When working at Koos, an Amsterdam design agency, I collaborated closely with the lead designer to redesign Dubai International Airport’s digital experience, a global hub serving millions.
Context & Challenges
Dubai International Airport needed an intuitive, multilingual, mobile-first platform. The existing site’s cluttered navigation, inconsistent design, and lack of premium vibe frustrated users during check-in, flight tracking, and wayfinding. The mobile version struggled with UX issues like poor responsiveness, prompting our mobile-first approach.
Client Alignment
We held workshops with stakeholders to align on project goals, understand technical constraints, and define the vision for a premium digital experience.
Experiencing the User Journey
We navigated the airport like passengers, testing check-in procedures, wayfinding signage, and the mobile app. This firsthand experience uncovered pain points, such as unclear navigation for first-time visitors and language barriers for non-English speakers.
Industry Insights
On behalf of the client, we attended the Aircraft Interiors Expo in Dubai, a leading aviation conference. Engaging with trends and innovations in passenger experience design sparked creative solutions.
Research & Data Findings
Data Insights
Lots of Google Analytics data was explored to formulate, test and confirm our hypotheses.
Competitor Analysis
Analysed competitor airports’ digital experiences (e.g., Singapore Changi, London Heathrow) to benchmark best practices in wayfinding and mobile UX.
Audience Insights
Partnered with the client team on their audience segmentation research, covering diverse passengers (e.g., frequent flyers, first-time visitors, non-English speakers), enriched with our on-site observations.
As a result...
We developed a customer journey map...
outlining the passenger experience from pre-arrival to departure, highlighting friction points like complex check-in flows.
Wireframing & Prototyping
To test our initial ideas and findings, we built interactive prototypes in Figma to evaluate navigation and accessibility features, boost engagement with an improved shops and restaurants directory, and simplify main user flows, personalising the experience for different audience segments.
UI Design
We developed 3 UI concepts and after confirming one with the client - we crafted a mobile-first UI with a clean, modern aesthetic, reflecting Dubai Airport’s premium brand. Used a neutral palette with gold accents to evoke luxury, inspired by the airport’s opulent interiors.
Results
Crafted a mobile-first UI with a clean, modern aesthetic, reflecting Dubai Airport’s premium brand.
83% Views Per Session
Indicates better user engagement and navigation on the new site.
36% Bounce Rate
Suggests users find the content more relevant or engaging.
33% Engagement Time
Reflects a positive shift in user interaction, likely from an improved experience.
49% Shops Visits
Highlights a notable improvement in user interest or usability in the shopping section.
70% to 77% Mobile Usage
Confirms a growing preference for mobile access.
66% Google Search
Showcases enhanced visibility and organic engagement.