Airport Information Page Redesign
While leading the Digital Experience group, we redesigned the airport information pages to better serve customers preparing for their day of travel.
The Challenge
Airport information pages help customers prepare for their trip with details about terminals, parking, ground transportation, and amenities. The existing pages needed modernization:
- Not responsive across device types
- Difficult to navigate on mobile
- Limited brand expression
- Low engagement with helpful links
What We Delivered
Responsive Design
The new pages work beautifully across all devices:
- Mobile-optimized layout - Easy to use on phones
- Tablet-friendly - Adapts to medium screens
- Desktop experience - Full information display
Improved Navigation
Customers can now find information faster:
- Clear sections - Organized by topic (parking, terminals, etc.)
- Expandable content - Details available without page scrolling
- Quick links - Direct access to common needs
Brand Affinity
The redesign incorporated Southwest’s visual identity:
- Updated styling - Modern, clean appearance
- Consistent experience - Matches other Southwest digital properties
A/B Test Results
We validated the design through rigorous testing:
- 23% decrease in bounce rate - Customers staying on the page
- 281% increase in link engagement - Customers clicking to get more information
- Positive results across devices - Desktop (52%) and mobile (48%) both improved
A significant portion of traffic (31%) came from pre-trip emails, where customers showed even stronger engagement with the new design.
Customer Value
Airport information pages are a key touchpoint for customers preparing to fly. The redesign ensures travelers can easily access the details they need—parking options, terminal maps, TSA checkpoint information—regardless of which device they’re using.
Redesigned airport information pages increased link engagement by 281% and reduced bounce rate by 23%.
