Delta Airlines, Sustainability

THE FLIGHT

Every year, SCADPro generates more than 50 discrete industry-sponsored projects across 40 disciplines, pairing innovative companies with the brightest creative students, alumni, and professors. As a prominent design studio, SCADPro researches, develops, and also delivers professional results from the designers, thinkers, and influencers of tomorrow. In the first ten weeks of 2020, SCADPro Atlanta collaborated with Delta Airlines to design a more sustainable future by designing strategies to offer Delta’s surplus of obsolete and unused beverage carts a second life.

BOARDING

After an in depth understanding of the challenge presented to us, we developed our essential question.

How might we use beverage carts to help Delta connect communities and move people to build a more sustainable future?

THE CREW

Chris Rothermel

ACA House, Atlanta Professor Sculpture

Eduardo Milrud

ACA House, Atlanta Professor of Industrial Design Design & Studio Director

Hagar Baruch Hanna Allen

Johns Creek, Georgia B.F.A. Sculpture

Tel Aviv, Israel B.A. User Experience Design

Akash Das Johnny Cohen

Macon, Georgia M.F.A. Sculpture

Kolkata, India M.F.A.

Photography

Ryan Hance Cleveland , Ohio M.F.A Design for Sustainability

Sam Hartman

Lisbeth Lora Najeong Im Santo Domingo, Dominican Republic B.F.A. Advertising & Branded Entertainment

Yeosu, South Korea B.F.A. Graphic Design

Sriram Venkatraman Nancy Salazar Bengaluru, India M.F.A. Industrial Design Chicago, Illinois B.F.A. Sculpture

Kaiserslautern, Germany B.F.A Industrial Design

Gabby Wyke

Diego Martin, Trinidad and Tobago B.F.A. Photography

Sebastian Wernli

Qingyun Zhang

Xi'an, China

M.A. Graphic Design & Visual Experience

Zhaoyu Zhang

Beijing, China

M.A. Graphic Design & Visual Experience

TAKE OFF

Through human-centered iterative design, our crew sought to develop creative strategies.Our design research process included understanding the context of our project, exploring concepts that we developed, and framing insights from the rest of this process.

UNDERSTANDING CONTEXT

To betterunderstand the context of our strategies, we began material studies, primary research, and the secondary research. Material studies explore the current design and product limitations of the carts. Primary research includes field studies, surveys, interviews, and observations. Secondary research uses already existing data found in publications that, with primary research, is used to build our understanding of the design space we are developing concepts in. As designers, we wanted to first understand the physical details and limits of our new toys. We dissected the carts and

carriers from top to bottom. We were able to quickly learn what it would take for someone to physically change the carts, piece by piece. We gained insights into what materials exist in these products (steel, aluminum, foam, plastic), which parts are easy to disassemble, and which parts need specialty tools to be removed or changed and what those tools are. Understanding how much of the cartwas actually recyclable without finding a second life became a key insight. Bending, drilling, cutting, and changing shape allowed us to understand the malleability of our possible concepts.

Through field studies, our crew began primary research to better understand the first life environments of the carts. Understanding these environments aided us in translating the changes in their existence to a second life. First, we visited the Delta Headquarters and lived a day in the life of a beverage cart. This experience provided a perspective on the day-to-day treatment of the carts, as well as the culture of Delta as a whole. We met with the regional catering manager for Delta at Hartsfield-Jackson International Airport, a veteran flight attendant who trains prospective stewardesses on the cart functions, and members of the on-board services and sustainability teams.

Later, team members immersed themselves in sustainability based environments in Atlanta, including LifeCycle and Atlantis Hydroponics. LifeCycle is a local nonprofit participating in “environmental stewardship and community resilience by creating a sustainable lifecycle for the built environment,” and Atlantis Hydroponics is committed to “educating people about environmentally conscious products.” While these companies were educating us, they also directed us on how we could educate others in the context of sustainability. While these companies were educating us, they also directed us on how we could educate others in the context of sustainability.

Secondary research provided us with preliminary understandings of Delta, sustainability, innovation, and upcycling. Understanding the current values, vision, mission, initiatives, and identity of Delta gave us the foundation and direction we

needed to dive into a more extensive research process. Through this research, we understood the innovative context in which Delta can pave a runway for environmental responsibility in the travel industry.

CONCEPT DEVELOPMENT

After understanding the context of our essential question,we were able to begin our ideation process. Using insights from the research, we created a consumer map that helped us understand who these strategies would be affecting. This map can be found in the appendix. The consumer map gave us insight into possible customer personas. These can also be found in the appendix. To accompany these insights, we began writing questions.These questions were in the interest of discovering what we wanted to learn as a

team. What were the teams at Delta asking of us? What were we asking ourselves? Where do we need to explore, and why? We began a series of affinitizations.Taking sticky notes and some black wall space, we started ideating any idea, thought, or question we could think of. After a series of these great experiences,we were able to narrow down nine categories in which most of theselanded. We boiled these nine categories into three design criteria. These three criteria became roadmaps for everything we would do.

