Challenge

As the gateway to Western Australia, Perth Airport plays a significant role in the State’s economic, social and cultural activities by facilitating travel and employment, connecting people and places, and providing support for communities. To cope with the ever-increasing needs and expectations of today’s business and leisure traveller, Perth Airport’s historic AUD $1 billion redevelopment, which has transformed terminal facilities and the customer experience across the airport estate. The existing website was a number of years old, had limited capability to meet mobile technology requirements and did not reflect Perth Airport’s physical transformation of the customer experience and new product offering.

Outcome

The newly designed site is fully responsive and mobile friendly to meet Perth Airport’s ever growing mobile audience, which accounted for approximately 65% of website sessions, overtaking desktop traffic in June 2014. The website was designed in-line with the needs of the business and its customers. It sat on a content management system (CMS) capable of IP and cookie based personalisation to allow Perth Airport to target its website visitors with relevant information and offers. The new website was designed around the key insight that facilitating a more relaxed state of mind for the passenger, improves the overall user experience and in turn increases the propensity for non-aeronautical spend within the airport environment.

Downloadable Resources

Workshops were held with various user groups which led to the creation of personas to identify opportunities and direct design decisions. Here is a detailed persona for the fly-in fly-out user group.

Detailed user journeys for the four key user groups were created for Perth Airport. The user journeys were not only used to understand what the passengers might be doing, thinking and feeling, they were also used to identify business opportunities for the client..