May 26, 2010
With a new brand identity, Changi Airport finally wrested back the Skytrax Best Airport Award,
an accolade it last won in 2006.
Now to make its website an unrivalled best: more intuitive, more dynamic, more user-friendly.
Revamp its website so that it is as exciting and efficient as it is user-friendly.
After all, you’d expect no less than that from The Changi Experience.
The Idea & Execution
The journey of a thousand miles begins with a click – it’s the new age of social digital.
Likewise, the journey to an airport starts online.
The website should convey The Changi Experience – efficient, fuss-free, swift-moving, and if you have some time, things to discover and enjoy.
We began by interviewing over 1,000 travellers and staff on what they wanted of a first-class airport website.
It had to be intuitive, easy and fast.
We developed user personas and reorganised the architecture of all the information on the site, digging deep into our suite of digital expertise, to streamline content into user-friendly nuggets that intuitively made sense.
Then came the acid test: User testing by passengers at the airport to test-drive the new website.
And further stress-testing by Changi staff across more than a dozen divisions.
Approval ratings were sky high, with people complimenting the site for being “very user-friendly”, “much more simple and focused”, “easy on the eye” and even “sexy”. We slashed the average time taken to complete key tasks on the website by 57%.
The new face of Changi Airport, www.changiairport.com, has become one of the top websites in Singapore, logging over 500,000 visits a month – far ahead of Seoul Incheon, Kuala Lumpur and Bangkok Suvarnabhumi airports (sources: Alexa, Compete).
But like Changi, the relentless drive for innovation only means one thing: The site will keep getting better. Tribal DDB wouldn’t have it any other way.