Building a runway for collaboration


Heathrow Airport was having trouble uniting their 6,500+ employees across its offices and terminals. So they introduced a digital workplace initiative to transform the way employees connect and collaborate, making it easier and more efficient.

MSL’s first task was to work with employees to co-create the shape and features of the new digital workplace. We worked with employee groups, building a deep understanding of their lives and needs through empathy mapping exercises. This built trust and engagement from the outset.

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detailed audience personas

Based on this insight, we developed detailed audience personas which drove every aspect of the project. Our next challenge was to effectively engage a much wider group of people in the launch of the digital workplace initiative and engage employees across all Heathrow locations with their new Hub+ feature – an online collaboration space featuring the latest Heathrow news, operational forecasts and alerts, colleague deals and briefing sheet.

We had to engage a diverse target audience, so our messages had to be carefully tailored. Office-based employees who were more familiar with online collaboration tools received fewer details, whereas operational staff based in Terminals needed more information communicated in a direct, succinct manner.

6,500 People engaged
+50% Increase in visitors
+83% Increase in visitors from mobiles
75% of all colleagues are active users on Heathrow social channels.