Case Study
Air New Zealand Experience design
Core member of the Designworks and Air New Zealand innovation team, managing the design of all physical, human and digital touchpoints across the customer experience journey.
In 2004, working at Designworks, I became the Senior Account Director for the Air New Zealand account, a working relationship that spanned seven years and lasting friendships that continue to this day.
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At the time Air New Zealand was still re-building its reputation following the collapse of Ansett Airlines and subsequent Government bail-out, with a tired product and fragmented culture lacking a sense of pride without a shared set of values or unifying purpose.​​​​​
​​With the announcement of a comprehensive relaunch of its long-haul product in 2004, the opportunity arose for the brand to move from a transport and infrastructure business to a brand focussed on the delivery of the New Zealand experience to all travellers.
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Designworks was tasked with this brand transformation, providing us with the opportunity to design the DNA of our country into every aspect of the brand, staff culture and business across all touch-points of the domestic, short-haul and long-haul customer journeys​
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With the purchase of the new long-haul fleet in 2007, the CEO set us the challenge: to re-invent the future of long-haul travel and in doing so provide the airline with a significant leap on the competition. Project Kupe was formed and soon became the largest multi-faceted design and innovation programme in New Zealand.
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To achieve these objectives, we developed a user-driven design research process and a holistic design strategy that would unite all touch-points of the customer journey from the cabin environment, seat design, branding, service and F&B design through to integrated digital experiences and staff values and culture.
