Learn hub

Last night, Optimal brought together an incredible community of product leaders and innovators for "The Automation Breakthrough: Workflows for the AI Era" at Q-Branch in Austin, Texas. This two-hour in-person event featured expert perspectives on how AI and automation are transforming the way we work, create, and lead.

‍

The event featured a lightning Talk on "Designing for Interfaces" featured Cindy Brummer, Founder of Standard Beagle Studio, followed by a dynamic panel discussion titled "The Automation Breakthrough" with industry leaders including Joe Meersman (Managing Partner, Gyroscope AI), Carmen Broomes (Head of UX, Handshake), Kasey Randall (Product Design Lead, Posh AI), and Prateek Khare (Head of Product, Amazon). We also had a fireside chat with our CEO, Alex Burke and Stu Smith, Head of Design at Atlassian. 

‍

Here are the key themes and insights that emerged from these conversations:

‍

Trust & Transparency: The Foundation of AI Adoption

‍

Cindy emphasized that trust and transparency aren't just nice-to-haves in the AI era, they're essential. As AI tools become more integrated into our workflows, building systems that users can understand and rely on becomes paramount. This theme set the tone for the entire event, reminding us that technological advancement must go hand-in-hand with ethical considerations.

‍

Automation Liberates Us from Grunt Work

‍

One of the most resonant themes was how AI fundamentally changes what we spend our time on. As Carmen noted, AI reduces the grunt work and tasks we don't want to do, freeing us to focus on what matters most. This isn't about replacing human workers, it's about eliminating the tedious, repetitive tasks that drain our energy and creativity.

‍

Enabling Creativity and Higher-Quality Decision-Making

‍

When automation handles the mundane, something remarkable happens: we gain space for deeper thinking and creativity. The panelists shared powerful examples of this transformation:

‍

Carmen described how AI and workflows help teams get to insights and execution on a much faster scale, rather than drowning in comments and documentation. Prateek encouraged the audience to use automation to get creative about their work, while Kasey shared how AI and automation have helped him develop different approaches to coaching, mentorship, and problem-solving, ultimately helping him grow as a leader.

‍

The decision-making benefits were particularly striking. Prateek explained how AI and automation have helped him be more thoughtful about decisions and make higher-quality choices, while Kasey echoed that these tools have helped him be more creative and deliberate in his approach.

‍

Democratizing Product Development

‍

Perhaps the most exciting shift discussed was how AI is leveling the playing field across organizations. Carmen emphasized the importance of anyone, regardless of their role, being able to get close to their customers. This democratization means that everyone can get involved in UX, think through user needs, and consider the best experience.

‍

The panel explored how roles are blurring in productive ways. Kasey noted that "we're all becoming product builders" and that product managers are becoming more central to conversations. Prateek predicted that teams are going to get smaller and achieve more with less as these tools become more accessible.

‍

Automation also plays a crucial role in iteration, helping teams incorporate customer feedback more effectively, according to Prateek.

‍

Practical Advice for Navigating the AI Era

‍

The panelists didn't just share lofty visions, they offered concrete guidance for professionals navigating this transformation:

‍

Stay perpetually curious. Prateek warned that no acquired knowledge will stay with you for long, so you need to be ready to learn anything at any time.

‍

Embrace experimentation. "Allow your process to misbehave," Prateek advised, encouraging attendees to break from rigid workflows and explore new approaches.

‍

Overcome fear. Carmen urged the audience not to be afraid of bringing in new tools or worrying that AI will take their jobs. The technology is here to augment, not replace.

‍

Just start. Kasey's advice was refreshingly simple: "Just start and do it again." Whether you're experimenting with AI tools or trying "vibe coding," the key is to begin and iterate.

‍

The energy in the room at Q-Branch reflected a community that's not just adapting to change but actively shaping it. The automation breakthrough isn't just about new tools, it's about reimagining how we work, who gets to participate in product development, and what becomes possible when we free ourselves from repetitive tasks.

‍

As we continue to navigate the AI era, events like this remind us that the most valuable insights come from bringing diverse perspectives together. The conversation doesn't end here, it's just beginning.

‍

Interested in joining future Optimal community events? Stay tuned for upcoming gatherings where we'll continue exploring the intersection of design, product, and emerging technologies.

