Implementing Integrated Self-Service at Airports (2015)

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Integrated Self-Service Tools Three tools have been developed to supplement the Reference Guide presented in Part II of this report and are provided on CRP-CD-168 (bound into this report and also available as an .iso image on the TRB website at http://www.trb.org/Main/Blurbs/172418.aspx). Each tool provides a unique purpose that will assist the user in developing an IPSSP. The “Business Case Development Guide” (Chapter 4) provides a structured process through which an airport operator can strategically assess various self-service initiatives for applicability in addressing a specific issue. The “Passenger Self-Service Inventory” (Chapter 5) provides a comprehensive listing of known passenger self-service applications, systems, and devices in operational environments and in devel- opment. Provision of this list will enable the user to gain a high-level understanding of the maturity level, locations within the passenger journey, benefits, and enabling technologies of each item. The “Passenger Self-Service Environment Map” (Chapter 6) provides a graphical, interactive way of exploring the passenger self-service environment in which a passenger/traveler func- tions. This tool enables the user to explore the passenger self-service inventory information in a presentation-style format. In addition, CRP-CD-168 provides printable, one-page summary descriptions of the enabling technologies discussed in Chapter 2. P A R T I I I

87 C h a p t e r 4 Purpose The primary intent of the Business Case Development Guide is to enable the airport operator to make wise decisions that will achieve strategic objectives and further its passenger self-service vision. The Business Case Development Guide is to be used to facilitate a key step within the “Applying the Vision Roadmap” (Figure 1-20). It will enable an end user to assess individual issues and evaluate options for implementation. It is comprised of a structured set of tem- plates that guide the users through a step-by-step process of defining appropriate passenger self-service options based on alignment with their unique vision, perspective, and objectives. The Business Case Development Guide helps the user in seeking out the data needed to create a business case document that will define appropriate options with potential benefits and risks and the likely stakeholder impacts. This tool does not define the final strategy or solution for the user; however, it provides a framework for decision making that ties decisions related to pas- senger self-service to the airport’s vision while maintaining a focus on creating optimal value. The Business Case Development Guide will walk the user through a step-by-step process for • Defining the airport’s IPSSP objectives relative to the airport’s mission, vision, and objectives. • Determining the applicability of differing options based on the unique perspective and stake- holder needs of the subject airport. • Evaluating the value that differing options provide in meeting the objectives of the airport. • Assessing the readiness level of the airport and airlines to implement the chosen option based on defined impacts and funding mechanisms. How to Use the Business Case Development Guide The Business Case Development Guide is a Microsoft Excel document that consists of three worksheets: Strategy Definition, Issue Analysis, and Opportunity Evaluation. The worksheets combine to create a basic business case document that can be used to record the data used in the decision-making process for a new initiative. The value of the overall business case is directly tied to the accuracy and completeness of the information that is put into these worksheets. Instruc- tions for each worksheet are provided below. Strategy Definition The Strategy Definition worksheet documents the airport operator’s overall ideology and that of the IPSSP as a basis for aligning the issues and opportunities being evaluated. The Strat- egy Definition worksheet provides areas for entering information on the following seven items: 1. Airport Mission. Enter the airport mission statement. 2. Airport Vision. Enter the airport vision statement. Business Case Development Guide

