This project represents the graduation project of the MSc Strategic Product of the Industrial Design Faculty at the Delft University of Technology, carried out in collaboration with KLM Royal Dutch Airlines from February to September 2017.

With the steadily increasing challenges of fuel prices, new technologies and competitive environment in the airline industry, the need of market differentiation is vital for KLM. To remain competitive, KLM has recently launched its new strategy - a more customer centered approach by creating memorable experiences for the passengers and employees. Thus, the last product and service innovation developments focus on creating customer intimacy.

Within the context of an increasing digitalization, KLM is exploring and testing with different exponential technologies to innovate and deliver personalized service. One such technology is Augmented Reality (AR). Augmented reality is a technology that enriches the real world with over layered digital information, objects and media. Although not a completely new technology, AR has been gaining traction and popularity in the last couple of years. Mayor digital companies like Microsoft, Google and Apple are currently developing and introducing new AR products to the market.

The project goal is to explore the possibilities of the recent AR developments in the context of the airline industry. This project presents an in-depth analysis of three main areas: AR technology, company resources and user needs. Augmented Reality systems, unique valuable features and limitations are described. Industry regulations and company resources are analyzed. Latent user needs and human factors are uncovered. From these insights a design goal and an interaction vision were developed.


To assess user needs along the customer journey, an analysis of previous KLM documentation was made. The insights from the company’s reports were analyzed by using a context factors framework proposed for creating pervasive AR experiences from the literature review. The human factors were investigated using context-mapping method. The generative research was conducted with seven participants from different nationalities. After completing a sensitizing booklet, they took part of in-depth follow up interviews.

The insights of the context mapping research provided information about mobile device usage onboard. Hence potential touch points along the customer journey were selected. Emotions and attitudes and space semantics were found from the user research. A key finding was related to the multiple constraints characteristics of the using an airline service. Protocols and regulations stipulated by the airline and the industry impact the comfort and attitudes of the passenger. From the research it was found that some passengers are more vulnerable to being “captive” at the gate or in the cabin. The customer experience is affected by the lack of autonomy during different moments of the journey.

The group of passengers affected by constraints was selected for this project. The design goal was to help economy class passengers from the Millennials generation that travel long haul flights to feel autonomous, in control and comfortable during waiting time at the gate and during the flight by offering and entertaining and informative memorable Mobile Augmented Reality experience.

From this design goal, different mobile augmented reality concepts were created and evaluated. A final concept is described and a roadmap for further implementation was constructed. This project concludes with a list of final recommendations and remarks.