Overview
What if navigating an unfamiliar airport felt less overwhelming and more like being guided every step of the way?
Traveling can already be stressful, and navigating an unfamiliar airport often adds another layer of uncertainty. While airline apps like Southwest’s provide essential information such as boarding passes and flight details, they offer limited support for helping passengers navigate the airport experience itself.
Passengers often switch between multiple sources of information - checking texts, searching the app, or relying on physical signage - just to determine what they need to do next. Despite the availability of flight information, there is little guidance that helps travelers understand the sequence of steps leading up to boarding - from check-in to security to locating their gate.
This revealed an opportunity to design a system that helps travelers understand both what they need to do and where they need to go throughout the airport experience.
Solution
A virtual walkthrough assistant designed to guide passengers through the pre-flight experience within the Southwest Airlines app.
interactive guidance cards
Step-by-step prompts help users complete key tasks such as check-in, baggage preparation, and boarding.
personalized flight information
The assistant adapts instructions based on the user’s flight details and progress.
airport wayfinding integration
Users can preview airport layouts and receive guidance to key locations such as security checkpoints and gates.
user-controlled experience
Users can enable or disable the assistant at any time depending on their preferences. It occupies limited screen space and improves visual hierarchy.
interested in the process behind this solution? keep scrolling :)
problem discovery
Airline apps provide essential information but often lack guidance for navigating the physical airport environment.
While exploring the existing Southwest Airlines app, I noticed that much of the available content focused on marketing, promotions, or booking features rather than supporting passengers with the tasks they need to complete before a flight.
Information that could support airport navigation - such as maps or wayfinding details - was often hidden behind outdated web pages or buried within deeper menus. Important information, including flight details and boarding information, was also difficult to locate quickly due to limited visual hierarchy within the interface.
Passengers already rely on airline apps for information — but these tools often fail to guide them through the full airport experience.
user research
To better understand the current experience and identify opportunities for improvement, I conducted two forms of analysis:
Content Mapping of the Existing App
Journey Mapping of a Typical Passenger’s Pre-Flight Experience
content mapping
I analyzed the structure of the existing Southwest Airlines app to understand how well it supports passengers during the pre-flight stage.
This exploration revealed several patterns:
→ A majority of the app’s interface prioritizes marketing content rather than task completion
→ Critical navigation resources are hidden within hyperlinks to external web pages
→ Key flight information is difficult to locate quickly due to limited visual hierarchy
Additionally, when users open their boarding pass, other parts of the app become less accessible - limiting the ability to navigate between key pieces of information.
These findings suggested that users often have to dig for essential information - a frustrating task during time-sensitive travel moments.
journey mapping
Next, I mapped the experience of a typical Southwest passenger during the pre-flight journey:
This helped identify emotional states, user needs, and points of confusion across each stage of the journey - from pre-check-in to boarding. The analysis revealed several key insights:
→ Clear visual hierarchy helps travelers understand what to do next
→ Access to the right information at the right time increases traveler confidence
→ Providing guidance earlier in the journey reduces confusion at the airport
pain points
Information Overload
Passengers must search through multiple screens and menus to locate the information they need.
Lack of Navigation Support
The current app provides flight information but offers little support for navigating the airport environment.
Poor Information Hierarchy
Important flight details are visually minimized, making them difficult to find quickly during time-sensitive moments.
which led me to the Problem Statement:
Design Process
With these insights in mind, I began exploring ways to support passengers throughout the entire pre-flight journey rather than focusing on isolated screens.
Instead of creating a standalone feature, I designed a system that integrates directly into the existing app experience and provides guidance as passengers progress through each stage of their trip.
insights → Design Decisions
Passengers often feel uncertain about what steps to complete before boarding.
→
A virtual assistant provides step-by-step prompts guiding users through the pre-flight process.
Travelers benefit from receiving information earlier in their journey.
→
Users can preview airport maps and important locations before arriving at the airport.
Airport navigation requires clear contextual guidance - in addition to physical signage.
→
The assistant integrates wayfinding maps and gate navigation to help users move through the airport more confidently.
Final Designs
The assistant helps passengers navigate the pre-flight experience by guiding them through key steps including:
→ Completing online and in-person check-in
→ Preparing and checking baggage
→ Accessing the digital boarding pass without losing access to the other aspects of the application
→ Navigating security checkpoints and locating their departure gate
By combining task guidance with airport wayfinding, the assistant helps travelers understand both what they need to do and where they need to go throughout the airport experience.
Reflections
Wayfinding is about confidence and measured guidance, not just navigation
Designing for airport environments highlighted how much travelers rely on clear, timely information to feel confident in unfamiliar spaces. Effective wayfinding systems guide users step-by-step rather than presenting large amounts of information all at once.
Designing for Hierarchy Means Designing for Cognition
I found that prioritizing what users need to know - and only presenting it when they need it - was more impactful than simply adding more features. Intentional sequencing and strong visual hierarchy can significantly improve usability without requiring a complete redesign.
Future opportunities (i.e. how would I build on this concept):
Expanded Wayfinding Support
Future versions of the assistant could allow users to customize how information is presented - including accessibility options such as color-blind friendly interfaces, adjustable icon sizes, or directional guidance as opposed to one that prioritizes cardinal directions.
AR/Simulation-Based Planning
AR or simulation-based previews, similar to Street View, could allow travelers to rehearse their airport journey before arriving - helping them feel more prepared and confident.