Creating a Seamless Omnichannel Service

Reducing Fragmentation Between Channels

Excess Baggage operated luggage storage, insurance, retail, and travel accessory services across 15 international airports and 18 rail stations.

As customer numbers and spend increased, the organisation committed to digitising its services to support a more coherent omnichannel experience.

The challenge was not introducing digital touchpoints, but ensuring that online services reduced friction in high-pressure, time-critical airport contexts while integrating cleanly with physical locations and operational systems.

Challenge

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.

Role

As UX Designer, I led and delivered UX work across booking services, point-of-sale systems, and revenue-driving interfaces in airport environments across the UK, Europe, and the Middle East.
My responsibilities included:

• Redesigning booking and payment flows for luggage services
• Designing interfaces for new revenue services, including digital weigh scales
• Supporting omnichannel consistency across web, kiosk, and in-store systems
• Using service blueprints to align customer experience with backend processes

Approach

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, ensuring consistency without disrupting local workflows.