End-to-End Digital Airport Experience

Overview

Agency: VSA Partners

While at VSA Partners, I led the design of the digital passenger experience for the Chicago Department of Aviation, which manages O’Hare International Airport and Midway Airport—two of the busiest airports in the United States.

The Challenge

Millions of passengers navigate these airports annually, facing:

• Complex terminal layouts spanning multiple concourses
• Inconsistent digital touchpoints across the airport
• Language barriers for international travelers
• Accessibility needs for diverse passenger populations

Approach

Research

• Conducted ethnographic research across both airports
• Interviewed passengers from diverse backgrounds and travel purposes
• Mapped the entire passenger journey from arrival to departure
• Identified pain points in current digital and physical wayfinding

Strategy

Developed a unified digital experience strategy covering:

• Responsive websites for flychicago.com (O’Hare) and Midway
• Flight information displays and real-time updates
• Interactive wayfinding and terminal maps
• Integration with airport services (dining, shopping, parking)

Key Deliverables

• Unified Design System - Consistent visual language across all digital touchpoints while respecting each airport’s unique identity
• Flight Search - Easy-to-use flight lookup with real-time status
• Interactive Maps - Terminal maps with points of interest and wayfinding
• Mobile-First Approach - Designed for travelers on the move

Impact

• Improved passenger satisfaction scores
• Reduced wayfinding-related inquiries at information desks
• Created a scalable framework for future airport digital improvements