Deloitte | Shrinkhala Sharma

Deloitte X SCADpro: Re-imagining the future of the airport experience

Role: UX Team Lead

Led UX & Research

Employed data-backed methodologies, including surveys, ethnographic studies, and interviews, to create high-impact storyboards advocating for user needs, resulting in the identification of critical user problems.
Analyzed 1600+ insights & conducted usability testing with 40+ users, validating design solutions for the LAX app.
Delivered data-driven UX/UI design strategies and high-fidelity mobile app prototypes to cross-functional stakeholders, ensuring alignment with business goals through effective data visualization and communication.
Guided team of 16 designers to dissect requirements and agree on the best agile methodology features and AI trends functionality into conceptual architecture and application development processes.

Project Overview:

The Airport Experience Optimization Platform integrates all aspects of passenger interaction into a single, intuitive interface, transforming the fragmented airport journey into a seamless, personalized experience while enhancing operational efficiency and revenue generation for airports.

DRIVING QUESTIONS

How might we better guide visitors so they can travel through the airport without getting lost while also having a more satisfying experience?

How might we engage passengers more during their airport journey by immersing them in a novel experience?

Personalization

Information

Experience

Passenger Experience

Key Pillars

Our key pillars for shaping our value proposition are centered around personalization, experience, and information. We prioritize the desires and needs of various airport users to personalize their journey. Additionally, we strive to create an immersive experience that integrates the airport as a desirable destination. Lastly, our design places great emphasis on providing adequate information, ensuring passengers are always informed, never lost or confused, and at ease throughout their journey.

THE
ARCHETYPES

1. COMMUTER

2. FULL HOUSE

3.NEWBIE

4. VAGABOND

After utilizing non-participant research methods such as ethnography, as well as participating methods like cultural probes, we identified four archetypes to focus on: Commuter (people who travel for work), Full House (people traveling with family), Newbie (first-time travelers), and Vagabond (Adventure travelers). Through analyzing the pain points of these archetypes and their respective data points, we narrowed down a few concepts that we believe will enhance the customer experience and improve efficiency.

CONCEPT IDEATION:

1. VISUAL MAPPING

AERIAL & AR VIEW MAPS

Provides accurate navigating instructions
Simplified Wayfinding
Makes locating easier
User friendly
Customized navigation

INTUITIVE GRAPHIC OF LIVE LOCATION DISPLAY

2. ASSISTANCE AND SERVICES

MASCOT

Customized/ personal buddy
Digital and physical assistance
Entertains

BAGGAGE VALET & PORTER

Third party opportunity
Assistance with luggage
Offers luggage drop to cubby system

3. INFRASTRUCTURE

CUBBY SYSTEM

Space to store and secure the cabin luggage

SUSTAINABLE PRACTICES

Option to donate / mail personal  overweight luggage

SLEEPING PODS

Space to relax and get some rest during long layovers and waiting times

4. AIRBOUND

JOURNEY

Helps keep track of steps taken, along  with an account of calories burnt

SUSTAINABILITY

Notifying progress made in saving carbon footprint, leads in earning Air points 
Suggesting more Eco-friendly routes inside the Airport

4. INFORMATION ASSISTANCE

INSTANT GUIDANCE

This feature will you to personalize the information according to you.
Will help reduce access information.

An information assistant is a service available in airport passenger apps that provides real-time updates and guidance for travelers. It acts like a human assistant, offering solutions and personalized recommendations for tasks like booking rental cars, reserving hotel rooms, and finding restaurants.  The information assistant uses AI technology to learn from the traveler's preferences and behaviors, making the service more responsive to their needs. Overall, the information assistant is a valuable tool for travelers, providing them with up-to-date information and support throughout their journey.