Helping Systematic
Innovation Take Flight

Unifying United Airlines’ stakeholders to cultivate a commitment to innovation

Brief
As a partner with United Airlines' new innovation lab, our team played a vital role in fostering innovation throughout the organization. We brought in advanced tools to smoothly incorporate futuristic ideas in the safety-focused aviation industry, dealing with the complexities of an intricate system.

Impact

Recognized by Fast Company’s 2023 Innovation by Design Award. Our forward-looking approach differentiates United Airlines in a highly competitive industry and this project is showcased in their innovation lab to Chief Innovation Officer.

Organization

United Airlines, Airshop

My Contribution

Client Engagement

Project Management

Team

Jorge Martínez Arana

Urvi Bidasaria

Aman Bhardwaj

Rosanna Lederhausen

Context

United Airlines initiates Airshop, its inaugural innovation lab to foster organization-wide innovation

In 2022, United Airlines embarked on a pioneering endeavor with the creation of Airshop, its first Innovation lab. This nascent department chose our team as one of the initial partners to support their strategic move, aiming to secure a competitive edge and inspire innovation throughout the organization.

However, a challenge emerged within the aviation industry, where safety holds paramount importance, and a culture deeply rooted in accuracy, efficiency, and tradition prevails. The safety-centric culture often clashes with the unconventional process inherent in the innovation journey. Moreover, the complexity of the system, involving numerous stakeholders, posed challenging in securing consensus, especially when implementing cutting-edge solutions.

Ask

How can we assist Airshop in navigating the organizational landscape and mobilizing internal stakeholders to expedite innovation?

Approach

Industry Analysis:

Conducted a comprehensive analysis of the airline industry, examining competitors and macro-environmental factors.

Root Cause Identification:

Identified the root cause of the problem and brainstormed potential opportunity areas with case studies.

Opportunity Prioritization:

Collaborated with partners to prioritize opportunity areas, focusing on impactful problem spaces that benefit both passengers and employees.

Subject Matter Expert Interviews:

Conducted remote and in-person interviews with six airline experts in baggage operations to gain a comprehensive understanding of the system and situation.

O'Hare Airport Field Observation:

Undertook on-site observations at O’Hare International Airport to observe various touchpoints of the baggage journey, including drop-off, pick-up, and baggage service, gaining insights into the overall baggage operation.

Design Principles and Ideation:

Developed design principles from the research and ideated on concepts.

Problem Scoping

Directing innovation efforts towards the core impact: baggage operations

Our team chose to focus on innovating in the realm of baggage operations. Our research revealed that despite modern technological advancements, baggage operations in the airline industry have remained unchanged for years.

The surge in cases of mishandled baggage in 2022 not only incurred high costs but also left travelers with a negative impression, eroding their trust in airlines. This emphasized the critical need for innovation in baggage handling processes.

Even one lost bag is the fastest way to lose a customer

Insights

Important baggage information
is not tracked:

Airlines overlook monitoring crucial baggage data, including size, color, and weight, which increases the risk of potential loss or misplacement of bags.

“We can only tell if a bag is oversized or overweight, but we don’t have any data on how much bigger the bags are.”

− Below the wing manager

Fragile paper tags are unreliable:

Paper tags used for baggage identification
are susceptible to damage from weather conditions like rain or cold, and there is no backup for the information contained in them.

“The rain easily washes out the print on the paper tags, and the seal glue is sensitive to cold, making it come off easily. Once the tags are ruined, it becomes difficult for us to track the bag.“

− Baggage Service staff

Heavy reliance on experienced
baggage handlers:

Baggage handling procedures are heavily reliant on the knowledge and experience of individual handlers, lacking standardized processes for easy sharing and implementation.

“I know which ones go where. Years of experience help, and there is no standardized operation“

− Baggage Handler

Opportunity Areas

Data collection for enhanced algorithms through a system of concepts

In the pursuit of optimizing baggage operations, we identified three concepts, each designed for short-term, mid-term, and long-term implementation.

Our vision was to craft a system that facilitates seamless data collection, a pivotal contribution to fostering United Airlines’ future operational excellence.

Concept 1 (Short-term):

At-home baggage check-in

Introducing a service that empowers passengers to check in their baggage from the comfort of their homes, providing United Airlines with the advantage of collecting crucial data
well in advance of passengers' arrival
at the airport.

Concept 2 (Mid-term):
Smart bag tags

Potential smart bag tags such as disposable RFID tags, permanent tags, or suitcase built-in tags are explored to allow for more reliable tracking of baggage.

Concept 3 (Long-term):
Baggage Assistive Guidance System

A system that guides employees on efficient baggage handling using Augmented Reality glasses. Combining collected baggage data with employee knowledge, this system improves baggage handling efficiency.

Solution

The Living Lab ー
A tool empowering systematic innovation

Introducing the three concepts as Living Labs − a self-driven innovation method that empowers United Airlines to explore new ideas and implement visionary concepts with unwavering confidence.

This transformative tool enable Airshop to advance innovation forward through three features

Immerse:

Creating a physical space where stakeholders can gain an in-depth understanding of future concepts through Immersive engagement

React:

Enabling stakeholders to provide feedback, fostering an iterative process in the innovation journey

Empower:

Ensuring the origin of new ideas
from within the organization

Feature: Immerse

Stakeholders gain in-depth understanding of future concepts through immersive engagement

The Living Lab makes future concepts easy to understand by immersing stakeholders in cutting-edge ideas. By experiencing these concepts firsthand, stakeholders can quickly comprehend their potential and significance.

Feature: React

Continuous real-time feedback accelerates rapid innovation

This innovative approach generates real-time feedback, fueling the iterative prototyping process. With diverse internal stakeholders contributing their insights, United Airlines can advance faster, implementing new ideas and enhancements more effectively.

Feature: Empower

Self-driven ideas foster commitment

The Living Lab's self-driven nature ensures that all ideas originate from within the organization. Unlike third-party solutions, these concepts are embraced by United Airlines' own teams, fostering a stronger commitment to their implementation.

Impact

Living lab now lives at United Airlines' innovation lab

The idea of Living Labs was presented to the Chief Innovation Officer, who approved it. It initiated a meaningful dialogue within the organization, propelling forward the drive for positive change.