Founded in 1951, JAPAN AIRLINES (JAL) became Japan’s first international airline. An airline with a rich history and a reputation for defining the essence of traditional Japanese hospitality, JAL is committed to providing guests with the highest levels of flight safety and supreme quality in every aspect of its service, with a goal of becoming the most preferred airline, not just in Japan but across the world. JAL is proud to have been named a SKYTRAX 5-Star airline for 2018 and 2019, including receiving the prestigious award for ‘Best Economy Class in the World’​.

Business Need

Concentrix Tigerspike was tasked with significantly improving the JAL app experience, shifting its focus from just booking and purchasing airline tickets to delivering increased, engaging and timely communication with JAL’s customers.

Our approach brought together the JAL core system, the latest tech trends and our deep understanding of experience design to elevate the JAL customer experience at all touch points from ticket reservation through to post-travel.


Concentrix Tigerspike used its Experience Definition process to work collaboratively with JAL, developing a strategy and specific solutions in response to their business challenge.

Our teams and JAL's business & systems departments worked closely with users to address customer needs and challenges through interviews and field research on customer experiences; from reservation to purchase, airport transfer, boarding, in-flight, return trips and returning home.

By discovering and extracting insights, we pinpointed where the app could deliver the most value to the user experience. We reimagined user verification, while further feasibility studies helped us improve which areas would be most valuable to focus on, allowing us to deliver a justified, prioritised roadmap of functions from a business perspective.

Finally, we improved usability by carrying out user testing, ensuring that the information design, wireframes and interaction designs that we created fully met both business and user needs.


Concentrix Tigerspike delivered a comprehensive, user-focused app design that was fully technically validated. Because of the success of this critical, first stage it only took a further 6 months for the JAL app to be successfully released, immediately receiving excellent reviews from the target audience, especially on Social Media.

“Thanks to your team’s innovative ideas, the reliable project execution, and above all, their friendly personalities, we now have the prospect of launching an app that meets our customer needs and is at the forefront of the market.”

Group Leader, Planning Group @ JAPAN AIRLINES