Analyze existing passenger experience at all touchpoints to identify opportunities to better shape the departure experience.
Client Cambodia Airports, VINCI Group
Company/Agency: Melon Rouge Agency\
Team: Kesey, Céline Le Grand, Alexandre Burgeat, Antonin Burgeat
My role: Design & Strategy Lead
Expertises:
FIELD RESEARCH
DESIGN THINKING
USER JOURNEY MAP
STRATEGY
EXPERIENCE DESIGN
SPACE DESIGN
Context
Passenger traffic at the Kingdom's three international airports continued to grow in 2017, with the number of passengers exceeding 10 million for the first time in the full year. To support the growth in passenger numbers, VINCI Airports launched an ambitious investment program and contributed to the modernization and extension of the runway at Phnom Penh Airport.
In response to this challenge, we supported the Cambodia Airports team in the development of creative guidelines to improve the passenger experience at Phnom Penh airport through the use of design thinking methodology. We looked at each touchpoint of the journey from a variety of angles: space planning, physical and digital interactions, signage, identity, and brand signatures, based on field research and user journey mapping.
In 2019, Phnom Penh Airport has reached more than 10 million passengers.
A need to enhance the overall experience for all passengers taking into account the current saturated flow of passengers.
Quantitative Data Gathering
Immersion is driven by a holistic design approach through analysis of: passenger flow and interactions, mindset and emotional impact, and functional issues.
ANALYSE THE USER JOURNEY AND FRUSTRATION POINTS SPECIFIC TO THE AIRPORT AND ITS PASSENGER TYPES
Through insight and observation, we have a better understanding of how passengers engage and interact with the space, services, information and all touch points at different stages of their journey. By mapping the journey, we can identify and address the pain points that cause frustration, dissatisfaction or satisfaction.
Accommodate passengers' needs by relocating specific touchpoints and proposing new branded services
We used a multidisciplinary design ideation process to explore new services, configurations and solutions across disciplines: space, service, digital, product, signage...
Expansion of the check-in area to accommodate traffic growth while enhancing the brand image
A design concept at the meeting point of Khmer culture and Cambodia Airports' brand identity. A space design concept in line with the new visual identity of the Cambodia Airports brand. A contemporary design that embraces the Cambodian culture with a contemporary impact, drawing inspiration from Kbach Khmer motifs.
