Vox Pop

British Airways is using design to enhance the experience of Concorde customers. What single design element would improve your experience of air travel generally?

‘Smaller over-head bins. I am fed up of these over-heated business types cheating by racing through the check-ins and then having a hernia trying to post their wheelie bin through the opening of a letter box while trying to concuss anyone below with their dangling swag of duty free.’

SIMON WATERFALL, CREATIVE DIRECTOR, DEEPEND

‘Visual design comes a very poor second to efficiency and price for me. I want less waiting around, flights that leave on time and arrive on time, have decent food (I’m not expecting fantastic food, just not the usual shite), laptop points in departure lounges, in-flight e-mail facility and, most importantly, prices that don’t make you feel that you have been ripped off. Give me Ryan Air to Sweden for £50 rather than BA to Edinburgh for £320 any day.’

WAYNE HEMINGWAY, HEMINGWAYDESIGN

‘Air travel is more exhausting than ever as getting to the plane is increasingly frenzied. Airlines don’t appreciate this and spend too long squawking at you through tinny speakers when you’d much rather be re-adjusting blood sugar levels with a nice snooze. So “sound” is my one element. Rethink how it can be used to make flying pleasant again (ie, less of it ).’

TONY ALLEN, MANAGING DIRECTOR, INTERBRAND

‘I fly to Heathrow and JFK regularly. Naturally I fly with our client BA, which offers the best service in Club World. Improvements? Duvets, rather than blankets, would make the flat-bed sleeping more luxurious. Most of all I am looking forward to the day I can use a discreet videophone to say hi to my family while I travel.’

CHARLES TREVAIL, CHIEF EXECUTIVE,

FUTUREBRAND UK

‘Stop the queuing. Air travel with a quick and efficient check-in system that minimises queuing and the anxiety it entails would vastly improve my life. It’s on the way with phone and Internet check-in facilities, but air travel, especially with a family, can still be a lengthy and stress-filled experience. Cutting down the time from airport arrival to boarding would be a great luxury, reducing stress and making the passenger experience a much more enjoyable one.’

NIGEL GOODE, PARTNER, PRIESTMAN GOODE

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