We received a proposal from The Digital Passenger Experience Project at Glasgow Airport to develop a mobile application that complements the introduction of multimedia totems and enhancements to the GLA website.
It was identified as an enabler for other things to meet the project objectives, which are as follows:
- Design the application for been synchronous with the website and totems.
- Include push notifications and costumer data gadering features in the app.
- Provide the user/Passenger a tool within access an easier route to airport information, increasing customer satisfaction.
- Finally, expand the project by developing apps for the rest of the group's airports, starting with Aberdeen Airport.
The app was designed to cover all device types on Apple and Android. It was important to create a platform that is user-friendly, practical for passengers and helpful in the context of their situation. Primarily, we were focused on flight information, but we didn't stop there, the app also helps with wayfinding, food and beverage, retail, and provides information about our range of products and services.
The vision for AGS digital is to create a world-class digital passenger experience, and the app complements this well. In early 2020, AGS deployed Bluetooth beacons throughout Glasgow and Aberdeen Airports. These beacons support the app in three ways:
- On-demand push notifications used to support wayfinding and other information, such as their special assistance service and COVID-19 updates.
- Deliver capacity-driven notifications to encourage users to take advantage of the wide range of retail units across the airport, with the information anonymously translated back to our operational teams to help analyze passenger trends.
- Support on-demand deals within the terminal, given that booking and purchase habits have changed in the advent of the current pandemic.
Flight data was, and still is, the number one reason that customers use AGS airport apps, but it's not the only reason. The process of developing and presenting wayfinding systems to users has always been challenging, particularly because it must be done in real-time, so finding a solutin - the app - to both problems has become a major achievement. Through the app, customers have access to not only flight information from the palm of their hands, but also a door to an enhanced and superior passenger experience. Meanwhile, AGS has found a powerful tool for airport management processes, a breath of fresh air for its branding, and a direct contact line with the passengers.
Throughout the design phase we experienced several challenges, specifically when it came to the number and sheer volume of devices that we had to engage with. The supplier we worked with created an app for pretty much every device on the market, covering both Android and Apple. This was no mean feat, as we ensure that the app always works correctly across all supported devices, which all run off one centralised codebase. This ensures that it is accessible, updateable and can be deployed quickly to all device types simultaneously.
Given that digital is core to the passenger experience of the 21st century, we will be investing further in our platforms to help improve our online customer service.
This aligns well with the app, as we plan to make the experience more contextual and more personalised, and we will also be introducing more commerce to the platform in 2021 and beyond.