The hottest fashion sensation on the runway this spring is a new design from the house of aluminum couture, Boeing. Rather than a major redesign of its all-time best-seller, the 737, Boeing has chosen the route 
of product enhancement (which we discuss in Ch.5). The Wall Street Journal (Feb.24,2011) reports that airlines have been pushing for an update on the plane, which has been around since 1967.
But what makes Boeing’s action to redesign the jet more interesting is that for the first time, it went directly to passengers, not the airline buyers, for direct feedback. Focus groups around the world were put in different mockups of cabin interiors to get their reactions. (This reminds me of how Arnold Palmer Hospital mocked up rooms in a warehouse to see what future patients thought would be a good layout...see our video case in Ch.9). In the past Boeing’s primary design goal was function, not passenger psychology.
In the new design/layout, which does not impact the 737’s exterior or performance, or even interior seat width or leg room, overhead bins have been reshaped to fit into the ceiling at an angle. This dramatically opens up headroom so tall passengers can stand up straight under the bins. Because the bins are flat before takeoff, then angle up when loaded, they also have a power motor to make the flight attendant’s job easier. Boeing also redesigned the window shades and side walls to make the cabin look roomier. Fancy lighting systems also make the ceiling appear to be higher. All these changes, by the way, were developed for the long-delayed 787, and intended to make flying more comfortable.
Sixty airlines have opted for this new interior and 1,700 of the 2,200 737s slated for production have been ordered with this more expensive option.
Discussion questions:
1. Why did Boeing choose product enhancement of the 737 over product migration (making a new plane)?
2. Why are the vast majority of customers opting for the new layout?