Biometric Bag Drops
Recently, I tackled the UX for the biometric Automated Bag Drop (ABD) experience at Brisbane Airport. The technology was in place, but initial biometric adoption was lagging. To find out why, I stepped out of Figma and into the terminal.
The Friction
Through extensive observational studies and brief passenger interviews, I quickly identified the roadblocks:
- No perceived value: Users weren't opting in because the benefits weren't clear.
- Cognitive overload: The enrolment screen was a daunting wall of text.
- Privacy anxieties: Data security was a major hesitation.
To add to the challenge, Legal required highly detailed consent information and acceptance graphics to remain strictly on a single screen.
The Solution: Actionable, Inclusive UX
I redesigned the enrolment and capture flows to balance strict enterprise constraints with a seamless user experience.
- Designing for Trust: I restructured the UI to immediately highlight the benefits (speed and convenience) and clearly address privacy. By establishing a strong visual hierarchy, we fit all mandatory legal requirements onto one screen without overwhelming the user.
- Contextual Clarity: On the viewport screen, I introduced clear instructions for users to remove headwear before scanning.
- Inclusive Bypasses: Recognizing that some users cannot remove headwear for cultural, religious, or medical reasons, I designed a seamless bypass option. This allowed them to easily transition to agent-led verification without feeling penalized or stuck.
The Results
By directly addressing user anxieties and removing UX friction, the redesigned flow delivered massive, measurable business impact:
- 77% Biometric Enrolment: A massive ~40% increase in kiosk adoption compared to previous periods.
- 74% Success Rate: Achieved highly consistent 1:N successful transactions at the bag drop.
- ~51-Second Drops: We shaved ~20 seconds off the average transaction time, getting passengers on their way faster than ever.
This project was a masterclass in how targeted UX research and clear design can drive enterprise-scale efficiency. To top it off, the success of this rollout earned me an in-house Star Award—basically the ultimate gold star for highly effective, high-impact design work!