A New NassauLPIA.com

Websites

Lynden Pindling International Airport (LPIA) is guided by a mission to distinguish itself as a leading airport, known for providing an exceptional and uniquely Bahamian customer experience. In 2013, LPIA concluded its $410 million redevelopment, transforming the airport into a world-class facility.

The terminals now feature a Bahamian sense of place through thoughtful architectural elements and custom-designed local artwork that carry the islands’ celebrated culture and geography throughout the facility. Expanded amenities as well as shopping and dining options also await passengers wishing for one last piece or taste of paradise to take home with them.

In order to reflect this transformation and promote the new amenities available to passengers prior to arrival or departure, LPIA needed to improve its online presence. That’s why the airport redeveloped its website in early 2015, incorporating modern web design, such as responsive screen width to optimize for mobile devices, as well as airport website and commercial program best practices, such as intuitive passenger journey-focused navigation and enhanced Shop, Dine & Relax information within a unique and striking design that captures the beauty and warmth of The Bahamas.

www.nassauLPIA.com

Entry Statement

1. Project Goals: 

- Create a design that reflects the LPIA brand and a Bahamian sense of place
- Simplify website navigation and content to give viewers access to key airport information
- Use responsive design to increase usage on mobile, tablet or desktop
- Provide the ability to highlight LPIA’s expanded commercial offering
- Create capacity to ensure failover in the event of a high website traffic or airport incident
- Use a content management system that is easily accessible and user-friendly for back end content updates

2. Production: 

LPIA worked with Vantage Airport Group, the company that manages the airport’s operating company, to assist with the redesign. LPIA and Vantage brought on Carter Hales Design Lab, a Vancouver-based agency, to develop the graphic look and feel. They also sourced authentic imagery that evokes the people and scenery of the destination, as well as revised existing and created new content, to ensure all elements of the website work together to reflect the LPIA brand and The Bahamas.

The site now prominently features real-time flight information as well as quick access to details about the airport’s amenities. Viewers can also access this key data through the main navigation, which contains a drop-down menu, allowing them to intuitively locate information. Each page in the Amenities section uses a dynamic sorting feature, allowing viewers to customize available options by terminal and pre- and post-security location, which also helps promote the commercial offering.

The responsive styling of the site arranges the layout based on a viewer’s screen size. The mobile-width view features touch-based icons, with flight information at the top, to provide a user-friendly experience for travellers on the go, similar in look and feel to that of a mobile device “app”.

WordPress was selected as the content management system. Its simple structure for maintenance and updates meets LPIA’s needs exactly. Website hosting was transferred from a third party—who levied high monthly fees for hosting and the content management system—to Vantage’s scalable and dedicated virtual private server. This ensures failover capacity in the event of an emergency or a large increase in traffic to the site, and offers ongoing cost savings.

3. Evaluation: 

Attached are before and after imagery that demonstrates how the LPIA brand and a Bahamian sense of place is reflected.

The attached video demonstrates the simplified navigation and content that gives viewers access to key airport information.

Use responsive design to increase usage:
(Desktop)
- 10.4% increase in site visitors
- Average time users spend on the site increased by 38 seconds
- Bounce rate decreased from 50.7% to 44.3%
(Mobile)
- Mobile visits increased from 27.9% to 33.0% of total visits
- Mobile users are spending 47 more seconds on the site
- Mobile bounce rate decreased from 60.0% to 37.7%

Provide the ability to highlight LPIA's expanded commercial offering:
- Visits to Shop, Dine, Relax pages increased by 58.1%
- Promotional offers can be added to the website in real time

Create capacity to ensure failover in the event of a high website traffic and airport incident:
- Website was transferred to Vantage's scalable and dedicated virtual private server

use a content management system that is easily accessible and user-friendly for back end content updates:
- WordPress was selected as the content management system ensuring ease of use for content updates

4. Budget: 

Total: $14,000
- Web development, including information architecture, wireframes and visual design: $14,000

The website redevelopment was led by LPIA and Vantage Airport Group. These teams revised and created content and sourced imagery where necessary. Carter Hales was contracted for the design and development of the site. The website uses an existing custom WordPress template, previously developed by Vantage to support the redevelopment and enhancements to its network airports’ websites.