‍

When we planned our product roadmap for 2025 we talked to our users to understand their biggest pain points and one thing came up time and time again: conducting and analyzing user interviews, while still one of the most important aspects of user research, was still incredibly painful and time consuming.

‍

So we went away, and we tried to envision the perfect workflow for user interviews for product, design and research terms and what we came up with looked a little something like this:

‍

1. Upload a video, and within minutes, key insights surface automatically
2. Ask questions and get back evidence with video citations
3. Create video highlight reals faster than ever for shareable insights
4. User voices reach product decisions and executive teams in time to influencer product decisions

‍

Then we went and built it. 

‍

Interviews, Reimagined

‍

Traditional interviews are passive. They sit in folders, waiting for someone to have time to review them. But what if interviews could speak for themselves? What if they could surface their own insights, highlight critical moments, and answer follow-up questions?

‍

This isn't science fiction, it's the natural evolution of user research, powered by AI (and built by Optimal). 

‍

Most research teams have folders full of unanalyzed video content and hours of valuable insights buried in hours of footage and unfortunately, talking to your users doesn't matter if insights never surface. Most research teams area already trying to leverage AI for solve some of their challenges, but generic AI tools miss the nuance of user research. They can transcribe words but can't identify pain points. They can find keywords but can't surface behavioral patterns. They understand language but not user psychology. The next generation of user interview tools require research-grade AI. AI trained on user research methodologies. Algorithms that understand the difference between stated preferences and actual behavior. Technology that recognizes emotional cues, identifies friction points, and connects user needs to product opportunities.

‍

Traditional analysis creates static reports. Product, design and research teams need tools for user interviews that create dynamic intelligence. Instead of documents that get filed away, imagine insights that flow directly into product decisions:

‍

• Automatic highlight reels that bring user voices to stakeholder meetings
• Evidence-backed recommendations with supporting video clips
• Searchable repositories where any team member can ask questions and get answers
• Real-time insight sharing that influences decisions while they're being made

‍

Manual analysis can take weeks or even months, especially for large datasets. AI-powered tools can speed this process up significantly, but time savings is just the beginning. The real transformation happens when researchers stop spending time on manual tasks and start spending time on strategic thinking. When analysis happens automatically, human intelligence can focus on synthesis, strategy, and storytelling.

‍

We are reimagining user interviews from the ground up. Instead of weeks of manual analysis we want you to be able to surface insights in hours. Instead of static reports, we want you to  have dynamic, searchable intelligence. Instead of user voices lost in transcripts, we want to help you get video evidence that influences every product decision.

‍

This isn't a distant future, it's happening now. We can’t wait for you to see it. 

‍

‍

In the aviation industry, accessibility has traditionally been viewed through the narrow lens of regulatory compliance, something to be addressed primarily to avoid penalties and litigation. This limited perspective misses the broader opportunity: creating truly inclusive travel experiences doesn't just serve passengers with disabilities, it delivers better experiences for everyone and creates meaningful competitive differentiation.

‍

‍

The Business Case for Airline Accessibility

‍

The numbers alone make a compelling case for prioritizing accessibility:

‍

• Over 1 billion people worldwide, approximately 15% of the global population, live with some form of disability according to the World Health Organization
  ‍
• Passengers with disabilities often travel with companions, multiplying the economic impact of their travel decisions
  ‍
• The global accessible travel market is valued at approximately $70 billion annually with consistent growth outpacing general travel market growth

‍

But beyond the direct market size, accessibility investments deliver broader benefits:

‍

• Improved Experiences for All Passengers: Many accessibility improvements, like clearer communication, simpler interfaces, and more flexible service options that benefit every traveler
  ‍
• Enhanced Brand Perception: Airlines recognized for inclusive practices enjoy improved reputation among all customer segments
  ‍
• Reduced Legal and Regulatory Risk: Proactive accessibility programs minimize exposure to increasing global regulations
  ‍
• Operational Efficiencies: Well-designed accessible services often require less special handling and exception processing

‍

‍

The Accessible Journey: Key Touchpoints for Improvement

‍

‍

Digital Experience: Beyond WCAG Compliance

‍

While Web Content Accessibility Guidelines (WCAG) provide a crucial foundation, truly excellent digital accessibility goes further:

‍

Booking Flow Accessibility

‍

Current Challenge: Many airline booking engines remain technically accessible but practically difficult for users with disabilities, particularly on mobile devices.

