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SEA Milano: Airport Experience Redesign

PROJECT

CLIENT

SEA Milano

SERVICE

  • CX+

INDUSTRY

  • Travel & Hospitality

SEA wanted passengers to spend more quality time across their journey to the gate. So they partnered with EPAM Continuum to redesign this experience.

Challenge

SEA Group manages the Milan Malpensa and Milan Linate airports—both of which are ranked among the top ten airport systems in Europe for volume of passenger and cargo traffic. With such a high volume of travelers, SEA was looking to improve the airport experience. Specifically, they wanted to understand how to restructure the experience for passengers in Terminal 1 of the Malpensa Airport (MXP)—the second largest airport in Italy.

Looking to enable passengers to spend more quality time across their journey to the gate, SEA partnered with EPAM Continuum to redesign this experience. To address this challenge, we focused on key attributes of the traveler’s journey: fluid navigation throughout the airport, finding relevant information in an easy way, and the opportunity to provide travelers with additional services that are relevant and memorable.

      RESEARCH & INSIGHTS

      Passenger Experience Lab

      Following working sessions with key SEA stakeholders, EPAM Continuum opened a “passenger experience lab” inside Terminal 1 of the Malpensa Airport. This allowed our team to have a direct channel of communication with passengers where we were able listen to their personal travel stories, understand main friction points in their experience, and test future airport concepts and improvements. Our team was immersed in the airport for two weeks observing and interviewing passengers, tracking their behaviors, and recording both their unmet needs and delight moments.

      RESEARCH & INSIGHTS

      A Personal Journey

      We observed how every passenger’s travel experience is different according to many different factors. In order to respond to these constantly changing needs, the information and services provided by the airport should be as personalized, contextual, and responsive as possible.

      RESEARCH & INSIGHTS

      An Airport That Feels Like Home

      Travelers want an airport that is secure and safe, but also permeable and flexible. They want an airport that enables their journey and feels like home, with spaces in which they feel comfortable spending time accompanied by trusted frontline staff.

      RESEARCH & INSIGHTS

      Family-Run

      In addition to meeting with passengers, we also talked with airport employees and stakeholders. We observed how the Malpensa Airport is like a big factory, powered by cutting-edge technology, but run by a relatively small community of people behaving like a family, deeply linked with the surrounding context.

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      Solution

      Our immersion within the Malpensa Airport not only allowed us to understand the passenger experience first-hand, but it also allowed us to quickly test mockups. Through the passenger experience lab, we tested a variety of improvements to airport touchpoints and new micro services. These included a mix of physical and digital prototypes, as well as human interactions.

      The same solutions are now part of a strategic plan for the airport, which they are calling “Adaptive Integration.” This is a fluid airport which adapts to the different passengers’ ways of traveling, integrating services, spaces, and products to make people feel always feel discretely informed, reassured, pampered, relaxed, able to navigate easily the airport, and constantly informed about their flight.

      Results

      We’ve distilled with SEA a roadmap of activities for prioritizing and implementing selected solutions in the near future.

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