Alaska Airlines

New check-in process changes the industry

The Art

• Introduce the first 2-step check-in process in the U.S. to reduce dramatically the queuing process.
• Translate marketing direction into a branded experience within a heavily regulated industry.

The Science

• Manufacture two agent stations from a space normally occupied by one in a unique “double oval” design.
• Integrate a computer and printer into a podium footprint 2 feet smaller than the original.
• Engineer a more ergonomic baggage check system to reduce agent injuries.

Challenges

• Persuade a skeptical executive team to rethink established processes.
• Meet strict federal codes and intense material and technology durability requirements.
• Collaborate with multiple teams and vendors in disparate locations to account for all needs.

Outcomes

• Compelling, branded design that solves major airport issues such as queuing and customer flow.
• Technology integration in reduced size environments.
• More productive agents with fewer L&I claims.
• Operational efficiencies that improved brand loyalty with an important audience—business travelers.

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