Boosting Smart Gate adoption by 300% and cutting failures by half.
Dubai Airports’ Smart Gates promised to speed immigration, but six months after launch, only 12% of eligible passengers used them.
Confusion over eligibility, unclear wayfinding, and high failure rates left travellers frustrated and partners blamed. The challenge was to turn Smart Gates into an obvious, seamless choice at the world’s busiest international airport.
We mapped the full passenger journey through research, observation, and interviews. We redesigned 11 key touchpoints, from signage to screen flows, so passengers could easily find and use Smart Gates.
Working with GDRFA, Dubai Police, Immigration, and the technology partner, we aligned systems and processes, while training 260 frontline staff to give passengers confidence and support.
Adoption rose more than 300% in three months. Transaction times dropped 28%, failure rates fell 52%, and congestion eased across terminals.
The redesign boosted NPS, lifted staff morale, and protected Dubai Airports’ reputation for world-class innovation and customer service.