A Human-Centered Approach to Corporate Strategy: Design Thinking and User Experience for Airport 5.0

The aviation industry is experiencing rapid technological transformation and intensifying global competition, prompting airports to seek new pathways for innovation and growth. Historically, many airports have prioritized operational efficiency over passenger-centric strategies, resulting in a disconnect between service delivery and user expectations. This gap has led to suboptimal passenger experiences and adverse effects on airport brand reputation. This project aims to investigate how a human-centered approach to corporate strategy, grounded in design thinking and user experience (UX), can enhance the competitiveness of airports in the Airport 5.0 era. By applying design thinking methodologies, the study will explore how airports can better understand their users, identify needs and pain points, and co-create innovative solutions that elevate the travel experience. The key contribution will be the development of a framework for integrating design thinking and user experience into airport strategy, offering both practitioners and researchers a structured roadmap to improve user satisfaction, enhance brand reputation, and achieve long-term industry leadership. Thus, this project proposes a strategic shift from efficiency-driven management to human-centered innovation, positioning airports as adaptive, competitive, and future-ready hubs within the global aviation ecosystem.