Trend-based ideation for KLM

Facilitating the KLM’s Disruptive Field Day.

Challenge

Identifying digital opportunities.

The Royal Dutch airline KLM is active in all modes of transport: train, air, and freight. It’s part of the Air France-KLM group, member of the SkyTeam airline alliance. KLM was founded in 1919 and is the oldest airline in the world still operating under its original name.

In the context of KLM’s innovation pipeline, we’ve been contacted to help identify new and disruptive digital opportunities. 

Solution

Facilitating KLM’s Disruptive Field Day.

The Disruptive Field Day is a yearly event where KLM guides teams of innovators through the unknown to identify new digital opportunities that have disruptive power and the potential to break with the existing business. 

During this ideation workshop, we focused on customer problems, shared ideas and thoughts that emerged earlier on and haven’t been materialized into projects yet. We developed smart solutions to solve the customer problems/points of pain identified and pointed out ways to meet and exceed customer expectations throughout the customer journey. 

In a first round, we found inspiration in Cool Blue, Amazon, Zappos and Kwikfit cases and figuring out how they deliver a ‘wow’ experience. In the second round, we focused on new trends and technologies, guiding the teams to explore how they could incorporate these trends into KLM services, to simplify, gamify or streamline the customer journey. In the end, we went from post-it ideas to 20 concept cards. The best concepts were further elaborated, briefly validated, and finally pitched to the rest of the team.

Impact

Three new disruptive digital concepts.

We started from KLM’s top 10 customer’s points of pain and a simplified customer journey, and we ended up with three new disruptive digital concepts, informed by a deep understanding of customers’ pain points and unmet needs.

The three best concepts are currently being progressed internally to further development.

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