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Affordable Airline Passenger Experience Optimisation With UX Research



Kids holding hands in airport looking out the window to airplanes

Keeping Travellers Informed and Empowered throughout their Journey


How many of us stress about air travel? We've had some nice experiences but overall the scale leans towards all kinds of issues.


From booking flights to navigating bustling airports and finally settling into your seat, the air travel experience can be fraught with stress and confusion.


In a competitive industry where passenger satisfaction is paramount, airlines and airports are increasingly turning to airline passenger experience optimisation through UX research to streamline journeys and keep travellers informed every step of the way.


Understanding the Pain Points


A woman looking at her mobile phone to see the air quality at the airport

Passengers often encounter pain points like:


  • Frustrating mobile apps

 Confusing interfaces, lengthy booking processes, and lack of real-time information on delays and updates.


  • Complex airport navigation

Poor signage, unclear layouts, and difficulty finding gates and amenities.


  • Infrequent and impersonal communication

Delays announced at the last minute, lack of proactive updates, and limited options for customisation.


  • Accessibility issues

Difficulty navigating airports and using services for passengers with disabilities.


How UX Research Takes Flight


Closeup of person with disability in wheelchair looking out the airport window

By employing user interviews, surveys, and usability testing, UX research sheds light on these pain points and uncovers passenger needs. This deep understanding empowers airlines and airports to:


Optimise information flow

Design clear, concise, and timely communication channels that keep passengers informed and empowered throughout their journey, from mobile app notifications to digital displays and proactive announcements.


Improve airport navigation

Leverage user research insights to develop user-friendly wayfinding signage, intuitive digital maps, and mobile app features that guide passengers effortlessly through the airport environment.


Personalise the experience

Design flexible booking options, in-flight entertainment selections, and personalized communication based on individual traveler preferences, fostering a sense of control and comfort.


Ensure accessibility

Integrate inclusive design principles to ensure airports and airplanes are accessible and user-friendly for passengers with diverse abilities.


Benefits of Soaring High with UX Research


Investing in airline passenger experience optimisation through UX research delivers tangible benefits for both airlines and passengers.


UX Research can help you increase passenger satisfaction and loyalty. Happy passengers become repeat customers, boosting brand reputation and driving growth.


You can reduce operational costs by working with a procurement partner to:

  • Hire a UX researcher to join your team

  • Outsource an entire team of UXRs

  • Work with a consulting UXR firm

  • Figure out what would be the best option for your company

Streamlined processes and efficient information flow minimise passenger inquiries and support needs, lowering operational expenses.


You'll gain enhanced operational efficiency when you take advantage of the feedback your users are giving you. Data-driven insights from UX research inform future development and innovation, ensuring services remain relevant and competitive.


You'll empower and inform your passengers so they'll reach for your services the next time they need to take a trip. Timely and clear communication reduces stress and builds trust, leading to smoother journeys and happier travellers.


Real-World Examples of User Experience Research in Action


Closeup of an inflight passenger screen and airplane window

Airlines and airports worldwide are reaping the rewards of UX research:


  • Emirates: Their revamped mobile app, informed by user testing, saw a 20% increase in self-service check-in and a 15% drop in call center inquiries.

  • JetBlue: By simplifying the booking process through UX research, they achieved a higher conversion rate and reduced abandoned bookings.

  • Heathrow Airport (London): User-friendly way-finding signage and real-time information displays, based on UX research, resulted in a 30% decrease in passenger confusion and 10% improvement in on-time departures.

  • Singapore Changi Airport: Interactive kiosks and gamified way-finding, informed by UX research, enhanced passenger engagement and reduced stress.

  • KLM Royal Dutch Airlines: Redesigned in-flight entertainment based on user preferences led to increased engagement and higher satisfaction with inflight services.

Investing in the Future of Flight


In a competitive and ever-evolving industry, prioritising airline passenger experience optimisation through UX research is no longer a luxury, but a necessity. By understanding passenger needs and delivering seamless, informed journeys, airlines and airports can ensure smooth skies for everyone, taking both passenger experience and their business to new heights.


Ready to Take Off with Smoother Air Travel?


A family with two little girls checking in for their flight and everyone is smiling

Cross Project Resources is your trusted partner in airline passenger experience optimisation. We utilise cutting-edge UX research methodologies and a deep understanding of the air travel industry to help you:


  • Identify passenger pain points and unmet needs.

  • Design and test user-friendly mobile apps, airport signage, and other touch-points.

  • Develop personalised and informative passenger communication strategies.

  • Create accessible and inclusive experiences for all travellers.

It's easy to get in touch for a free consultation and learn how we can help you streamline your air travel experience and soar to new heights of passenger satisfaction and business success.


With our expertise and your commitment to passenger-centricity, together we can create a future where every journey is smooth, enjoyable, and stress-free.

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