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Aviation is a very challenging industry as it acts on the complex intersection of technology, regulations, competing commercial organizations and environmental concerns. KLM, the royal Dutch airline, can proudly look back on 100 years of history in aviation. They anticipated that the next 100 years will require a new way of innovating, with more impact. KLM is convinced that design is a key ingredient in this shift. In 2019, KLM developed and kicked off a program, in collaboration with Livework, that combines design training, coaching on the job, and impact measurement. The program sets out to empower employees across departments to use a design as a means to increase collaboration, process efficiency, solution adoption and informed decision making. As KLM finds itself in the middle of unprecedented times going through a global pandemic, they have to cope with a completely changed context. We will share our honest story about how we needed to adapt our ambition of the Increasing Innovation Impact program.
A strategic approach combined with
innovation in practice
“At KLM we believe that design
contributes to a better, more efficient and
innovative development of new products
and optimizing existing KLM processes”
… a co-production from KLM, and….
KLM was established on
7 October 1919, making
it the world’s oldest
airline still operating
under its original name.
Operating out of its
home base in
… and Livework.
Livework strives to
create smarter, more
that deliver real value
for all parties and our
Nice to meet you
Anouk RandagRyanne van de Streek
You might be curious about KLM in current
…. today is about: KLM design
program - ambition and impact
KLM, a challenging and complex context
Bundle KLM design initiatives
Mature & scale KLM design initiatives, to
> 1500 KLM employees
inspired & empowered
to innovate with impact,
because they will be able
to realize lasting value
for internal & external
Ambition set in 2019
KLM employees align efforts in the innovation ecosystem and
collaborate with stakeholders to realize overarching strategic value.
KLM employees realize their full potential and are empowered
to take control over their own innovation learning journey.
KLM employees innovate
eﬃciently and de-risk by continuous
iteration and validated learning.
KLM employees understand
customer value, deﬁne success,
prioritize our efforts and validate
Set-up Talent for Success
Process ControlValue Creation
Ambition set in 2019
8 skills that support innovation impact
Turning a vision
Program: Assess - build - learn - impact
Assessment: innovation maturity & needs
‘Lego blocks’ and
on three levels
10 teams assessed
4 first learning journeys developed & iterated
created request for more teams & journeys
Impact in March 2020
8 teams, 118 employees trained, in 24 training days
continuous coaching on the job
15 projects directly accelerated
plan for capability building & more scaling
The KLM - Livework collaboration
What makes it tick & stick:
● Prototyping & co-creating the
● Trainer mix; KLM X Product owners
● Mindset & skills based
● Practical & applicable to own
● Learning journeys + coaching
● Cases & projects in live operation
● Balanced tailoring / scaling
And then the pandemic hit the world
and the program...
How to know what
The request for ‘design support’ evolved
problem of the
Wish to adapt and
Turning a vision
Need to adapt
Shift from running the projects to
teach a basic design process and
support with coaching on the job
Still spreading the mindset:
● Teach basic design process
(KLM X Way of working);
● Training is hands-on and directly applicable;
● More people become capable in design doing.
With a design mindset we’re:
● Being able to change faster (more agile)
● Staying focused on delivering things that really
The upsides and downsides of this shift
● Crash course - Just the basics
● Less ‘capability building’
● No complementary and reinforcing effect
between the KLM X workﬁeld experience and
the knowledge of LiveWork
● No knowledge development by train the trainer
● No major innovation projects by KLM X
To be continued
The pandemic might have slowed down
the speed of the KLM innovation program;
yet not our joint ambition & mindset.
We are looking forward to
work together again!
Ryanne van de Streek - KLM
Anouk Randag - Livework