Designing with Meaningful Data

Designing with Meaningful Data: Deep personalisation in the air travel context

Yuan, Mengqi (Student TU Delft; Alibaba Group)
Price, R.A. (TU Delft Marketing and Consumer Research)
van Erp, J. (TU Delft Design Conceptualization and Communication; Fabrique)
Osorio Socha, Jorge Andrés (AirlineX)

Storni, C. (editor)
Leahy, K. (editor)
McMahon, M. (editor)
Lloyd, P. (editor)
Bohemia, E. (editor)

2018

Data and artificial intelligence (AI) are revolutionising the way customers interfacewith organisations and vice versa. However, there is limited knowledge regarding howdata and AI are used as material during the design process. It is to this practice-research gap that this paper responds, by providing practical insight into a projectbetween a Dutch airline, named AirlineX for the purpose of this paper, and auniversity-based design team. The project let to the development of a principle forpersonality-driven design that deeply personalises digital touchpoints within AirlineX’s operations. This principle is informed by ‘big five’ personality theory from the field of psychology. Further, a framework for incorporating AI and data asmeaningful subject matter into the design process is presented. This frameworkassists organisations to develop dialogue with customers beyond the purchase pointthrough personal data, representing a democratisation of the traditional business tocustomer (B2C) perspective. The paper concludes with directions for future researchthat point toward the growing need for ethical discourse regarding technology, designand society.

personalization
customer data
psychology
big five
use case

http://resolver.tudelft.nl/uuid:4d942913-ec43-4c87-8ca6-de0bb66a39b9

10.21606/dma.2018.287

Design Research Society, London

978-1-912294-19-0

Proceedings of DRS 2018

DRS 2018, 2018-06-25 → 2018-06-28, Limerick, Ireland

Proceedings of DRS, 2398-3132, 4

Institutional Repository

conference paper

© 2018 Mengqi Yuan, R.A. Price, J. van Erp, Jorge Andrés Osorio Socha