Title	GROUND-BREAKING ANSWERS – HOW TO EXTEND THE AIRLINE EXPERIENCE
Brand	LUFTHANSA
Product/Service	LUFTHANSA CITYNAVIGATOR
Category	B01. Digital Design
Entrant Company	CHEIL GERMANY Schwalbach, GERMANY
Advertising Agency	CHEIL GERMANY Schwalbach, GERMANY

Name	Company	Position
Dr. Clemens Lango	Cheil Germany Gmbh	Creative Director
Dr. Clemens Lango	Cheil Germany Gmbh	Head of User Experience Design
Sven Lohwasser	Cheil Germany Gmbh	Account Service Director
Thomas Smuda	Cheil Germany Gmbh	Content Designer
Dimitrios Karagiannis	Cheil Germany Gmbh	Art Director Digital
Daniel Baek	Cheil Germany Gmbh	Junior Art Director Digital
Lars Backes	Cheil Germany Gmbh	Vice President Digital Strategy
Maro Rudolf	Cheil Germany Gmbh	Digital Strategist
Andreas Gruyters	Cheil Germany Gmbh	Head of Design
Theo Tzaferis	Cheil Germany Gmbh	Frontend Programmer
Tobias Wöstmann	Cheil Germany Gmbh	Backend Programmer

Brief Explanation

Deutsche Lufthansa AG is a German airline and also the largest airline in Europe, both in terms of overall passengers carried and fleet size when combined with its subsidiaries. It operates services to 18 domestic destinations and 197 international destinations in 78 countries across Africa, the Americas, Asia, and Europe, using a fleet of more than 280 aircraft.

The Brief

Out of the plane, out of the mind. Most people forget about the airline as soon as they have landed. Thus, they will not think of it again until the next trip is due. The brief was to find new ways how Lufthansa can be remembered throughout the stay and beyond. How can they set themselves off to the competition and offer a valuable extra service to their customers?

How the final design was conceived

In the strategy phase the touchpoints of Lufthansa were analyzed. Resulting insights provided the basis for consecutive ideation workshops in which potential services were synthesized. A defined business case and a feasability study encouraged the next steps. The platform’s design was geared towards a playful, delighting user experience supporting diverse forms of usage while still being incredibly easy to use. It was important to conceive a platform accessible on both desktop and mobile. To really make a difference for the user Lufthansa CityNavigator integrates a broad range of content and functionality. To bring it to life mashups with crowd-sourced exclusive content and partners like Foursquare and Komoot have been incorporated. A semi-open beta phase for gathering early user feedback preceded the official public launch.

Indication of how successful the outcome was in the market

Lufthansa CityNavigator is the first travel guide that joins real insider tips to guided tours and navigates people in real time. Though behind the scenes it is a complex and creative technological mashup of crowd-sourced content, geodata and navigation it is evolved into a seamless and delighting user experience. Lufthansa positions itself as a premium brand providing significant added value services for its customers. The brand created new touch points by keeping their passengers in contact with each other and the destinations.