Speedwell recently launched the Brisbane Airport iPhone application to enhance the customer experience and improve efficiencies. I was in the international terminal a week after launch and had someone approach me to ask where a certain store. It was awesome to be able to pull out the application and help him out (and of course ensure he downloaded the app).
Please feel free to download the app and let us know what you think! Here’s a few things we think are cool about the project and the application…
In coming up with the functionality, we engaged with the different stakeholder groups in the airport and performed market research into what customers had available. We looked at around 120 applications in the App store to create a taxonomy of four types of applications dedicated to: Airports, Airlines, Services, and Features.
For each type, we asked questions about feature sets, user registration requirements, revenue models, and device-specific features. For each feature, we assessed what aligned with Brisbane Airport’s vision and strategy, and what was possible within the known constraints. Finally, we assessed what was innovative and what could be leveraged for the current or future release.
These considerations were then incorporated into an integrated design phase, connecting business outcomes with customer experience and brand positioning.
A big consideration in the design was the implementation of a slide out menu, often referred to as a “Facebook menu”. Technology moves rapidly and it can take an application with a user base such as Facebook to educate the masses. Even still, there was a lot of discussion around whether customers were ready for a menu different to the traditional tabbed approach. We prototyped the menu in one of the first sprints so everyone could have a play to ensure it was intuitive enough.
Different languages are available in the application using the Apple prescribed way of loading translated language specific strings from a locally bundled files. This means zero code changes when new languages are added. To apply the language settings, the app figures out the customer’s phone language settings to display the right language for the customer. The settings are used to change the language in the application itself, as well as to pull language-specific content from Brisbane Airport’s Content Management System.
The application needed to integrate with Brisbane Airport’s flight information and existing content management system (CMS). We worked closely with the BAC IT team to serve that content for the iPhone through APIs designed for the project. The result is a platform to educate and inform customers with relevant and real-time information.
We wanted to create a platform that took a holistic approach to the travel experience, rather than discrete functions of my airport visit. Customers can remember their flights to and from their destination by adding them to My Trip. They can also capture their parking space against their trip to remember where they parked. Finally, we wanted to allow the customer to send their flight details via email, SMS, Facebook or Twitter to communicate arrival and departure times with friends and family.
Brisbane Airport Corporation has declared their plans to be a “world-best digital airport“. Speedwell is excited to partner with such an innovative and exciting brand to realise real outcomes to improve passenger experience and efficiencies at the airport.