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An example of how something we take for granted like boarding a plane can be greatly improved with behavioral observation and design thinking.

Interestingly, very little thought seems to have been given until now about how best to board passengers to alleviate stress and minimize time. Children and older passengers have long been given first access to a plane, as they often require special assistance. In this new method, that same preferential treatment is provided, but from there the changes are quite innovative. The video below gives a very quick demo of this new process.

Whether airline companies adopt this new boarding method remains to be seen, but what I am most excited about is how this shines a bright light on the type of work we do at Instinct. Studying human behaviors and interactions, using thoughtful scientific analysis, and keeping an open mind—all in an attempt to improve some aspect of the human experience—is what we do at Instinct. The fact that in this example, a better boarding method can reduce passenger stress and anxiety, speed up departure times, and hopefully alleviate congestion at busy airports shows just how powerful designing for the end user can be.

Read or download Dr. Steffan’s study here.