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Woman v. Airline Ticket Kiosk
Author: Jeannie Walters
December 14, 2007
American Airlines Kiosks at LaGuardia Airport, NYC
While Chicago’s O’Hare Airport might be one of the busiest, New York’s LaGuardia has got to be one of the most chaotic — based on my experience on a recent busy Friday morning.
First, an aside, I couldn’t find a decent cup of coffee to save my life. What gives? Starbucks — please invade LaGuardia as you have everywhere else. Thanks!
I should mention that my mental state was not good. The previous night, I stayed at the worst hotel of my life for $350 per night (gotta love Manhattan) and I hadn’t had my usual morning cup of joe. Let’s just say I wasn’t a happy camper.
The check-in kiosk itself didn’t offend me. The airline industry has surpassed others in adopting self-service, so as a customer I find the whole process very intuitive. I like that I can start with any old credit card to identify myself, then we’re off to the races. I also like the brilliant cross-sell strategy I’ve seen lately — would you like to upgrade for a mere $110, Ms. Walters? Why, yes, sometimes at that moment I would. I know most people use self-service check-in whenever they can once they discover how quick and easy it really is.
Airports, however, weren’t designed for this. A mass of people waiting in line for agents blocked the marooned self-service kiosks. Most were occupied, so my travel companion and I waited for a free one. I was nervous we were in the wrong spot. I don’t like to cut people off or shove in front of my rightful place in line. I’m still not convinced we didn’t jump to the front, but it was nearly impossible to determine what was going on. Why not station an agent there to assist passengers as they attempt to find a free kiosk? I’ve seen this in other airports.
We checked baggage, which is always a little bit of a toss-up as far as experience goes. I’ve learned by now that once I check bags at the kiosk, my luggage tags and claim tickets print … somewhere. So we walked up to the counter, bypassing the hundred or so people waiting in line for a counter agent, and our names were called. But this part was chaos. Then we, of course, had to drag our luggage over to the security screeners.
Forget the kiosks — airports desperately need to examine the customer experience and redesign accordingly!
| Machine Tested | Usability Criteria | Score / Grade |
|---|---|---|
| American Airlines Kiosk at LaGuardia Airport | Orientation / Wayfinding | B: There are few things simpler than checking in without luggage. The trick is when and how to check your baggage at a self-service kiosk. |
| Search / Help Features | c: Are there help options? What about some way to contact an employee? I’ve often wondered why airlines don’t incorporate a help button to notify an attendant. | |
| Legibility | A: No problems here. I only suggest highlighting some of the restrictions in fine print. | |
| Intuitiveness | A-: Few self-service options are as intuitive as this. Check-in, find seat, check baggage, print boarding pass. Ah yes … but where do I take my baggage? | |
| Ease of Use | A-: No problems here! |
Jeannie Factors:
Cleanliness — I can only imagine how many people use these kiosks on any given day. Ick.
Feeling Secure — It was crowded and bustling. I was worried about my bags. I was also aware of pulling out my credit card here. There is more to be done about this issue.
Convenience — Similar to other self-service options, the real convenience is in the shorter lines. It feels faster because you are more in control, but that doesn’t mean the actual process takes less time. The system for checking baggage definitely needs improvement.
Environmental Factors — This was by far the worst part of the experience. The lines made no sense, and nobody was there to guide travelers. The result was a mass of confused people. I noticed one man who obviously didn’t speak English as his first language who was very confused about the kiosks, the lines and his flight. Getting from the front door to our gate was chaotic. A helpful guide to assist people would do wonders. But the airport layout itself seems doomed.
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I agree, Jeannie! I think the kiosk is a fantastic idea but you’re not always sure what’s going on on-screen. Plus it never told you that luggage tags were printing out somewhere. So when i started to walk away and someone started calling my name (the airline rep behind the counter 50 feet away), I was startled. But i got my tags and went on my way, assuming where i should take my luggage. In a case where airline travel is harried anyway, reassurance and extra attention to providing directions will improve this customer experience!
Comment by Maria — December 19, 2007 @ 7:18 pm
The kiosks are ideal when you can travel with carry-on bags only. I love the kiosks, because they save me a lot of time, and I am more sure of not being bumped vs. if I had to wait in line behind others booked on my flight. Essentially, I jump ahead of everyone witing to check in at the counter.
I would also recommend that people check in remotely within the 24-hour pre-flight window. You can print your boarding pass at home, and sometimes even secure a better seat.
Most larger trade shows and conferences have computer terminals which allow travelers to print baording passes before leaving for the airport. This is especially true if you can get into the press room. They always have computers with Internet access and printers.
Comment by Dan Limbach — February 26, 2008 @ 4:52 pm
I’ve been in and out of a lot of airports during the past couple of years and the baggage check-in procedures seem to vary with each one, according to the size of the airport and the passenger traffic. As you pointed out, the check-in process can be quite confusing if you’re checking luggage. No matter what, you have to give your bag to airline personnel. So have you saved any time by using a kiosk? Not really. And if your flight has been cancelled or you need to standby for an earlier or later flight, the kiosks really can’t help you speedily–if at all.
On the other hand, you can’t beat them if you haven’t checked in online and have only carry-on bags. I’ve allowed that to be my best-use practice when it comes to these machines.
Comment by Pat — February 29, 2008 @ 4:49 pm