Iztok and his co-host Henry Harteveldt talked to Mark Hursh, Senior Director of Digital Customer Experience at Southwest Airlines, to learn how they build innovative digital products. Mark shared  a lot of great insights and learning from their journey to build one of the best airline digital teams. ideation - how to get ideas for innovative digital products research and testing - how they do it and how COVID changed this process optimization and testing - why and how is Southwest Airlines digital team doing testing at large scale going beyond the website and app - how do they optimize other digital channels like in-flight entertainment portal growing their digital team - what kind of roles and profiles are they looking for at Southwest Airlines You can find the full article with the key concepts, quotes, and other notes from this chat here: https://diggintravel.com/innovative-airline-digital-products-southwest-airlines-case