GROUND-BREAKING ANSWERS – HOW TO EXTEND THE AIRLINE EXPERIENCE
| Title | GROUND-BREAKING ANSWERS – HOW TO EXTEND THE AIRLINE EXPERIENCE |
| Brand | LUFTHANSA |
| Product/Service | LUFTHANSA CITYNAVIGATOR |
| Category |
A02. User experience |
|
Entrant Company
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CHEIL GERMANY Schwalbach, GERMANY
|
|
Advertising Agency
|
CHEIL GERMANY Schwalbach, GERMANY
|
Credits
| 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 |
Creative Execution
Based on the strategic analysis of Lufthansa’s touchpoints, ideation workshops synthesized potential services. 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.
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. Lufthansa created new touch points, keeping their passengers in contact with the brand, each other and the destinations.
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?