Service Design for DEN Airport
During one of our week long sprints, we were asked to create a member rewards program within an app experience to increase concession sales at DEN airport. The ask came with many hurdles, such as non-consistent POS systems across the vendors, a need to equally represent each vendor, and pair with the current content strategy of DEN.
It was a good, hard week with my group but we ended with a strong and compelling solution. Here is a look into our process and solution.
We then constructed a persona and journey map for for William who travels for various reasons to account for a wide-breadth of experiences that are happening at an airport everyday. William is a business-man who travels for work, but he is also a family-man who travels for vacation.
Next, we designed an app experience based on four key features– use DEN’s content strategy to fuel discovery, a way-finding tool that fosters the goals of the traveller, a compelling rewards system with multiple ways of redeeming points and curated experiences.
Below is a deeper look into our features and design of the app.
Overall, it was challenging and invigorating to come up with something as flushed out as this in 4 days. It required us to act and choose quickly. This is one thing that I have grown to appreciate about the pacing of sprints as I am easily overcome by second-guessing and sitting on a problem for too long.
In this project, my main take-aways are that a good idea often starts out as a not-so-great idea that just needs refinement, businesses care about business and design must be worth the investment, and that people can work quickly and effectively, as long as they choose to work hard.
