Paris Aéroport
Create a digital experience based on behaviours.
In 2018, Paris Aéroport initiated a new digital experience connecting all the airport services and commercial facilities.
Plan the work, work the plan
Context
Paris Aéroport operates the three Paris commercial airports. According to Wikipedia those aiports altogether are the first gate to Paris for more than 100 million travelers in 2018.
- Paris Orly (ORY): 33.120.685 passengers
- Paris Charles-de-Gaulle (CDG): 72.229.723 passengers
- Paris Le Bourget (LBG): 57.295 passengers
Vision
With the data collected (according to the users' behaviour, the information they share and where they are on the website) we imagined taylor-made journeys. The services of Paris Aéroport are naturally integrated into the existing routes in order to offer the right service at the right time.
Methodology
We use the Lean UX approach to design products that are thoughtful, useful, and fast to market. It helps us stay focused on real user needs, work collaboratively, and adapt quickly as we learn.
User research
We worked to set-up a service-oriented posture. The purpose was to invite the users to express their needs and accompany them in the discovery of the services.
We identified three major profiles for Paris Airport's customers.
- Frequent Flyers: The customers take the plane like we take a bus. They seek to optimize time and comfort.
- Occasional traveler: The user doesn't know the airport well. They need to be guided and reassured.
- Companion: Friends and families who come to pick-up or drop a traveler. They need live information.
If we had to sum up the business of an airport in one word, I would say it's a huge parking facility: aircrafts park on one side, car park on the other.
Parking reservation
Audit
The car park account for more than 50% of the revenue of parisaeroport.com.
Therfore there was a very high level of intention on this side of the business and how the new website was going to deal with it.
In order to create one template to all three airports, we had to analyze and rationalize the parking offers accross facilities.
UX Design
Once I was sure that I had understood Paris Airport's customers and its parking offers, I began to sketch and imagine interfaces through hi-fi wireframes.
This work was carried out under the sight of the agency's data team in order to frame the data collection and anticipate all the use-cases.
UI Design
In a second phase, I worked with an Art Director and a Copy Writer to express the brand and make the user experience thorough.
My role during this project
As more users engage with the website, the analysis of user paths and behavioral data allows Paris Aéroport to refine its service packaging and offer an exclusive, hyper-personalized all-in-one experience.
I was responsible for several key deliverables, including the creation of personas, benchmarking, audits, a deep understanding of the offer, as well as producing wireframes and user flows.
This project was particularly instructive due to its complexity and the diversity of the Paris Aéroport's offerings.
Thank you for reading!
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