Reimagining Customer and Service Experience
Overview
Air India is updating its brand and technology to honor its history and get ready for the future. The new brand reflects the spirit of India and the airline's promise of exciting possibilities. Air India want to stand out as modern, full of life, and truly Indian, aiming to make customers happy and improve how the airline works by using more digital tech.
Goal
The goal was to reimagine the customer experience and in-flight entertainment to create a delightful experience for Air India passengers and become the preferred airline.
Solution
The new Air India is bold, confident, and vibrant, but also warm and deeply rooted to its rich history and traditions that make Indian hospitality a global benchmark for standards in service.
The Service Experience is a premium, inclusive, and accessible brand expression, signifying a bold new chapter for Air India.
Service Experience and Brand Implementation
Aviation Academy and Induction Center
In-Flight Entertainment
Duration
12 Months
My Role
My explorations were deep into identifying opportunities for service innovation, reimagining the consumer experience and pushing the graphical limits of a traditional and generic brand experience.
Ourcomes
Business Workshops, Stakeholder Research & Technology Audit, User Research, Customer Journey Map, Experience and Strategy, Design and Execution
Impact
9.1
CSAT Score
+41%
Content Consumption
+27%
Service Quality Index
User Research
Worked with the Air India team to define the user segments. Conducted contextual inquiries for empathy and insights.
Sample Size: 300 | Locations: Delhi, Dubai, Japan, London, New York, Paris, San Francisco
Outcomes: Customer Journey Map, Service Touchpoints
46% Efficiency Seeker
14% Convenience Seeker
10% Individuality Seeker
05% Exclusivity Seeker
19% Adventure Seeker
10% Care Seeking Family
Customer Journey Mapping
Defining the users' needs and pain-points during their interactions and relationship with the service- Pre-Flight, In-Flight, Post-Flight.
Captured the current journey and the underlying back stage process, hindering the experience aspirations of Air India.
Below is the sample Customer Journey Map for - 'Efficient Seeker'
Brand Inspiration and Values
The new brand design is a careful mix of heritage with modernity. At the core of the story, is the iconic 'Indian Window' shape. An asset used by Air India throughout the years, it now takes centre stage, delivering inspirational stories of people, places, and culture of the new, emerging India. The brand experience has been redefined to reflect quintessential Indian hospitality through every stage of the customer journey.
SOLUTION SHOWCASE
Service Experience &
Brand Implementation
The goal was to introduce users to the new Air India brand across multiple touch-points across the airport. Our focus was on adapting and implementing the brand consistently, thus enriching the customer experience.
Key Stakeholders: Airport Operations Team, Marketing, Masterplan firms.
Impact: Standardized and implemented the 60+ brand elements, across 82 airports worldwide.
Aviation Academy &
Induction Center
An immersive and experiential training center for each Air India cohort including but not limited to Pilots, Cabin crew, Ground Staff and more.
Key Stakeholders: L&D Team, People Team, Executives
The touchpoint use visuals, artifacts, and narratives to emphasize their pivotal roles in shaping Indian aviation. The touchpoint aim to inspire and instill a strong sense of identity and pride among the trainees.
In-Flight Entertainment
The in-flight entertainment reflects Air India’s new brand identity, offering entertainment, e-commerce, spotlighting destinations, multilingual UI and more.
With a commitment to enhancing the traveler's experience, it complies with aviation standards, ensuring seamless integration and the capacity for future scalibility.
Entertainment
Thoughtfully categorized for user-friendly navigation, allowing seamless exploration of entertainment content.
Destination Insights
Providing a preview of destinations and activities for seamless planning and an enriched journey experience for the flyer.
Flight Path Info
Ensuring the flyer is informed about the current flight status, with added insights into the scenic views of the areas they are flying over.
Dining
Diverse food and beverage choices organized for convenient in-seat ordering.
Visa On Arrival
Offering a visa form-fill option to streamline the flyer's post-flight experience and save valuable time.
Shopping
Access to 10,000+ merchandise from Tata Neu.
Gaming
Go to destination for kids to enjoy popular games
