IT'S TIME TORethink the airline
You're standing in an airport.
For many, airports can feel overwhelming. In a busy, fast-moving environment, knowing where you need to be, at what time and how to navigate the airport labyrinth is crucial. Therefore this should be as simple and stress free as possible...
The problem is, it isn’t.
Take a look at your boarding pass. It should quickly and simply communicate your next steps. The problem is, it doesn't. Instead, you're looking at a collection of strangely ordered acronyms, oddly formatted times and sequences that demand significant attention to decipher.
You're on the way to the gate and you've tucked your boarding card into your passport and put it away. But the card extends from both ends. So, when you're trying to remember your gate or retrieve your card for the third set of security, it gets caught in your pocket, bends in your bag or falls out of your wallet. Boarding passes need to be kept safe. Their current format makes this difficult to do.
Boarding passes are highly functional tools, used by both passengers, airline staff and automated machines to successfully ferry passengers from airline desk to plane seat. They contain complex data, each line communicating important information to one or more sets of users. Therefore, my solution could not simply be passenger focussed. It must be user focussed - meeting the distinct needs of both traveller and operator.
At over 80 hours in the air, I stopped accepting the pieces of paper I was being given and started asking questions.
What if key information was more accessible?
What if boarding passes felt less awkward to handle?
What if boarding passes added value to your travel?
What if a solution coud use airlines' pre-existing limitations?