In-flight Space and Service Design

Facing increasing competition on long-haul routes, Air New Zealand approached IDEO to design the space and services for their new fleet of Boeing 787s. We interviewed customers in flight, worked alongside crew members, observed food and luggage logistics, and held service workshops with flight teams throughout the research phase.

A key insight was the divergent needs of different passengers — business travelers versus families, solitude versus connection — particularly around privacy and socializing. The result was a more flexible seating system that could transform to serve different needs on the same flight.

Customer and crew insights led to the design of new roles and services, including a specialized flight attendant who acts as a travel guide. We also created services that activate unused spaces — such as using the galley for a wine tasting hour spotlighting New Zealand wineries.

Central to the project's success was our constant iteration through prototyping. These efforts gave the client the confidence to invest in the new seat designs and service concepts.