‍

Opportunity: Design booking experiences with accessibility as a core principle rather than a compliance afterthought:

‍

• Ensure screen reader compatibility across all booking steps
  ‍
• Implement keyboard navigation that works logically within complex forms
  ‍
• Provide alternative text methods for selecting seats traditionally done through visual seat maps
  ‍
• Design with sufficient color contrast and flexibility for text resizing

‍

Going Beyond Compliance: A European low-cost carrier redesigned their entire booking flow based on inclusive design principles, resulting in a 23% increase in mobile conversion rates for all customers. not just those with disabilities.

‍

‍

Service Continuity: The Accessible Journey

‍

Current Challenge: Accessibility information often doesn't transition effectively between booking, airport, and in-flight experiences, forcing passengers to repeatedly communicate needs.

‍

Opportunity: Create continuity of accessible service across the entire journey:

‍

• Develop persistent accessibility profiles that travel with the passenger's reservation
  ‍
• Implement seamless handoffs between digital and human touchpoints
  ‍
• Design proactive service recovery specifically for passengers with accessibility needs

‍

Going Beyond Compliance: One major U.S. carrier implemented an accessibility journey management system that alerts staff at connection points about incoming passengers with special requirements, eliminating the need for passengers to repeatedly explain their needs.

‍

‍

In-Flight Experience: Inclusive by Design

‍

Current Challenge: Aircraft cabin environments present inherent accessibility challenges, from lavatory access to entertainment systems.

‍

Opportunity: Design cabin experiences with accessibility as a core consideration:

‍

• Implement accessible in-flight entertainment with closed captioning, audio description, and interface accessibility
  ‍
• Train cabin crew specifically on disability etiquette and assistance techniques
  ‍
• Redesign service elements like meal options and call buttons for universal use

‍

Going Beyond Compliance: A Middle Eastern airline redesigned their in-flight entertainment system with comprehensive accessibility features and found that usage increased among all passengers, not just those with disabilities.

‍

‍

Implementing Effective Accessibility Programs

‍

‍

1. Shift from Reactive to Proactive

‍

Most airlines still operate in a reactive model, addressing accessibility issues as they arise through special assistance requests and exception handling.

‍

The Proactive Alternative:

‍

• Conduct comprehensive accessibility audits across all customer touchpoints
  ‍
• Implement accessibility testing as a standard part of all digital and service releases
  ‍
• Establish an accessibility steering committee with executive sponsorship
  ‍
• Include people with disabilities in your design and testing processes

‍

‍

2. Broaden Your Accessibility Perspective

‍

Accessibility isn't just about wheelchair users, it encompasses a wide spectrum of needs:

‍

• Mobility Impairments: From wheelchair users to those who can walk but have difficulty with distances or stairs
  ‍
• Visual Impairments: From total blindness to low vision and color blindness
  ‍
• Hearing Impairments: From profound deafness to partial hearing loss
  ‍
• Cognitive Disabilities: Including learning disabilities, attention disorders, and memory impairments
  ‍
• Invisible Disabilities: Including chronic pain conditions, fatigue disorders, and mental health conditions

‍

Each category requires specific considerations in experience design. An American carrier lost a major discrimination lawsuit because they designed their accessibility program primarily around wheelchair users while neglecting the needs of deaf passengers.

‍

‍

3. Invest in Staff Training

‍

The human element remains crucial for accessible travel experiences:

‍

• Develop comprehensive accessibility training programs for customer-facing staff
  ‍
• Create specialized training modules for specific roles (reservations, gate agents, flight attendants)
  ‍
• Include disability etiquette alongside technical procedures
  ‍
• Have people with disabilities participate in training development and delivery

‍

One Scandinavian airline saw customer complaints from passengers with disabilities drop by 40% after implementing a comprehensive staff training program focused on disability confidence rather than just procedural compliance.

