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emirates airlines passenger experience by engine

Emirates Airlines passenger experience

Developing a five-year customer experience vision to inform technology investment

The challenge

As they embarked on a major upgrade to their passenger service system (PSS), involving significant investment into digital systems and staff capability across multiple touchpoints, the Emirates Airline team needed a five-year vision for their passenger experience. This vision would be essential to test their assumptions on the required investment in technology. The Engine Service Design team developed an ambitious end-to-end customer experience for Emirates Airways, including the engagement of staff, customers, and key business stakeholders to fully understand the requirements and impact  


The result placed technology and data-enabled services at the heart of their customer experience, not only enabling Emirates to remain one of the best airlines in the world, but also moving them towards being a lifestyle brand and service provider. 

Have a similar challenge? Get in touch with the Engine Team

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Here’s how we do it

Insight to vision

Identify the difference between what you do today and what your future customers don’t yet know they need. Reimagine the future.

Insight to vision

Design to pilot

Unlock new value by imagining, designing and piloting services and experiences your colleagues are inspired to deliver and your customers will love.

Design to pilot

Plan to mobilise

Mobilise your organisation with a plan to change, build or buy what’s needed to deliver new services and experiences.

Plan to mobilise

How we can help


It's working, but not well enough

When legacy issues and disjointed ways of working are impacting your customer experience and critical metrics, you need a trusted partner to guide you.

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reimagine engine

Think differently to stay ahead

When you need to think differently to stay ahead, but you’re unsure how to differentiate your customer experience, you need a trusted partner to guide you.

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innovate engine service design

Do something genuinely new

When you spot an opportunity to disrupt your industry with a new product or service, you need a trusted partner to guide you.

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Customer Driven Transformation

How design-led companies get more of the right services to market faster

engine book customer driven transformation

“For any who seek to improve their services, let this book be your design-led guide. It will enable you to truly transform your service, by staging engaging, personal, memorable and even beautiful experiences.

Download a free copy of the first two chapters of our book.

With this book, the authors show you how to instil an outside-in approach to strategy; moving away from a management approach that’s technology, marketing or resource optimization-led, to one that is customer-inspired and experimental with innovation.