Virgin Atlantic Concierge
A travel companion that feels warm,
personal, and unmistakably theirs.
Client
Virgin Atlantic
Industry
Consumer GenAI
Year
2024
Designer
Michael Lang
Multimodal Design · Conversational AI · Exemplar Writing · Visual Design · Rapid Prototyping
See the world. The Virgin Atlantic brand film, and the spirit Amelia was built to carry.
Virgin Atlantic wanted to create a travel companion that felt warm, personal, and unmistakably theirs, and I was brought in to help bring that vision to life. I created the airline's AI persona, later named Amelia, shaping her personality, voice, dialog flow, and multimodal interface across web, mobile, and at-home Alexa experiences.
The persona. Character, tone of voice, personality traits, and the do's and don'ts that gave Amelia a point of view.
A thoughtful guide who could inspire new trips, ease stressful moments, and carry the spirit of Virgin.
My focus was to make her feel like a thoughtful guide who could inspire new trips, ease stressful moments, and carry the spirit of Virgin through every conversation.
On the web. From an open prompt, looking for an escape, to dates, fares, and a planned trip.
On mobile. The same guide, in the hand, from a good morning to a last-minute flight.
At home on Alexa. Amelia opens the meal choice with a question, not a form.
Carry the spirit of Virgin through every conversation.
To help leaders truly understand the experience, I defined how Amelia should speak, act, and respond. This meant crafting the core scripts, example dialogs, emotional cues, and interaction patterns that established her character and guided the entire product team. I then designed expressive, high-fidelity interactions and worked with Virgin executives to shape cinematic storytelling that showed Amelia supporting travelers from inspiration to boarding. This work played a key role in securing Virgin Atlantic as a new partner for the Alexa Enterprise business.
The interaction patterns. One traveler archetype mapped from pre-flight to loyalty, across every surface.
The exemplars. Flex options offered plainly, a status perk offered warmly. Expressive interactions that show the brand, not just the flow.
From inspiration to boarding.