formula in the user, even to a certain extent, it is beneficial to the enterprise. The user's experience formula allows the user to produce the use of "loyalty", which is often said to use the habit. Even in the face of the design is not good, users will also build such loyalty, because the effort to learn to use will be translated into the user's psychological pride. It is this loyalty that provides the enterprise with the time to think and improve the design. If you step on the beat, the enterprise can maintain and strengthen the loyalty of users, so as to gain the brand value of Ascension.

Of course, from another point of view, the experience of the formula is also a successor to the pioneers of the opportunity to challenge. When the user's experience of a product is formed, a good experience will gradually lose light and become dull as time goes by. Nokia's Symbian system recently officially withdrew from the history stage, and a few years ago it was the all-powerful intelligent operating system, a huge user base for its design and use of praise. But when the later Apple and Android were on the scene, Symbian was quickly routed under their attack. Symbian used to be loyal users found in the touchscreen after breaking the original use of the habit, feel better than the inertia of the experience, naturally with the foot made a new choice. The same is true of competition between Apple and Android, where preferences and habits of design and open systems form a loyal user base. And with Apple's inability to give users the expected breakthroughs, Apple is already facing serious challenges.

Therefore, the establishment of user habits is not a matter of once and for all, but is the beginning of the continuous climb. Smile Service just launched, we praise, such as Mu Spring breeze. Today we are no longer excited about the service of a smile, but we often criticize the service where it is not good enough. All my flights, 99% can do smile Service, only the service and the recipient have established their own inertia, leaving only the form, we cooperate with each other, casual. And that one mouthful of Beijing to break the flight of the passenger's expectations, both the external Smile service, and the connotation of a smile service, how can not be impressive?

Experience more and more users attention, we need to continue to introduce new. Instead of waiting for others to break their own established user habits, rather than their own lives in exchange for a broken cocoon reborn. Seabed fishing is a good example, and the experience of breaking the habit of inertia to the user beyond the expected surprise. In some services gradually become experience inertia and be followed by other restaurants, the introduction of video call system so that relatives and friends can be a virtual table dining, the introduction of hot pot delivery service, as well as origami arrival fee of the fantastic thinking, have been successful. The spirit of this innovation is more daring than many IT companies, but it is the only way to be in the forefront of the competitive ranks.

As I have been engaged in the field of user experience, I keep to the design of the product on the service sensitivity is my request, but also unknowingly caught in the experience of the stereotype. As a user, it is impossible to be completely immune to experience. But as a designer, be sure to stay alert and avoid being stuck in the rut for too long to lose your thinking eye. I appreciate the flight attendant. It was he who made me aware of my experience and made me see the surprise of breaking the pattern.