Case Study.

Boston Logan International Airport

BOS Improves the Passenger Experience with Visual Communications

Massport connects New England with the world while promoting economic growth and opportunity, enhancing the quality of life for New England residents and protecting the freedom to travel safely, securely, efficiently, and cost-effectively.

Massport owns and operates an integrated world-class transportation network, including Boston Logan International Airport (BOS); Worcester and Hanscom Regional Airports; and Boston Cruiseport and Conley Shipping Terminals.

Over the past decade, Massport and its transportation partners have invested significant funds to improve and modernize their facilities and equip them with the latest timesaving and customer service amenities to give their travelers a safe, comfortable and convenient travel experience. One of the latest enhancements comes in the form of its new Digital Passenger Information Program (DPIP) at Boston Logan International Airport.

30
Million Passengers
40
Different Airlines
04
Passenger Terminals

The challenge.

Boston Logan's primary challenge was the vast amount of audio and visual clutter throughout its sprawling facility, including various systems and displays from different vendors. While the myriad of disparate signage in the airport relayed important information to customers, the mediums of communication varied greatly: static signage and wayfinding, static and digital advertising, live TV, audio and visual paging, FIDS, BIDS, GIDS and Curb Nextbus.

What needed to be done:

  1. Reduce signage clutter and inconsistencies
  2. Provide a better experience for passengers
  3. Increase the relevancy and content of communications

The solution.

As BOS set out to find an airport digital signage solution, they thoroughly vetted their options in a lab environment to ensure that whatever solution chosen would meet its requirements for integration robustness, enterprise scalability, powerful wayfinding, monitoring, ease of use and design.

BOS selected Four Winds Interactive as their software provider and Art of Context (AOC) as the content designers and implementers to create a comprehensive program aimed to better inform passenger decisions, ease traveler anxiety and improve the overall passenger experience.

In July 2012, BOS and AOC implemented a pilot signage program of eight signs and rolled out 28 additional screens in August 2013 with applications.

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COMPONENTS USED:

Vis comm cloud

VISUAL COMMUNICATIONS CLOUD:

Content Manager Desktop (CMD), FWI Services, Integration Framework, Content Player

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Hardware integrations

HARDWARE:

MediaVue

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PARTNERS:

Art of Context



The results.

The DPIP has been a huge success for Boston Logan International Airport. Boston Logan conducted pre- and post-implementation focus groups with passenger intercepts and interviews.

The goal of the interviews was to see what was or wasn't working for the DPIP users. One of the largest and most constructive pieces of feedback was on map unification and simplification, which has driven the teams to redesign and streamline facility mapping.

Added benefits.

  1. ENHANCED COMMUNICATION CONSISTENCY 
    The DPIP provided a better, more consistent passenger experience by providing contextual and relevant communication in each terminal with centralized display management while offering local control for specific changes.
  2. BOOSTED CONCESSION REVENUE
    BOS's digital signage has made it easier for passengers to locate shopping, dining, and other airport amenities with step-by-step directions, which, in turn, increases foot traffic to those terminal locations.
  3. IMPROVED PASSENGER EXPERIENCE 
    FWI's digital signage solution helps BOS travelers locate specific gates, concourses, baggage carousels, restaurants, and more, providing an easy and efficient passenger experience and ultimately increasing their satisfaction.
  4. INCREASED OPERATIONAL EFFICIENCY 
    With a single software solution, BOS minimizes the resources needed to manage a network of digital displays.
  5. SURPASSED PASSENGER EXPECTATIONS 
    FWI's digital signage solution provides a powerful, comprehensive communication tool increasingly expecting to be integrated into their day-to-day lives. Since implementing the boarding pass scanners, Art of Context has estimated that they are used by 15% of passengers, which is extremely high usage.
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