The Changi Airport Group is a globally renowned brand that redefined the travel experience through exceptional services, and unwavering commitment to innovation.
My Role
UX research planning and direction / UI - Design execution / Concept Development
Platform
Responsive Web / Mobile Application
APR - NOV 2022
The Challenge
The goal of the Changi Airport Group is to enhance its connection with the target audience by delivering a digital experience that highlights the airport's offerings, thereby boosting online and offline awareness creating a gateway to seamless discovery and engagement.
My Approach
Understanding visitors perception of Changi Airport Group
Engaged with actual visitors underlying motivations that drive them to visit Changi Airport, thereby revealing potential opportunities for the Changi Airport Group to enhance the overall experience.
Benchmarking for strategic growth
Explore optimal content structuring for apps and websites by analysing how other airports utilise web and app services to promote their offerings and cater to specific user needs, and identify innovative features from other lifestyle and travel services.
Unveiling insights through a comprehensive UX audit
Spot areas of improvement within a digital product and unveil possibilities within the existing website or mobile app that can elevate the user experience.
Target Audience
Through our guerrilla interviews, we identified the key personas and their potential touch points.
Current perception of the Changi Experience
Service Gap
The physical experience of Changi Airport does not translate into the digital experience.
Consumer Experience
There is a need to increase discoverability of Changi’s offerings online, for more awareness offline.
Consumer Impression
Changi Airport is more than just an airport.
There are missing connections between the various touch points in the Changi experience.
How might we create a holistic Changi Experience, from digital to physical?
Changi Experience should aim to…
Inspire
Ideate and think beyond conventional functions and experiences to spark delight in our users
Be Discoverable
Provide clear guidance with an enthusiastic tone of voice, to encourage user exploration for meeting their specific needs
Comfort
Leverage on similar elements to ease users’ transitions between different experiences and touchpoint.
Reassure
Build confidence with users; both online and offline, by surfacing relevant information at the right moments and touchpoints
Thank You
For Watching
