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Project Outcome
Co-designed with crew, this initiative led to a credit card positioning strategy that felt authentic to the brand and seamless within the journey. It helped Hawaiian Airlines and Barclays unlock a new model for in-flight marketing, grounded in trust, timing, and human connection, driving increased onboard conversions and revenue growth.
To bring the strategy to life, we prototyped in-seat materials, dialogue scripts, and digital prompts, refined through flight crew feedback and aligned with brand tone. The best ideas balanced clarity with invitation, empowering attendants to lead with confidence. Cross-functional workshops ensured operational fit, resulting in a flexible playbook tailored to crew and customer needs.
Elevating Loyalty: In-Flight Card Positioning for Hawaiian Airlines & Barclays
Hawaiian Airlines and Barclays partnered to reimagine the in-flight acquisition experience for their co-branded credit card. They sought a solution that was culturally aligned, emotionally resonant, and capable of driving conversions without disrupting the travel experience. Working through Doblin by Deloitte, we were tasked with crafting a new program that prioritized consent, flow, and trust while delivering measurable business impact.
Deliverables
Ethnographic Research
Human Centered Design
Co-creation Workshop Design
Concept Development
Innovation Strategy
We began by deeply understanding the in-flight environment, mapping moments of downtime, distraction, and attention. This allowed us to reframe the acquisition opportunity not as a pitch, but as a service moment embedded within the overall experience. We identified emotional and functional moments where the offer could be naturally introduced, aligned with traveler mindset and energy.
We co-created with Hawaiian Airlines flight attendants to map journeys,identify challenges, and design smoother delivery of the credit card offering. Their input shaped messaging, timing, and tools to ensure a respectful, natural integration. Embedding frontline voices made the solution both practical and empowering.
Client
Hawaiian Airlines & Barclays Bank
Sector
Commercial Aviation & Financial Services
Project Type
Research, Strategy
Role
Senior Design Strategist | Doblin by Deloitte
