A Reimagined Singapore Airlines Experience

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Reimagining the Premium Airport Experience with Singapore Airlines

We translate flight history data into personalised interactions via a redesigned first-class invite, and a fitted boarding pass that provides key flight details at a glance. An element of surprise, an ease off travel anxiety — a reimagined premium Singapore Airlines experience.

For many, travelling is a magical experience. But...

For SIA premium passengers who fly over 30 times a year, the airport journey has become such a monotonous routine that they cannot remember exactly how many times they’ve flown to each country.

Interviewing 7 premium passengers of SIA, ranging from business owners to CEOs, we discovered that what they value most is not just tangible luxury like posh furniture, but also — the intangible.

In their own words, “feeling at home”. The sense of “familiarity and comfort that SIA provides”, giving them a sense of belonging.

Understanding that these premium passengers fly so frequently, this means SIA has a rich pool of data. We identified that their flight history data, which is untapped on, can be utilised and translated into something meaningful for the passengers.

WHAT IS CURRENTLY BEING DONE:

When a first-class passenger checks in, they are entitled to SIA’s most exclusive lounge: The Private Room.

Each visit, they receive these same slips — over and over again.

While this golden ticket embodies the pinnacle of luxury in SIA’s premium experience, it contains merely their name. Hence, they do not resonate emotionally and over time, ends up being discarded.

WHAT WE PROPOSE:

Leveraging on these invites, we believe they could be used to foster an emotional connection between SIA and its passengers by reliving fond memories with SIA from their past through specially tailored messages.

For example, “Dear David, Remember your first flight with us to Tokyo? It was on 21 January 1995.” For David receiving this, he feels heartened by SIA’s special attention, and nostalgic as he reflects on his growth with SIA.

These messages offer a range of endless permutations that will be different each visit. The data points in blue can simply be extracted from existing flight records, and be inputted into fixed message structures, providing an element of surprise for each passenger.

And as David reminisces about past memories with SIA, he also gets to create new ones for the future.

Packaged together with our new invitation slip, is a perforated postcard with unique prompts such as: “Write something special to your loved one…” or “Write something to your future self...”

We discovered that these passengers are overseas for over 50% of the time, yet what they value most is family. This postcard allows them to take that moment of pause to connect with the ones who truly matter. Furthermore, SIA provides mailing services for their passengers.

Having touched on the past and the future, our solution also seeks to focus on the present.

How many times do you check your boarding pass before flying? From our interviews, passengers have a compulsive need to constantly check them for flight details due to travel anxiety but in the current design, this information is inconvenient to access.

What if, with a simple tweak, the boarding pass can help relieve anxiety?

Fitting nicely into the passport, our redesigned boarding pass features a tab that peeks out. With a simple flip, they can instantly retrieve their flight number, boarding time, gate and seat number. At the back, a collectible travel stub serves as a token of memory, featuring an icon of their destination, and a counter that reflects their number of visits.