Passenger Experience Service Design - Advanced (classroom)



Did you know that in the past 4 years, 7 participants from 2 countries have taken this course with IATA?

About the course

3-day (24 hours) classroom course

IATA Passenger Experience Service Design - Advanced aviation training course

This workshop is for people who are already familiar with the design thinking process and service design and want to expand their knowledge with practical tools they can use to understand and improve customer experiences. As an Advanced course, this course will offer participants deeper insights into how to use service design thinking as a methodology to empathize with passengers. Participants will be guided across the use of a range of advanced design tools to understand passenger needs and turn research findings into insights, and ultimately validated solutions, taking an iterative approach to design. Additionally, this course will provide further depth on the importance of looking holistically at passenger experience as well as how to ensure passenger satisfaction is monitored holistically across the whole experience.

Download the Outline

Course Code: TALG-87

Course format


  • Participants should have prior knowledge of design thinking methodology.
  • Recommended level is Advanced.
  • The recommended level of language proficiency is ICAO Operational Level 4 for courses in English or the equivalent level for other languages.

How to register

In-house training

To arrange in-house training for your company, please complete the in-house training request form or contact the Training Specialist in your region.

There are no scheduled classes at the moment

What you will learn

Upon completing this course you will be able to:

  • Describe the importance of adopting a user-centered problem solving approach to improving passenger experience
  • Effectively frame opportunities for improvements in the passenger experience
  • Describe a range of prototyping activities and how these could help in developing effective customer solutions to customer needs
  • Describe different methods to measure passengers’ experience

Course content

The key topics that are covered during this course include:

  • User-research and interview techniques
  • Customer journey and insights mapping
  • Opportunity prioritization and framing
  • Ideating on opportunities
  • Advanced prototyping
  • Prototype validation and iteration
  • Customer experience governance and measurements

Who should attend

This course is recommended for:

  • Strategic, management-level staff at airlines or airports
  • Innovators specialists

Certificate awarded

An IATA Certificate of Completion is awarded to participants obtaining a grade of 70% or higher on an assessment. A special distinction is awarded to participants obtaining a grade of 90% or higher.

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