Alaska Airlines self-service bag tag station
The challenge
The self-service bag tag station sits at the most time-pressured moment of the journey. Every failed print creates queue backup and agent intervention — costs invisible to digital analytics. The team needed a reliable, ongoing read on satisfaction and usability at the kiosk.
Approach
- Site intercepts capturing in-the-moment CSAT immediately after completion or abandonment
- UMUX-Lite for lightweight, standardized scores comparable across stations and releases
- Adobe Analytics and feedback data connecting kiosk friction to downstream digital behavior
- Qualtrics dashboards tracking satisfaction longitudinally — improvements verified, not assumed
What the study surfaced
Dissatisfaction clustered at hardware moments — printing and attachment — while on-screen flow scored well, redirecting investment from UI polish to physical affordances.
First-time flyers drove most assist requests; a targeted first-run prompt outperformed general signage in pilot testing.
Longitudinal tracking caught a satisfaction dip after a software update that spot-checks would have missed — the dashboard paid for itself in one release cycle.
Outcome
Recommendations improved the kiosk experience across touchpoints, and the measurement system gave four product teams a shared, ongoing read on traveler satisfaction tied to KPIs — an early version of the DataDrive loop.