Creating a Seamless Omnichannel Service

Several services relied on fragmented booking and operational flows. The online booking process for left luggage and storage, in particular, required unnecessary steps and fields, increasing interaction cost at moments when travellers were already under stress.

In parallel, new services such as remote baggage check-in, confiscated item return, and excess baggage handling introduced additional complexity across channels.

The core challenge was to reduce interaction cost for customers while maintaining operational clarity for staff across locations.

Optimising the Booking Journey

The left luggage and storage booking flow was streamlined to reduce unnecessary steps and form fields, with a clear focus on speed, clarity, and predictability.

Key improvements included:

• Clearer progression through booking steps

• Reduced cognitive load during data entry

• Early visibility of pricing and storage duration

• Support for post-booking actions such as charge tracking and retrieval reminders

The goal was not only to improve usability, but to lower interaction cost at scale across multiple locations.

Service Blueprinting for Omnichannel Alignment

To support consistency across digital and physical touchpoints, I created service blueprints mapping frontstage user interactions, backstage staff actions, and supporting systems and dependencies.

In a security-constrained, time-critical environment like airports, service blueprints were essential to align customer-facing flows with staffing, logistics, and physical space constraints that could not be resolved at interface level alone.

This work exposed misalignments between customer expectations and operational reality, helping teams coordinate changes across departments rather than solving issues in isolation.

Solutions were typically piloted in a limited number of locations, validated against real operational constraints, and only then scaled across airports and stations.