Situation
Airports are complex environments where clear information is essential to help passengers find their way quickly and confidently. A major European airport wanted to explore how its signage could be improved by replacing static signs with new digital LED versions at key decision points throughout the passenger journey. The aim was to establish a solid basis for decision-making on whether digital signage could improve wayfinding, readability, and the passenger experience before potentially upscaling the solution.
Complication
This particular airport was considering a significant investment in new digital signage and therefore needed evidence of whether the new solutions would actually improve passenger orientation and experience. At the same time, the challenge was that airport passengers often move quickly and make decisions under time pressure, which places high demands on the signage’s salience, readability, and interpretability. It was crucial to understand how the new signage performed in practice, how staff aids passengers’ wayfinding, and how the solutions could be adjusted before potentially being scaled across more areas of the airport.
Recommendation
Epinion conducted a study combining quantitative surveys with qualitative observations, intercept interviews with travellers, and dialogue with members of staff before and after the implementation of the new signs. Based on the PCA model (Perception-Cognition-Action), Epinion mapped how the digital signage influenced wayfinding in practice and where further adjustments were still needed. The study showed a clear passenger preference for LED signage, while the digital solution also improved both visibility and readability in the tested areas – but also highlighted staff’s important and proactive role in passengers’ wayfinding. On this basis, Epinion was able to provide recommendations on both the rollout of the solution, the adjustments needed to ensure the desired effect, and how the content of the signage, other physical elements, and the airport’s staff could be actively integrated into the overall solution.
