SEA Milano: Airport Experience Redesign

SEA wanted passengers to spend more quality time across their journey to the gate. So they partnered with EPAM Continuum to redesign this experience.

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Challenge

SEA Group manages the Milan Malpensa and Milan Linate airports—both of which are ranked among the top ten airport systems in Europe for volume of passenger and cargo traffic. With such a high volume of travelers, SEA was looking to improve the airport experience. Specifically, they wanted to understand how to restructure the experience for passengers in Terminal 1 of the Malpensa Airport (MXP)—the second largest airport in Italy.

Looking to enable passengers to spend more quality time across their journey to the gate, SEA partnered with EPAM Continuum to redesign this experience. To address this challenge, we focused on key attributes of the traveler’s journey: fluid navigation throughout the airport, finding relevant information in an easy way, and the opportunity to provide travelers with additional services that are relevant and memorable.

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Research & Insights

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Solution

Our immersion within the Malpensa Airport not only allowed us to understand the passenger experience first-hand, but it also allowed us to quickly test mockups. Through the passenger experience lab, we tested a variety of improvements to airport touchpoints and new micro services. These included a mix of physical and digital prototypes, as well as human interactions.

The same solutions are now part of a strategic plan for the airport, which they are calling “Adaptive Integration.” This is a fluid airport which adapts to the different passengers’ ways of traveling, integrating services, spaces, and products to make people feel always feel discretely informed, reassured, pampered, relaxed, able to navigate easily the airport, and constantly informed about their flight.

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Results