Project Overview
During the COVID-19 pandemic, American Airlines introduced a “Touchless Kiosk Check-In” system, enhancing safety by enabling contactless baggage check-in via a boarding pass scan. This initiative targeted customers using PrePaid Bags (PPB) during digital check-in, improving efficiency and restoring trust in air travel.
The Problem
The challenge was multifaceted: addressing health concerns related to the pandemic, reducing physical touchpoints at airports, and maintaining operational efficiency. American Airlines recognized the need to:
- Alleviate passengers’ fears of surface contamination during check-in.
- Streamline the check-in process for enhanced customer experience.
- Encourage pre-airport bag check-ins and increase the adoption of PPB.
- Maintain or improve ancillary revenue without compromising on safety measures.
Insights and Solution:
Our research and user interviews revealed that 53% of AAdvantage members prioritize minimizing contact with surfaces and individuals during travel. Leveraging design thinking principles, we focused on redesigning the kiosk’s attract screen to promote touchless check-in.
Value of the Project
FOR CustomerS
- Significantly reduced physical touchpoints, addressing health and safety concerns.
- Decreased wait times at kiosks, contributing to a smoother airport experience.
- Enhanced the convenience of pre-airport check-in, encouraging digital engagement.
For American Airlines
- Increased adoption of pre-airport check-in and pre-paid bags, boosting operational efficiency.
- Maintained ancillary revenue streams while improving customer satisfaction.
- Reinforced American Airlines’ commitment to passenger safety and innovation.
PROCESS AND DISCOVERY:
Research & User Insights: We began by conducting extensive research to understand traveler motivations and behaviors. Interviews and surveys revealed that 53% of AAdvantage members aimed to minimize contact with both people and surfaces.
Problem Framing: Based on our findings, we defined the challenge of creating a seamless touchless kiosk check-in process.
Ideation: A series of design thinking workshops led to a crucial hypothesis – updating the kiosk’s attract screen would be a game-changer. Passengers were unaware of the boarding pass scan feature, making it a priority to surface and educate users.
OUTCOMES AND RESULTS:
- Touchless check-in sessions achieved a 100% success rate, bolstering the overall customer satisfaction score to 84.5%.
- The share of bag check sessions involving pre-airport check bags increased from 30% to 47%, incentivizing passengers to use pre-airport channels.
- A 10% increase in sessions eligible for touchless check-in was observed.
- The number of boarding pass scans to retrieve bookings at the kiosk doubled from 5.1% to 11.4%.
The original Attract Screen and Retrieve Reservation screens weren’t clear enough to see that scanning a boarding pass was an option. The revised Attract Screen emphasizes boarding pass scanning for touchless check-in, while the Retrieve Reservation feature highlights the top three successful retrieval methods, reducing passenger task time.
Attract & Retrieve Reservation evolution
BEFORE & AFTERBefore the redesign, both the Attract Screen and Retrieve Reservation screens lacked clarity regarding the option to scan a boarding pass. In the revised version, the Attract Screen now prominently emphasizes boarding pass scanning for touchless check-in. Additionally, the Retrieve Reservation feature showcases the top three successful retrieval methods, effectively reducing task time for passengers.
Conclusion
American Airlines’ “Touchless Kiosk Check-In” system represents a landmark in airport check-in innovation, particularly in response to the unprecedented challenges posed by the COVID-19 pandemic. By prioritizing passenger safety, convenience, and operational efficiency, American Airlines navigated the immediate crisis and set a new standard for the future of air travel. The project’s success, as evidenced by improved check-in metrics and passenger feedback, underscores the power of user-centered design and strategic technological integration in enhancing the travel experience.