Selected Work

Selected Work

Selected Work

Airport Lobby of the Future

Airport Lobby of the Future

Airport Lobby of the Future

At Alaska Airlines, I worked with a remarkable team in leading design to help transform the lobby experience. We aimed to create a streamlined, technology-driven experience using new hardware to meet the needs of tomorrow’s travelers.

At Alaska Airlines, I worked with a remarkable team in leading design to help transform the lobby experience. We aimed to create a streamlined, technology-driven experience using new hardware to meet the needs of tomorrow’s travelers.

At Alaska Airlines, I worked with a remarkable team in leading design to help transform the lobby experience. We aimed to create a streamlined, technology-driven experience using new hardware to meet the needs of tomorrow’s travelers.

The problem

The kiosk infrastructure incurred high hardware and software costs, offered limited control over core business rules, and faced slow development due to significant technical constraints. Furthermore, once the vendor ended support, it posed a serious long-term risk to the organization.


The problem

The kiosk infrastructure incurred high hardware and software costs, offered limited control over core business rules, and faced slow development due to significant technical constraints. Furthermore, once the vendor ended support, it posed a serious long-term risk to the organization.


The problem

Alaska Airlines kiosk infrastructure incurred high hardware and software costs, offered limited control over core business rules, and faced slow development due to significant technical constraints. Furthermore, once the vendor ended support, it posed a serious long-term risk to the organization.


Overview

Overview

Overview

Alaska Airlines made the strategic decision to move away from their legacy kiosks and find a replacement that would improve the guest experience and lobby throughput.

Alaska Airlines made the strategic decision to move away from their legacy kiosks and find a replacement that would improve the guest experience and lobby throughput.

Approach

Approach

Approach

How might we leverage a burning platform in conjunction with mobile growth, to increase self-bag tag, reduce the dependency on full-service, and increase lobby throughput?

How might we leverage a burning platform in conjunction with mobile growth, to increase self-bag tag, reduce the dependency on full-service, and increase lobby throughput?

Team

Team

Team

This effort was a cross-Airgroup initiative that included multiple organizations and teams. I spearheaded the design of the iPadOS App while my design partner (Lanna Liu) led on the hardware/human factors side.

This effort was a cross-Airgroup initiative that included multiple organizations and teams. I spearheaded the design of the iPadOS App while my design partner (Lanna Liu) led on the hardware/human factors side.

Project Timeline

Workshops

The goal was to generate a shared understanding (across Alaska Air Group) of the vision for future in-airport experience; collaborate, plan, and execute on infrastructure needed to accomplish future state.

Solution statement

To create ease for our guests and provide a fast lobby experience, guests will be able to use their mobile device to quickly print bag tags and move through their journey.

Concierge Service Model

Our team met with Apple on multiple occasions to understand their concierge service model and how they operate their retail stores. This ultimately led the vision Alaska Airlines holds today for future lobbies across the network.

iPad Lobby Tablet

iPad Lobby Tablet

iPad Lobby Tablet

The Solution

Initial MVP UX

Alaska Airlines kiosk infrastructure incurred high hardware and software costs, offered limited control over core business rules, and faced slow development due to significant technical constraints. Furthermore, once the vendor ended support, it posed a serious long-term risk to the organization.


Overview

The decision was made to partner with Apple and use iPads as a hardware replacement for the existing NCR Kiosks. This is was a multi-variate challenge. Areas of focus were the hardware, human factors, digital product design and how ties together from service design standpoint.

Initial MVP UX & Hardware Orientation

Using decision trees, I explored different models to prototype. Hardware orientation was something we constantly re-evaluated based on different UX models

Where to go with the creative direction?

Where to go with the creative direction?

Attract Screen

This is the screen that starts the experience. How might it grab your attention? How might it explain how to proceed?

Itenerary Screen Concepts

Itenerary Screen Concepts

Orientation Testing

We had a table in the center room to test both orientation and accessiblity. I also tested prototypes on my desk (3rd photograph)

Final-ish Wireframe User flow

Final-ish Wireframe User flow

Prototype & Reseach

Prototype & Research

Prototype & Reseach

Let's test this thing!

Research Overview

Once we all aligned on a testable UX and orientation, we partnered with User Research International to facilitate usability and concept sessions at their facility.


Below is a video of the entire loby tablet assembly we used for testing.

Inviting everyone to be
a part of the research

Inviting everyone to be a part of the research

Here I am hosting viewing parties for everyone to watch usability and human factors testing. Parties included pizza and sparkling water.

Results

Hardware & Software Development

Hardware & Software Development

Hardware & Software Development

Refining the UX & the UI

Finalizing experience design

Design system + branding collaboration and execution

Design QA - pairing with engineering

Final UX/UI

Pilot Launch & Learnings

Pilot Launch & Learnings

The pilot launched in January 2021 at Boise International Airport (BOI).

The video below demonstrates the fast and intuitive experience of the Alaska mobile app <> bag tag station working together to print bag tags.

Learnings & Next Steps

Increased speed and effectiveness to implement releases - from 10 per year to (was tracking) 10 per quarter

Need to increase eligibility (upstream and product eligibility)

Improve product awareness

Pilot program was a success!

Reduced hardware cost by 60% (anticipated to increase at scale) — from $15k/unit to $9k/unit
Delivered product that decouples business rules to unlock step in phased future lobby vision
CSAT and usability metric goals being met, and qualitative feedback aligns to product intent — ease, intuitive, fast

Growth & Expansion

The program and product has continued to make improvements and has expanded to several other airports with future expansion throughout the Alaska Airlines airport network. 


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