Enhancing The Digital
Airport Experience
An interactive prototype mobile app that it could be a superior travelling assistant for British Airways passengers that provides a seamless and personalised journey from the moment they step foot in the airport.
CLIENT
British Airways - Industry Project Module
DURATION
8 Weeks
KEY SKILLS
User Research, Interaction Design, Prototyping, Presenting, Collaboration
ROLE & TEAM
UX/ UI Designer Team Project - 6 MA UX Students
The Brief
How might British Airways provide a helpful digital experience through the airport since processing all the information in a busy environment isn’t always easy, the airport journey should be as smooth and as comfortable as we can.
The Challenge
Aviation has become a more conventional means of transport. Even though the process of getting through the airport is ever-changing; one thing remains the same, anxious and stressed feelings of the passengers.
Project Aim
To map out where those negative thoughts and feelings occur during the airport journey and tackle those problems creatively, using digital services.
Design Process
Research
We start our project looking for some secondary research data, including the services that main BA competitors offered to passengers. Next, we collected primary research data using re-enactment and semi-structured interviews. During the sessions, we asked participants to recalled past airport experiences and share their feelings at each stage of their airport journey. To organised extract insights from the collected data we use affinity mapping.
User Journey Map
Using the secondary research data and our assumptions, we built a user journey to find out where the opportunities are for new digital touchpoints.
User Journey Map
Re-enactment | Primary Research
Affinity map | Data Analysis
Key Insights
The overall insights are, passengers are anxious at the airport, and they cannot be excited about their trips because of three main reasons: wayfinding, lack of information and difficulty with time allocation.
Target Users
Several types of passengers can benefit our solution including, BA application users, anxious passengers and experienced flyers who don‘t regularly fly who want to spend their time more efficiently and better at the airport. Since the design research complete, we transfer the knowledge we got into two representative personas created.
Personas
User Personas
Concept Creation
Next, we reframe our insights as opportunities using How might we (HMW) questions. Then we evaluate those questions and into help us focus on the design solution.
After that, we create concept ideas using crazy 8s to push our selves to think as creative as possible.
After that, we create concept ideas using crazy 8s to push our selves to think as creative as possible.
Final Concept
Xport is a multi-functional digital service that assists passengers throughout their airport journey. Whether it is checking for the latest flight information, planning ahead, navigating within the airport or any flight enquiries, Xport would be able to deliver those in a personalised way. XPORT will enhance the airport experience of the passengers, letting them get the most out of an airport journey.
Main Features
Main App Features
Low fidelity Prototype
First, we start with some hand sketches to visualise the initial idea and communicate among team better. At this stage, we decided the main features of our design solutions.
Top Bar
Home, Map, Bookings, Account and More.
Main Page Elements
Boarding pass, cards UI structure, and personalised features based on the stage.
AR Photo
As part of an entertainment feature, AR photo filters added to the app.
Indoor Map
Designed to have filters, categories, and personalised recommendation
Wireframes
Low fidelity Wireframes
Co-creation & User Testing
Co-design Process
Participants talked about their expectations and problems of the current version. They drew out what they wanted to change in design.
Changes Made
> Entertainment: AR photo was replaced with the physical touchpoint interacting with BA app
>Indicators for stage cards
>Last updated time
Storyboard
Site Map
Service Blue Print
Experience Design Principles
Hight Fidelity Prototype
Colors & Typography based on British Airways Brand Guidelines
Interactive Art Display
At the airport, there will be a blank/blurred display. Users will hold their BA app in the designated areas in the display and when they do, the area near their phone will be revealed. When a number of people engage with it at the same time; the entire interactive display will be revealed that changes according to the body movements of the user. Users will feel the ultimate excitement of achieving and creating something beautiful as a community.
Future Development
Increase the accessibility of digital luggage track tags.
We found that customers often feel anxious about waiting to collect their luggage because of the unknown status. In the future, we hope to incorporate the track tag with the application to provide a better digital experience.
Promote the benefits of using the application to passengers.
We also found that passengers don't know the benefits of having a BA application. We can promote the new features once it is implemented and increase the usage of the application and customer loyalty.
