document icon Module- Passenger Experience I thought it would be great to create a product that could actually be applicable in reality. Thus what better opportunity than to develop something for the future Heathrow Expansion. The presentation is based on terminal design and passenger experience.

1. LHR Expansion- Terminal Design
‘The Dawn of a New Experience!’
By: Naiene Ramji | University of West London

2. 1
2
The primary objective is to develop a unique
terminal design for Heathrow’s current expansion
plans.
Develop a product that will enhance passengers
experience during their journey through the airport
terminal, using intuitive design techniques.

3. (HAL, 2015)
An expanded Heathrow to continue
to revolutionize the airports’
terminals offering passengers:
✈ Quicker
✈ Smoother
✈ Enjoyable experience

4. • The design of the airport and its interiors are key factors in creating a seamless and good passenger experience (Garcia
and Skift, 2015).
• Thus with this Experience Foresight in mind, one has created a combination of well-thought products to achieve
ultimate passenger satisfaction.
Intuitive Terminal
Design
Heathrow
Xplorer
WATERLIGHT
A. Directional Ceilings
B. Tiles/ Flooring
C. Mood Lighting
D. Zone Color Allocation
Passenger
Guidance System Entertainment
1 2 3

5. Functionality
Audience
Experience
The correct procedure to operate a task in a specific order
(Rundell and Fox, 2002).

6. • This idea was conceptualized in order to simplify a passenger’s
journey through the airport considering that Heathrow handles 75.3m
passengers a year making it the busiest in Europe (Wadlow, 2016).
• Curved Ceilings directing towards the next stage within the
airport reinforced with Mood-lighting in lined patterns to create a
symbolic interaction as humans tend to reject randomness and
prefer to follow simple patterns (Klar and Brown, 2011).
1 • Flooring will be designed with black tiles on white tiles
surface to reinforce direction again.
• Terminals allocated with colors.

9. 4444444444
Check-in
Entrance Entrance
Gates
Security
X
Ray
X
Ray
X
Ray
X
Ray
Seating Area Seating Area
1
2
3
4 6
11
5
Check-in Check-in
Gates
Check -in
10
7
9
8
WATER
FOUNTAIN

10. 1 • This design will trigger subconscious actions within the
passengers encouraging intuitive wayfinding.
• The combination of these design features will touch upon the
Esthetics of Pine and Gilmore Realms of Experience as
passengers will enter an environment where their
psychological reactions will create a visual stimuli thus
triggering an aesthetic response to symmetry (Mureu, 2016).

11. • This passenger information tool was created to facilitate the access to airport information.
• It was inspired in information points used at shopping centers.
• Passengers are required to scan their boarding cards to access all
information.
ℹ️ Restaurants
ℹ️ Shops
ℹ️ Company Information
• The system will generate flight details and a guidance video.
2
• It will be accessible in different languages to appeal to a wider
audience considering the airport’s cosmopolitan environment.

13. 2
• This system will reduce language barrier as it allows passengers to
access information in a number of languages.
• It will prevent them from getting lost around the terminal and miss
their flights as passengers will be able to visualize the route to their
gates in advance.
• Heathrow Explorer will educate passengers in an interactive
manner.
• This as a result will touch upon the escapist and education realms of
the Pine and Gilmore Experience model “as Escapist experiences
can teach just as well as educational ones” (Mureu, 2016).

14. • It was important to have a landmark within the airport that could be
notable and that could generate a memorable experience post journey,
thus the creation a water fountain.
• Future Travel Experience (2016), states that a passengers
journey through the airport could be a stressful experience and
therefore it is necessary to provide an element of escapism for
them to relax.3
• The uniqueness of this water fountain relies on its
hologram projections which will certainly capture the
passengers attention, ultimately keeping them entertained.

15. HOLOGRAM
PROJECTOR

17. • This water fountain signifies the last aspect of the Pine & Gilmore
Experience Realm entertainment.
• This water fountain will engage the passengers senses,
mainly their hearing and more particularly their sight
helping Heathrow provide the ‘wow’ factor that will help
them differentiate from other airports (FTEx, 2016).
3

18. 1- TERMINAL DESIGN
2- Heathrow Xplorer 2- Heathrow Xplorer
3- WATERLIGHT
Check-in Security Departures lounge

19. Intuitive Terminal Design
1. Ceiling- Change colors
according to the time.
2. Flooring maintenance- tiles
replacement and cleaning.
3. Terminal Color Allocation-
Issue boarding passes with
colored signs.
1
Heathrow Xplorer
1. Regular system updates
2. Regular weekly system
checks
3. Dedicated staff- for
assistance and education.
2
WATERLIGHT
1. Projector Maintenance
2. Regular projection updates-
change the content shown.
3. Water condition monitoring
3
According to Barnes (2008), operations management is about running a process/service efficiently with
productivity.

