Guideline — Digital Concierge Service

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A large U.S. airport struggled with late-night parking lot support. Customers often couldn’t reach attendants, leading to frustration, safety concerns, and long wait times.

Guideline was brought in to pilot a digital concierge service, and I was contracted as the Lead UX Designer to design the experience end-to-end.

The airport needed a simple, app-free way for customers to:

• Get assistance quickly at night 
• Report dead batteries, lost vehicles, or vehicle damage
• Access shuttle times or directions
• Receive confirmation that help was on the way
   

The solution had to be extremely clear, reliable, and usable outdoors in harsh weather.

As Lead UX Designer, I handled:

• Gathered requirements
• Wrote UX and menu content
• Developed information architecture
• Designed user flows and logic
• Created high-fidelity layouts
• Designed outdoor signage (mockups + substrate recommendations)
• Collaborated with Guideline developers and airport staff
• Prepared all UX assets and flows for the live trial rollout

We created a text-based concierge accessed through a QR code on outdoor signage.

Customers could:

• Scan the QR code 
• Choose a category from a simple, focused menu
• Receive immediate guidance
• Get confirmation that an attendant had received their request and was on the way
   

The system reduced unanswered calls and made after-hours dispatch more organized and efficient.

• Gathered and reviewed requirements from the airport facilities team
• Defined project scope with Guideline leadership
• Wrote all UX messaging (menus, prompts, confirmations)
• Designed user flows for key scenarios
• Produced layout files for outdoor signage
• Recommended weather-resistant materials (coroplast, zip-tie installation)
• Collaborated with developers for implementation
• Ensured all flows and assets were prepared for on-site pilot testing

• Successful pilot activation
• Faster response times
• Reduced customer frustration
• Lower call volume to the single attendant phone line
• More organized workflow for late-night parking lot support
   

Guideline and the airport expressed interest in expanding the service post-trial.

• App-free solutions meet users where they are
• Simple UX flows dramatically reduce operational overhead
• Clear confirmations and feedback loops reassure users
• Outdoor signage UX matters — visibility, durability, and clarity are critical

*Note: All finished designs shown here are property of their respective owners. Designs displayed here are for the purpose of my portfolio only and should not be repurposed or reused without consent.