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Résumé

Gamifying airport wait time

Gamifying airport wait time

CASE STUDY | UX strategy, Prototyping, AR interface

Overview

Overview

The airport experience matters as it is an extension of the travel experience, but it is often remembered negatively. To address this, I focused on one of the most important yet stressful parts of the journey: the wait time at the gate. I recontextualized the wait time experience into an adventure that allows users to explore the airport through a location-based AR game.

The airport experience matters as it is an extension of the travel experience, but it is often remembered negatively. To address this, I focused on one of the most important yet stressful parts of the journey: the wait time at the gate. I recontextualized the wait time experience into an adventure that allows users to explore the airport through a location-based AR game.

Overview

Time
4 weeks

MY ROLE
End-to-end research and design

Tool
Figma, After effect, Cinema4D

Advisor
Dominic Poon

Define

Define

Finding problem space in the airport journey

Method:
Three qualitative user interviews
Secondary research to discover quantitive information

Finding problem space in the airport journey

Method:
Three qualitative user interviews
Secondary research to discover quantitive information

Findings

Findings

Wait time in the gate area affects the overall satisfaction of the airport experience. 􀁌

Define- Findings

Define- Findings

Passengers find the wait time unpleasant, draining, and purposeless experience. 􀁌

Findings

Findings

􀄫
Travelers often associate waiting for the flights at the airports with feelings such as boredom and nervousness. But it has a potential to be a meaningful touchpoint for both passengers and business.

􀄫
Travelers often associate waiting for the flights at the airports with feelings such as boredom and nervousness. But it has a potential to be a meaningful touchpoint for both passengers and business.

Defined problem statement

Defined problem statement

How might we shift the airport wait time from an enduring to an entertaining experience?

How might we shift the airport wait time from an enduring to an entertaining experience?

Discover

Discover

Discovering needs and pain points

Discovering needs and pain points

User interview

User interview

With the defined problem statement, I conducted a user interview once again to validate my findings and find the answers to open questions.

Subject
7 users who use airport 6+ times/per year

Interview goals:
1. To discover behavioral patterns of travelers’ time management before boarding
2. To understand the emotional needs of travelers and their motivation to explore the airport
3. To understand their behavior and pain points during the wait time

With the defined problem statement, I conducted a user interview once again to validate my findings and find the answers to open questions.

Subject
7 users who use airport 6+ times/per year

Interview goals:
1. To discover behavioral patterns of travelers’ time management before boarding
2. To understand the emotional needs of travelers and their motivation to explore the airport
3. To understand their behavior and pain points during the wait time

Key insights

Key insights

1._Each traveler has a unique Safe Near-Gate Time*, and exceeding this time directly triggers unpleasant feelings.
* Varies from 20 min - 2 hr

1._Each traveler has a unique Safe Near-Gate Time*, and exceeding this time directly triggers unpleasant feelings.
* Varies from 20 min - 2 hr

Define- Findings

Key insights

2._They seek time-killing activities besides being on their phone.

2._They seek time-killing activities besides being on their phone.

Define- Findings

Key insights

3._While travelers want to benefit from airport amenities, they fear leaving the gate unless they are familiar with the airport geography.

3._While travelers want to benefit from airport amenities, they fear leaving the gate unless they are familiar with the airport geography.

Define- Findings

Solution

Solution

Turn the airport gate area into an adventure space with engaging tasks.

Turn the airport gate area into an adventure space with engaging tasks.

Offer an entertaining way to explore the airport with AR/geofence quests.

Ensure travelers’ ability to return to their gate at any time.

Create community among passengers through a user-generated groups.

Entertaining AR/geofence quests allow travelers to explore the airport

Ensure travelers’ ability to return to their gate at any time.


Create a sense of community among passengers with a user-generated group

Design
Main features

Design
Main features

Discover hidden quests

Discover quests using two modes: an interactive 3D map and an AR lens, which transforms the ordinary airport into an adventurous setting.
Each type of quest is represented by a distinct icon and color.

Solve quests,
explore the airport

Quests invite users to solve location-based tasks using AR and geofence technology.

Quest options vary including single-player challenges, group competitions, and play times ranging from 5 minutes to 30 minutes.

Quest case 1: Sponsored quest

Explore the airport by solving location-based tasks and have the potential to win prizes. Businesses can generate a memorable and effective marketing campaign with high engagement.


Quest case 2: Group quest

Form groups for collaborative quest solving or competitive gameplay.

Safe near gate time,
always ensured

Check the remaining boarding time, distance from the gate, and receive directions back to the gate at any time, at every stage .

User Interface

User Interface

Set the tone of adventure scene
I explored multiple visual styles and implemented experimental UI elements such as asymmetrical shapes, bold fonts, and 3D icons to make ordinary space feel like a game space.

Set the tone of adventure scene
I explored multiple visual styles and implemented experimental UI elements such as asymmetrical shapes, bold fonts, and 3D icons to make ordinary space feel like a game space.

Ai-generated mood board

I utilized Dall-E to create a mood board as a guide for crafting the 3D map, showing the desired theme.

AR / location-base game study

I researched AR and location-based games to gain insight into their game logic and UI.

Reflection

Scope down for a feasible challenge

The brief for this project was to design a way finding system for a complex indoor space, and I thought about airport immediately. As the airport journey was complex and vast, I scoped down to one part of the journey through research which led the project in an unexpected yet positive direction.

Bellini -Web and mobile e-commerce experience􀄫

Bellini 􀄫

Bellini 􀄫

ⓒ 2024 Junhyung Cho

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