For Miles & More, creating high-quality customer experiences is vital for boosting loyalty.
Nowadays, people value the customer experience more than ever before and are 3.5 times more likely to recommend a company to others if it delivers high-quality experiences.
Amid the hype surrounding the launch of the Apple Vision Pro, we had the idea of exploring the use of immersive VR experiences for Miles & More.
We are doing this by following our three-stage design thinking process.
Our three-stage design thinking process
Empathize
Develop an understanding of users, technology and business.
With our broad knowledge of the target audience, we used service journey mapping to quickly identify the touchpoints where VR experiences could offer the most added value for frequent and leisure flyers. These were the moments when waiting times at the airport, in lounges or on board needed to be filled.
Our analysis also showed low market penetration of VR glasses and little experience of their use. Development of a service for private use was therefore ruled out and we pursued the idea of Miles & More providing glasses that could be used under guidance.
On the business side, two possible goals were identified: positioning of the brand as a trusted companion for travel experiences, and fun communication of Miles & More programme content.
Define
From thought experiment to concrete question
Based on initial analysis, the key question emerged:
“How can the Apple Vision Pro be used to transform waiting times into virtual programme experiences or travel experiences for Miles & More participants?”
This central question served as the starting point for developing initial concept ideas and ensured that the innovation process was aligned with customer benefits and the brand strategy.
![]()
With virtual reality, we are able to immerse ourselves in fascinating worlds.
It is another step towards making our programme even more compelling and experiential.
Ideate
Outline possible ideas and prioritise them
An interdisciplinary SYZYGY and Miles & More team of strategists, designers, concept developers and technologists developed a wide range of ideas in a creative brainstorming process: from a virtual hunt for miles at the airport to a bucket list experience in the lounge.
The best concepts were captured in visual sketches and evaluated against defined criteria with the client in order to identify potential.
As soon as the framework is in place, development of an initial prototype will begin to bring the vision of virtual travel experiences to life for members.
Prototype
Initial prototypes and implementation strategy
We carried out a feasibility study for the most promising concepts. This included the question whether the cases could be implemented with suitable spatial stock videos or more effectively with our own specially produced content.
We are also currently looking at opportunities for integrating the VR experience into Miles & More events that are already planned.
