UX/UI Designer
Pornpawee Kessler
Pornpawee Kessler
Work available
UX/UI Designer
Pornpawee Kessler
Work available
Redesigning the Sea-Tac International Airport Website for Better Usability
Redesigning the Sea-Tac International Airport Website for Better Usability
Redesigning by focusing on reducing cluttered information and improved the website's structure
Redesigning by focusing on reducing cluttered information and improved the website's structure
Tool
Tool
Figma
Figma
Design Process
Design Process
Double Diamond
Double Diamond
Role
Role
UX/UI Designer
UX/UI Designer
UX Researcher
UX Researcher
Duration
Duration
6 weeks
6 weeks
Overview
Overview
Sea-Tac International Airport serves millions of travelers each year, yet its website struggles to provide a seamless user experience. Many users find it difficult to navigate, locate essential travel information, and access the site on mobile devices. This project focuses on redesigning the Sea-Tac website to improve usability, simplify navigation, and create a more traveler-friendly experience.
Sea-Tac International Airport serves millions of travelers each year, yet its website struggles to provide a seamless user experience. Many users find it difficult to navigate, locate essential travel information, and access the site on mobile devices. This project focuses on redesigning the Sea-Tac website to improve usability, simplify navigation, and create a more traveler-friendly experience.
Research
Research
In the early stages of the project, I interviewed and did usability testing with 6 participants to understand their use cases and struggles. Participants had surprisingly similar responses when discussing their expectations for the airport website. They prefer a simple yet informative website without excessive information, as travelers are unlikely to check every event happening at the airport.
In the early stages of the project, I interviewed and did usability testing with 6 participants to understand their use cases and struggles. Participants had surprisingly similar responses when discussing their expectations for the airport website. They prefer a simple yet informative website without excessive information, as travelers are unlikely to check every event happening at the airport.
Common Painpoints
Common Painpoints
Confusing Navigation
Confusing Navigation
Users struggled with excessive categories and unclear pathways. These unclear pathways caused frustration to the user and question whether all the information they saw are crucial enough to be on the website.
Users struggled with excessive categories and unclear pathways. These unclear pathways caused frustration to the user and question whether all the information they saw are crucial enough to be on the website.
Difficult Search Functionality
Difficult Search Functionality
Many participants struggled to find relevant results for flights, baggage claim details, and airport services.
Many participants struggled to find relevant results for flights, baggage claim details, and airport services.
Lack of Real-Time Support
Lack of Real-Time Support
No live chat meant users had to browse multiple pages or call customer service.
No live chat meant users had to browse multiple pages or call customer service.
Accessibility Concerns
Accessibility Concerns
Users with visual impairments noted low-contrast text, missing alt text, and poor screen reader compatibility, making the site difficult to navigate.
Users with visual impairments noted low-contrast text, missing alt text, and poor screen reader compatibility, making the site difficult to navigate.
User Feedback
User Feedback
" I can't find what I'm looking for"
" I can't find what I'm looking for"
" A live chat feature would be way more convenient"
" A live chat feature would be way more convenient"
" I found a staff contact page, but no emails or phone numbers…
How do I reach them?"
" I found a staff contact page, but no emails or phone numbers… How do I reach them?"
While the primary focus of the redesign was to enhance usability and accessibility for travelers, it was equally important to ensure that the new design aligned with Sea-Tac International Airport’s brand identity. A strong brand presence builds trust, reinforces the airport’s mission, and creates a cohesive experience across all touchpoints.
While the primary focus of the redesign was to enhance usability and accessibility for travelers, it was equally important to ensure that the new design aligned with Sea-Tac International Airport’s brand identity. A strong brand presence builds trust, reinforces the airport’s mission, and creates a cohesive experience across all touchpoints.
While the primary focus of the redesign was to enhance usability and accessibility for travelers, it was equally important to ensure that the new design aligned with Sea-Tac International Airport’s brand identity. A strong brand presence builds trust, reinforces the airport’s mission, and creates a cohesive experience across all touchpoints.
