Client
Dubai International Airports (DXB)
Challenge
Creating a seamless and accessible website experience
Impact
Improved navigation, information architecture, and a flexible design, leading to an +83% views per session and -36% bounce rate
A mobile-first premium experience for travellers
The redesigned website is a cohesive, user-friendly, improved digital experience that seamlessly aligns with Dubai Airport‘s brand values and channels. It provides a premium experience for travellers, airlines, and other stakeholders, while significantly enhancing user support and the airport’s online presence.
As our research revealed that the majority of users access the platform via mobile, the solution is built with a mobile-first approach – ensuring a consistent and accessible experience across all devices.
Together we:
👩💻 Improved the user experience
By creating a clear information architecture and improving navigation, we deliver a more user-friendly look and feel for the passenger website. An example is the flight information section, which is drastically simplified and optimised.
🛠️ Created a flexible design system
Through a flexible design system, the redesigned website is adaptable for ongoing innovation, enabling efficient updates and a consistent user experience that lasts.
📊 Increased website performance
This strategic collaboration directly impacted key business metrics, including a 33% increase in engagement time, an 83% rise in views per session, and a 36% reduction in bounce rate.
Koos drives change in a customer-centric way. The quality of the research and designs is outstanding!
Redesigning a seamless and accessible digital product
Dubai International Airport’s website is a vital online hub that serves a diverse global audience of over 80 million passengers annually. To enhance their online experience and provide optimal user support, the airport required its website to perform at its highest level.
Users experienced frustration and low engagement due to difficulties navigating the website, slow loading times and inconsistencies in visual design across different devices. We saw the opportunity to transform a scattered digital experience into a unified and streamlined one.
From user-centered strategy to improved digital experience
Our collaboration with DXB was built on a pragmatic and user-centric approach, bridging strategy with execution to deliver a tangible impact. The goal was to de-risk innovation by researching, building and testing in five weeks. Through an agile and phased process, with clear milestones and responsibilities, we improved the website’s navigation, information architecture, and design.
- Scoping: aligning on expectations with key stakeholders.
- Research and Analysis: analysing existing brand guidelines and reviewing analytics reports to understand current user flows and pain points.
- Usability improvement and Design Enhancements: sprints to create wireframes and build high-fidelity screens for both desktop and mobile. This part of the process specifically addressed accessibility fixes and mobile optimisation.
- Deliver Minimum Viable Product (MVP): we created a clear and efficient path from strategy to a tangible, measurable impact on website engagement.
Setting the stage for future innovation
This collaboration has laid the groundwork for ongoing digital transformation at DXB. The future vision includes:
- Developing the new website designs.
- Aligning the new designs with the Al Majlis booking system.
- Coordinating with the contact center to support a cohesive passenger journey.
