How we improved user experience at the security area and baggage claim
Live A/B testing
How can we improve the user experience at security check and baggage retrieval at Schiphol Airport?
Security is an important part of any air travel experience. In fact: the security check largely determines how passengers feel at an airport. Schiphol's request was twofold: a more efficient flow and a higher customer appreciation of the security process and baggage reclaim. Not a digital innovation, but an improvement in the 'way of working'. Using the Concept Accelerator, we were able to transform Schiphol's needs into a structured process from demand to validated product.
During the Concept Accelerator, the Makerlab team at Schiphol Airport closely collaborated with security personnel and ground operators, among others. First, we mapped out all the human contact moments during the security check. One of our core principles was: what types of travelers are there? A business traveler has different needs than a family going on vacation. What do they expect from security? How do they behave? And: how can you influence that behavior? By observing travelers and asking them questions, we were able to gain insights for improvement.
For each contact moment, Makerlab then developed behavioral experiments for passengers. For this testing phase, we set up a "living lab" with Schiphol in the departure hall, where the team could conduct all the experiments.
For example, the Security Assistant, who provided instructions leading up to security. The additional (personal) attention was highly appreciated by passengers in satisfaction surveys.
Another example was the Family Lane, a special queue with extra attention to families with small children. The result: a better customer experience for the whole family because of a better travel experience for the children. At the same time, it also provided a better user experience for business travelers who were no longer "bothered" by families and could get through security more efficiently.
In a third experiment, Baggage Behavior, we applied behavioral design to influence traveler behavior. Custom-made stickers on the floor allowed us to interrupt natural group behavior and made the baggage process smoother and less stressful.
For Schiphol, the Concept Accelerator quickly made it visible and measurable how the adjustments 'on the ground' affected the overall user experience. Alongside the Schiphol Passenger Experience Team, MakerLab managed to make the challenging phases of the passenger journey at Schiphol proceed in a pleasant and less stressful manner.
Faster turnaround of the security process
Higher passenger rating For the security check
More customization through a more personal approach in the security process
Smoother flow and less stress at baggage reclaim
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Experiment Designer MakerLab