Design thinking opportunities are everywhere you look or read. The value of design and how it is used is discussed in a New York Times article that was published on August 27, 2015. The article, which is about travel posters, initiates an interesting conversation about the role of design.

Between 1945 and 1975, air travel was an experience and the designs of the posters reflected that experience. We have lost that purpose.

“…the reality is that the large aircraft and the capacity they brought along, as well as the industry’s deregulation, changed the whole attitude toward advertising. Prior to deregulation, it was still important to highlight the qualities of an airline, because they could not compete over price. After deregulation, it became only about price.”

These days, air travel is about economic value. The experience is lost within the lines of the airline’s balance sheet. Many other industries use design to build an experience and to connect it to the technology.

“Perhaps the industry itself is not as prestigious as it used to be. I hate to say that. It’s not what it used to be in the 1960s when every designer who wanted to be someone wanted to work for the airline industry. Today those talents are working for Apple or in the tech industry.”

The airline industry is a perfect place for design to reimagine the experience. Are there any current airlines that are designing a human-centric experience that isn’t directed solely at first class travelers?