Context matters, and few things are universal. Sure, I argue UX matters for the iPhone. It does *not* follow that it matters for airlines.
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Most people very rarely fly, and the pain is temporary. Recipe for commoditization, which is what has happened.
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I'd argue that Virgin America safety videos are the start of a low-brow UX differentiator even in budget sector.
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iirc Virgin has been $-struggling badly. If you aren't Soutwest on op efficiency, UX = deck chairs on Titanic
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There's a race-to-the-bottom content-farming joke in there somewhere. Demand Media Airlines.
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