Re-inventing the Airport Check-in Experience

Sponsored by Cognizant

Team
Heather Fleming, Janie Pan, Kareen Yeung
Role
Experience Designer
Duration
12 Weeks
Focus
Design Research, Service / Experience Design

Overview

This Cognizant-sponsored projects seeks to re-invent the airport check-in experience. Our aim is to reduce the cognitive load of airport travelers by creating approachable check-in options for every situation.
Introduction
Research
Exploration
Design
Outcome

Project Opportunity

The Cognizant team asked us to innovate on the airport/travel experience. My team and I focused on the check-in experience and aimed to connect the airline agent and traveler’s mental models of responsibilities at the airport in a seamless experience.

Project Impact

Our team designed, tested, and prototyped a check-in experience catering to the four types of traveler mindsets, giving travelers a sound sense of security and promoting process efficiency. Our solution focused on way-finding, space allocation, and baggage drop off.

Project Focus

How might we reduce the cognitive load of airport travelers?

Cognizant requested we innovate on an aspect of the airport/flying experience- my team and I choose to look into the check-in experience. We began our research by asking the following:

  • How could an airport check-in experience be improved with innovative technologies?

  • How can staff interact effectively with passengers?

Preliminary insights

Online check-in is king

Our team did a quick sweep of published airport check-in statistics and found the following to be the most insightful. We found the majority of passengers use online check-in and do not use self-service bag tag and drop services.

Assumptions

Identifying potential opportunities

Based on our literature review and initial research, our team found the following areas may provide the most opportunities for innovation.

Space Allocation

The same check in processes between airlines can have difference experiences based on the layout of physical touchpoints.

Baggage Drop Off

Currently, Baggage Drop-Off requires employee attention and accounts for increases in wait time and physical traffic.

Wayfinding

Individuals who are unfamiliar with the check-in process often struggle with knowing where to start.

Observed Flow

What is the current check-in process model?

Through our own experiences and research, our team constructed the following flow model for airline check-in to provide a baseline for our research.

Check-in Method Comparison

Comparing different ways to check in

Our team deduced that while certain check-in methods allow users to plan and skip the line, they require the use of personal technology. The remaining methods provide users for in-the-moment access but at the cost of time.

Ethnography

Exploring the activities, environment, interactions, objects, and users

Through 5 distinct visits at the Atlanta Hartsfield-Jackson airport, our team observed the following activities, environments, interactions, objects, and users.

Activities

  • Transportation
  • Check-in
  • Baggage Drop

Interactions

  • Waiting in Line
  • Checking Identification
  • Printing Boarding Pass
  • Weighing Lugagge
  • Tagging Luggage
  • Selecting Seats

Objects

  • Mobile Phones
  • Identification Documents
  • Luggage
  • Lugagge Scale
  • Luggage Tags
  • Kiosks
  • Check-in Software
  • Boarding Passes

Users

  • Airport Staff
  • Airline Staff
  • Travelers

Environment

  • Airport Terminals
  • Drop Off
  • Pick Up Areas
  • Baggage Claim

Ethnography

Types of floor plans at airline check-ins

Different airlines had different floor plans for check-in. The differences could be a result of a variety of factors, including which airlines considered the Atlanta airport a main hub. Regardless, we took note of the differences in each process to help build our understanding and context.

Type A

Airlines with hybrid self-serve and agent assistance

Type B

Airlines with kiosks perpendicular to the help desk

Type C

Airlines with one line for kiosks and one line for help desk

Type D

Airlines with multiple help desks and different aisles

Ethnography

Observed behaviors during check-in

Our team observed the following behaviors at the airport. In addition, we interviewed two Delta check-in agents who validated that they dealt with these behaviors on a daily basis.

  • Confusion

    when deciding which check-in line to join

  • Panic

    about missing documentation

  • Annoyance

    at baggage drop off lines

  • Intimidation and unfamiliarity

    with self-service kiosk

  • Embarassment

    about holding up lines due to missing documentation, overweight bags, or misbehaving children

Survey

Validating our research

Our team sent out a survey of 20 questions (a combination of both qualitative and quantitative) to peers, family and friends, and SMEs. We received 43 responses. The survey further validated the behaviors we observed and illuminated that travelers were guided by three main emotions when checking-in during travel.

Security

Travelers prefer checking in advance to mitigate potential issues and a cure a peace of mind

Self-Doubt

Travelers who are weary prefer to checkin in with an attendant to clear internal doubts

Efficiency

Many travelers choose their desired check in method based on its perceived efficiency

Design Personas

Establishing traveler mindsets

Given the vast variety in demographics who travel, our team found that travelers were better sorted into different types of mindsets. These mindsets were created from the research we had collected and observed and acted as our personas for this project.

