Initially overlooked in the excitement of NDC is the user
interface. Shopping is the first engagement in the customer experience.
Intuitive interfaces go a long way toward making the customer trust that they
are getting the best deal that meets their needs.
However, with the current NDC and the Next Generation Storefront
(NGS), the approach is almost like building a new car by assembling all the
interior components, then designing an exterior that can hold all those
components efficiently (e.g., we are determining the data to be used in the air
shopping and booking processes before we have fully defined those processes). An
IATA working group on the Next Generation Storefront finally convened in June
2019. (This group iconnects with the NDC working group.)