Up In The Air: India Revamps its Aviation Model

by Peyush Agarwal 
Global Strategic Design Director

India’s Expanding Aviation Landscape

By the year 2020, India is expected to become the 3rd largest aviation market in the world. It has grown more than 20% annually, crossing the 100 million passenger mark in 2017. The Ministry of Civil Aviation has sought ways to improve and streamline the customer experience — from security to comfort — and yet, questions remained. What would actually drive the nuts-and-bolts changes in an infrastructure spanning over 100 airports in India?

The Ministry of Civil Aviation knew that it needed to build a holistic conceptual framework, and so they approached Designit, a global strategic design firm specializing in digital and business transformation and a part of Wipro digital.

Finding the Human Edges of Aviation

Designit’s Bangalore office was tapped to reimagine India’s aviation experience using design thinking methodologies, a human-centered approach that puts customers first at every step of the journey. The process involved engaging with passengers in order to learn how they manage their travel today, and understand how today’s flying experience fails to meet their needs and expectations. Simultaneously, Designit worked with the various service providers to understand their current pain points.


Many specific failings emerged between the passenger, service providers, airports, operations, security, and the airlines themselves. The bottom line is that the flying experience was far too fragmented. Both customers and service providers were suffering from the lack of streamlined information flowing between each compartmentalized point of service. This broken system lead to frustrating and stressful engagement experiences for everyone involved.

Meeting the Future of Aviation

The insights gathered from the wide breadth of research led to developing an overhaul that is both human-shaped and digitally enabled. New service design models will span systems and agencies, all the while keeping the passenger experience at the center. Operational details and security requirements will also run more smoothly and seamlessly.

At the heart of this partnership is the understanding that all travelers, whether solo business travelers or families on the move, deserve a more pleasant and engaging experience. Stay tuned for more as the project progresses!

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