Emu Air - Digital Transformation
Redefining Passenger & Staff Experiences through Automation

Emu Air was a digital transformation project aimed at improving the customer experience and operational efficiency of a regional airline. As part of the Digital Product Design Process and Methods (INTE2613) course, I worked on redesigning the airline's digital experience, booking system and customer journey to align with modern user expectations.

The challenge was to create a seamless, intuitive and accessible booking experience while considering business constraints, user needs, and industry best practices. This project focused on user research, UX strategy, and product design, ultimately shaping a customer-centric digital solution for Emu Air.

My Role & Responsibilities

As the Design Lead at DiamondWater Design Consulting, I was tasked with inheriting and revitalizing the Emu Air digital product design project. The previous project lead had left, and my role involved:

Evaluating existing research and design artefacts.
Reframing the project strategy to align with EmuAir’s shifting business needs.
Leading a cross-functional team, including a UX Designer, UI Designer and Strategic Designer.
Driving the research, ideation, prototyping and testing processes.
Delivering a final digital product proposal that positioned EmuAir for a successful digital transformation.

Approach

1. Discovery & Research – Understanding the Problem

I started by conducting a gap analysis on the existing work, identifying missing insights, and aligning the team’s focus on user needs and Emu Air’s evolving business challenges. The airline was facing financial constraints and job cuts, necessitating cost-efficient automation to streamline operations while improving the passenger experience.

Key research activities included:

Competitor Analysis: Examined digital strategies used by industry leaders like Qantas and Virgin to benchmark best practices.
User Research: Conducted interviews, surveys, and experience audits to understand pain points from both passengers and staff.
Journey Mapping: Analyzed the as-is experience and pinpointed bottlenecks in the check-in, baggage handling, and customer communication processes.

Findings:

Passengers were frustrated with unreliable booking systems, long queues and poor baggage tracking.
Staff felt overburdened due to inefficient workflows, lack of communication tools and fear of automation replacing jobs.

2. Defining the Problem & Reframing the Solution

With Emu Air’s financial struggles and operational challenges in mind, I proposed a digital-first strategy focused on automating in-airport services.

This pivot meant prioritising three key features:

Automated Check-ins – Reducing manual processing and passenger wait times.
Real-Time Baggage Tracking – Enhancing trust and transparency with digital notifications.
Staff Empowerment Tools – Providing internal systems for efficient baggage handling and customer support.

Instead of just refining the UI/UX, our goal expanded to developing a scalable, cost-effective automation solution for Emu Air’s long-term sustainability.

3. Design & Prototyping – Bringing Ideas to Life

The project progressed through an iterative design approach, moving from low-fidelity wireframes to high-fidelity prototypes.

Key Design Methods Used:
✔ Concept Cards & Posters: To define and communicate feature ideas.
✔ Lo-Fi Wireframes: Initial layouts to validate basic functionality and flow.
✔ Mid-Fi & High-Fi Prototypes: Incrementally improved designs, incorporating usability feedback and accessibility enhancements.

Iterations & Feedback Loops:

Initial low-fidelity prototypes helped validate core workflows with internal stakeholders.
Usability testing on mid-fidelity prototypes uncovered navigation pain points and the need for clearer user prompts.
High-fidelity designs enhanced accessibility, improved interaction flows and streamlined the onboarding process for new users.

4. Testing & Validation – Ensuring a Seamless Experience

I designed a testing plan to validate usability, functionality and user satisfaction.

Testing Methods:

Moderated & Unmoderated Testing: Conducted 1-on-1 user sessions and remote usability tests using tools like Zoom & UserTesting.
A/B Testing: Compared different interface designs to optimize check-in and baggage tracking flows.
Accessibility & Edge Case Testing: Ensured the solution worked across various devices and user needs.

Challenges & How I Tackled Them

1. Reframing the Project Midway

Challenge: Emu Air’s shifting business priorities required a strategic pivot towards automation.
Solution: I worked closely with stakeholders to redefine the scope and timeline, ensuring our work aligned with business goals without disrupting the project flow.

2. Balancing Business & User Needs

Challenge: While passengers wanted a better experience, staff feared automation could replace jobs.
Solution: The design incorporated staff-focused digital tools, demonstrating how automation could empower rather than replace their roles.

3. Limited Resources & Time Constraints

Challenge: The project had tight deadlines, requiring efficient execution without compromising quality.
Solution: By prioritising features based on impact-effort analysis, we focused on high-value, feasible improvements.

Reflection & Learning

This project reinforced the importance of adaptability in product design. I learnt that:

A design is only as strong as the research behind it.
User needs must be balanced with business realities.
Iterative testing is crucial for refining and validating solutions.
Strategic pivots can unlock better opportunities if handled proactively.

This experience was a deep dive into user-centered design, strategic thinking, and digital transformation—a rewarding challenge that positioned Emu Air for long-term success.

Emu Air - Digital Transformation Redefining Passenger & Staff Experiences through Automation