Taking premium class travel to new heights

  • Case A business class experience that makes every moment count for busy, working travelers
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  • Client S7
  • Industry Aviation
  • Capabilities Business Design

    Design Research
    Service Design
Designit S7 Hero

Take a strong economy that’s attracting visitors for work and pleasure. Add in a growing upper middle class with greater purchasing power. The result? The opportunity to become the airline of choice for Russians flying business class. Leading Russian airline S7 paired up with Designit to completely overhaul its business class model to give passengers an unrivaled experience.


With S7’s expected organic growth as a benchmark, we analyzed which routes had potential for growth, and which customers to target. Our conclusion: focus our efforts on busy, working travelers on short- and medium-haul domestic routes, where competition in business class was weaker. Often on the go for work, these “practical premium” travelers explicitly seek out efficient solutions, and expect great service and assistance from airline staff. We combined this research with concrete insights from traveler interviews and flight audits, to build a concept that addresses their pain points and speaks to their aspirations – so more people upgrade to business class.

Business class is a premium service. It’s about feeling that whatever you need, they will be there for you with the relevant info to help you make the right decision, accompanied by a smile and warm approach. Stepan, 35, Moscow


Designed to fulfill the needs of smart, modern travelers, the new business class concept makes every moment count. Because flying is only one part of the journey, travelers enjoy a seamless, enhanced experience door-to-door. Driven by efficiency and executed with empathy, the concept delves into the details to ensure passengers get the most out of their travels, from smart trip planning and tailored in-flight services, to an outstanding service team and stress-free arrival. S7 business class travelers now enjoy many perks as standard, from a new menu of healthy and fresh food and priority boarding, down to details like amenity kits and contemporary Russian prints. Behind the scenes, we helped S7 introduce tiered pricing, a new online sales strategy, and personas and research for their call centers to use.

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