What does the future of flying look like when you're not just upgrading an app or service — but moonshotting the next era of air travel?

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As the design strategist at the helm of a groundbreaking initiative with Emirates and Aviation XLAB, I had the unique opportunity to co-lead a visionary program aimed at radically rethinking the aviation experience from the ground up.

This wasn’t about improving the seatback screen. This was about reinventing the aviation ecosystem — from passenger journeys to operational models — with a bold, design-led lens.

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Leading the Design of a Moonshot Vision

My role was to shape and drive the strategic design approach across multiple layers of complexity. I took on the responsibility of turning abstract ambitions into structured, validated, and actionable pathways.

 

Here’s how I did it:

• Facilitated high-impact ideation workshops with leadership teams to surface bold, disruptive ideas

• Led empathy sessions and co-creation forums with passengers, operations staff, technologists, and futurists

• Designed and drove moonshot definition sprints, translating vision into viable innovation tracks

• Oversaw the development of immersive prototypes that brought future-state journeys to life

• Integrated sustainability principles across every idea, ensuring relevance for a decarbonizing world

• Captured and synthesized feedback from a diverse stakeholder base to shape a phased implementation roadmap

 

A Culture of Co-Creation and Strategic Imagination

Designing for the future of aviation meant bringing together more than ideas — it required aligning ambition, innovation, and practicality. I fostered a culture of continuous co-creation, where every voice — from engineers to frequent flyers — had a role in shaping what’s next.

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This wasn’t design in a vacuum. It was design embedded deeply within business strategy, emerging technologies, and human aspiration.

 

The Impact

This collaboration with Emirates and XLAB didn’t just result in concepts — it delivered a cohesive innovation roadmap, future-ready prototypes, and a shared vision across departments and disciplines.

 

For Emirates, it positioned design as a strategic force for transformation — not just a support function.

For me, it was a powerful example of what happens when visionary thinking meets rigorous design execution.