Analyzing the customer experience (CX) of Dubai International Airport, exploring its current standing, future possibilities, and emerging trends.
Story worth talking about
Engaging in the Request for Proposal (RFP) process was exhilarating. Working with my exceptional team was an absolute pleasure. Challenges like creating a digital service map and contributing to the service blueprint fostered personal growth. User interviews provided invaluable insights despite the tight timeline.
I also contributed by conducting UX heuristics to evaluate online application and website direct services. This analysis uncovered usability issues that guided our recommendations.
Timeline
Started: 22 November 2023
Duration: 4 weeks
Panel Size
Ashish Sharma
CX & Heuristics
Niharika
Research and CX
Shweta
Trends and Use cases
Mahesh
Future of Airport
Research Approach
Exploring Guest Experience
Digital Services Map
User Interviews
Heuristics Analysis of Digital Services
[Approach 1: Evolution of Digital Services Map]
To start, I focused on understanding the airport layout, its services, and the digital applications aimed at enhancing user experience. Once all of the available services were identified, I concentrated on mapping only the digital services. This helped pinpoint potential gaps that could later be addressed once we identified key pain points.
[Approach 2: User Interviews]
"Conducted User interview to get better understanding on services offered by DXB"
These interviews revealed:
Many airport services require in-person interaction, emphasizing the need for a more comprehensive approach.The airport's layout, with its large structure, led to longer walks and unclear directions, making terminal changes challenging, especially for non-Emirates travelers.Enhancing the taxi booking service by making it accessible through the airport's website or app would improve user convenience.
[Approach 3: Heuristics Analysis of Digital Services]
The airport's website primarily focused on providing direct airport services but lacked integration with private service providers, resulting in an incomplete end-to-end user experience.Benchmarking against leading airports like Changi, Heathrow, and JFK revealed gaps in customer experience (CX) design.Heuristic analysis showed that while the website included promising features, it fell short in meeting key usability standards compared to competitors.Critical tasks for users were often overly complex, indicating missed opportunities to simplify workflows and enhance efficiency.
Key Takeaways
"Evolving Through Digital Service Mapping"
Creating a digital service map was a transformative experience. It taught me how to identify and represent both existing and potential digital services comprehensively. Watching the map evolve during execution reinforced the importance of adaptability in designing dynamic solutions.
"Innovating as a UX Researcher"
This project also enhanced my skills as a UX researcher, pushing me to innovate beyond familiar heuristic analysis by incorporating expressive techniques like emojis and actionable recommendations. Competitor analysis deepened my understanding of benchmarking website experiences effectively.