ENHANCING PASSENGER EXPERIENCE

AT HEATHROW AIRPORT

Dhruvi Jhaveri 1827499 | MA Design Strategy and Innovation

Supervisor : Ms Marjan Angoshtari
Contents

1. Introducing the Challenge 7. Key Insights

2. Why does it matter? 8. Outstanding research

3. Motivation 9. Analysis and Discussion

4. Key research question and aim 10. Outcome

5. Objectives 11. References

6. Methodology
Introducing the challenge

PROVIDING THE
EFFECTIVE
DELIVERING THE RIGHT
COMMUNICATION
WORLD’S BEST INFORMATION
WITH
AIRPORT SERVICE TO THE RIGHT
PASSENGERS
PASSENGERS

(Adobe.com, 2018)
Why does it matter?

• Competitive edge
• Happier passengers are more likely to buy and spend more on average
• Increasing the value of the Heathrow brand and reinforcing its role as a national
asset.

37%
A modest improvement
in customer experience
can boost revenues by

1/5
marketers say customer
experience is the biggest
trend of the next 5 years

(Satsum.com, 2019)
Motivation

PERSONAL SOCIAL ECONOMIC

Broadening
Look forward to people’s leisure Increase in UK’s GDP
flying through experiences
Heathrow Airport Global economic impact
Employment
What this project seeks to find

KEY RESEARCH QUESTION

How can we better implement a service system to enhance
experience for passengers
travelling through Heathrow Airport?
Aim and Objectives

To create service design guidelines for Heathrow Airport by analysing passenger

behaviour to design a better experience


OBJECTIVES

1. To understand the current service system being employed to improve passenger
experience at Heathrow Airport

2. To critically investigate the key reasons as to why passengers going through

Heathrow Airport don’t have a seamless experience and identify opportunities

3. To gain insights from Heathrow employees as well as service designers who have
worked for the airport industry in order to identify potential future outcomes

4. To review the current and best practices in the airport industry as well as brands
with high customer experience satisfaction rates

5. To develop and assess the service design guideline with the relevant stakeholders
for Heathrow airport to enhance passenger experience
Research Methodology

DISCOVER DEFINE DEVELOP DELIVER

July August September
(Design Council, 2019)
Why these research methods?

MARKET RESEARCH
Key findings from case studies
SINGAPORE CHANGI AIRPORT
Thoughtful design incorporated for a calm and positive
experience

Much more than a functional venue for international

arrivals and departures

Focus on every passenger touchpoint

TOKYO HANEDA AIRPORT

Efficient wayfinding and information
kiosks

Sense of place

(Changiairport.com, n.d.)
(success, 2017)
Key findings from case studies

DISNEY - MAGIC BANDS

Using technology as a core of their strategy to personalise experiences

Focuses on creating a seamless experience for the user

Small changes can have a big impact on your customer experience

(Gilliland, 2017)
 Key findings from passenger interviews
13+
Segments

Friends Leisure Family Leisure Solo Business

Solo Leisure Traveller
Travellers Travellers Traveller

• Gen Y
• Gen X and Y

• Gen X and Y
• Gen X and Y

• Educated
• Educated

• Educated
• Educated

• Seek comfort and • Seeks efficiency and

• Seeks more leisure • Seeks connectivity

control
tech driven solutions

activities
• Communication
• Communication channels - phone,
• Communication • Communication
channels - phone, airport screens and
channels - phone, channels - phone,
ticket, information signs

airport screens and airport screens and

signs
signs

desk
• Airline - British

• Airline - Ethiad Airways •

Airline - Air India Airways
• Airline - AlItalia
 User Journey Maps
Friends Leisure Travellers
DEPARTURE ARRIVAL
GETTING TO THE IMMIGRATION/
RESEARCH BOOKING CHECK-IN SECURITY FINDING THE GATE WAITING AT GATE BOARDING BAGGAGE CLAIM LEAVING HEATHROW
AIRPORT PASSPORT CONTROL
STORYBOARD
CHANNELS

Check prices on dif- Check phone for Use the check-in Go through the Use phone to browse Showing ticket to air- Using phone while
TOUCH-
POINTS

Browse different security scan and Using phone, Checking signage Checking signage
ferent websites, and tube timings and kiosk to print ticket activities around and port personnel and waiting in the queue,
websites and talk meanwhile use eating and then to get to baggage for directions,
book flight through take a tube to the and show it to airport signage to get to the checking screen for showing passport
to friends phone/talk to waiting at gate collection belt and phone to
laptop airport personnel gate group number at immigration
friends check tube time
PAIN EMOTIONAL
IDEAS FEATURES POINTS JOURNEY

