This was a series of business and product design sessions that included hospitality and Southwest Airlines executives. During these sessions, I helped guide the group through a re-imagining, re-design, and (finally) the creation of a new product and service experience in an area most people relate with feelings of discomfort and dishonesty.

Through the week, we extracted, shaped, and codified the technology needs, overall business design, experience goals, emotional connection points, and interaction workflows that delighted people.

**Outcomes and possibilities like this are why I love the field of design.