Post-pandemic travel has shifted in many ways; from how and where, to the age of the average traveler, to our expectations of service. We are seeing new trends in the way people travel and what they expect from airports.
At this year’s AAAE/ACC Airport Planning, Design, & Construction Symposium, this discussion was paramount as airports rebuild and realize that what was doesn’t suffice anymore. To support this growth, the Biden-Harris Administration passed the $1B in bipartisan infrastructure law airport funding to address the surging demand for air travel.
As wayfinding consultants, we have been looking at how wayfinding, as an aspect of Customer Service, may have a physical presence, contribute to what passengers want from their airport experience, and what technologies are feeding these interests. Pre-arrival digital planning tools including augmented reality, virtual reality, check-in processes that reduce the human interaction, shopping and lounge experiences, and accessibility for all, especially when accessibility needs are not as obvious as a wheelchair or tools for the visually impaired.
One critical aspect of designing the passenger experience is removing wayfinding from the physical boundaries that are created by construction projects. The confines of these contractual boundaries create conflicts, disconnection, and ultimately frustration for the traveler as the program doesn’t allow for a full integration of information, hierarchy, or visual design throughout the customer journey. As the passenger experience evolves, technology is being utilized to create more resilient and flexible airport operations to enhance the overall customer experience. Airline apps are taking advantage of indoor mapping, crowdsourced information, and AI chat bots as customer service. Digital signage, that looks static, can be utilized during temporary construction, detours, or emergency situations.
EVOLVING THE PASSENGER EXPERIENCE
The perception of passenger experience is evolving as companies notice that the term encompasses all touchpoints a customer will have with an airport, airline, and concessionaire. It includes every interaction that a person has, whether or not it results in an actual purchase. All this is happening at the same time the industry is seeing unprecedented and unforeseen disruptions, which are exacerbated by labor issues and hinder a positive customer experience.
Evaluating, defining, and mapping the customers journey is critical in designing spaces that serve their needs. As wayfinding is comprised on a variety of tools, including the architectural cues, customer service teams, digital tools, mapping, and static signage, we look at all aspects of these interactions and Creating clear and intuitive routes, minimizing vertical circulation, and integration of digital infrastructure to support the fast paced nature of technology expansion allows for intuitive wayfinding and the expansion of visual, audible and tactile cues within static wayfinding is one aspect that can be considered.
Airlines are using research and technology to establish more personalization in their touch points with customers to deliver brand loyalty. Further, technology is a major contributor to the customer experience. Airlines are using research and technology to establish more personalization in their touch points with customers to deliver brand loyalty.
DESIGN FOR EVERYONE
Successful wayfinding is inclusive wayfinding and begins with understanding who will be using the space and how we can best meet their needs. This approach aligns with the first principle of inclusive design which is to understand what the barriers to access are and to find design solutions for them. Avoiding personal biases through greater stakeholder and user engagement, understanding the needs of the people that will be using the system, and performing user testing to qualify the success of a program before full implementation are all tactics that increase the success of the project. This process builds trust with the customer, is multi-faceted, and establishes a sense of familiarity and safety within communities that need it the most. Getting the people in the room that you want to serve, integrate their input and considerations into planning and design, and enhancing the overall experience of air travel is good design for all.