Solutions
Solutions
I began by refining the information architecture, prioritizing essential content based on usability testing feedback. Users expressed frustration with unnecessary details, such as live music schedules, which added clutter rather than value.
To determine what truly matters, I analyzed survey responses to the question: "What do you expect to see on an international airport website?" The answers were strikingly similar, emphasizing the need for flight information, parking details, shuttle services, airport maps, contact information, career opportunities, and accessibility resources.
I began by refining the information architecture, prioritizing essential content based on usability testing feedback. Users expressed frustration with unnecessary details, such as live music schedules, which added clutter rather than value.
To determine what truly matters, I analyzed survey responses to the question: "What do you expect to see on an international airport website?" The answers were strikingly similar, emphasizing the need for flight information, parking details, shuttle services, airport maps, contact information, career opportunities, and accessibility resources.
With a clear information hierarchy in place, I shifted my focus to structuring content efficiently and ensuring a logical flow for user interactions. I explored multiple layout variations and conducted quick feedback sessions to identify the most intuitive design.
Once the structure was refined, I developed high-fidelity prototypes in Figma, incorporating Sea-Tac’s branding while maintaining high contrast and legible typography to enhance usability.
With a clear information hierarchy in place, I shifted my focus to structuring content efficiently and ensuring a logical flow for user interactions. I explored multiple layout variations and conducted quick feedback sessions to identify the most intuitive design.
Once the structure was refined, I developed high-fidelity prototypes in Figma, incorporating Sea-Tac’s branding while maintaining high contrast and legible typography to enhance usability.
To further enhance usability and navigation, I redesigned the navigation bar with dropdown menus and a prominently placed search bar, allowing users to quickly access key information with fewer clicks. This streamlined approach reduced frustration and made essential travel details more accessible.
To further enhance usability and navigation, I redesigned the navigation bar with dropdown menus and a prominently placed search bar, allowing users to quickly access key information with fewer clicks. This streamlined approach reduced frustration and made essential travel details more accessible.
Additionally, I proposed a live chat feature to provide real-time assistance, allowing users to get quick answers without the hassle of calling customer service. This improvement aimed to enhance convenience and accessibility, especially for travelers in urgent situations.
Additionally, I proposed a live chat feature to provide real-time assistance, allowing users to get quick answers without the hassle of calling customer service. This improvement aimed to enhance convenience and accessibility, especially for travelers in urgent situations.
Testing & Iteration
Testing & Iteration
Testing &
Iteration
After implementing the redesign, I conducted a second round of usability testing with the same participants to measure how effectively the new layout improved their experience.
To assess its usability, participants completed essential tasks—locating flight information, checking parking details, and accessing accessibility services—allowing me to gauge whether the redesign made navigation smoother and more intuitive.
After implementing the redesign, I conducted a second round of usability testing with the same participants to measure how effectively the new layout improved their experience.
To assess its usability, participants completed essential tasks—locating flight information, checking parking details, and accessing accessibility services—allowing me to gauge whether the redesign made navigation smoother and more intuitive.
What we found?
What we found?
Faster access
to essential travel info
Faster access
to essential travel info
Users Reported
a more effortless, more intuitive experience
Users Reported
a more effortless, more intuitive experience
Higher user satisfaction
and reduced frustration
Higher user satisfaction
and reduced frustration
Final Design
Final Design
With insights from usability testing, I refined the design to create a streamlined, user-friendly Sea-Tac Airport website. The final version focuses on clarity, accessibility, and efficiency, ensuring travelers can quickly find the information they need.
With insights from usability testing, I refined the design to create a streamlined, user-friendly Sea-Tac Airport website. The final version focuses on clarity, accessibility, and efficiency, ensuring travelers can quickly find the information they need.
View the full design: Figma