I found this very inspiring video of Carnegie Mellon University Professor, Jesse Schell, presenting “out-of-the-box design thinking”, I would say for those believing that they are thinking “routinely” out-of-the-box.
Schell is talking to game designers.
What does that have to do with airline customer experience?
As I said, it’s an inspirational video, you won’t find hands-on solutions in it. But airlines need to develop serious service design skills as it is one of the industries with the strongest believe that “nothing can be changed” because “aircraft and airports can’t be changed.”
Schell makes brilliant points about the tendency of people wanting the real thing as a lighthouse illuminating their increasingly confusing virtual lifes. It’s dense, but if you don’t have the time to watch the whole video, skip forward to its last 10 minutes to find Schell’s thinking in a highly condensed way.
(Note: unfortunately, the video source is in Flash, so it will not be reproducible on iPhones and iPads. You will have to watch it on your good old computer…)