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A collaborative aviation platform for decarbonization

One Aviation

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Role
Timeline

Client

Applied skills & tools

Result

Team members

Visual designer, user experience designer
Jan. 2023 - Mar. 2023 (6 weeks)

SMBC Aviation Capital

Business Model Canvas, Storytelling; Figma, Illustrator, Miro, Google Slide

 

 

Our team represents Parsons MS SDM Students and place 3rd in the Rotman Design Challenge.

Sebastian Munoz, Miral Patel, Aditya Rao, Eve Suen, Shunichiro Tago, and Arianna Tamaddon

Team Introduction Video

Challenge Statement

Excited to tackle the challenge, it all began when our client presented us with a pressing issue, the challenge statement.

"How might we re-design SMBC's current business model so that it may continue to thrive while also accelerating the decarbonization of the aviation industry."

Project Management

Excited to tackle the challenge, it all began when our client presented us with a pressing issue, their challenge statement.

60hr+
Desk Research

Our research spanned electric and hydrogen aircraft, sustainable aviation fuels, competitor strategies, and the industry's current limitations.

 

We also drew inspiration from parallel industries such as automotive and energy, as they face similar challenges reacting to decarbonization regulations.

15
Interviews

We spoke to airlines in North America, Asia, and Latin America, given that the major share of SMBC’s revenue comes from these regions. We gathered feedback from the airlines about their experiences working with lessors and identified their pain points. 

 

Our list of interviewees consisted of fleet managers, financial controllers, sustainability managers, CEOs, chairmen, and sustainability experts.

Primary Reseach

Major Findings

SMBC AC and airlines are aware of the importance of ESG, but none of them are taking the lead in the industry.

“Airlines don’t want to address alone this challenge. None of them wants to be the Patagonia brand (expensive and sustainable).”

Investor Relation, LATAM AIRLINE

“ESG in this industry is a multi-stakeholders topic. Lessors need to be part of this network in order to address challenges such as decarbonisation.”

Chairman, SKY AIRLINE

“Decarbonisation is a complex problem that requires a systemic solution that’s not being lead by any actor of the industry”

Senior Consultant, CLIMATE FOCUS

The actual partnership model is not meeting the airlines expectations and SMBC AC is aware about this gap

“SMBC often changes the lessor before the contract ends. They leave us with another lessor we don’t know for the renovation process, that is critical.”

Chairman, SKY AIRLINE

“We work with lessors only because there’s no other better financial alternative”

Former CEO, AVIANCA-TACA AIRLINES

“When COVID hit our industry, SMBC AC was not a real partner for us. We feel that there’s not enough trust”

Chairman, SKY AIRLINE

Major Findng

Persona
Key Stakeholders

Journey Mapping
Airlines' journey throughout the leasing process 

Sustainability Managers were often excluded from the journey of decision making.

Persona
Journey Map

Persona
Key Stakeholders

Journey Mapping
Airlines' journey throughout the leasing process 

Sustainability Managers were often excluded from the journey of decision making.

Persona
Journey Map

Driven Insights for Solution

The actual pain points and needs from SMBC AC and the airlines.

Solution

Our solution is “One Aviation”:

a collaborative aviation data platform that enables SMBC AC reposition themselves as a facilitator of the industry, helping airlines succeed both in their business and sustainability goals.

Features

1

Dashboard

A tool of airline fleet data visualization

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2

Environmental Insight

Delivering a “Bloomberg of Sustainability”

Environemental Insight-description.png

3

Task Manager

A shared plan with defined milestones that facilitates integral communication

Task Manager-description.png

4

SMBC AC Green Hub

A virtual space that connects the industry and its stakeholders

SMBC Green Hub-description.png

Design Principle

Information Architecture Sitemap

Business Model Analysis

As the backstage of our solution, we came up with a 3-phase strategy to change their business model from the existing one.

Rollout Plan

Finally, we have mapped out the rollout plan over next 18 months. 
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