About Sierra Dugan
Service Designer — Strategy and Innovation
Southwest Airlines,
Associate Innovation Designer
Nice to meet you [Virtually that is], I'm Sierra! From 35,000 ft., I am a...
Service Designer currently on the Innovation Team @ Southwest Airlines. I take a hands-on approach — sketching ideas, mapping systems, and building visual tools that help teams think and move together. My goal is to turn ambiguity into action and help ideas come to life through collaboration.
To me, service design means...
Creating experiences that support people not just by solving problems, but by understanding the bigger picture of their needs, emotions, and environments. It’s about designing with care, intention, and systems-thinking to make services more seamless and inclusive. It’s also a mindset: one that’s collaborative, curious, and always focused on the human behind every interaction.
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