Enabling passengers to solve their own sticky problems

Self service bag drop 


We were tasked with creating a faster and more efficient bag drop service for KLM.

Through repeated testing of our designs, we created an intuitive machine interface that took the difficulties of bag drop into account to allow the passenger to effectively check their bag in quickly and securely.


  2 months


  Expert review
  Journey mapping
  Iterative design
  Usability research
dropoff KLM
Luggage machine KLM
Dropoff KLM

Setting expectations

While observing passengers as they dropped off their bags at Schiphol and other airports, it became clear that the success of the Drop Off depended not only on the effectiveness of the machine and its interface, but also on the passenger’s expectations of the process.

Our research told us that the self-adhesive labels were a sticking point for many. Since the labels printed at the same time as the instructions were shown on screen, many were too distracted to engage with the helpful animation. We solved this by delaying the printing stage, allowing the passenger time to digest the instructions, and adding an extra check after they had attached the label to ensure they are confident their bag will get to their destination safely.

By the end of the project, we had created a more intuitive machine interface and delivered concept design ideas to improve passenger preparation as we found that if the passenger’s expectations about bag handling are managed during check-in, the chance for “Bag Drop success” was higher.

Facts & figures


Design iterations




Agent hours

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