Abstract

Data and artificial intelligence (AI) are revolutionising the way customers interface with organisations and vice versa. However, there is limited knowledge regarding how data 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 project between a Dutch airline, named AirlineX for the purpose of this paper, and a university-based design team. The project let to the development of a principle for personality-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 as meaningful subject matter into the design process is presented. This framework assists organisations to develop dialogue with customers beyond the purchase point through personal data, representing a democratisation of the traditional business to customer (B2C) perspective. The paper concludes with directions for future research that point toward the growing need for ethical discourse regarding technology, design and society.

Keywords:

personalisation, customer data, psychology, big five, use case

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

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Jun 25th, 12:00 AM

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

Data and artificial intelligence (AI) are revolutionising the way customers interface with organisations and vice versa. However, there is limited knowledge regarding how data 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 project between a Dutch airline, named AirlineX for the purpose of this paper, and a university-based design team. The project let to the development of a principle for personality-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 as meaningful subject matter into the design process is presented. This framework assists organisations to develop dialogue with customers beyond the purchase point through personal data, representing a democratisation of the traditional business to customer (B2C) perspective. The paper concludes with directions for future research that point toward the growing need for ethical discourse regarding technology, design and society.

 

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