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.@en