20. 1- The budget needed is estimated to be roughly between £17.7-19 billions, after the UK government estimations
for the new Heathrow expansion (Jacobs U K Limited, 2015).
2- Estimated a cost of £2.7 billion after analyzing the costs used for Heathrow terminal 2 and Dallas airport
terminal A which fall under the same category (Gayle, 2014).
3- Expecting a slight increase of airport duty tax of 1%-1.5% due to the new technologies implemented and some
extra maintenance expenses (Packwood, 2016).
4- Heathrow’s current maintenance expenditure : £520 million; Therefore it’s expected that the maintenance
expenditure of this project “The Dawn of a new experience” will be around £120-150 million (Jacobs U K Limited,
2015b).

21. 1. Main competition would derive from other major European hub airports
2. Passengers struggled to find toilets in Frankfurt airport. Our Heathrow Explorer will make life easy to find
information about such locations in a preferred language (Skytrax, 2016).
3. Schiphol are expanding airport by making new pier terminal (Blachy, 2016).
4. Since April 2004, CDG airport terminal one has undergone a €220m renovation project .
5. Frankfurt is limited in terms of capacity when it comes to expansion according to airport.
a. However, despite the tough competition, the products developed enable passengers to feel the difference
post-journey. The experience established by Heathrow airport will outdistance the ones other regional
airports may provide.
b. This as result will generate a transforming experience as it will encourage passengers to fly through
Heathrow more often, especially for those transiting to other destinations.

22. 1. To Improve experience we must consider every aspect of the airport
terminal.
2. It is also vital to consider all aviation experience concepts to build a suitable
product.

23. • Barnes, D. (2008) Operations management: An international perspective. Available at:
https://books.google.co.uk/books?id=4JOKy2v_IBwC&printsec=frontcover&dq=operations+management&hl=en&sa=X&ved=0ahUK
EwiLhaurwqbSAhVnL8AKHY43BjYQ6AEISjAI#v=onepage&q=operations%20management&f=false (Accessed: 27 February 2017).
• Blachly, L. (2016) Amsterdam’s Schiphol airport approved for major expansion. Available at: http://atwonline.com/airports-
routes/amsterdam-s-schiphol-airport-approved-major-expansion (Accessed: 27 February 2017).
• FTEx (2016) Entertainment and escapism improving the airport experience. Available at:
http://www.futuretravelexperience.com/2016/02/airports-turn-to-entertainment-and-escapism-to-help-improve-the-passenger-
experience/ (Accessed: 23 February 2017).
• Garcia, M. and Skift (2015) The airline that designed an airport to improve the passenger experience. Available at:
https://skift.com/2015/09/22/the-airline-that-designed-an-airport-to-improve-the-passenger-experience/ (Accessed: 23 February
2017).
• Gayle, D. (2014) Take 2 for terminal 2: Heathrow expects boost from huge new facility. Available at:
http://www.dailymail.co.uk/news/article-2611476/Take-2-Terminal-2-Heathrow-Airports-second-terminal-goes-drab-dreary-modern-
light-2-5bn-rebuild.htm (Accessed: 27 February 2017).
• HAL (2015) Passenger experience - Heathrow expansion. Available at:
https://your.heathrow.com/takingbritainfurther/vision/passenger-experience/ (Accessed: 21 February 2017).
• Jacobs U K Limited (2015a) Cost and commercial viability: Cost and revenue identification update Heathrow airport north west
runway. Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/440369/cost-and-commercial-
viability-cost-and-revenue-identification-update-heathrow-airport-north-west-runway.pdf (Accessed: 27 February 2017).

24. • Jacobs U K Limited (2015b) Cost and commercial viability: Cost and revenue identification update Heathrow airport north west
runway. Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/440369/cost-and-commercial-
viability-cost-and-revenue-identification-update-heathrow-airport-north-west-runway.pdf (Accessed: 27 February 2017).
• Klar, J. and Brown, S. (2011) How can existing theories of psychology, anthropology, sociology and Semiotics be applied to event
design in terms of predicting and influencing audience behaviour? Bachelor of international tourism head of tourism. Available at:
https://www.flinders.edu.au/ehl/fms/hums_research/ERDN/Klar%20J%20(2011)%20Theories%20Applied%20to%20Event%20Design
.pdf (Accessed: 22 February 2017).
• Mereu, S. (2016) Applying the experience economy model to the Periscope channel of a football club. Available at:
https://footballmarketing.tv/2016/03/09/applying-the-experience-economy-model-to-the-periscope-channel-of-a-football-club/
(Accessed: 22 February 2017).
• Packwood, L. (2016) All you need to know about air passenger duty. Available at: https://www.skyscanner.net/news/flights/all-
you-need-to-know-about-air-passenger-duty/ (Accessed: 27 February 2017).
• Packwood, L. (no date) All you need to know about air passenger duty. Available at: https://www.skyscanner.net/news/flights/all-
you-need-to-know-about-air-passenger-duty/ (Accessed: 27 February 2017).
• Pine, J. (1999) The Experience Economy. Edited by James H. Gilmore. U.S: Harvard Business Press, 2011.
• Skytrax (2016) SKYTRAX Pax Reviews. Available at: http://www.airlinequality.com/airport-reviews/frankfurt-main-airport/
(Accessed: 27 February 2017).
• Wadlow, T. (2016) Top 10 busiest airports in Europe. Available at: http://www.businessrevieweurope.eu/top10/895/Top-10-busiest-
airports-in-Europe (Accessed: 21 February 2017).