In order to remain competitive in the aviation industry, airlines and other companies are turning towards passenger experience for differentiation.
This paper addresses how an established airline considers the passenger
within their design projects and the management of these processes.
Through multiple interviews of key managers within the company a broad
view is provided of their perspective dealing with the passenger-­‐focused
change in the company. Other topics that are discussed are: dealing with
the restrictions specific to the industry, challenges encountered that kept
the airline from innovating from a passenger perspective, balancing between
innovation and ongoing operations as well moving from a vision towards
implementation.