Analysis & strategy
Design, UI/UX
Web development
Content
SEO, SEM & web analytics
Operations & supportSkavsta Airport
Background
Skavsta needed help to structure and clarify its website. Clear, easy to navigate and accessible. The site needs to have technically detailed information about the airport for companies and partners, but at the same time be selling and graphically appealing to travelers. Better presentation of destinations to inspire spontaneous travelers was also required.
More needs and requirements for the new website:
- A clearer focus on booking parking spaces
- Informative articles to help visitors before their trip and on the spot in the terminal
- The new site must work as well on mobile as on desktop
- An easy-to-use system from an administrative point of view, with the possibility of providing emergency information on traffic disruptions or other critical events at the airport as quickly and easily as possible
Documents, meeting and timetable
Prior to the start-up meeting with those responsible at Skavsta, we received a feasibility study that served as a basis for the work on the new website. The feasibility study reported, among other things, visitor statistics such as the location of visitors, which pages generated the most traffic and which devices were used (mobile / tablet / computer). This gave a clear picture of the mission and what we would achieve together.
During the kick-off meeting, we were able to develop common goals and a timetable with responsibilities, linked to the various stages of the project.
Personas
To target the new site, we started with a group of personas - a collection of fictional visitors to the website and Skavsta Airport:
Johan 43 is on his way to England with his wife and two children. The family lives in Örebro and plans to take the car to Skavsta. The week before they are due to travel, Johan visits the website to look at the different parking options.
Klara 23 lives in Nyköping and likes to travel. She often visits skavsta.se in search of weekend trips and good deals. Her friends and family share her interests and they often help each other with rides to and from the airport. Klara wants to spend as little time as possible waiting at the airport so she regularly checks the status of departure and arrival times.
Monika 35 and her two children love to travel and discover new places. Traveling alone with two children requires some planning. Well before departure, Monika likes to read up on luggage rules, security checks and restaurant options. A well-prepared trip is a successful trip for Monika.
Linda 56 lives in southern Stockholm and makes regular business trips to London. She has found that Stockholm Skavsta Airport is the most time-efficient option for her. Linda takes a taxi to the airport and enjoys sitting in Skavsta's business lounge where she can work undisturbed while waiting for her flight.
Tomaz 33 lives in Poland and works in Stockholm. Twice a month he travels home to his family in Poland. When he lands in Sweden, he always buys a return ticket for the bus to save money. Tomaz's Swedish language skills are limited, so he appreciates that he can choose to view the entire website in English.
Wireframe
Once much of the structure was in place, the next step in the development of the new site was to prototype the content of the key pages. This prototype is also called a wireframe and is mainly used to clarify the essential elements of the site and the relationship of the content to each other.
This shows where the different elements are presented on the website. How and where do travelers pre-book parking, how are selected destinations presented on the home page and how are services and services in the terminal clearly presented.
We also look at responsiveness, i.e. how the different parts are adapted to work optimally on different devices such as mobile phones, tablets and computers.
Target groups
Based on the preparatory work with the fictional characters, we got a good idea of what elements should be prominent on the website. A clear entrance to the parking reservation. Easily accessible information on departures and arrivals. A thorough guide to the practicalities of the terminal. A presentation of the airport business lounge. Support for translation of the entire site.
SEO analysis
After analyzing Skavsta's visitor statistics in Google Analytics, our SEO department made a current situation analysis and produced an SEO report for all parts of the site. This was compiled in a technical report - the so-called Site Audit.
Site structure
Based on the SEO analysis, we set up a new site structure to accommodate the SEO elements. The goal of the new structure was to simplify and reduce the number of steps to relevant information. Fewer subpages and thoughtful grouping of content - all to make it clear to the visitor, but also to Google.
We used the Slickplan service throughout, together with Skavsta, to set the structure for the new site. Here we also have the opportunity to provide tips and advice on how the client should work with, and think about, elements such as names and content on pages.
Language support
In addition to Swedish, Skavsta needed support to present the full website in English in the first instance, with the possibility of adding more languages in the future.
Photography background
For the new website, it was important for Skavsta to build up a completely new image bank with newly taken pictures. To show the airport's service offering, we chose to photograph all the way from parking to boarding via check-in and security control.
Own photographer
One of the advantages of having a competent photographer working at the agency is that he can be active in the preparatory work and is well acquainted with the project when it is time for photography. Before the photo job at Skavsta, we put together a form of photo script or storyboard where we went through what kind of pictures we needed for each area of the website.
Media library
Together with the client, we went through the image material and made a selection of images that were edited and resized to fit the web. The selected images were then used as the basis for the media library in the website's administration, where they were categorized according to use.
Smart image management
To facilitate image management, we chose to design pages and modules so that the images can be used as flexibly as possible. The same basic image should work equally well whether it is used as a large page top or smaller puff image.
Building the web
Once the main page design was approved by the client, we started building the real site. To keep the whole site as uniform as possible, we built a set of predefined template tools.
The presentation of the different destinations was given its own module where all the information is managed in one place - from the homepage puffs to the full information page with text and image gallery. Once the administrator has entered a new destination, it is automatically published in the right place, on the right sub-page. The destinations to be displayed on the home page are selected from an auto-generated list of active presentations. This ensures that all destinations are presented in a uniform way and facilitates administrative work.
The administration of the map showing the airports served by Skavsta was built in a similar way. The administrator fills in the longitude and latitude and a short description of the destination. The airport map is generated automatically and shows the active destinations on the map.
Using the same approach, we developed a module for services in the terminal. From previously presenting the range of services on several different pages, sometimes with similar information on two or more pages, we gathered all the presentations in one place. The different articles are tagged and categorized and then published with filtering options under the "Airport Services" section.
For times when you need to get urgent information out efficiently, we built a module for temporary warning messages. In addition to quickly writing a new information text, you can also choose to edit and publish a partially written message from a bank of commonly used texts. All to save valuable time and quickly publish a warning text on a red background at the top of all pages.
Education & Content
As we started to approach the end of the schedule and the release date, we held a review and training together with Skavsta in their new WordPress solution. We had the opportunity to clarify and follow up on the last issues together.
The content for the pages was entered into the finished templates directly by Skavsta. In doing so, we ensured that menus, headings and texts followed the guidelines and recommendations we got from the previous SEO report.
Quality assurance and monitoring
In order not to lose the SEO ranking that the previous version of skavsta.se worked up over the years, we set up so-called 301 redirects as a reference from the old pages to the new counterparts.
For each new website release, we use an internal checklist to check and quality assure technical details such as DNS settings, SSL certificates, AdWords campaigns, Google tracking and tags, and more. Before that, we tested the site in the most common browsers and made sure that all pages and features work properly from mobile, tablet and desktop.
We deliver regular reports with summaries from AdWords that are analyzed and possibly adjusted to achieve greater efficiency.
What the customer says
"Throughout the process, Tankbar has proposed smart solutions to the challenges we faced. Tankbar has been responsive to our wishes and together we have identified our main target groups and put it into practice on the web."