The Planner
Knows exactly what needs to be done in the airport, tech savvy and willing to use new tech
The Last Minute
Has not done any pre-work before arrival. not familiar with tasks to complete
The Help Seeker
Prefers asking for help when confused. Likes the reassurance of an employee doing the work for them
The Independent
Likes to problem solve on their own, values minimal contact with employees or other travelers

Design Goals

What does a successful solution entail?

Based on our research and findings, our team created goals that our proposed solution should meet. Our team decided to focus on creating a design solution for the users who would interact with the physical check-in system at the airport in some capacity.

1.

Connect the airline agent and traveler’s mental models of responsibilities at the airport

2.

Create a seamless experience utilizing the layout of physical touch points

3.

Minimize the negative implication of travelers with edge cases on the overall flow

Brainstorming

What could wayfinding and baggage drop look like?

Given the physical nature of our solution, our team focused on generating baggage drop and wayfinding concepts.

Ideation

Initial design concept

After rounds of sketching, iteration, and critique, our team finalized our initial concept made of three major components. We observed that guests who needed to physically check-in most often had baggage to drop. Therefore, our solution focused on this aspect of the flow.

Single Bag Check-in Kiosk
Multi-Bag Check-in Kiosk
Bag Tag Attachments

Mini Storyboard

Our User

  1. walks up to the kiosk
  2. validates his travel itinerary
  3. tags his bag
  4. loads his luggage onto the ramp
  5. walks away having checked his bag

Ideation

How do these concepts work together in a system?

Although every airline may have different space allocations, our team wanted to create an ideal system in which would best serve the needs each traveler mindset.

  • The Help Seeker

    would have easy access to a help desk to receive the needed support.

  • The Planner and The Independent

    could best serve their needs with the self-serve bag drop or check-in kiosk depending on their circumstance. The Planner would know which solution they needed in-advance and the independent would quickly figure which meets their needs without agent assistance.

  • The Last Minute

    could use any section depending on which has the shortest line for their needs.

Concept Testing & Validation

Testing the system

Our team recreated our floor plan in a atrium. We recruited participants and gave them each scenarios to enact to understand what effect of way-finding and traffic would have on our flow.

Layout Testing

Concept Testing & Validation

Testing the kiosk

After many rounds of sketching and mini model-building, our team finalized two kiosk forms and made life-size models. We ran 5 test cycles. We printed our UI interfaces and observed users following the instructions to check-in a bag without any assistance.

Kiosk A

Kiosk B

Concept Testing & Validation

Testing bag tag forms

We created 4 bag tag variations and had testers attempt to fix them on luggage without any instruction.

Bag Tag Testing

Final Design Concept

Self-serve bag drop design

Based on our initial research, ideation, and testing, our team finalized a final self-serve bag drop design. The kiosk has a variation for users with few luggage to check and another variation for users traveling with many luggage for maximum efficiency. This bag drop kiosk serves to check-in a user and their baggage without agent assistance.

Bag Drop Kiosk Features

  • The kiosk is equipped with identification technology to connect passengers with their travel itinerary.
  • The luggage ramp allows travelers to roll their luggage onto the ramp easily.
  • The depth sensing cameras are used to confirm that all luggage is the correct size, weight, and orientation on the luggage ramp. This gives travelers a sense of security that their luggage has been checked correctly.

Final Design Concept

Bag tag design

Based on our initial research, ideation, and testing, our team finalized a final bag tag design.

Bag Tag Features

  • RFID Technology allows easy scanning, regardless if barcode is obstructed from view. Information can also be updated in real time.
  • Color coded bag tags allow a clear signifier as to where to join the stickered ends

Final Design Concept

System + wayfinding design

Based on our initial research, ideation, and testing, our team finalized a final system design complete with wayfinding. The large, strategically placed signs utilize color-coding with each section for greater clarity. We tested and validated the spacial layout by walking through the 3D model in VR.

Final Design Concept

Storyboard

A walkthrough example of how one traveler uses our self-check in system with luggage.

Physical Model

Check-in floor plan diorama

Mini System Model

We created a mini model complete with 3D printed help desks, check-in kiosks, single and multi bag drop kiosks and luggage. We soldered a color-coded LED system to indicate wayfinding and the difference between each check-in concept.

Acknowledgments

Reflection

This project was challenging due to the scope and tenacity on which we took on - yet it was incredibly rewarding.  I am incredibly grateful for a fantastic project teammates - Heather, Janie, and Kareen. We were advised by Cognizant employees and our professor Noah Posner. It was their expertise that guided this project into one that realistically and effectively tackled the challenges many travelers face while having to physically check-in.

Our project was incredibly well received and we were a featured project in Georgia Tech’s launchpad showcase. As of the time of writing, our physical model is still on display at the Georgia Tech College of Design, more than 2 years after conception.

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