88 Implementing Integrated Self-Service at airports 3. Airport Objectives. List the airport objectives. 4. Airport Perspective. Describe the airport perspective as discussed in Chapter 2. Include any statements used by the airport business to define core values. 5. Passenger Self-Service Vision. Describe the passenger self-service vision as discussed in Chapter 2. 6. Stakeholder Needs Relative to Passenger Self-Service. List the stakeholder needs as discussed in Chapter 2. 7. Passenger Self-Service Objectives. List the IPSSP objectives as discussed in Chapter 2. Issue Analysis The Issue Analysis worksheet documents the issue or problem that the airport operator is seeking to address through a passenger self-service solution. Follow the instructions below for the various parts of the Issue Analysis worksheet: 1. Issue Description. Define the fundamental issue that will be addressed by the opportunity being evaluated. Address the reasons that the issue or problem exists, the elements which create it, the impact it is having on the business, and the timeframes within which it must be resolved. 2. Current Conditions. Describe the current condition. Clearly define the issues that are prompting changes as they relate to finance, operations, stakeholders, staff, or other elements. 3. Analysis. This category includes the following: • Self-Service Objectives to be Addressed. The IPSSP objectives entered in the Strategy Definition worksheet will be imported into this section. Select “Yes” from the drop down box next to each objective that will be addressed by the issue being evaluated. • Airport Objectives to be Addressed. The airport objectives entered in the Strategy Defi- nition worksheet will be imported into this section. Select “Yes” from the drop down box next to each objective that will be addressed by the issue being evaluated. • Stakeholder Needs to be Addressed. The Stakeholder Needs entered in the Strategy Defi- nition worksheet will be imported into this section. Select “Yes” from the drop down box next to each stakeholder need that will be addressed by the issue being evaluated. 4. Opportunity Parameters. Define the opportunity which has been identified, including implementation schedule demands, opportunity window for solution, any supporting evi- dence to prove that the opportunity is real, and the positive impact that realization of the opportunity will have on the airport. Opportunity Evaluation The Opportunity Evaluation worksheet should be populated for all solution options that are being considered. Instructions follow for the various parts of the Opportunity Evaluation worksheet: 1. Opportunity Description. Write a summarized description of the option identified. This will include the general approach to be taken and a summary of the core elements of the solution. 2. Benefits, Goals, and Measurement Criteria. Define the tangible and intangible benefits to the airport upon implementation of the solution. One of the obvious benefits described will be that the defined issue will be addressed. Define the benefits according to categories such as financial, operational, competition, stakeholders, staff, or others. For each benefit defined, associate a value in terms of a dollar value, percentage value, or descriptive value. 3. Cost and Funding Plan. Describe the tangible and intangible costs to the airport upon imple- mentation of the solution. Include the costs of the actual project as well as any negative impact to the business resulting from the delivery of the project. Define the costs according to categories such as people, assets, marketing, stakeholders, organization, or others. For each

Business Case Development Guide 89 cost item defined, associate a value in terms of a dollar value, percentage value, or descriptive value. For each cost item listed select “Yes” or “No” from the dropdown list that will appear in cell in the “Budgeted” column where the cursor is placed. Define funding sources that will be used, with their associated amounts and any notes that are relevant. 4. Feasibility. Describe the feasibility of the solution. To adequately complete this section, a feasi- bility study may need to be initiated to quantify the likelihood of achieving the desired project result. To assess the overall feasibility of this option, break the solution down into components and rate the feasibility of each component such as technology, people, processes, assets, or some other component. Rate each component from 1 to 10 by going to the “Rating” column and selecting the appropriate rating from the dropdown list that will appear in the cell that the cursor is in. Describe the method used to determine feasibility for each component. 5. Constraints. Identify the major constraints associated with the adoption of this option. Define the category, such as technology, people, processes, assets, or some other compo- nent. Describe the constraint (“Description” column) and identify the severity by going to the “Selection” column and selecting the appropriate value from the dropdown list that will appear in the cell that the cursor is in. 6. Risks. Define the most apparent risks associated with the adoption of this solution. Risks are defined as “any event which may adversely affect the ability of the solution to produce the required results.” Risks may be strategic, environmental, financial, operational, technical, industrial, competitive, or customer-related. For each risk, define the likelihood of occurrence by going to the “Likelihood” column and selecting the appropriate value from the dropdown list that will appear in the cell that the cursor is in. For each risk, define the impact of the occur- rence by going to the “Impact” column and selecting the appropriate value from the dropdown list that will appear in the cell that the cursor is in. To complete this section thoroughly, it may be necessary to undertake a formal risk assessment (by documenting a risk management plan). To reduce the likelihood and impact of each risk’s eventuating, clear mitigating actions should be defined. 7. Issues. Summarize the highest priority issues associated with the adoption of this option. Issues are defined as “any event which currently adversely affects the ability of the solution to produce the required deliverables.” For each issue, define the priority by going to the “Priority” column and selecting the appropriate value from the dropdown list that will appear in the cell that the cursor is in. 8. Stakeholder Impacts. Identify the major stakeholder impacts associated with the adoption of this option. Define the stakeholders affected, define the impact, and identify the severity by going to the “Severity” column and selecting the appropriate value from the dropdown list that will appear in the cell that the cursor is in.