The design criteria for creating a sustainable second life for the beverage carts and carriers became Human and Community Impact, Environmental Value, and Business and Industry Value. Our first criterion is human and community impact.This includes questions about how a user cangenerate community or trade value from this. Will it have more than just a domestic impact, and is it scalable in a way that can impact the most people that it can? Our second criterion is environmental value. This includes whether the process and

added parts are sustainable, as well as if it will have a further environmental impact like carbon offset. Our final criterion is business and industry value.This includes how possible this strategy is to implement, whether it is

truly scalable in a sustainable way, and in some cases, whether it is brand oriented

Through these design criteria, we were able to position our strategies and focus our visions.

INBOUND

Our design research and process led us to six identified concepts that present possible design strategies for Delta Airlines.

• Hydroponic Garden

• Wind Turbine • Installation • Bookshare • Family Center • APP

HYDROPONIC GARDEN DESIGN CRITERIA

HUMAN IMPACT

Our hydroponic garden strategy has huge implications for communities in underfed areas around the world. The hydroponic garden carts are extremely scalable and are able to produce in almost any environment. Not only would they provide food, but after time, they would even provide opportunity for income.

ENVIRONMENTAL VALUE

Built with sustainable materials,this strategy well not only keep the carts out of landfills, but willkeep the components out of landfills as well. Hydroponics use systems with less soil and water than normal farming, leaving farmland more in tact and water sources available for other necessities. An increase in plants is an increase in carbon offset.

BUSINESS MODEL

These gardens are extremely scalable and can be implemented throughout the world with ease. Partnering with and educating NGOs can bring this strategy to fruition with opportunitytoalsoeducatethecommunities that the NGOs are working with.

MOTIVATION

WHAT

The carts will be structured to host a small hydroponic garden. These will rapidly grow food in a sustainable manner.

WHY

To help reduce carbon footprint in the world, make foodmoreaccessibletothosewhoneed it, and provide educational opportunities.

HOW WHERE

These carts can be implemented at Delta corporate offices and kitchens around the U.S. and the world, as well as placed in communities in need who can be educated on the strategies and uses of hydroponics to grow food more sustainably using less resources and space.

WHO

These carts can be for Delta employees’ meals, Delta on-board services, or in-need communities in food desert areas.

With an education strategy attached, carts can be rolled out to communities, or schools within communities. There can also be the internalteamswithinDeltaimplementing the corporatesustainable food growth systems.

HYDROPONIC GARDEN SCULPTURAL RENDER

HYDROPONIC GARDEN SCULPTURAL RENDER

WIND TURBINE

DESIGN CRITERIA

HUMAN IMPACT

Our wind turbine strategy has the huge implications for communities around the world that lack electricity. Turning the carts into wind turbines is scalable and can produce electricity in almost any environment.

ENVIRONMENTAL VALUE

This strategy uses almost all parts of the cart. All that is added is a generator unit to store the electricity. These create carbon offset through using renewable sources of energy instead of many other energy sources that are not sustainable.

BUSINESS MODEL

These turbines are relatively scalable and can be implemented throughout the world. Partnering with and educating NGOs can bring this strategy to fruition with opportunities. and to also educate the community that NGOare working with.

WIND TURBINE DIGITAL SKETCH

MOTIVATION

WHAT

These carts will be broken down and restructured into working wind turbine harnessing the power of the wind.

WHY

To help reduce Delta’s carbon footprint in the world along with spreading clean energy past only Delta.

HOW WHERE

The wind turbines can be placed at anywhere in needed as long as it is at an adequate height to catch wind.

With a few business models in mind, the turbine can be patented and passed along or sold.

WHO

These wind turbines can be used to power the homes that Delta builds in coalition with Habitat for Humanity. And they could also be used to power the Delta’s Hubs, eliminating any footprint that Delta has on ground. The turbines have the flexibility because of the versatility of the object, we are in need of clean energy everywhere.

WIND TURBINE DIGITAL SKETCH

DEFINING SUSTAINABILITY

DESIGN CRITERIA

HUMAN IMPACT

The Defining Sustainability installation is structured to create a large impact in the societal understanding of Delta’s aim to be the sustainable flight leader.

ENVIRONMENTAL VALUE

This installation uses all parts from the cart to make an art piece that is tactile and as visually impactful as its affiliated projects are environmentally and socially impactful.

