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A Digital Airport Experience

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Description

A Digital Airport Experience: Design-led innovation in support of airport strategy

 
AUTHOR(S):

 

Rebecca PRICE, Cara WRIGLEY, Judy MATTHEWS and Alexander DREILING

 

The digital era is proving to be one of disruption, where new technologies
matched with innovative business models can be harnessed to attack even
the most established of companies. For businesses with the relative certainty
of captive customer bases, such as airports, the ability to digitally diversify
offers the opportunity to venture into new modes of operation. For an airport,
this opportunity can also be leveraged to sustain superior customer support
regardless of a customer’s location in the world. This research paper presents
a case study of the development of an Australian Airport Corporation’s
mobile application as part of a greater digital strategy initiative using a
design-led approach to innovate. An action research method provides the
platform for an intensive embedded practice and study of design-led
innovation within the major Australian Airport Corporation. The findings
reveal design-led innovation to be a crucial in-house idea generation and
concept development capability enabling the bridging of distinct corporate
domains associated with commercialisation, operations and customer
experience. A Digital Innovation Checklist is presented as an output of this
research which structures an organizational approach toward digital channel
innovation. The practitioner’s checklist is designed to aid in the future
development of digital channels within the broader spectrum of strategy by
addressing business assumptions.

 

PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014

 

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