90 C h a p t e r 5 This chapter introduces the Passenger Self-Service Inventory (Inventory), a comprehensive list- ing of known passenger self-service applications, systems, and devices in operational environ- ments and in development. The Inventory is a spreadsheet matrix and is included on CRP-CD-168, bound into this report and available as an .iso file on the TRB website (search on ACRP Report 136). As seen in the matrix, the various Inventory items are briefly described and grouped into the following areas: • Information/Wayfinding • Baggage • Check-in • Security/Immigration/Customs/Border Control • Boarding/Gates • Parking • Service/Programs • Mobile/Web Applications • Others Each of the individual Inventory items is then analyzed according these evaluation criteria: • Maturity. Is the item emerging, mature, or sun-setting in regard to product life cycle considerations? • Locations. At which of the six locations (Off-Airport, Landside, Security/Customs, Airside, Boarding, and In Flight) is, or could, this item be used or implemented? • Benefits. Which of the 21 listed general, quantitative, and qualitative benefits (see the Inven- tory for the listing) can be achieved by each item? Evaluations are done using the designations high, medium, low, and n/a. • Enabling Technologies. Which enabling technology (see the Inventory for the listing) can be (opportunity) or needs to be (required) integrated/considered, if the item is implemented? The detailed analysis results presented in the Inventory will provide an airport with the com- monalities between, and therefore potential for integrations of, various self-service items. The analysis will also indicate any dependencies. Both aspects are crucial components of an IPSSP effort. High-level summary content, based on the detailed information included in the Inventory, is also presented in interactive graphical form in the Passenger Self-Service Environment Map, as discussed in Chapter 6. Passenger Self-Service Inventory

91 Purpose The purpose of the Passenger Self-Service Environment Map (Map) is to provide the reader with a graphical, interactive way of exploring the passenger self-service environment in which a passenger/traveler functions. The airport has a significant opportunity to provide information and options that may influence the passenger’s decision on where and how individual travel steps are, or can be, accomplished. Information included is pulled and summarized from various sections of ACRP Report 136, especially Chapter 5 and covers: • Passenger Self-Service Inventory items by location • Enabling technologies • Programs and services • Web/mobile applications Features and Functionalities The Passenger Self-Service Environment Map offers a variety of features and functionalities including the following: • Overview of what to expect and instructions on how to navigate through the material. • Non-linear exploration so that a user can “zoom” into a specific content of interest anywhere on the Map. • Layered content detail so that a user can choose how deeply to explore content by “drilling down” into desired details. • Summary analysis results for all Passenger Self-Service Inventory items, providing the most important, high-level evaluation criteria. • Introduction to the other tools (e.g., the Business Case Development Guide) and how they relate to and work in conjunction with the Map. How to Use the Map Navigating the Passenger Self-Service Environment Map is very intuitive and only requires a few simple guidelines. The first few screens are set up in a linear order, as they guide the user through the introduc- tory material and at the same time provide instruction on how to best navigate through the Map. Once on the main screen (shown in Figure 6-1), the user can freely explore any area of interest. It is easy to return to the introductory material if necessary; just click on the material at the upper left corner of the main screen. C h a p t e r 6 Passenger Self-Service Environment Map

92 Implementing Integrated Self-Service at airports By clicking on hotspots, such as “Landside” (on the main screen), the Map will zoom in to show information in full screen; generally, additional content is available by clicking on newly revealed hotspots, which can be clicked on to zoom into more detail, as desired. Clicking close to the screen borders zooms the user out to the previous screen. In addition, moving the cursor to the right side of the screen offers further options via small pop-ups: • The “+” and “-” buttons allow the user to zoom a little bit more into (or out of) the current screen. • The “home” button will get the user back to an overview of the main screen. Other useful navigation features: • The “click-hold-drag” feature (with the mouse) allows the user to move the viewing window freely. • The mouse’s scrolling wheel can be used for zooming in and out. As mentioned earlier, these navigation guidelines are included in the Passenger Self-Service Environment Map itself, and can be accessed by clicking on the boxes on the top left of the main screen. Figure 6-1. Main screen of passenger self-service environment map.