Discover Airlines
Discover Airlines, the leisure carrier of Lufthansa Group, whisks travelers away to over 50 intercontinental and continental destinations. Their fleet of 13 A330 and 11 A320 aircrafts departs from Frankfurt and Munich. In my role as Lead Experience Designer and Digital Product Manager, I contributed to shaping the passenger experience for this exciting airline.
01/2020 - 12/2022
CHALLENGES
In the past decade, Lufthansa Group explored various initiatives to launch a successful leisure airline within the German market. However, these attempts (Lufthansa Jump, Purple Moon) ultimately fell short. Recognizing the need for a fresh approach, Lufthansa Group embarked on a new project in 2019: Discover Airlines, a leisure carrier designed from the ground up with the German customer in mind.
Launching a brand-new concept within a large organization can be a complex dance.
SOLUTIONS
From Vision to Reality in 6 Weeks:
Armed with a collaborative spirit, we assembled a cross-functional project team with Passenger Experience Design and Brand & Marketing colleagues. Partnering with a brand agency, we embarked on an intense 6-week design and innovation sprint in a neutral, non Lufthansa Group environment creative office in Munich.
Leveraging the Double Diamond model, we meticulously crafted the Discover Airlines brand and passenger experience, ensuring every aspect resonated with the German customer.
Building on a Solid Foundation:
Extensive market, trend, and user research formed the bedrock of our design process. We further refined our ideas through focus groups and consultations with experts from travel, food, hospitality, and design industries. Engaged key Lufthansa Group stakeholders early through "check-in" sessions, fostering buy-in and smooth implementation.
Prototyping for Success:
The culmination of our efforts wasn't just a pitch; it was a living, breathing experience exhibition. Prototypes and immersive presentations showcased the Discover Airlines vision in its entirety.
Impressions
VALUE ADDED
Forging Ahead During Crisis:
Even amidst the unprecedented challenges of COVID-19, the Discover Airlines project maintained its momentum. Within a remarkable 17 months of founding the company, we launched our inaugural flight to Mombasa & Zanzibar. This rapid success story owes much to the continued strategic development and concept refinement during the pandemic as well as strong stakeholder management.
Shaping the Passenger Journey:
During the crucial implementation phase, I spearheaded the overall passenger experience design. This encompassed the creation of a new entertainment streaming product for short-haul flights, alongside a captivating digital branded inflight experience for long-haul journeys. Furthermore, we built and launched our digital self-service platforms and a dedicated airline website, laying the foundation for a seamless passenger experience.
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