What I find interesting about this is that it’s clearly looking for very specific feedback on developments already under way. I suspect the IT group have a well defined roadmap of developments and backlog that they’re working through.

What I find curious is that they’re asking for feedback (for example on the UX for food pre-ordering), but I don’t understand why they don’t just roll the capability out and do A/B testing to find the best experience.

I have noticed some incremental improvements in the app, such as offline booking storage, but it’s all very much tinkering around the edges, off of the same core platform.

All Lufthansa need to do is take a look at the big US carriers and start to replicate the features from their online offerings. This includes the ability to do online servicing for all use cases through channels like twitter. Even British Airways are ahead on this front. I wouldn’t mind using the app, if it were to automatically pass my login details through to chat and bypass all those silly security questions and the online chat was reliable.

None of this is rocket science, UA/AA/DL do all of this today. So it’s kind of disappointing that they’re tinkering round the edges trying to build a shopping UI to take more money from Swiss business class customers with the ability to pre-order pay for meals in a premium cabin.