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Introduction
Raleigh-Durham International Airport (RDU) stands as a pivotal hub connecting millions of travelers, fostering economic growth, and embodying excellence in customer service. In 2022, RDU served nearly 12 million passengers, contributing over $17 billion annually to the regional economy. Recognizing the significance of providing an efficient and user-friendly digital platform, the airport embarked on a transformative project to streamline the booking and checkout processes, enhance parking services, and modernize authentication methods.
About Project
RDU's initial digital platform faced challenges in accommodating the diverse preferences and needs of its user base. The booking process was complex, leading to abandoned bookings. Additionally, the airport aimed to improve parking services to meet the rising demands of travelers.
27%
Increase In
User Retention from last year
8k
Daily
Users
84%
Conversion
Rate
What Outcomes Are We Trying to Drive
Streamlined Booking Process:
Pros: Enhanced Parking services.
Iterations made: Consolidated featured products and normal products for clarity. Improved display of sold-out products.
Revamped Checkout Process:
Pros: Faster checkout process.
Iterations made: Replaced traditional checkout with a cleaner, faster process. Added options for booking for oneself or for someone else to enhance flexibility.
Enhanced Security with OTP Login:
Pros: Modern and efficient login method.
Iterations made: Since OTP login was unfamiliar to some users, a help section was incorporated to explain the benefits of OTP for better security.
What Outcomes Are We Trying to Drive
Positive Outcomes:
Increased Booking Conversions: The seamless booking process and streamlined checkout significantly increased booking conversions.
Enhanced User Satisfaction: The user-focused approach resulted in improved overall user satisfaction.
Modernized Security Measures: Introduction of OTP login provided a more secure authentication method.
Accessibility: Ensuring accessibility standards were met throughout the redesign process to accommodate users with diverse needs.
Mobile Compatibility: Optimizing the digital platform for seamless user experience across various mobile devices.
What Did We Do?
Pages Designed/ User Journey: Mapping user journeys and redesigning pivotal pages for enhanced usability.
Process of Design: Iterative design process focusing on simplification and clarity.
User Experience Enhancement: Incorporating user feedback to refine the overall experience.
User Testing and Iterations: Rigorous testing and iterative improvements to fine-tune the platform.
Conclusion:
RDU's digital redesign exemplifies the transformative power of UX design in enhancing the passenger experience and solidifying the airport's position as a customer-centric hub. This case study serves as a testament to the importance of proactive communication and readiness in managing peak travel periods, showcasing RDU's commitment to ensuring smooth and stress-free journeys for every traveler.
