Designing a Better Customer Experience

This is why you always need someone that isn't an expert at consuming your product to consume it. In front of you. So you can learn what works and, more importantly, doesn't.

I fly enough that the boarding passes I'm handed don't pose much of a challenge. But for someone that doesn't fly much? There's an awful lot of stuff plastered on without much thought of design aesthetics. And, after my friend Leslie Lloyd from the Bellevue Downtown Association turned me on to Board Pass/Fail, I have a whole new appreciation for how the airlines could enhance the experience for rookie fliers.

Though, I doubt they will.