Wayfinding at Heathrow Terminal 3
Inclusive design strategy to enhance passenger experience
This research project formed the dissertation for my masters' degree. It was carried out for a duration of 3 months.
Having to navigate in an unfamiliar environment as complex as an airport can be a stressful activity. The underlying purpose of any airport experience and thereby passenger expectation is that they can easily get to and through the airport.
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In today’s world, only a company that delivers great customer experience will sustain the loyalty of the customers. As for airports, wayfinding is customer experience (Light On The Horizon, 2019). If people have a bad wayfinding experience, they are going to associate that experience with the brand.
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Although there is literature on Heathrow Airport, there is barely any that explains customer experience or wayfinding at the airport. Thus, this report investigates how strategic design-led innovation can enhance the wayfinding experience for passengers traveling through Heathrow Terminal 3. A range of primary and secondary sources were employed to understand existing studies as well as establish key insights. Secondary research comprising of literature review and case studies explored the factors that affect wayfinding and it’s importance to customer experience. Primary research comprises of an online survey, customer interviews, expert interviews and a workshop.
The challenge
Airports are still facing a challenge regarding wayfinding. The difference in language, culture, and place of origin of each user at the airport often leads to misinterpretation of the information provided to them. In today’s world. where seamless customer experiences can yield 400% conversion rates, the right wayfinding strategy can result in brand strength, consistency, create airport differentiation and most importantly enhance their journey experience to a great extent. This research is an attempt to understand the challenges passengers face with regard to understanding information, and navigating through an airport. Design thinking is an excellent tool to create human-centered, iterative, creative approaches to practical ideas and solutions. It is an approach to imagining experiences and giving them a desirable outcome.
How can design-led innovation enhance the wayfinding experience for passengers traveling through Heathrow Terminal 3?
The outcome
Designing a wayfinding system at an airport requires resources and time. To make this feasible, a design strategy has been developed. It takes into account all factors that play a crucial role in successful wayfinding design. These factors help to gain a holistic understanding of the situation.
The purpose of the report at this stage is to raise awareness of the factors that contribute to improving or enhancing a wayfinding system. They are practical approaches that Heathrow can consider during the initial stage of wayfinding design. It has specifically been designed for Heathrow Terminal 3. It is designed in a manner that it fits the goals, customer segments, and systems of Heathrow Terminal 3.
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To view the research report, click here.
