ABSTRACT
This chapter looks at the role of design leadership in integrating design into the organization to improve the quality of experience of everyone using Dublin Airport. Dublin Airport Authority (DAA's) vision is to deliver a quality airport travel experience to the best international standards. This is a profound statement in the sense that it puts the nature of the customer experience at the centre of the company's strategic intent. To explore the opportunities for delivering this vision DAA developed a number of 'customer journey' maps that examined in detail what it was like to use the airport as a passenger. DAA, believe that design integration is key to delivering their vision because it takes a holistic view. This then enables them to create a continuity of customer experience, in line with best practice. DAA's Design Integration Plan clearly linked the strategic intent of the company with the investment projects that provided it with a key mechanism to deliver that intent.
