My Airport Concierge
Product Management · Case Study
INTRODUCTION
As the last and most important deliverable of the Product Management course I did at General Assembly, I had to present a case study that reflected the strategy that I’d follow when managing a product covering the content delivered throughout the course.
I decided to focus on a problem I face every time I travel, which is the stressful feeling of Airports and think about a solution that could ease that feeling. I created My Airport Concierge, an App through which you can manage every aspect of your airport journey.
This project reflects the process I would go through to bring the product to life being a Product Manager and going through the whole lifecycle.
MY ROLEResearch, Competitive Analysis, User Persona, Market Fit, User Journey, Roadmap, Prototype.
THE TEAMMyself - Product Manager
TIMELINEOne week
🗣 ELEVATOR PITCHOur research indicates that a significant number of travellers are willing to pay for a carefree and enjoyable airport experience. With My Airport Concierge, you can finally say goodbye to stress and hello to relaxation.
Here's how it works: Through our user-friendly app, you can manage every aspect of your airport journey. Skip those long security queues with our security queue jump service, enjoy the convenience of private transfers, or opt for a full-service airport assistance package. We offer a wide range of services, all conveniently available in one place.
Join us on an exciting journey towards a relaxing, carefree, and enjoyable airport experience. Welcome to My Airport Concierge, your trusted companion for stress-free travels. Fly with confidence using My Airport Concierge, the app that redefines your travel experience.
Introducing My Airport Concierge, the ultimate app for stress-free and enjoyable airport experiences. As a Product Manager at My Airport Concierge, I'm proud to offer you a solution that takes the hassle out of travel.
Picture this: You're at the airport, ready to embark on your journey. But instead of feeling overwhelmed and rushed, you're relaxed, enjoying your time and doing the things you love. That's where My Airport Concierge comes in.
Unlike any other app or services out there, we provide a comprehensive concierge experience for travellers. Whether you're short on time, unsure about your next steps, or encounter unexpected changes, we've got you covered.
🧐 PROBLEM STATEMENTTravel through and airport can be overwhelming. Travellers feel rushed and stressed because before arriving to the boarding gate there is a journey of things that need to be done in a certain period of time and unexpected things can happen, which is an experience that can be very stressful.
Airport travellers need an enjoyable and carefree way to go through the airport journey when travelling by relying on My Airport Concierge, the app that guides them through the journey and provide them peace of mind allowing them to relax and enjoy the experience.
How might we help travellers to relax by providing them concierge services at the airport that help them to anticipate and skip stressful steps of the journey, so they can enjoy their airport experience and spend the time doing things that they love? This way, we can prove to travellers that the airport experience doesn’t need to be stressful, so they can rely on us as a service that allows them to relax when travelling through the airport.
BREAKDOWN OF THE PROBLEM🧐 Absence of guidance
Our users need to understand the process of what they need to do next in their airport journey.
🏆 Lack of rewards
Many airlines offer rewards to their frequent customers as a way to compensate fidelity.
🚶🏻♂️Isolated services
The available services in the market offer only for one part of the process as a service, not the whole experience.
⛓ Disjointed experience
If travellers wanted to hire two services, they would need to do it through two different companies, as currently there’s not a company that offers the airport experience as a whole.
🌈 THE OPPORTUNITY
Passengers who travelled by plane in 2021
Based on the data provided, there is a significant opportunity for businesses related to the airline industry, particularly in the United Kingdom and specifically at Heathrow Airport. With 963 million passengers globally in 2021 (a year in which the travel industry is still recovering after COVID), the air travel market continues to exhibit substantial demand, and businesses that cater to the needs of these travellers can capitalise on this opportunity. In the UK, where 96 million passengers traveled by plane in 2021, there is a sizeable customer base for businesses operating in the travel sector. This figure indicates a consistent demand for air travel services, including ticketing, baggage handling, in-flight services, ground transportation, and more. Companies specialising in any of these areas can target the UK market and explore ways to capture a share of the growing industry. Furthermore, with Heathrow Airport accommodating 20 million passengers in 2021, it represents a significant potential market for businesses looking to establish a presence at one of the world's busiest airports. Heathrow serves as a hub for both domestic and international flights, providing a diverse range of opportunities for various businesses.
👀 COMPETITOR ANALYSIS There are 3 direct competitors in the market at the moment, and after analising them, I could see that the services that they offer are very isolated parts of the airport process. The offered services help travellers just with one part of the journey (i.e. jumping a queue or accessing the airport lounge ), but not providing the whole assistance airport experience.
There’s huge gap in the market for which the App allows us to manage any or all elements of the airport journey, and we can reward travellers for using it.
We offer users everything as a service all the way through from getting to the airport or to get through passport control at the other end.
Some competitors currently offer queue jumping services, however there is a gap in the market for a concierge service that allows the customer to book end to end services (airport travel, valet parking, airport lounge access, queue jumping service, restaurant bookings, etc), as well as receiving reward points and redeeming these in a way that works for them.
🌟 WHAT WE OFFER
We offer users everything as a service all the way through from getting to the airport OR to get through passport control at the other end.
Services that go from a simple security jump or private transfer to the airport, to a full airport assistance service.
3. Full service include any or all from:
Private transfer
Check in queue jump
Security queue jump
Duty fee collection
Drinks & Dinner
Priority boarding
Fast-track passport control
Allow to manage and hire services of your airport journey and get rewards for it.
Services that go from a simple security jump or private transfer to the airport, to a full airport assistance service.
