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The Project:
The problem
Christchurch International Airport Limited (CIAL) had observed
an increased number of visitors accessing their website from mobile
devices, particularly during the recent earthquakes in the
region.
These statistics highlighted the need for a mobile specific site
that focussed on providing prompt access to key travel information,
especially as the main website is designed for desktop browsing and
not specifically designed to cater to the needs of the mobile
traveller.
The solution
A short discovery phase analysed mobile user tasks and uncovered
key information for the mobile traveller. From this it was decided
that a dedicated mobile website would be the best option.
The mobile website adopts a simplified design which allows easy
navigation to airport and flight information, maps and parking
details for those on the go. In addition, due to the earthquake
activity, the mobile solution also has a substitute home page
designed to cater for emergency situations when the airport
experiences a significant spike in mobile traffic.
It was also essential to streamline the administrator's workflow
within the content management system. The majority of the mobile
content feeds directly from the desktop version negating the
requirement to update in multiple places.
By offering the ability to over write this content with
optimised mobile specific content the system is both flexible and
time efficient.
The result
The simplified user experience is of real benefit to
Christchurch Airport's mobile visitors, enabling them to find
content quickly while on the move. Mobile use has continued to rise
enabling content areas, such as taxi information, to become
sponsored which has created an extra revenue stream for CIAL.
The ease of use of the mobile flight information has had such
good feedback that this feedback into the main website where a
homepage refresh has included this feature. Not satisfied with
increased revenue and great user feedback, the mobile website went
on to win Bronze at the Best Design Awards, in the Applications
category, showing that mobile websites can compete and deliver in a
world of "there's an app for that".
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website:
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The main website 2012
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The original website
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