PAX SEGEMENT FOCUS
Families travelling with young children represent one of the most emotionally complex passenger segments. They are also a high-value group, where early experiences can shape long-term loyalty. We investigated this experience through research and cross-functional collaboration, identifying key pain points that shaped a series of service and product interventions.
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01 | Pre-trip
Design for anticipation, not just experience​​
“Excitement starts before the flight, not at boarding” → Pre-flight touchpoints are underutilised
Families struggled to anticipate how smooth the journey would be for children. Information was fragmented, and parents couldn’t confidently plan around seating, entertainment, or child needs.
Interventions & How it Improved the Experience
​Pre-flight Digital AR Filters on @singaporeair Instagram page to prepare young travellers before their flights, reducing anxiety and uncertainty.
A one-page infographic detailing tips and simplifying key policies and steps for a seamless journey with SIA was also launched on the page.​​​​Families are better able to plan and prepare ahead of their journey
Structured guidance for families embedded in the pre-trip flow: Website refresh into a journey-based format. Use of actual visuals (meal, amenities) instead of generic imagery.
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02| the Airport
Ensuring high frequency family seating painpoints are addressed
Families experienced key friction points at the airport, including extended check-in wait times, inconsistent application of priority boarding, and frequent complaints about not being seated together.
Interventions & How it Improved the Experience
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Improved seating arrangements for families with allocation logic for seating, reduced frequency of seating complaints.
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Frontliners to offer proactive care and queue comb families during check-in at best effort basis.
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In Dec 23, Beary Baggage Tag to delight young ones at check-in while queueing as a tactical initiaitve.
New playroom at the SilverKris Lounges in Terminal 2 welcomes young travellers with an interactive Beary-themed wall and busy boards.
03| Inflight
Keeping the little ones entertained
Insufficient entertainment for children, children's boredom created secondary stress for parents ​​
Lack of child-friendly snacks
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Interventions & How it Improved the Experience
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Re-designed child headsets. Customer feedback reflected how families valued special amenities provided for children
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Remind crew to be more sensitive and empathetic to needs of families, exceptional cabin crew service remains top topic for positive verbatims
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Theatre-in-the-sky: Curated dedicated KrisWorld content, featuring family-themed movies, shows, and music videos under Family Favourites and Family Adventures.To complement the experience, cinema-inspired snacks like popcorn and chips were also made available inflight.
Led the design for SkyQuests: a collection of three mini-games to provide additional in-flight entertainment options
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04 | Arrival
Don't forget the stroller...
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Enhanced stroller communications on website and stroller icon on IFE to remind parents for collection.
05| Social Posts and communications
Social Post on Dec 2023
Social Post on May 2024
Social Post on Dec 2025
Reflections
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Supporting improvements and small enhancements help reduce emotional friction at key moments
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While engagement and comfort have improved, operational consistency remains critical to delivering a seamless experience
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​Needs evolve across the journey and over time→ Continuous iteration is required as expectations shift