❤️ OUR VISION
In a rapidly growing travel landscape, our visionary product guarantees seamless airport transit, giving travellers the time they need to relax and enjoy what they love. We redefine travel, creating an environment where every moment can be enjoyed and possibilities on how to spend your time arise.
For everyone who travels by plane, from any UK airport, who want to relax from anxiety and the stress of the airport experience.
🕵🏻♀️ RESEARCH
I started to do some user research to speak to some of our target customers conducting user interviews with 8 participants within the target demographic:
Males and females
Age 21 or above
Medium to high income
Go to airports frequently (up to 3 times a year or more) to travel aboard for business or leisure
Results:
100% percent of users said that they dislike having to arrive early at the airport and spend excessive time queuing.
67% of users said that traveling through airports made them feel stressed or anxious. And interestingly, we saw that come out more in the female population.
30 to 36% of users said that they don't mind spending time at the airport as long as this is spent doing things that they enjoy, such as going to the airport, lounge at restaurants and shopping.
27% of users said they always put priority boarding when booking airline flights.
52% of users, they currently pay for services that make their life easier (for example Hello, Fresh and Amazon prime).
After analising the responses I could confirm that there is a demand in the market for a service like My Airport Concierge.
🤓 THE APPROACHWe first need to understand if this is a real need of our customers and if it would be interesting for them to acquire services like the ones we offer. As an MVP to test this, we would run an experiment to prove if the metric of user engagement is enough for us to start building this product.
We would place advertising/stickers around the airport in areas like airport lounges (where our potential customer would rest) or in the queuing spots where travellers have to wait for a long time and they might be thinking about how to skip those infinite lines.
These ads, would display the basic information of the services that we provide with a QR code to find out more about the company. When the user scans the QR code, they would be driven into a landing page that explains in more detail what My Airport Concierge provides. As the call to action there will be a button to hire the services that will act as a fake door experiment and that will tell us the metric and data that we need to prove that these kind of services are demanded by our target at the Airport.
We will start at Heathrow Airport and build partnerships with other Airports if the product becomes successful.
🗓 HIGH LEVEL ROADMAP
Following the product vision, we have developed a high level roadmap in which it is represented where the business is going in the next few months. As it’s displayed in the table below, we are now developing our concepts by speaking to customers and understanding what features they would be interested in.
Taking this information into consideration, then we’ll build a prototype that we would be testing to validate feasibility and gather more feedback. And it's right towards our MVP.
Later on, we hope to launch a scalable and robust product that offers to see the airport experience we are trying to build, including all of the features that customers will be interested in.
THE PROTOTYPEThis is the prototype that we're going to be testing with customers. It is presented as a responsive landing page that will display context and the services we provide. The landing page is structured with a hero section, followed by Our services, About us, Testimonials, Subscribe to Newsletter and Contact section.
Every call-to-action in this prototype has been set up as a fake-door test, to see if our potential customers would like to hire any of the services we provide or would like to find out more information.
🔴 REMAINING RISKS AND UNKNOWNS
We need to be realistic and think about all the challenges and blockers that we might encounter.
The first one would be reliability on partners such as airport security. So we must ensure reliable collaboration to deliver exceptional experiences, and we'll do it by establishing strong partnerships with
👮🏻♂️Airport Security
We must ensure reliable collaboration to deliver exceptional experiences, and we'll do it by establishing strong partnerships with services provides at the airport and airport security agencies.
✈️ Dependant on travel industry
Situations like travel restrictions during the COVID pandemic would stop the business entirely.
📈 Growing competition
This is always a potential threat, but to challenge this, we will continuously innovate, differentiate, and deliver superior value to stay ahead.
💸 Dependant on
Mid-High income travellers
While this provides an opportunity for higher revenue per user, it also poses the challenge of effectively catering to a specific needs of expectations. We will introduce pricing plans to cater to a broader rate budgets and obviously growing competitions.
🤖 Advanced security technologies
We would establish partnership with them to integrate their innovations into our app. This could involve in incorporating features, such as biometric authentication, automatic document verification as well as security checks.
💰 PRODUCT MONETISATIONTo make the product work, we will implement a commission based model, charging a percentage for each transaction that has been made through our app.
We will also explore advertising and partnerships as a revenue stream, by playing targeted ads or establishing partnerships with rather businesses.
In our next space we will introduce a subscription model for users looking for exclusive benefits and offering our recurring revenue stream.
Additionally, real time to introduce premium features as in app purchases.
And lastly, in the long run, we will leverage demonstration by analysing and selling anonymised aggregated data. We could generate insights and offer data for driven services to interested parties.
📈 GROWTH FRAMEWORK
To ensure sustainable growth for the product, we focus on:
Acquiring users through effective marketing strategies and optimising user activation.
Revenue growth is vital and we will track our links to various monetisation channels.
Retaining our users is crucial, and we're continuously enhance and improve the App user experience to keep them engaged and satisfied.
Encourage users to refer to our App, creating organic growth and potentially expanding our user base.
NEXT STEPS🛫 Expand to more Airports
While this provides an opportunity for higher revenue per user, it also poses the challenge of effectively catering to a specific needs of expectations. We will introduce pricing plans to cater to a broader rate budgets and obviously growing competitions.
🎉 New concierge features
We would establish partnership with them to integrate their innovations into our app. This could involve in incorporating features, such as biometric authentication, automatic document verification as well as security checks.
🤖 Deploy AI capabilities
We would establish partnership with them to integrate their innovations into our app. This could involve in incorporating features, such as biometric authentication, automatic document verification as well as security checks.