Increasing user satisfaction by placemaking design

By : Sandra Lundberg - Head of Marketing

Traveller numbers are increasing, challenging both airports and other travel hubs to find solutions that work. Finding the right balance of seating density to floor space is gaining importance and can lead to an immediate increase in user satisfaction.

User satisfaction is paramount in the fast-paced world of travel. Comfortable seating areas with the right density ratio can play a key role, giving travellers a chance to relax, unwind and feel part of the surroundings.

The increased user satisfaction leads to more dwell time, which reveals that comfortable and placemaking furniture attract visitors and keep them there. This knowledge can be used to invite travellers to areas inside or close to retail and f&b.  A survey carried out by UK retail group intu unveils that when visitors remain in commercial zones for more than half an hour, retail revenues go up by 1% per minute!

Reference cases

The Edinburgh Airport
The number of passenger seats increased dramatically when the old seating system was replaced with streamlined design from Green Furniture Concept, that required only 0.9m² of floor space per seat, instead of 1.6m². This lead to an increase of 44% more seats at the commercial gate area. As a result, the customer satisfaction rate jumped from 52% to 81%.

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Victoria and London Bridge Station
The Autumn 2018 National Rail Passenger Survey showed just 23% passenger satisfaction with seating at Victoria and 36% at London Bridge. The South East route team decided to upgrade the seating in response to that user feedback and the total seat capacity at Victoria and London Bridge increased from 150 at each station to 400 at each station. This lead to a remarkable increase also in seating satisfaction scores, that went from 30% to 80%  after the Green Furniture install.

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"Seating satisfaction average scores for the 2 stations went from 30% to 80%, before and after the Green Furniture install.”

Nicole Cohen-Wayne 
Change Manager, Network Rail