Gatwick Airport

GATWICK AIRPORT

Implementation of a new brand identity and experience

'Best B2C Website’ in 2014 against 40 other major brands

The Brief

What can we do to make our passengers / customers feel like welcomed guests, rather than strangers simply passing through? Our attention - anyone flying in or out of Gatwick Airport, and anyone picking up or dropping off.

We considered the design task from their viewpoints, the confusion, anxiety and potential frustration they might encounter. What do people need to know, when? How do they behave? How do they interpret the physical space of an airport? What understanding do they have of key tasks of getting to the airport, checking in, navigating security and departures, their desires for shopping, eating and relaxing?

Strategy / Digital

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What We Did

Our aim was to make life at the airport easier and the total flying experience more enjoyable and less intimidating. We drew up personas and detailed customer journeys to be able to design the site around the users wants and needs. We organised informational and e-commerce elements to work together, so that the site supported Gatwick customers with accessible and easy to navigate information, while maximising commercial opportunities for the client. We gave prominence to key e-commerce offerings like car parking and flight booking, making them more discoverable and easier to use.

THE PERSONAL TOUCH

Knowing your flight number will reveal not just where you are going, but when you will be leaving, which language you may need a phrase book for, whether your destination is hot or cold and therefore if you might need last minute sun screen or scarves, mosquito nets or tour guides. With this data we can tell you about the weather and news at your destination, offers on the best currency deals and travel advice to stay safe. When using a mobile at the airport you can even know in real time how much time you have left to shop or enjoy your meal before safely making it to your gate of departure, by using the 'Pin my Flight' function.

MOBILE FRIENDLY

We also made sure the new site was responsive; so the customer experience was absolutely seamless from their initial engagement, right the way through their Gatwick journey.

The Results

19%

Increase in dwell time

After one month the time a customer spends on a page increased by 19%

16%

Increase in page views

The Gatwick site had 16% more views within the first month after launch

18%

Increase in unique visitors

We increase the number of distinct individuals requesting pages from the website by 18% in the first month

22%

Increase in total reach of social media

22% of visitors loaded media about Gatwick while browsing social media

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This is a great example of a slick and friendly responsive website. Do check it out, wherever in the world you are."

BEN DAVIS

DEPUTY EDITOR AT ECONSULTANCY

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Email:paul@merchant.agency

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