Seamless passenger journey

Long queues for the ticketing machines and the Aiport Information desks at Schiphol Plaza. It's a common picture at the airport. Passengers from abroad arriving at Schiphol Airport, heading for their onward journey. For my bachelor thesis I researched this journey and designed a solution to help passengers reach their final destination.

How can Schiphol & partners remove doubts in the traveler's onward journey, so they contribute to a seamless passenger journey?

To find out which doubts the travelers were experiencing I researched the service and shadowed the travelers. I conducted contextual interviews with international travelers and the Aiport Information staff to find out more about the travelers needs. The UX research findings were brought together in a passenger journey map.

Key findings

  1. Travelers mistrust unknown providers of travel advice.
  2. Some travelers want confirmation on previously obtained information.
  3. They fear inefficient travel or overpaying for a ticket.
  4. The physical environment is unkown.


1. You’re now here

'You're now here' gives the user insight into interesting places around him or her. In this concept, the user is the center. It helps the user to find interesting places that are on the user's route. Not only the final destination, but especially the journey becomes interesting. Tips are provided based on the user's needs.

2. Do like the Dutch

'Do like the Dutch' provides insight into Dutch habits, manners and facts. Discover local places throughout the Netherlands, based on your own interests. Meanwhile, the user is learning important information about the Dutch culture (emergency number, important laws).

3. Be ready, travel steady

This concept gives the user advice in traveling with public transport and different carriers. The application helps the user choose the best travel plan. The goal of the concept is to learn about the best ways to travel and to prepare this in advance.

User testing

To investigate which concept was most suitable for further development, the three concepts were tested by international respondents. After a short introduction, I presented a scenario to the respondents. With the scenario in their mind, they reviewed the concepts on an assessment form with statements. I've decided to develop a combination of concept 2 and 3. After the concept validation, I tested the usability of the first prototype.

Guiding Principles

In the design phase, I've set up guiding principles. The principles are based on UX research findings and user tests.

  1. Provide specific information at the right moment
  2. Help the user in the physical space
  3. Show progress, give overview in the process
  4. Be credible and build trust

Final concept
A total solution that helps unfamiliar travelers on their way to public transport, so the traveler can travel independently from the arrival halls at Schiphol Airport to their final destination.

The final product offers a travel advice in combination with practical travel information, step by step assistance, tips about the physical space and a possibility to buy e-tickets.

Design & Prototype

Through multiple design iterations, I created the final prototype using Sketch and Principle.