Situation
A large international airport faced a challenge with declining passenger satisfaction regarding their Wi-Fi service. As digitalisation continues to reshape travellers’ need for online access, a good and reliable connection - such as Wi-Fi - has become a fundamental expectation. However, passengers have different Wi-Fi needs and varying levels of technological proficiency, and even the smallest points of friction in the simple user experience of logging on to Wi-Fi can create a negative impression of the service.
Complication
The airport had seen declining satisfaction with its Wi-Fi service specifically among arriving passengers. This may indicate that passengers are experiencing difficulties accessing online travel documents, such as eVisas, which leads to frustration and damages the airport’s reputation. The main challenge was a lack of up-to-date and relevant insights into what today’s airport passengers actually need from a Wi-Fi connection - and what issues they encounter. The airport needed to map out the specific locations and aspects of the user experience where the service did not live up to expectations in order to ensure easy access and a reliable connection in the future.
Recommendation
Through stop interviews, user tests, and expert surveys, Epinion found that certain aspects of the service were insufficient, that specific factors challenged travellers’ technological skills, and that many passengers had preferences that were not being met by the current service. With these insights, Epinion provided a range of recommendations focused on reducing friction in the user experience and making the service more digitally inclusive. The study also highlighted the importance of having a nuanced approach to passenger services and staying updated with current trends in a global airport environment, where passenger needs and technological proficiency vary widely.
