Well designed strategies and well strategized design

United Air: New Customer Experience


Case Study: United Airlines

An individual innovation challenge using insights and creative design thinking to elevate consumer experience


Client: United Airlines

Objective: Design a new customer experience by identifying customers’ unmet needs

Scope: strategy, user experience research, qualitative research, design thinking


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“Frequent flyers appreciate points and rewards, but they want more than that”
— - Eva Roe, Head of Airlines Solutions at SAP

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