Role
Experience Strategy · Wayfinding Design · Stakeholder Collaboration · On-Site Implementation
Experience Strategy · Wayfinding Design · Stakeholder Collaboration · On-Site Implementation
Client
DFW International Airport
DFW International Airport
Overview
DFW International Airport engaged our team to improve passenger navigation and reduce confusion within the international terminal during periods of heavy traffic and construction.
DFW International Airport engaged our team to improve passenger navigation and reduce confusion within the international terminal during periods of heavy traffic and construction.
Challenge
Identify where the passenger journey was breaking down and design a clear, intuitive wayfinding system that could guide travelers efficiently across arrivals, baggage claim, exits, and connecting flights.
Identify where the passenger journey was breaking down and design a clear, intuitive wayfinding system that could guide travelers efficiently across arrivals, baggage claim, exits, and connecting flights.
ApproachI collaborated with the DFW planning and operations teams to study passenger behavior, identify high-confusion zones, and develop a layered wayfinding strategy built on visibility, hierarchy, and consistency.
Through on-site analysis, rapid iteration, and alignment with existing airport standards, we introduced high-impact signage solutions, including bold exit markers and consolidated “super signage,” to improve clarity while reducing visual clutter.
Through on-site analysis, rapid iteration, and alignment with existing airport standards, we introduced high-impact signage solutions, including bold exit markers and consolidated “super signage,” to improve clarity while reducing visual clutter.
Outcome
The final system significantly improved navigation flow, reduced passenger confusion, and created a smoother, more confident travel experience for international passengers.
The final system significantly improved navigation flow, reduced passenger confusion, and created a smoother, more confident travel experience for international passengers.
At the first point of contact upon exiting the arrivals area, we implemented bold, colorful signage above the exit doors.
This signage featured clear, concise text to distinctly indicate the exit side and the connecting flights side, providing immediate direction to passengers. By emphasizing this critical decision point, we streamlined passenger flow, ensuring a smoother transition and reducing confusion from the very start of their journey.
The second location identified as a key point was the exit doors designated for travelers with Dallas as their final destination, we applied large green vinyl—our branded Exit color—to clearly guide passengers out of the terminal.
This bold visual element aligns with our brand standards and ensures consistency while providing a clear and intuitive wayfinding solution for departing travelers.
Next, in the baggage claim area for passengers with connecting flights, we streamlined the wayfinding experience by reducing the overall signage and emphasizing key locations through the strategic use of color, large text, and clear iconography.
This approach drew attention to essential information while decluttering the space, making it easier for passengers to navigate. The bold design elements ensured quick recognition and understanding, enhancing the overall efficiency and visual appeal of the area.
This approach drew attention to essential information while decluttering the space, making it easier for passengers to navigate. The bold design elements ensured quick recognition and understanding, enhancing the overall efficiency and visual appeal of the area.
At the last key location, to enhance clarity and reduce signage clutter, we introduced bold, highly visible "super signage" at the elevator banks.
These strategically designed signs emphasized key wayfinding information, ensuring passengers could quickly and easily identify their next steps. By consolidating multiple pieces of information into a single, impactful visual, this approach reduced the need for excessive signage while improving overall navigation and passenger experience.
These strategically designed signs emphasized key wayfinding information, ensuring passengers could quickly and easily identify their next steps. By consolidating multiple pieces of information into a single, impactful visual, this approach reduced the need for excessive signage while improving overall navigation and passenger experience.
Credits
DFW Senior Planner: Kayla Denson
Lochner Engineer: Chhokila Llama
Wayfinding Designer: Nadia Cortez
Motion Graphics: Madi Holland
Photography: Scott Jordan
DFW Senior Planner: Kayla Denson
Lochner Engineer: Chhokila Llama
Wayfinding Designer: Nadia Cortez
Motion Graphics: Madi Holland
Photography: Scott Jordan
