Click to expand the mind map for a detailed view.

1. Introduction

• Context: Hired by an airline consortium to improve the perception of air travel.
• Constraints:
  • Timeframe: 1 year.
  • Budget: $10 million.
• Objective: Improve the air travel experience, focusing on a pilot project.

2. Stakeholders

• Primary Stakeholders:
  • Airlines.
  • Airports.
• Secondary Stakeholders:
  • Private contractors.
  • Unions.
  • Employees.

3. User Segmentation

• Travelers:
  • Short Flights (<4 hours).
  • Long Flights (>4 hours).
• Staff:
  • Employees.
  • Contractors.

4. Focus Area

• Short Flights:
  • Reason: More options for travelers (e.g., driving, trains).
  • Commercial Value: Higher potential for increasing passenger numbers.
• User Sub-segment: Families.
  • Reason: More pain points (e.g., luggage, check-in).

5. User Journey & Pain Points

• Booking: Low friction, plenty of options.
• Preparation: Minimal friction.
• Airport Experience:
  • Check-in: Long lines, luggage issues.
  • Security: Uncertainty, long waits.
  • Boarding: Waiting time.
• In-flight Experience: Predictable, less friction.
• Post-flight Experience:
  • Baggage Claim: Long waits, uncertainty.

6. Prioritized Pain Points

• Check-in Experience:
  • Long lines.
  • Luggage handling.
• Baggage Claim:
  • Long waits.
  • Uncertainty.

7. Proposed Solutions

• Check-in at Home:
  • Description: Luggage picked up at home, screened, and checked in.
  • Benefits:
  • Reduces time spent at the airport.
  • Eliminates check-in lines.
  • Challenges:
  • Logistics of luggage pickup.
  • Trust in service providers.
• Concierge Service:
  • Description: Appointment-based luggage drop-off at the airport.
  • Benefits:
  • Reduces waiting time.
  • More deterministic experience.
  • Challenges:
  • Limited improvement over existing services.

8. Pilot Implementation

• Target Users: Families on short flights.
• Geographic Focus: U.S. market.
• Partnerships:
  • Uber/Lyft for luggage pickup.
  • Airport shuttles.
• Pricing: $100 per service.

9. Measurement & Success Metrics

• Customer Satisfaction (CSAT): Survey post-experience.
• Time Saved: Measure reduction in time spent at the airport.
• Price Sensitivity: Experiment with different pricing tiers.

10. Challenges & Mitigation

• Luggage Issues:
  • Overweight bags.
  • Size restrictions.
• Trust:
  • Secure handling of luggage.
  • Clear communication with users.
• Logistics:
  • Coordination with airlines and service providers.

11. Scaling the Solution

• Expansion:
  • More airlines.
  • Additional airports.
  • Medium-range flights.
• Geographic Expansion:
  • Beyond the U.S. market.

12. Feedback & Iteration

• User Feedback: Continuous improvement based on CSAT surveys.
• Iterative Development: Refine service based on pilot results.

13. Conclusion

• Summary: Focus on improving the check-in experience for families on short flights through a home pickup service.
• Next Steps: Pilot implementation, measurement, and scaling.

14. Interview Feedback

• Strengths:
  • Clear segmentation and focus on families.
  • Creative solutions like home check-in.
  • Preemptive identification of challenges.
• Areas for Improvement:
  • Pacing during the interview.
  • Clearer segmentation earlier in the discussion.

15. Advice for Future Candidates

• Practice: Conduct mock interviews to build confidence.
• Framework: Use a structured approach to guide the discussion.
• Leadership: Lead the interview, don’t let the interviewer drive the conversation.