With the advent of the digital age, people’s expectations, behaviours and desires are changing in unprecedented ways. The Lufthansa Group set out to reshape the travel experience for their customers by making it more effortless, personalized and sustainable.

To achieve this, the LHG formed the Passenger Experience Design team, with the mission to embed user-centered thinking within the organization. In 2018, Star was selected as a long-term partner to support various strategic initiatives from a digital product and service design standpoint.

  • Together with the Passenger Experience design teams at Lufthansa, Swiss and Austrian Airlines, Star has been supporting multiple innovation projects to elevate the passenger experience across various digital and physical touchpoints
  • Star‘s cross-functional team of strategists, UX designers and developers ensures that all identified user requirements are coherently translated into compelling digital experiences and validated with end users at small and large scale

The challenge

There have never been more people in the air than today. With 4.5 billion scheduled passengers globally in 2019, the number of air travellers has more than doubled in the last 15 years.

While passenger numbers are increasing each year, the global airline industry is facing major challenges:

  1. An ever growing number of flyers means more planes, which leads to crowded skies and airport terminals, and is one  of the key reasons for increases in delays and cancellations.
  2. Balancing cost-pressure and increasing customer expectations mandates a new approach to using innovative technology to empower both, passengers and airline staff along their journeys. 
  3. Airlines are no longer only competing with other airlines, but with any brand that provides exceptional customer experiences. New players such as AirBnB and Uber are disrupting the travel industry with new business models while setting new benchmarks regarding the customer experience.

To stay relevant and survive in the fierce competition for market share, airlines ought to rethink their market position from product-centric to human-centric. After all, the mission of an airline should be to fly people, not planes (as stated by Guido Woska – Head of Passenger Experience at Lufthansa Group)

In the experience economy of the 21st century, people don’t just want to buy an air-ticket to get from A to B; They want to purchase an effortless and personalized travel experience – from booking and check-in, through security, to baggage collection and beyond.

To elevate the customer experience at each touchpoint along the journey, the Lufthansa Group teamed up with Star to conceptualize and prototype user-centered services and digital products.

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The Project

To date, Star has been supporting various initiatives in close collaboration with the passenger experience design team.

Star’s digital design expertise has been key to success: While there is seldom a lack of ideas, what is more challenging is identifying the most promising ones and maturing them into a well-rounded (digital) service experience. 

Star’s cross-functional team of strategists, designers and developers facilitates the innovation process from initial co-creative sessions, to prototyping and user testing.

Working in this manner, Star helped the Lufthansa Group to rapidly translate early hypotheses into tangible solutions which were validated with real people in context, be it on the ground or in the air.

The scope of initiatives included successful cases such as a digital delayed baggage service, a fully personalized flight booking platform and a vision movie about the ideal journey of the future air traveller. 

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Project Scope

Service lines

  • Co-Creation Workshops
  • Service Design
  • Digital Design
  • Spatial Design
  • Functional Prototyping
  • Agile Development
  • Requirements Management
  • Qualitative User Testing