Journey  is concept that invites people to consider Delta Airlines as a desirable option for traveling within the USA among other common alternatives.

Time frame:

7 Weeks — April 2020


Nathan Shedroff & Maria Giudice


My responsibilities included user research, service blueprinting, system mapping, constructing standard operating procedures, visual design, prototyping, future development ideation.


Figma, Adobe After Effects, Blender

Project Outcome

My goal is to better entice passengers to discover the value of unique journey-based experience during the time of COVID, as well as to help Delta Airlines re-establish their market positioning and competitive edge in the airline industry.

How might we relieve travelers from uncertainty, unexpected changes and stress of traveling?

Project Background

The coronavirus pandemic has turned commercial aviation on its head and the experience at the world’s airports has changed drastically. Delta Airlines appears not to expect a full recovery within the next three years, while expecting an increased demand in premium service. Whether the recovery will take three, five, or six, we need to understand what is happening and what might happen in order to prepare our airports and airlines for the uncertain future.


My objective is to advocate for a paradigm shift utilizing the full potential of user experience and a holistic understanding thereof as a tool for strategic planning. The project is based on an integrative literature review with three goals:

        • to analyze the current understanding of experience in an airport context,
        • to identify the underlying problems with regard to the issues the industry is facing,
        • and to develop a conceptual model leading towards solutions to these problems in light of the current aviation crisis caused by COVID-19


Stakeholder Analysis

Firstly, I created a stakeholder map to better understand the complex airport system. I put the passengers at the center of this diagram because of their frequent interactions with stakeholders. As my research progressed, I further focused on passenger’s touchpoints and their communication system.

Interviews and Survey

During the primary research phase, I conducted 5 interviews and got 83 online survey responses. Interviewees include employees at San Jose Int’l Airport, millennials, elders, and families. My interviewees also included repeated and one time travelers. The interviews and surveys helped me better understand the problem space and identify design opportunities.


I further conducted job stories with the interviewees to focus on situations, motivations, and expected outcomes that they hope for the airport experience, and with the common pattern I was able to narrow down towards an area of focus.

Airline market positioning

I created a market positioning from the primary research where passengers pointed towards how they rate a specific airline, how the airline performs in the service quality field compared to other airlines, passengers’ priorities and how they change over time.


I synthesized the interviews through the affinity mapping of existing security experience to help me map the passenger’s journey, starting at home and arriving at the gate. I noted where the security checkpoint starts and ends, where activity – and stress – was most significant, and where interactions occur between passengers and TSOs.

Formulating Personas

I created personas based out of the synthesis to capture the target audience and understand the different ways users would interact with the service: the frequent traveler, and the non-frequent traveler.

Brand attributes

Although research is the central part of the process, part of my assignment is to create brand attributes or take an existing brand and build upon it. From the survey, Delta airline was the most picked among the other airlines; I took the opportunity to design the concept based on Delta airline’s brand guidelines.

User testing

I spent a great deal of time iterating the layout of screens and experimenting how the experience can be better to reduce the stress of traveling. These iterations helped me see the key touch points and see what elements are important at a given state.


I realized that I was focusing on providing resources to help travelers with behavior change and lost the value of perception from user testing. By obtaining a holistic understanding I was able to fine tune the screens

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