EXCITED HAPPY HAPPY HAPPY FRUSTRATED CONTEMPLATING FRUSTRATED RELIEVED ANGRY TIRED RELIEVED

QUEUE, DON’T KNOW HOW FAR NO PLACE AT THE DE- LONG QUEUES AT THE
I DON’T KNOW HOW
REMOVING BELONG- MY GATE IS, WHAT PARTURE GATE TO REST END OF A TIRING
LONG WILL IT TAKE FOR
INGS (BELT, ELECTRON- RETAIL STORES, FOOD FLIGHT, NOTHING
MY BAG TO ARRIVE
ICS, LIQUIDS PLACES ARE AROUND COULD GET WORSE

MORE EFFICIENT WAYFIND-

SHOULD BE NOTIFIED AS TO BETTER SEATING FACILITIES SHOULD BE ABLE TO TRACK
ING SYSTEM, TO NOTIFY THE SHOULD BE NOTIFIED AS TO
HOW LONG THE QUEUE YOUR BAG SO YOU HAVE AN
KEY

CUSTOMERS OF HOW FAR HOW LONG THE QUEUE

WILL TAKE, MAKE SCANNING IDEA AS TO HOW LONG YOU
THEIR GATE IS AND WHAT IS WILL TAKE
MORE EFFICIENT HAVE TO WAIT FOR
AROUND

SCREENS TO SHOW
APPROXIMATE TIME AND HAVE SMARTSCREENS AT HAVE SLEEPING PODS, OR RFID TAG ON THE BAGS
SCREENS TO SHOW
NUMBER OF PEOPLE, AIRPORT THAT CAN HELP OTHER KIND OF RELAXING TIME AND NUMBER OF
AND MORE EFFICIENT YOU ASCERTAIN TIME TO CHAIRS AT THE GATE PEOPLE AHEAD OF YOU
SCANNING SYSTEM GATE AND THINGS AROUND

PAIN POINTS :
Security queues, inefficient signage and wayfinding, immigration, baggage claim
 User Journey Maps
Solo Leisure Traveller
DEPARTURE ARRIVAL
GETTING TO THE IMMIGRATION/
RESEARCH BOOKING CHECK-IN SECURITY FINDING THE GATE WAITING AT GATE BOARDING BAGGAGE CLAIM LEAVING HEATHROW
AIRPORT PASSPORT CONTROL
STORYBOARD
CHANNELS

Check cheap prices Check phone for Use the check-in Go through the Use phone to browse Showing ticket to air- Using phone while
TOUCH-
POINTS

Browse different Using phone, Checking signage Checking signage

on different web- tube timings and kiosk to print ticket security scan and activities around and port personnel and waiting in the queue,
websites and talk eating and then to get to baggage for directions,
sites, and book flight take a tube to the and show it to airport meanwhile use signage to get to the checking screen for showing passport
to friends waiting at gate collection belt and phone to
through laptop airport personnel phone gate group number at immigration check tube time
PAIN EMOTIONAL
IDEAS FEATURES POINTS JOURNEY

EXCITED HAPPY HAPPY HAPPY FRUSTRATED CONTEMPLATING CONFUSED RELIEVED ANGRY TIRED RELIEVED

QUEUE, SIGNAGE IS CONFUS- LONG QUEUES AT THE

WISH I COULD SLEEP, I DON’T KNOW HOW
REMOVING BELONG- ING, DON’T KNOW END OF A TIRING
AND LEAVE MY VALUA- LONG WILL IT TAKE FOR
INGS (BELT, ELECTRON- WHAT’S AT THIS TERMI- FLIGHT, THERE’S NO EN-
BLES SOMEWHERE MY BAG TO ARRIVE
ICS, LIQUIDS NAL (FOOD AND SHOPS) TERTAINMENT AROUND

MORE EFFICIENT WAYFIND- SHOULD BE NOTIFIED AS TO

SHOULD BE NOTIFIED AS TO SHOULD BE ABLE TO TRACK
ING SYSTEM, TO NOTIFY THE SHOULD HAVE A FACILITY TO HOW LONG THE QUEUE
HOW LONG THE QUEUE YOUR BAG SO YOU HAVE AN
KEY

CUSTOMERS OF HOW FAR KEEP VALUABLES/CHARGE WILL TAKE AND HAVE SOME
WILL TAKE, MAKE SCANNING IDEA AS TO HOW LONG YOU
THEIR GATE IS AND WHAT IS PHONE ENTERTAINMENT AROUND
MORE EFFICIENT HAVE TO WAIT FOR
AROUND