BUSINESS MODEL

This part of our project is a cornerstone for brand impact. Whether our typical Delta users interact with other final products, this will bring forward an awareness of Delta’s aim for sustainable impact.

MOTIVATION

WHAT

HOW

A sculptural advertisement to launchour sustainability initiative that has been made from the upcycled beverage carts.

WHY

The advertisement will be built & installed at one or more airports and seen by all airport patrons. It will be commissioned through an outside source and then hung. Delta can also create a variety of initiatives or campaigns using this structure of the upcycled plane parts. This sculptural piece is necessary to associate Delta with sustainability and show not only Delta guests but all airline guests and their values.

WHERE

The Installation will be at one or more high trafficking airport.

WHO

This sculptural installation is meant for all airport patrons.

NEIGHBORHOOD BOOKSHARE

DESIGN CRITERIA

HUMAN IMPACT

Most communities in need of a tool like a Little Free Library or other book-share system often do not have the funds to purchase, build, and maintain them. This offers Delta an opportunity to connect with underfunded communities and provide a means for implementation of one of Delta’s core values of advancing education around the US.

BUSINESS MODEL

This strategy is extremely scalable and can be a great way for Delta to get into communities that may not impact on a normal basis.

ENVIRONMENTAL VALUE

Our carts as libraries can be built to last much longer than normal wooden libraries would. While they would not only use all parts, they would leave lasting structures that people in need can count on.

MOTIVATION

WHAT

In a partnership or an acknowledgment to the Little Free Library system, the carts will be turned into bookkeeping systems.

WHERE

Little Free Libraries cost money to build, because of this they usually end up in the communities that are already well educated. With the structure of the library already in place, the carts can be donated to communities that normally wouldn’t have access to this educational system.

WHY

Delta believes in connecting the world. Connecting the world is about moving people and ideas closer. We believe that to bring the world closer, we must minimize educational gaps. This is the first step.

HOW

Before releasing these carts into the wild, research and testing would be done to make sure the communities will be interested having them and that they don’t already have Little Free Libraries.

WHO

These small libraries will be for communities that don’t have as much access to education.

FAMILY CENTER

DESIGN CRITERIA

HUMAN IMPACT

Delta is family oriented. This strategy opens a dialogue about Delta finding new uses for the carts by supporting families with their travels through their terminals.

ENVIRONMENTAL VALUE

This strategy uses all parts of our carts to create their structure.

BUSINESS MODEL

This partnership with hub airports and use within Delta terminals allows for a larger brand awareness of the sustainability campaign.

MOTIVATION

WHAT

A family center for use inside the airport terminals to help families keep their children close while getting from point A to point B.

WHERE

In Delta terminals.

WHY

To offer visual representation of Delta’s care for families and their flight community.

HOW

The carts will be able to be picked up outside of security and can be dropped off at their terminal.

WHO

62% of millennial parents travel with a child under 5 years old.

Ecoflight is a platform that educates people about sustainability, provides digitalexperience ofDelta’ssustainable

cart project and current sustainability implementation.

COLLABORATIVE LAYOVER

We had the exciting opportunity to reconnect with the sustainability and on-board services innovation team. In a space where no idea was too far reaching, we were able to present and discuss our six strategies.These pitches weremet with an expert dialogue in which we discussed the impact of these strategies on Delta’s travel ribbon,what regenerative power and foodmean for specific localities, the expansion of Delta’s community outreach,and much more.

This hands on, collaborative experience gave the team a multitude of fantastic insights. These insights offered focus for the project moving forward.

ENVIRONMENTAL

• Can we introduce an added environmental value other than just avoiding landfills?

BUSINESS

• Is there anything like this on the market currently?

• Can we partner with NGOs? Where do we draw connections?

• Can these strategies be built out into kits?

TECHNICAL

• We need to focus our resources on a vision.

SOCIAL

• How can we tell our story through these strategies?

• What will a global impact look like?

• How are we engaging with both Delta customers and noncustomers?

INSIGHTS BY CONCEPT

DEFINING SUSTAINABILITY WIND TURBINE

• How do we tell this story with more than just the visual?

• This pitch could exist (with excitement) in every department and take different forms.

• The turbine both powers and empowers communities.

• What is the true carbon impact in the life cycle of this strategy?

FAMILY CENTER NEIGHBORHOOD BOOKSHARE

• Taking into account the full travel ribbon and using movement activates a lot of possibilities in connecting users.

• How can we make these carts appropriate for carrying children when they've been deemed unfit to carry food and beverage?

• What else could be traded or donated through a context like this?

• How feasible is it to create and maintain 20-30k tiny libraries?

