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 FEATURE ARTICLE  

Hartsfield-Jackson Launches Redesigned Web Site
By Andy McDill

When customers access www.atlanta-airport.com, they will be treated to a new look and more welcoming online experience. The Web redesign includes a more user-friendly and easier-to-navigate experience, new interactive features, and more dynamic graphics and photos to welcome customers to the world's busiest airport.

"The redesigned site promotes Hartsfield-Jackson's goal of becoming the world's best airport by exceeding our customers' expectations," said Lance Lyttle, the Airport's chief information officer. "Additionally, the new customer-centric Web site will substantially increase the accurate, persuasive and timely dissemination of Airport information, allowing Hartsfield-Jackson to better serve its internal and external customers and stakeholders."

The redesign is the result of months of methodical planning, research and talking to customers about what they want in an airport Web site. The Information Services Division (ISD) collaborated with Public Affairs and Marketing to complete the project. In several focus group sessions, ISD planners presented four different prototypes, which were then reduced to three and then to the final design. Additionally, ISD benchmarked other international airport Web sites, such as Singapore, Hong Kong, Amsterdam, Munich, Kansai in Japan, Seoul and Helsinki, all considered to be top-notch online experiences.

One customer noted, "The new design is immediately more appealing to the eye and contains information that I'm looking for immediately without having to click on links to other pages."

"Our customers wanted to have important information available on the home page with minimal effort," said Lyttle. "They don't expect to have to deal with a busy or cluttered page." Lyttle added that in the coming months his team will translate most commonly used pages into foreign languages: Spanish, French, German and Chinese. ISD also plans to include a virtual tour of Hartsfield-Jackson and an improved Trak-a-flight function for the latest flight information for airlines serving Atlanta.

Highlights of the site include:
  • Collaboration with Google Maps to provide customers a quick tool for driving directions to the Airport. It's located under Ground Transportation
  • Information that is more readily accessible, including interactive components such as news and updates on upcoming events and programs
  • A new terminal map that includes locations for new security checkpoints
  • Up-to-the-minute information, such as flight delays, traffic or events affecting passengers
  • Information segmented relevant to primary, secondary and tertiary audiences: passenger information, business information and airport information
  • Up-to-the-minute parking information
  • A list of concessions to enhance customers' shopping and dining experience, all artfully displayed by concourse

Web Site Redesign

 


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