Brought passenger and staff frustrations to life through ethnographic research

• Generated attitudinal and behavioural insights through contextual inquiry and interviews in airports
• Delivered prioritised insights and recommendations in Figjam, for efficiency and to maximise utility across product teams and development cycles

Duration: 7 weeks

A passenger accessing a self-service bag tag kiosk using a digital boarding pass

“Trevor was incredibly organised, had everything ready for the field research and was impressive at leading this.” Jack Payne, Associate Creative Director, Inviqa

Context

• SITA provide information technology and communications to airports across the globe. They offer a range of configurable solutions to help airports retro-fit or modernise operational infrastructure.
• Scan & Drop is a two-step self-service offering. Using their check-in credentials passengers print and tag their own luggage at kiosks, then scan and load their luggage onto conveyor belts so they can be loaded onto planes. This reduces wait times and the cost to airlines managing the process

Problem

• Staff from various airlines reported a number of common problems affecting passengers’ ability to self-serve using the kiosks. This was having a negative impact on the overall experience and represented a risk to the vision of an automated journey.
• Products had been developed in-house with limited user testing and devices had no analytics capability to help identify user problems and needs

Objectives

• Visit airports observe and gain deep insights into the attitudes and behaviours of passengers using the Bag Drop and Scan kiosks in live airport environments
• Deliver insights in a compelling way that will not be forgotten, ensuring that they are utilised across the product development lifecycle