HYDROPONIC GARDEN ECOFLIGHT APP

• This strategy provides opportunities for a variety of partnerships, as well as strengthening current partnerships.

• At what capacity could this reduce the food insecurity crisis?

• Could this become a sustainable replacement for SKY Magazine?

• How many people can we truly reach with this?

FINAL DESTINATION

The team decided to continue forward with four strategies: the hydroponic garden kit, wind turbine, mobile application, and branded installation. As part of the next iteration of the design process, we used our insights from the collaborative layover to develop new questions for our team to answer.

• Hydroponic Garden • Wind Turbine • App • Installation

Our team took to digital renderings of our strategies, fabrication of working models, and deeper exploration of each strategy through the business model canvas to develop our chosen strategies further. These designs were expanded beyond their basic functions and evaluated for their Human and Community Impact, Environmental Value, and Business and Industry Value. With our design criteria still in mind, we finalize our concepts with a vision of a sustainable future.

HYDROPONIC GARDEN

Our hydroponic cart has many lives. From the classroom to the community, the home or the office, the versatility of this food and education providing cart is plentiful.

WIND TURBINE

Through the creation of clean energy, our wind turbine provides sustainable power and education in communities.

APPOur app makes sustainability easy, accessible, and entertaining for all users, connecting them to a heightened future with Delta.

DEFINING SUSTAINABILITY, ONE CART AT A TIME.

THANK YOU

Thank you to Delta Airlines along with the many collaborators and partners we had throughout our process.

• Delta Airlines

• Caitlin Murphy

• Kelly Kilgore

• Professor Chris Rothermel

• Professor Eduardo Milrud

CONSUMER MAP

DELTA FAN

THIS USER LOVES DELTA BUT IS NOT SUSTAINABILITY FOCUSED.

THIS USER LOVES DELTA AND IS SUSTAINABILTY FOCUSED.

THIS USER IS IMPARTIAL TO DELTA AND IS NOT SUSTAINABILITY FOCUSED.

THIS USER IS IMPARTIAL TO DELTA BUT IS SUSTAINABILITY FOCUSED.

DELTA IMPARTIAL

FREQUENT FLYER FRANK

CONSUMER SCENERIO | RUSHING IN THE AIRPORT

Frank is always feeling rushed. Today, he has to finish his meetings, catch an uber, and make it through pre-check with enough time to get to his gate. If he is lucky, he will grab a drink or a sandwich. Fortunately, Frank is flying with his favorite airline. He knows that once he is in his seat, Delta has him covered. He is going to enjoy

a meal and a cocktail on the way to Boston and ignore the rest of the world. His flight felt like an escape, but now it’s back to meetings. Even worse, he has to take his bags with him. He wishes he could’ve just stayed in his safe space on the plane.

THE PASSIVE PAT

CONSUMER SCENERIO | VISITING HER BEST FRIEND

Pat is a coaster. She goes with the flow. This is mostly because she feels that making conscious choices means that she is going to have to consciously accept the consequences of those choices as well. She would prefer not to bear that load. Today, she shows up to the gate with just enough time. She doesn’t get in the boarding line because

she knows she already has her seat and doesn’t want to stand when she could be sitting. On the flight, she puts in her music, falls asleep, then wakes up upon landing. She carries on with her day. No further thoughts about flying. Onto the next thing.

THE CONSCIOUS CARLY

CONSUMER SCENERIO | TRAVELING WITH HER FAMILY

Carly has been a flight attendant for 13 years. She is a vocal advocate for her work community, as well as her childrens’ sports and school communities. Her older son is in high school and her younger child is in kindergarten. Today, she rushed them to the airport after packing the whole family for vacation. After a difficult process of getting a

large family through the airport, she sits at the terminal, relieved. She knows Delta cares about her family, and their flight will have plenty of entertainment for everyone. Upon touchdown - with a wonderful flight to rest - Carly is ready for vacation.

SUSTAINABLE SASCHA

CONSUMER SCENERIO | NEW FARM

Sean is headed out of the country to backpack Europe. Though he has never been, he holds a lot of admiration for the European way of life. He doesn’t believe that the U.S. is working as hard to be on par with the sustainability of some of the European countries. He is especially excited to travel by bike and train whenever possible. Sean took the MARTA to the airport. The airport and airplane culture especially disappoints him. He is shocked by the number of flights

taxiing onto the runway at any given time. He sees trucks full of food transferring on to planes. Where does that food end up? He wonders. He hates to be a part of it, but in this situation, it is his only choice. When he touches down in Europe, he vows to find a way to be a part of the solution and not the problem. He plans to spend his European trek discovering new ways to offset his carbon footprint.

WIND TURBINE

DEFINING SUSTAINABILITY

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