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.