The Brand-Right Lobby (BRL) was a four-year, worldwide initiative to transform Delta’s wayfinding and physical environment, impacting over 200 million customers traveling to 300 destinations in more than 50 countries. Recognizing the lobby as the initial physical customer touchpoint, BRL established a new, consistent system standard for aesthetic, signage, and hardware. This transformation replaced previously cluttered environments with a clear, intuitive customer experience that seamlessly integrates with the Fly Delta app.
The Sky Priority (Self-Tagged) Bag Drop segment was strategically introduced by BRL, guided by the “Breadcrumb Approach” design principle, to enhance efficiency for high-value customers by directing them through key markets and hubs. This initiative resulted in notable improvements in the customer experience, a success validated by Delta being recognized as the #1 top-ranked airline in the 2024 J.D. Power North America Airline Satisfaction Study for the third consecutive year.

The Results:

• 45% improvement in check-in service accuracy.
• 4.2-point improvement in check-in Net Satisfaction (NSAT) experience.
• Check-In Service Failures fell 55% less than in comparison hubs.
• Established a new, durable system spec across all hubs, replacing outdated hardware.