This design project reimagined Alaska Airlines’ pre-boarding experience to reduce gate stress and improve carry-on handling. By introducing an overhead-bin reservation system and concierge-like baggage loading, the concept gives passengers more certainty about their luggage. The experience includes an automatic overhead bin reservation, concierge loading service, and an in-app experience.
Many travelers experience anxiety about whether there will be space for their bags in the overhead compartment. Issues we identified include overcrowding the gate area, last-minute unexpected gate checks, reshuffling of bags in aircrafts with smaller overhead bins, and more.
Research synthesis from an observation study at SeaTac Airport
We designed a multi-touchpoint service: first, an overhead-bin reservation function during check-in; second, a self-serve kiosk at the gate where passengers can drop off their carry-on; and third, push notifications in the app to keep users informed about their bag’s journey.
For passengers who don’t secure a bin, we added a waitlist and a loyalty-miles incentive. We grounded our decisions in research, ideation workshops, and prototype testing, aligning around design principles like certainty, agency, and efficiency.
Passengers receive an assigned overhead bin at check-in
In-app and optional push notifications keep passengers in the loop about their carry-on
Drop off carry-on bag at the gate to be pre-loaded
As a product designer, I led the mobile app interface design, crafted the kiosk experience, and mapped out the full customer journey. I created the high-fidelity mobile app screens and prototypes, and ran user testing to validate key assumptions.
User journey of the overhead bin reservation experience
Low-fidelity screens of an initial prototype we tested on users
Through this project, I learned how exploring edge cases can deepen our understanding of user needs—while still trying to not get lost in the details. Rapid iteration was essential; we made improvements to the prototype between every user test. Working on an experience design project shifted my focus beyond UI. I learned to treat technology as an enabler, not the centerpiece, of a well-designed service.