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Transforming VVIP Luxury Lounge Experiences with User-Centered Design at a Leading Global Airport

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  • B2C: Responsive app for VIPs and high net worth individuals to book and manage bookings.
  • B2C: Tab based guest management system to provide engaging and digital experience to guests.
  • B2B: Apps for back office and lounge management teams to streamline operations, boost productivity and increase revenue.

Transforming VVIP Luxury Lounge Experiences with User-Centered Design at a Leading Global Airport

Step 1: Discovery workshops with stakeholders

We began with exploratory discussions involving C-level executives who served as key sponsors and stakeholders for the project. These executives represented diverse functions, including marketing, facilities, finance, and technology, providing a well-rounded perspective on the organization’s strategic objectives and operational priorities.

To ensure alignment and clarity, we facilitated a collaborative workshop, which became a critical platform for in-depth discussions. This workshop allowed us to engage directly with the executives and gain a comprehensive understanding of the project’s broader business vision. We explored critical trade-off factors, identifying the areas where strategic compromises might be necessary to achieve the desired outcomes.

Additionally, the session shed light on specific problem areas that needed attention and resolution through walkthrough sessions of existing products. This insight helped us uncover the challenges faced across departments and how they impacted overall business operations. By analyzing the market landscape, we were able to contextualize these challenges within industry trends and competitive pressures.

Most importantly, the workshop enabled us to focus on end users and laid a solid foundation for the project, ensuring that all subsequent strategies and solutions were both relevant and impactful, driving success for the organization.

Transforming VVIP Luxury Lounge Experiences with User-Centered Design at a Leading Global Airport

Image above shows the initial workshops we conducted with stakeholders

Step 2: User research at lounge, user interviews and contextual research

Our user research started with a visit to the VIP lounge, where we observed and documented the journey of a VIP guest using an ethnographic approach. This method allowed us to immerse ourselves in the guest experience, capturing every interaction and touchpoint they encountered during their stay. The findings were meticulously mapped into a detailed journey map, providing a comprehensive visualization of the guest’s experience from start to finish.

Beyond the lounge, we conducted extensive interviews and contextual research with users across three distinct platforms: the web app for booking lounges, the tablet app for guest management, and the app for back-office staff. These interviews provided valuable insights into the unique needs and workflows of each user group. For example: We interviewed travel agents makes bookings for the VIPs and high net worth individuals. It enabled us to understand their pain-points in existing system and aspirations for new application.

Through these conversations, we gained a deep understanding of the users’ tasks and daily routines, uncovering key pain points and challenges they face. We also explored their aspirations and expectations, which gave us a clearer perspective on areas for improvement and innovation.

This multi-faceted research approach ensured that our findings were not only thorough but also actionable, equipping us with the insights needed to design solutions that truly addressed the diverse needs of all stakeholders involved.

Transforming VVIP Luxury Lounge Experiences with User-Centered Design at a Leading Global Airport

Image above shows the user research at lounge and interviews with users.

Step 3: Persona, journey maps, ideation and features prioritisation to create a roadmap

Insights gathered from the research were transformed into detailed personas and journey maps, each designed to encapsulate the behaviors, needs, and goals of key user groups. For the web app used to book lounges and the guest management platform, personas and journey maps were created for high-net-worth individuals, VIPs, and traveler agents. Similarly, for the back-office staff app, personas and journey maps were crafted to reflect the roles and workflows of employees managing VIP facilities.

These personas and journey maps served as foundational tools to identify gaps in the current experience and uncover opportunity areas. They provided clarity on user pain points and priorities, enabling the team to brainstorm innovative ideas, recommendations, and features aimed at redefining the digital experience.

By leveraging these artifacts, all stakeholders and team members were aligned on the project’s direction, fostering a shared understanding of user needs and goals. In collaboration with stakeholders, these artifacts were further utilized to evaluate and prioritize features. This process helped define a clear scope and roadmap for the project, ensuring that the solutions delivered were both user-centric and strategically aligned with the business objectives.

Transforming VVIP Luxury Lounge Experiences with User-Centered Design at a Leading Global Airport

Image above captures the persona and journey maps for high-net-worth individuals and travel agents.

Step 4: Low-fidelity prototypes to analyse information architecture, user flows, and tasks

Following the defined scope and roadmap, user flows were developed to map out the paths users take to complete key tasks. These flows ensured that the design aligned seamlessly with user goals, creating an efficient and intuitive experience at every step.

To enhance this process, task analysis was conducted to break down user objectives into actionable steps. This approach helped identify opportunities to minimize effort and maximize clarity, ensuring that each interaction was simple and effective for the end users.

Information architecture was a key focus, where content and features were carefully structured into logical, intuitive layouts. This framework prioritized user needs, ensuring that navigation and access to key functionalities were straightforward and user-friendly.

Low-fidelity prototypes were created quickly, focusing on layouts, content placement, and basic interactions. These prototypes provided a flexible platform for brainstorming and exploration of ideas. They were shared with stakeholders for validation, enabling early feedback and alignment on the direction of the design.

This iterative approach ensured that the solutions were rooted in user needs while being practical and feasible. It also laid the groundwork for creating a user-centered digital experience that met both functional and strategic objectives.

Transforming VVIP Luxury Lounge Experiences with User-Centered Design at a Leading Global Airport

Image above shows user flows exploration and low fidelity prototypes.

Step 5: High-fidelity prototypes for concepts and final deliverables

High-fidelity prototypes were developed to bring the design vision to life with detailed visuals, realistic interactions, and adherence to brand guidelines. These prototypes closely resembled the final product, providing stakeholders with a clear and tangible representation of the proposed digital experience. The high-fidelity prototypes played a pivotal role in stakeholder presentations, effectively communicating the design concepts and intended user experience. They served as a powerful tool to showcase the aesthetics, functionality, and seamless interaction flows, ensuring that the stakeholders could visualize the outcome.

Feedback from stakeholders and team members was actively gathered during these presentations. Using an iterative approach, the prototypes were refined to address concerns, incorporate suggestions, and enhance the overall user experience. This continuous improvement process ensured that the designs aligned with business objectives while meeting the needs and expectations of the end users. By iterating on the prototypes, the team ensured an efficient, intuitive, and user-centered design. The iterative refinement not only enhanced usability but also fostered collaboration and alignment among stakeholders, ultimately creating a solution that balanced business goals with an exceptional customer experience. These prototypes became a cornerstone for validation, decision-making, and final implementation planning.

Transforming VVIP Luxury Lounge Experiences with User-Centered Design at a Leading Global Airport

Image above shows some high-fidelity concepts produced during the process.

Conclusion

Our user-centered design process was a journey of collaboration, research, and iterative refinement. Beginning with exploratory discussions and ethnographic research, we gained deep insights into user needs and challenges. These insights informed the creation of detailed personas, journey maps, and user flows, aligning the design with user and business goals. Through task analysis, information architecture, and prototyping, we streamlined workflows and prioritized clarity. High-fidelity prototypes brought the vision to life, enabling stakeholder alignment and iterative improvements. This comprehensive approach ensured a seamless, intuitive digital experience that addresses user pain points while meeting organizational objectives.

Varun Manocha
Varun Manocha

Varun has more than 18 years of experience in designing ‘User Experience’ and 'Human Computer Interaction’. Lead multiple design projects for world business leaders in airlines, manufacturing, and consulting domain. Follow user centred design process and facilitates discovery workshops with business and stakeholders. Pro at user research, design artefacts (persona, journey maps), usability, heuristics, sketching and prototyping. Work with lean design and agile methodology to integrate UX and deliver incremental value with every sprint

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