American Airlines

Project: Airport check-in kiosk redesign
Role: Creative Director
Client: American Airlines, 2011


Context + Approach
While at SapientNitro, American Airlines engaged us to redesign their check-in experience which rolled out to over 1200 airports worldwide. It was an interesting time, as American knew that they would soon be rebranding, but did not know where that would lead. Therefore, we worked with their existing brand assets and focused on streamlining and simplifying the user experience.

As with most projects, we worked within certain limitations. The dated kiosk hardware, running flash, would remain. We were challenged to balance user needs with merchandising opportunities to meet business requirements. Placement, noise and lighting conditions varied from airport to airport.

Guiding Principles

Put the Customer at the Center of the Experience
Help customers accomplish their goal of checking in as easily and efficiently as possible.

Include Minimal Interruptions Not Directly Related to Check-In
Give customers the feeling they are making progress in a streamlined fashion during a time of high stress. Organize and pace information in an intuitive, contextual and digestible manner.

Present Relevant Merchandising Opportunities Which Benefit the Customer
Be sensitive to business goals of increasing revenue while balancing customer needs.

Create a Scalable Product
Design with the intention to appropriately integrate current products and with the ability to add future products into the check-in experience.

Streamlining the Process

Original Flow
In the original flow, a passenger traveling alone on a domestic flight had to complete nine screens in order to print a boarding pass.

A New, Streamlined Flow
We proposed a flow that cut the number of steps needed for check-in into three. Optional screens fork off from the main flow if the user chooses.

Gallery Style “Attract” Screens
A series of images rotate amongst the bank of kiosks. Once a user taps on the screen, the background image stays in place. Information cards float in front and move from right to left as each check-in step is completed.

Domestic Check-In Flow
We pushed to make each step intuitive and efficient. Using iconography meant less to read. Once arriving at the overall look & feel, we put it through the paces by designing the possible “worst case” complex interactions.