London Luton Airport

A business transformation project for the UK’s 5th largest airport.

Setting the scene

London Luton Airport (LLA) came to Quba in the midst of a large business transformation project aimed at increasing capacity by 50% to 18m by 2020 making them the UK’s third largest airport.

The team at LLA recognised that a new website was vital to support growth. Specifically, they wanted to know how a .NET web platform could help to improve customer impressions of the airport and support key areas of revenue generation such as car parking, executive lounge, fast track security passes and affiliate revenue from travel and transport partners.

The Pitch

LLA ran a two stage pitch process. Quba won the contract by demonstrating strong credentials on web technology and user experience design. We used storyboarding and sketching workshops to build a user journey for a family to show how their engagement with LLA’s website improved their journey to and through the airport.

"Quba’s approach to the creative part of the tender really stood out. Quba took the time to gain insights from a range of people within its own business. The resulting UX piece had substantial depth in both the thinking and the execution"

- Paul McNulty, eCommerce Manager, London Luton Airport

Storyboard workshop.
Meet the Smiths.
Sketching initial ideas.

Contextual Analysis and Discovery

One of the early challenges was to define the project scope, setting out the specific requirements of the launch site, while creating a back log of smaller projects for delivery post launch.

Stakeholders ranged from LLA staff to brand and copywriting partners who all had a specific focus. We recognised that achieving agreement on some of the key issues would require concrete data and evidence. This was delivered using onsite contextual analysis, customer questionnaires and data mining techniques.

We identified six user groups and created personas and user stories for each to ensure we maintained empathy with their needs at all times. At a strategic level we agreed seven critical business objectives that the project needed to meet.

User testing and prototyping

We started by sketching out key screens, highlighting the functionality and interactions that would take place. This led to an interactive prototype built in Axure covering around 70% of the website content. This worked in part as a spec for the build and a sign off point for the client.

Then a team headed down to the airport for a day of intensive prototype testing with real passengers throughout the terminal building using tasks that mirrored experiences the passengers would have, for example checking flight information at the check in desks and onward travel information in the arrivals hall.

All sessions were recorded, feedback documented and appropriate changes made to the prototype.

User testing at the airport.
Real users, testing at the airport.

Content and Design

Design was a collaboration between Quba and LLA’s branding and copywriting partners. Our Head of SEO completed an audit of content to identify pages that we definitely should keep for search performance and our Lead UX designer gave guidance on how content could support the design of key user journeys.

LLA wanted to achieve a high level of web accessibility whilst ensuring their friendly and often humorous new brand was translated onto the web. To demonstrate the full suite of design assets we created a visual stylesheet covering all major areas of the design.

A digital stylesheet was created responsively so that LLA could see exactly how the design would look across all screen sizes.

Technology selection and build

Throughout the planning stages of this project we concentrated on User Experience and Design first as this would help to inform the choice of technology.

Once we had agreed the site architecture, visual design and technical requirements (covering seven complex third party integrations), we advised on the platform which had the best fit. In this case it was Kentico because of its well featured integrated eCommerce engine and advanced web personalisation and marketing automation tools.

With significant detail provided to the client upfront the build process followed a series of sprints. This drove weekly demonstrations to our client of new features. We used a Trello board to show progress on the project at all times.

Designing controls in Kentico.
Multiple integrations with Kentico.

Go Live and Ongoing Reporting

Ahead of the go-live we tested against plans created by our test analysts and performed load and regression testing on the website and server.

Our Conversion Analyst created a separate specification for all Analytics tools so that insights could be directly tied back to the top level business objectives we had identified. Immediately after go-live we used ‘Hot Jar’ to record user sessions and monitored user questionnaires to provide hot-fixes for any immediate issues spotted.

"Quba's involvement at the go-live stage was really useful. It gave me the metrics I needed straight away to prove to the business that the go-live had been successful"
Paul McNulty
eCommerce Manager, London Luton Airport