Delta Air Lines, one of the world’s largest and most respected carriers, recognized that customer expectations for seamless, elevated experiences had outpaced many of its existing touchpoints — both onboard and in digital channels. With increased pressure from global competitors and tech-savvy travelers, Delta needed a partner who could help reimagine its service design, translate user insights into action, and deliver a best-in-class brand experience that’s as iconic in-flight as it is online.
We partnered with Delta to co-create a design transformation strategy rooted in research, brand legacy, and operational excellence. We conducted in-depth user research to map behaviors and pain points, redesigned the user experience and helped visualize a new standard for the airline's brand expression. This included an extensive overhaul of the cabin experience — from nose to tail — blending hospitality-inspired interiors with data-driven design that improved comfort and consistency. Each initiative was grounded in scalable systems thinking, ensuring design cohesion across 300+ initiatives while enabling rapid iteration and rollout.