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Perth Airport Case Study


Perth Airport is changing at a rapid rate. Terminal expansions, Airport Drive and the sparkling new T1 Domestic Terminal are a few of the major infrastructure projects that continue to transform Perth Airport into a world class facility.  Their plans are firmly focused on re-defining the customer experience for anyone using air travel through this growing and vibrant city.

To complement the physical change, Perth Airport have been working to transform their digital experience, having recently launched an outstanding new mobile friendly website. 

Going Digital

As part of the transformation of the airport it is only fitting to have a web presence that also aims to be the best. With over 60% of Perth Airports online visitors coming from a mobile device it is an absolute must to have a responsive first approach to their website with a firm focus on the customer experience.

Just as the terminals and airport changes have been designed leaving no stone unturned – focussing on even the smallest details, their digital presence needed to be overhauled to showcase the transformation of Perth Airport as well as allowing users to quickly access important information on any device at any time.

Our Approach

Partnering closely with the team at Perth Airport, Precedent have worked on a number of digital initiatives to achieve the project goals:

  • Re-defining the digital experience through business and customer engagement and strong visuals reflecting a uniquely WA palette. This has been underpinned by re-defining the content and information architecture of the website, developing the customer journey and user testing through the project to get early feedback adding an evidence base for change
  • Focus groups and information architecture (IA) development and validation
  • Theming each section of the site with an adaptable fresh new design, which has the ability to transform the user experience with different photography
  • Implement a new technology platform using Sitecore 8 to house their new digital presence
  • Capturing of anonymous user information allows for future personalisation and marketing automation in future projects
  • Technical integrations into their Flight Management System to provide essential flight arrival and departure details including ability to shortlist/star a flight (off the flight information page), that becomes a sticky feature at the top of the page
  • Managed hosting by Precedent on a cloud based Azure platform allows the site to scale up and down easily without large infrastructure spend
  • Showcasing the retail and refreshment outlets giving them the ability to provide ample information to the visitor with key images as well as linking in editorial content
  • Drive site traffic to their online parking portal through visual cues and layout, and easy entry points
  • Create an interface which is personal and usable to the end visitor – showing them information which is directed at them and their choices.

The Results

The program of work for the initial phases comprised of a user-centred discovery phase, the definition of a new information architecture for the website and a fully responsive set of wireframes across two break points.
Working closely with the project team, stakeholders and end users, Precedent developed an intuitive IA for the website making it easy for users to navigate the site and find the information they need.
Through an extensive definition and creative phase, a high-quality design was put together which utilises Sitecore’s adaptive design feature to the fullest. This allowed us to achieve the goal of an intuitive mobile first interface.
The impact of the new website launching have yielded some fantastic results for Perth Airport. There has been a 25% uplift in users clicking through to the parking booking portal, leading to additional conversions and therefore parking revenue. Time on site has also increased by approximately 100 additional days per month. Other statistics and surveys have shown increased customer satisfaction and excellent user feedback overall.

Perth Airport continue to embark on tactical digital projects in order to continue the digital transformation, the new website is the first step on that digital journey.