SCREENS TO SHOW SCREENS TO SHOW

APPROXIMATE TIME AND HAVE SMARTSCREENS AT RFID TAG ON THE BAGS
HAVE LOCKERS FOR TIME AND NUMBER OF
NUMBER OF PEOPLE, AIRPORT THAT CAN HELP
VALUABLES PEOPLE AHEAD OF YOU AND
AND MORE EFFICIENT YOU ASCERTAIN TIME TO
SOMETHING TO DO WHILE
SCANNING SYSTEM GATE AND THINGS AROUND
YOU WAIT

PAIN POINTS :
Security queues, inefficient signage and wayfinding, spending time at departure
gate, immigration, baggage claim
 User Journey Maps
Family Leisure Travellers
DEPARTURE ARRIVAL
GETTING TO THE IMMIGRATION/
RESEARCH BOOKING CHECK-IN SECURITY FINDING THE GATE WAITING AT GATE BOARDING BAGGAGE CLAIM LEAVING HEATHROW
AIRPORT PASSPORT CONTROL
STORYBOARD
CHANNELS

Check prices on dif- Use the check-in Go through the Use phone to browse Showing ticket to air- Using phone while
TOUCH-
POINTS

Browse different Pre-book an Uber security scan and Playing with kids, Checking signage Checking signage
ferent websites, and kiosk to print ticket any leisure activties port personnel and waiting in the queue,
websites and dis- and leave when it meanwhile use using phone and to get to baggage for directions,
book flight through and show it to airport for kids as well as res- checking screen for showing passport
cuss with family arrives phone and keep waiting at the collection belt and book an
laptop personnel taurants to eat. group number at immigration
kids entertained gate Uber
PAIN EMOTIONAL
IDEAS FEATURES POINTS JOURNEY

EXCITED HAPPY HAPPY HAPPY FRUSTRATED CONTEMPLATING BORED RELIEVED ANGRY TIRED RELIEVED

QUEUE, DON’T KNOW HOW FAR LONG QUEUES AT THE

I DON’T KNOW HOW
REMOVING BELONG- MY GATE IS, WHAT END OF A TIRING
LONG WILL IT TAKE FOR
INGS (BELT, ELECTRON- RETAIL STORES, FOOD FLIGHT, NOTHING
MY BAG TO ARRIVE
ICS, LIQUIDS PLACES ARE AROUND COULD GET WORSE

MORE EFFICIENT WAYFIND-

SHOULD BE NOTIFIED AS TO SHOULD BE ABLE TO TRACK
ING SYSTEM, TO NOTIFY THE SHOULD BE NOTIFIED AS TO
HOW LONG THE QUEUE YOUR BAG SO YOU HAVE AN
KEY

CUSTOMERS OF HOW FAR HOW LONG THE QUEUE

WILL TAKE, MAKE SCANNING IDEA AS TO HOW LONG YOU
THEIR GATE IS AND WHAT IS WILL TAKE
MORE EFFICIENT HAVE TO WAIT FOR
AROUND

SCREENS TO SHOW
APPROXIMATE TIME AND HAVE SMARTSCREENS AT SCREENS TO SHOW RFID TAG ON THE BAGS
NUMBER OF PEOPLE, AIRPORT THAT CAN HELP TIME AND NUMBER OF
AND MORE EFFICIENT YOU ASCERTAIN TIME TO PEOPLE AHEAD OF YOU
SCANNING SYSTEM GATE AND THINGS AROUND

PAIN POINTS :
Security queues, inefficient signage and wayfinding, immigration, baggage claim
 User Journey Maps
Solo Business Traveller
DEPARTURE ARRIVAL
GETTING TO THE IMMIGRATION/
RESEARCH BOOKING CHECK-IN SECURITY FINDING THE GATE WAITING AT GATE BOARDING BAGGAGE CLAIM LEAVING HEATHROW
AIRPORT PASSPORT CONTROL
STORYBOARD
CHANNELS

Pre-book the Use the check-in Go through the Use phone to browse Showing ticket to air- Scanning passport
TOUCH-

Tell the person invit-

POINTS

Browse different Using phone, Checking signage Checking signage

websites and give ing you for business Uber and leave as kiosk to print ticket security scan and activities around and eating and then port personnel and and walking through to get to baggage for directions,
your top flight to book the ticket for per schedule and and show it to airport meanwhile use signage to get to the waiting at gate checking screen for the e-gates collection belt and phone to
options you traffic personnel phone gate group number check tube time
PAIN EMOTIONAL
IDEAS FEATURES POINTS JOURNEY