‍

‍

4. Leverage Technology as an Accessibility Enabler

‍

New technologies create opportunities for significantly improved accessibility:

‍

• Mobile Wayfinding: Indoor navigation applications to help visually impaired travelers navigate terminals
  ‍
• Remote Assistance: Video-based applications connecting staff with specialized training to any airport location
  ‍
• Wearable Technology: Alert systems that can notify deaf travelers about announcements through vibration and text
  ‍
• Voice Interfaces: Enabling hands-free interaction with airline systems for mobility-impaired travelers

‍

‍

Measuring Accessibility Success

‍

Effective accessibility programs require specific measurement frameworks:

‍

1. Accessibility Audit Scores: Regular technical evaluations of digital properties against WCAG standards
   ‍
2. Inclusive Customer Metrics: Satisfaction scores specifically from passengers with disabilities
   ‍
3. Assistance Request Trends: Monitoring changes in special assistance requests
   ‍
4. Complaint Analysis: Detailed tracking of accessibility-related complaints
   ‍
5. Operational Metrics: Time and resources required to provide accessible services

‍

‍

Regulatory Landscape: Preparing for Increased Scrutiny

‍

The regulatory environment for airline accessibility continues to evolve:

‍

• The Air Carrier Access Act (ACAA) in the U.S. continues to expand in scope
  ‍
• The European Accessibility Act introduces new digital accessibility requirements
  ‍
• Global standards are gradually harmonizing, though significant regional variations remain

‍

Rather than approaching these as compliance hurdles, forward-thinking airlines are using regulatory changes as catalysts for comprehensive accessibility improvements.

‍

‍

‍

Using Optimal to Advance Accessibility Initiatives

‍

Creating truly accessible airline experiences requires systematic research with diverse user groups. Optimal's platform offers specialized tools that can significantly enhance accessibility initiatives:

‍

‍

Accessibility-Focused User Testing

‍

Optimal's research tools can be specifically configured to evaluate experiences for passengers with disabilities:

‍

Treejack for Navigation Accessibility

‍

• Test how effectively screen reader users can navigate your digital booking flows
  ‍
• Compare task completion rates between users with and without disabilities
  ‍
• Identify navigation structures that work universally across different ability levels

‍

Application Example: An international carrier discovered through Treejack testing that their multi-level navigation structure was creating significant barriers for screen reader users, leading to a navigation redesign that improved task completion rates by 62% for vision-impaired users.

‍

‍

First-Click Testing for Interface Accessibility

‍

Identifying where the accessibility journey breaks down is crucial for improvement:

‍

• Test critical first interactions across different assistive technologies
  ‍
• Compare success rates between standard and accessible interfaces
  ‍
• Validate that accessibility improvements don't negatively impact mainstream users

‍

Application Example: Through first-click testing with mobility-impaired users, a European airline identified that their seat selection interface required significant dexterity, leading to a redesign that improved completion rates for all users.

‍

‍

Comprehensive Accessibility Audits

‍

Optimal's research repository allows airlines to create comprehensive accessibility knowledge bases:

‍

• Document accessibility findings across multiple research studies
  ‍
• Create accessibility personas representing different disability types
  ‍
• Track accessibility improvements over time with consistent metrics

‍

Implementation Strategy: One major airline created a dedicated accessibility research panel within Optimal, recruiting passengers with various disabilities for ongoing testing. This approach enabled them to conduct rapid, iterative testing of accessibility improvements rather than relying on annual major audits.

‍

‍

Remote Moderated Testing with Diverse Participants

‍

Optimal's remote testing capabilities enable research with geographically dispersed participants using various assistive technologies:

‍

• Conduct studies with participants using their own assistive technology setup
  ‍
• Observe real-world usage patterns across different disability types
  ‍
• Gather insights from participants in different regions with varying accessibility needs

‍

Application Example: A global airline alliance used Optimal's remote testing capabilities to conduct simultaneous accessibility testing across multiple markets, identifying regional variations in accessibility expectations and requirements.

‍

By incorporating Optimal's research tools into your accessibility program, you can move beyond compliance checklists to truly understand the lived experience of passengers with disabilities, creating air travel experiences that work for everyone.

‍

‍

Conclusion: From Accommodation to Inclusion

‍

The future of airline accessibility isn't about special accommodations, it's about designing core experiences that work for everyone from the beginning. This shift from accommodation to inclusion represents not just a philosophical change but a practical approach that delivers better experiences while reducing operational complexity.

‍

The airlines that distinguish themselves in the next decade won't just be those with the newest aircraft or the most extensive networks, they'll be those that make travel truly accessible to the broadest possible customer base. By embracing accessibility as a core design principle rather than a compliance requirement, you're not just doing the right thing, you're creating sustainable competitive advantage in an industry where differentiation is increasingly difficult to achieve.

‍