Awarded the coveted title of "Europe's Best Airport" 12 times, Munich Airport prides itself on providing an unrivaled passenger experience.
An essential part of this is wayfinding which ensures ease of navigation for travelers as they make their way through the facility. The airport had information on footfall and how many passengers pass through various points, but it was lacking proven insights into how people engage with their surrounds, in particular, how they see and interpret signs and other information sources.
The airport wished to examine passenger engagement with signage along several key routes, in order to ensure understanding and route clarity for passenger as they transit through the terminals, as well as to reach an even distribution of patronage across the airport’s shops and services. Understanding how advertising material was viewed in conjunction with navigation signage was another key focus of the study.
Over four days Tobii Pro collected gaze data from real travelers using Tobii Pro Glasses 2. After the volunteer participants finished their journey within the airport, they were surveyed to gather information on their level of understanding regarding the signs and information present during their journey.
The data delivered results on several key elements including:
The study revealed that passengers largely ignored information on navigation signage that wasn’t relevant to their journey and as a result the airport adjusted instructional floor signage. Furthermore, the effectiveness of dynamic digital displays was validated by the study results.