CHANGI AIRPORT GROUP
Background
As part of a strategic project to increase retail revenue at Changi Airport, Changi wanted to increase visitor participation in their 'Be A Changi Millionaire Lucky Draw'.
Project Goals
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Get more people to spend the min $50 and enter the draw
Secondary
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Encourage up-spend and multiple entires into the draw
Research Goals
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Map traveler/visitor needs to spend at Changi
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Understand the triggers to drive spend at Changi
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Uncover barriers to enter the draw
Research Methods
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Lit Review and Changi Data analysis to prioritize top traveler segments (provided rich quant signals)
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Complimentary Qual research (inc Empathy Interviews, Fragment Cards)
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Craft personas & journey mapping
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Understand top segments spending needs at the airport
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To uncover their relationship with Luck
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Behavioral Audit of entering the Lucky Draw Process
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Contextual Inquiry to layer the travelers' journey with friction/fluency/flow map
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Gathering personal, social & environmental factors on decision making (on spend & entering the draw)
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Behavioral Design to optimize the process
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Narrowing three priority spender segments
Example Persona
Example Journey
Sonia F's Friction Sprints +
Contextual inquiry
Research Unpacking
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Data analysis pointed that majority of even those who spend the min $50 don't enter the draw
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Encouraging an up-spend to have a chance at winning the lucky draw didn't show promising
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From behavioral audit and contextual inquiry, it was clear that the process to enter the lucky draw was fairly effortless
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We could optimize the journey further to remove remaining frictions but using fragment cards and Liner Unpacking of the qual research, we discovered there was a bigger attitudinal gap
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Key Insights
The personal, social & environmental factors on decision making to entering the draw gave interesting signals on the Relationship to luck:
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Most travelers believe in luck, they just don't think they are lucky
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Most travelers also believe there are external factors that can influence their luck
Insight Implication
Program Implication
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% people didn’t bother to enter Be A Changi Millionaire believing they can’t win. They think they aren’t lucky enough.
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For travelers to actively believe they have a chance to win the million dollars, the team decided to reassure them with external factors that
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that luck is on their side
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that luck is not being lazy on them
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and give them enough ways of feeling lucky
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The insight was activated through designing interventions and experiences both on Changi's app/webpage and onsite through brand, marketing, experiential curs and
Research Impact
Strategic Impact
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Saved time and $xx on optimization & testing the work stream of entering the lucky draw
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Insights guided xFn work across Lucky draw program team, marketing, retail loyalty and experience teams
Participation Impact
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Based on the activation of insights, Be A Changi Millionaire saw a xx% increase in participation yoy (with similar program spends & during similar visitor traffic period)