Highlights
• Defining a future vision and strategy for the airline's check-in baggage services
• Immersive and comprehensive user research with customers and baggage handling staff
• Exploring a range of ideas through active prototyping and testing on live flights
• Immersive and comprehensive user research with customers and baggage handling staff
• Exploring a range of ideas through active prototyping and testing on live flights
Ribbon was a project that I lead around the future of check-in baggage at Cathay Pacific. At the time, there was an exciting range of new technologies and trends emerging in this space, spearheaded by the electronic bag tag. Using a comprehensive design thinking approach, I explored this opportunity broadly and developed a number of concepts that defined some of the airline’s core future baggage strategies.
Design activities included: personifying a bag and mapping its end-to-end journey, immersive user research with baggage handling staff, 3D printing and rapid manufacturing of hardware prototypes tested on airport infrastructure and real flights, life cycle analyses of various bag tag concepts (including improved paper-based tags).