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Reinventing Fast-Track Security at Heathrow for BAA

The Problem

  • Passing through Airport Security is a process, not an experience
  • BAA created “Fast-Track” in the 1990s – a dedicated security lane for First and Business Class customers
  • The existing Fast-Track execution was tired and needed refreshing to provide a better customer experience

The Process
The ?What If! team de-camped to Terminal 4 at Heathrow for a number of weeks, speaking to security operatives, passengers and management to build a complete picture of the Fast-Track experience.

We hosted a number of cross-functional workshops with guards, supervisors and BAA management to build a new customer journey for Fast-Track, featuring a series of Iconic Gestures to deliver a tangible difference for the passenger and a more enjoyable working environment for the security team.

Our Realness team created a new suite of communications, in line with BAA Heathrow’s detailed brand guidelines, and within four weeks of the project start we trialled the new customer journey live at

Terminal 4, interviewing and observing operators and passengers over two days.

Both qualitative and quantitative research was conducted to identify passenger opinion and true impact on queuing times.

The Solution
The new Fast-Track proposition was delivered with features including:

  • A new, branded suite of engaging communications, preparing passengers for the security process
  • A more inspirational, natural environment within the terminal
  • Communications to alleviate stress and keep passengers better informed
  • A more engaged security team, who were highly involved in the design of the new proposition and
    passionate about creating an experience, rather than managing a process

The Results

  • Quality perceptions of the experience improved over 10% post trial
  • The average queuing time for Fast-Track decreased
  • The work is currently undergoing further assessment within BAA

“From the guys who were with us for the set-up on Monday night, and were back on parade at 0530 on the Tuesday morning...to the team in the office who provided all the essential back-up, graphics and materials - it was a fabulous team effort. We knew that the project would not be an easy one to pull off. It was certainly a challenge...but the result on the day was worth it !”
Joan Stott, Marketing Director BAA Retail

“For me this project demonstrated how working with front line staff to redesign their experience and their customers can achieve big things from little changes.” Graham Bishop, ?What If!