Envisioning the Future

The explosion of mobile applications has produced an expectation for simplicity and elegance in design across products, whether consumer or commercial.

In this project, a company approached us to create an innovation roadmap. We facilitated Rapid Design Lab sessions wherein we envisioned an outcome seven years into the future that would engage customers and differentiate the company in their marketplace. Part of our goal was also to define incremental products, each of which would differentiate in themselves, leading to the final experience outcome defined in this journey map.

Specifically, we helped visualize the total customer journey for a traveler making a trip, from the point when they book a flight, to the time they return home. We identified bottlenecks in the customer’s current experience and defined how to remove those bottlenecks, while increasing revenue for airlines and other travel companies.

In this example, we envisioned an application suite we called “Vision 2020,” which highlighted a set of products we would put in motion, and which would be fully in place in seven years. This solution automates the travel booking and travel experience for a persona named Candice.