Reimagining Bag Drop

  • Project Name: Automated Bag Drop Experience (ABD)

  • Role: Lead UI/Product Designer

  • Team: Vendors, UI & Product designers, UX writer, illustrator, UX researchers, product managers

  • Timeline: ~6 months

  • 1-liner Summary: Designed and launched a branded and accessible self-service bag drop experience in busy airport lobbies.

A woman with a pink suitcase at a self-check-in kiosk for Alaska Airlines at an airport, speaking with an attendant, with large Alaska signage overhead.

Photo credit: Alaska Airlines

A retail baggage drop station with a projected image on the floor, LED light colors, and a touchscreen display showing instructions, alongside an example of an initial white label application screen for placing the heaviest bag on the belt.

Problem

  • Airport lobbies must handle increasing guest volume.

  • Kiosks helped, but full bag drop automation will help reduce lines and agent load.

  • Guests are often stressed, so behavior change must be intuitive and supportive.

Users & Context

  • Travelers checking bags in a lobby setting

  • Accessibility needs (vision impaired, wheelchair users)

  • Stressful, high-traffic airport environment

  • Limited time and attention from users

My role

Led UI design and collaborated across teams in Figam & Figjam, partnered with an illustrator to develop a custom graphic system, contributed to user-testing and observations, created core flows and visuals within white-label system constraints, developed design systems for adaptive experiences, worked directly with the vendor, and presented in stakeholder reviews. Promoted during the project to lead product designer during phase 4.

Comparison of two instruction cards, Version A and Version B, from Alaska Airlines on how to place a bag on the belt, with illustrated blue bags and text instructions.

Developing visual language

Since the workflows are complex and variable, and largely a new experience, typical photographic imagery was not an option.

To ensure the graphics could be interpreted correctly, we conducted a study to see if participants could place their bags on the conveyor belt using different text and illustration combinations. This provided insight for refining our illustrations and feedback for adjusting the copy.

Learnings include

  • The angle effectively demonstrates bag placement on the belt.

  • Markings assist travelers in locating where to place their bags.

  • The text clearly outlines how to orient a bag.

Phase 1: Understand the existing system

  • Heuristic audit of vendor UI

  • Accessibility gap analysis (DOT/ADA standards)

  • Stakeholder share-out for buy-in

  • Reviewed Alaska brand and kiosk consistency

663dc6e1c69b4b071e7a83e6_Proposed CR - Attract Screen-p-1600.png
663dc0b19d74b46fd68a7701_Proposed CR - Send-off Screens-p-1600.png
663431229dba56c96bd56bca_Proposed CR - ID Doc scanning-p-1600.png
Screenshots of a digital check-in process for Alaska Airlines, showing steps for placing baggage, confirming passengers, scanning ID, facial recognition, verification, bag acceptance, and boarding pass.

Phase 2: Initial build

  • Customized session flow (e.g., bag-initiated check-in)

  • Simplified group check-in

  • Designed error states by category (reservation, hardware, ID, etc.)

  • Updated light and projection systems to align with UI

  • Define visual styling and templization

Phase 3: Testing & iterating

  • Accessibility testing (vision, mobility, cognitive)

  • Lab usability testing (2 rounds)

  • In-airport testing (PDX)

  • Partnered with signage team for cohesive wayfinding

Flowchart of a flight check-in process with steps for placing a bag, scanning ID, confirming passengers, accepting baggage, and security clearance.

Results:

Launched ABD experience at PDX (Aug 2024) and SEA (Nov 2024)

  • Travelers could complete bag drop in under 1 minute

  • Positive feedback from travelers and agents

  • Initiated Phase 4 based on live data insights and error patterns

You can only design for what you know. Real-world use revealed a deeper connection between digital design and existing baggage systems. We’re now addressing ecosystem-wide problems and planning proactive guest education for the next phase.