How is the passenger experience designed at an airport?
In the latest episode of Design Perspectives, Professor Philipp Thesen talks to Doris Rösner, Fraport AG's Senior Manager of Customer Experience Strategy, about the development of the passenger experience at Frankfurt Airport's new Terminal 3. This project won a gold prize at the German Design Awards. Rösner's key insight is that it is crucial to bring the numerous stakeholders together while bearing in mind the enormous complexity of the system. For her, collaboration is the key to ensuring effective cooperation between all parties.
Chapters
00:00 – Introduction: Services that run in the background
06:34 – Passenger Experience: The airline and the passenger as customers
09:40 – The ground-based service and the entire travel process
11:32 – Invisible design and interdisciplinary collaboration
15:07 – Operations, interfaces and digitalisation
19:15 – AI and trust: baggage status, journey times, wayfinding
22:38 – User research: service barometer, mindsets and overarching concept
25:31 – Customer Journey: From selfie spot to marketplace 29:20 – Prototypes, expertise and criteria-based decision-making
34:44 – New build in an empty building vs. refurbishment whilst operations continue
37:50 – Impact: Measurement and comparison with Terminal 2
41:42 – Custom Experience: Strategy and concluding insights
Takeaways
In practice, the circular economy must prove its worth
Vitra Circle for Contract encompasses take-back, refurbishment and resale. Whether this model is ecologically and economically viable depends on achieving suitable returns, sufficient volume, effective logistics and strong demand.
Durability requires quality and enduring relevance
For Keller, many Vitra classics are products that have lost none of their relevance, even decades later. Robust materials and replaceable covers facilitate refurbishment. However, older products were not always specifically designed for efficient large-scale refurbishment – this is where the manufacturer’s expertise is crucial.
Standardised parts enable models to be converted
Despite their different appearances, the Aluminium Chair and Soft Pad Chair both incorporate the same aluminium components. According to Keller, this makes it possible to convert one model into the other and demonstrates how clear design and the use of standardised parts can contribute to reusability.
Refurbishment can significantly reduce the carbon footprint
Keller estimates savings of 60 to 90 per cent compared with the respective new product, depending on the configuration. Quality checks ensure that standards are met, and reliable information on materials and disassembly further facilitates refurbishment.
Design Perspectives Podcast
How can we use design as a lever for transformation and economic success? We talk to personalities from design, brand management and architecture. They share insights into how transformation, sustainability and business success can go hand in hand. Interesting, informative, inspiring.