EXCITED HAPPY RELAXED HAPPY FRUSTRATED CONTEMPLATING FRUSTRATED RELIEVED TIRED TIRED TIRED

SIGNAGE IS NOT THAT ELECTRONIC READER

QUEUE IS USUALLY THERE IS NO SYMBOL I DON’T KNOW HOW NO FACILITIES AT PARK-
APPEALING, AND I DON’T DOES NOT DETECT
LONG, OPENING NEW FOR QUIET AREAS LONG WILL IT TAKE FOR ING ARE AND CONFU-
REMEMBER WHERE PASSPORT SOMETIMES
LINES IS FRUSTRATING WHERE I CAN WORK MY BAG TO ARRIVE SION ABOUT LOCATION
WHICH RESTAURANT IS

SHOULD BE NOTIFIED AS TO SHOULD HAVE ADVANCED SHOULD BE ABLE TO TRACK

MAKE SIGNAGE MORE EF- IMPROVE SIGNAGE TO SHOULD HAVE A SEATING
HOW LONG THE QUEUE AND EFFICIENT TECHNOLO- YOUR BAG SO YOU HAVE AN
KEY

FECTIVE AND EFFICIENT TO SHOW WHAT’S AROUND THE AREA AND SOME FACILITIES
WILL TAKE, MAKE SCANNING GY IDEA AS TO HOW LONG YOU
USE TERMINAL
MORE EFFICIENT HAVE TO WAIT FOR

SCREENS TO SHOW
HAVE SMARTSCREENS AT CAN HAVE AN APPLICATION RFID TAG ON THE BAGS
APPROXIMATE TIME AND HAVE A COFFEE SHOP
AIRPORT THAT CAN HELP ON THE PHONE THAT CAN
NUMBER OF PEOPLE, SYSTEM IMPROVEMENT AROUND AS WELL AS
YOU ASCERTAIN WHAT’S HELP YOU FIND WHAT YOU
AND MORE EFFICIENT WAITING AREA
AROUND WANT
SCANNING SYSTEM

PAIN POINTS :
Security queues, inefficient signage and wayfinding, spending time at departure
gate, immigration, baggage claim and waiting at the parking area
Key findings from passenger survey
128+

Top elements of focus

Security
Wayfinding
Immigration
Insights from consulting experts

Megan Rowlands Aleksei Salles

People value having control the most Fix the perception of the problem -
smart service design
Wayfinding has more potential
Personalisation of experience for
One solution cannot fit all every individual - one solution can’t fit
all
High expectations
Outstanding Research

1. Service design and user experience interview x 3

2. Heathrow innovation manager interview x 1

3. Workshop with relevant stakeholders x1

4. Heathrow passenger experience manager interview x1

Analysis and Discussion

After analyzing the all data collected from the primary data, it was possible to validate
some of the findings the literature

Using the five key principles of service design will enable rethinking the passenger
experience :
User-centered
Co-creative
Sequencing
Evidencing
Holistic

Strategy for next steps

Security has more scope for improvement. Thus, strategy for next stage is to narrow
the topic to improving the security experience, keeping in mind all the factors at an
airport that revolve around this aspect.

(Schneider and Stickdorn, 2012)

Potential Outcome

Guidelines for framework

1. Understanding the system and passengers’ needs and expectations

2. Exploring possible opportunities and solutions
3. Creating service design guidelines for framework and test them
4. Implement the prototype
References
Adobe.com. (2018). https://www.adobe.com/content/dam/acom/en/customer-success/pdfs/us-london-heathrow-airport-
final.pdf. [online] Available at: https://www.adobe.com/content/dam/acom/en/customer-success/pdfs/us-london-
heathrow-airport-final.pdf [Accessed 31 Jul. 2019].


Gilliland, N. (2017). How Disney World has mastered customer experience – Econsultancy. [online] Econsultancy.
Available at: https://econsultancy.com/how-disney-world-has-mastered-customer-experience/ [Accessed 1 Aug. 2019].

success, T. (2017). Tokyo Haneda Airport builds on its 5-Star Airport success - Skytrax. [online] Skytrax. Available at:
https://skytraxratings.com/tokyo-haneda-airport-builds-5-star-airport-success [Accessed 1 Aug. 2019].

Changiairport.com. (n.d.). [online] Available at: http://www.changiairport.com/corporate/media-centre/resources/

publication/issue-11/designing-an-enhanced-changi-experience.html [Accessed 1 Aug. 2019].

Schneider, J. and Stickdorn, M. (2012). This is Service Design Thinking. [ebook] Available at: http://
thisisservicedesignthinking.com/errata/tisdt_errata.pdf [Accessed 1 Aug. 2019].

Design Council. (2019).  The Design Process: What is the Double Diamond?. [online] Available at: https://
www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond [Accessed 1 Aug. 2019].

THANK YOU!