The gateway to New England is not found on cobble stoned streets or within the duck boats on the Charles River. Instead, it’s found within terminal C inside Boston Logan International Airport.
Recently Terminal C has gone through an extensive makeover bringing the latest in retail, dining and technology through a partnership with Westfield.
With more than 4 million enplanements per year, Terminal C was in a need of a more robust, digitally-connected wayfinding system to combat growing airport and customer expectations. Challenges were many, including enhancing traveler awareness and engagement at the retail level, while delivering an improved ability to navigate the terminal and find gate and flight information with as little ambiguity as possible.
In keeping with traveler aspirations and desires, we were tasked with delivering an experience that was both elegant and efficient.
THE OPENEYE GLOBAL ROLE:
Being awarded this project based on our history with Westfield and expertise within the space, we were responsible for implementing an intuitive digital wayfinding program aptly titled the Westfield Informed Traveler Directory. It was our goal to bring a unique customer experience by incorporating strategy, design, development and fabrication all while keeping a watchful eye on budgets and timelines.
To bring the Westfield Informed Traveler to life, we had to set a strategy with two purposes in mind: First was to provide an interactive directory service to enhance the traveler experience by driving awareness for the concession and service amenities available in the terminal. Secondly, we studied how efficient user interface, application flow, and kiosk signage could enhance the customer experience by delivering real-time information.
From Westfield’s perspective, the design needed to establish a new level of personalized digital services for today’s traveler, thus the project name, Westfield Informed Traveler Directory. By assisting and giving travelers more informational options, the goal was to learn the most about our airport audience while serving up useful and relevant data within the terminal.
To meet that challenge, we ensured a beautifully designed UI displayed the necessary, time-sensitive information within a modernist, contoured enclosure, leveraging an integrated software platform that fit soundly within the greater airport wayfinding and design systems.
Delivering on the promise of fast-changing customer and traveler experience expectations, this next-generational, intelligence- and logic-based recommendation platform creates an engaging and efficient customer experience that sits at the convergence of physical and digital.
We deployed a self-learning recommendation engine, serving back real-time concession recommendations based on collective prior input from user profiles and past selections. The information provided can be translated into 5 languages (Spanish, Portuguese, Mandarin, Farsi, English) and helps travelers make the best use of their time as well as explore and discover new products, services, and experiences related to the terminal.
Applying a combination of strategy and design while being privy to wait and dwell times, we were able to create a user experience that respects the most prized metric of all, our user happiness and the brand equity we can instill in them.
Playing the orchestrator role, we continue to help translate brand and technology to serve the airline industry’s diverse customer base. By rewarding travelers for their time spent in the terminal, we can continue to build brand equity and loyalty while pushing innovation within an omni-channel ecosystem.