A Seamless Passenger Journey

Schiphol's Mission

Schiphol’s mission is to become the world’s best digital airport in 2018, where a ‘seamless passenger journey’ is an important goal within this mission. A passenger goes through different processes from arrival at the airport until departure: check- in, baggage drop, security control and boarding. Schiphol facilitates a growing number of the currently 60 million passengers per year. In order to utilise the capacity of Schiphol it is necessary to guide passengers on their journey through the airport. After a divergent research phase - many visits to the airport, to land- and airside, multiple interviews and observations, and prototype testing - a solution was proposed to support the conflicting purpose at the airport of the passenger and Schiphol.

The Challenge

“Design a solution that gives the individual passenger the experience of freedom and flexibility in the journey, but controls an optimal journey for flows of passengers at Schiphol.”

A Conflict: Efficient and Flexible

For Schiphol seamless means an efficient and streamlined process: an efficient and distributed flow by ensuring all passengers travel as soon as possible through journey from arrival to gate.

Seamless for the passenger

For the passenger seamless means something different. It means he can travel the journey at his own pace through the airport. Passengers have 4 different motivational strategies to spend time at the airport: Time can be controlled or can be enjoyed. Spending time enjoyable will bring both pleasure and distraction. Controlling time is about spending time in a controlled and purposeful manner. In addition, the focus is on the environment or on the passenger itself.

Prototype

The solution provides a personalized travel advice by steering passengers efficient through Schiphol whilst taking into account the preferences of individual passengers. Two sub solutions can be distinguished.

Digital Nudge

The application provides a personal journey through Schiphol, guiding which touchpoint needs to be done at which time. The personal journey is based on the 4 different types of passengers and how they want to spend time at the airport.

Physical Nudge

The wearable visualises the time until an action is needed (check-in, security check, gate). The wearable also collects information from passengers and makes it visible to Schiphol. The wearable has a low key interaction and is intended for passengers that feel less comfortable with using a phone.

Can passengers be steered at the airport?

The main finding is that influencing the behaviour of passengers should be happening at home: once at the airport it is hard to change the journey that is planned already.

After arrival, passengers prefer to pass check-in and security first before they relax. In addition, the design of Schiphol’s departure hall contributes to this behaviour; Landside is designed to nudge passengers directly to the lounges at airside.

Improved Solution

The application is improved to a personal planning tool that is used at home. Passengers still receive updates about external factors that influence their journey (traffic, delayed flights, change of gate), but this will already be starting at home until departure of the flight.

Based on the individual situation in combination with all external factors the following steps in the journey can personalised: Orientation – travel to Schiphol – arrival – parking – checkin – security – passport control – lounges – shopping – gate – boarding – departure

The data is send to Schiphol, which can be used to optimize e.g. the occupation of the check in desk or security filter, resulting in an efficient flow for Schiphol. Afterwards the planned and actual journey are used to improve the way the solution works.