Delta Airlines’ Mission to Combat Human Trafficking
Objective: Human trafficking is the business of stealing freedom for profit. In some cases, traffickers trick, defraud or physically force victims into selling sex. In others, victims are lied to, assaulted, threatened or manipulated into working under inhumane, illegal or otherwise unacceptable conditions. How might we reimagine the physical and digital touchpoints in transportation hubs (e.g., airports) to raise public awareness of human trafficking?
The Intervention: Multiple micro-interactions within the Hartsfield Jackson Airport were tested. We are currently developing a smart mirror for implementation.
Role: UX Researcher
Polaris Project, a leading organization in survivor support, defines human trafficking as the business of stealing freedom for profit. This may include the use of force, fraud, or coercion to compel a person into commercial sexual acts or labor against their will.
28 million people are trafficked worldwide annually, and Delta Air Lines’ recognized a unique opportunity to create awareness in environments in which intervention can occur.
According to Polaris Project and similar organizations, there are 3 categories of human trafficking.
BACKGROUND RESEARCH OVERVIEW
KEY OBSERVATION FINDINGS
OBSERVATION SESSION AT HARTSFIELD-JACKSON AIRPORT
The session was 2 hours long and included multiple touchpoints such as security lines, lounge areas, food courts, digital signage at gates, and bathrooms. We paid attention to visual cues such as multiple peoples’ visible interactions and journey through the airport, along with audio cues and announcements made by the airport staff. Further, after the observation session, we conducted informal interviews with gate and help-desk agents.
After the observation session, one method of analysis was organizing the touchpoints and therefore, possible points of intervention, through this flow:
COMPARATIVE ANALYSIS
KEY COMPARATIVE ANALYSIS FINDINGS
KEY FINDING 1:
Consistent hesitancy around knowledge about human trafficking
SEMI-STRUCTURED INTERVIEWS
KEY FINDING 2:
Our participants were nervous to intervene themselves and wanted to defer to someone more knowledge
KEY FINDING 3:
Airports are overwhelming with stimulus; people look around when getting food and in lines
DESIGN BRAINSTORMING SESSION WITH DELTA AIR LINES
After our background data collection and initial analysis, we attended a brainstorming session with cross-functional teams across Delta Air Lines. This provided a unique opportunity to hear from people working in Legal, Innovation, and Engineering. Further, we heard first-hand perspectives from survivors, support groups, flight attendants, and airport employees.
Primary takeaways from the session included design ideas as well as some takeaways. These included:
71% of people at risk fly during recruitment
80% of HT victims have flown at least once while being trafficked
H2A/H2B visa holders are especially vulnerable to labor extortion and trafficking
PERSONAS
DESIGN REQUIREMENTS
Does not push a single narrative (incorporates a broad range of experiences and stories)
Facilitates an easy reporting method for both victims and the general public
Integrates opportunity for users to ask questions about human trafficking with prompt responses
Balances shock factor and long-term impact/retention in raising awareness
Encourages the public to critically evaluate their surroundings and take action as needed
6. Minimizes possible trauma triggers for survivors
7. Customizable or culturally appropriate messaging
8. Scalable across airports and for other airlines
9. Should be engaging among other airport stimulus
DESIGN IDEA: LYFT PARTNERSHIP
Evaluation Findings:
Asking for Skymiles is more effective than asking for money as participants generally felt more comfortable giving away the less tangible option
Participants stated that they were more likely to read this in settings such as while in the Lyft, while connecting to Wi-Fi at the airport, and while learning how many SkyMiles they had earned
The word “Donate” grabs attention and people are likely to click exit quickly after reading this word