What if flying felt like something to look forward to? An ambitious CX vision for a more personal, seamless journey.

For Alaska Airlines, the opportunity was to elevate their signature service into a smarter, more effortless travel experience. Through traveler interviews, staff immersion, and journey testing, we uncovered key friction points, especially pre-flight, and a need for more flexible, tailored interactions.

The result:
Support Hub: a modular check-in ecosystem, from straight-to-gate to high-touch support.
Flight Curation: a pre-flight layer that lets passengers tailor their onboard experience.

Together, these concepts simplify travel, increase personalization, and strengthen Alaska’s position as the airline of choice in the Pacific Northwest.