
Overview
MET wanted its website to work as a calm, trustworthy companion for travellers, something that makes the trip easier before anyone reaches the terminal. We redesigned the site around clarity and speed and added a custom AI assistant that answers travellers’ questions in real time.

Challenge
Airports run on movement, and for most travellers that movement comes with stress. Our research found that many people skip airport websites entirely and go straight to their airline for flight information. The reason was complexity. MET’s site needed to earn back a place in the traveller’s journey by being simpler and more reliable than the alternatives.

Approach
We started by stripping things back. Every design decision was measured against one question: does this reduce cognitive load and increase confidence? That gave us three guiding pillars for the experience: mobility, innovation, and organisation. The information travellers need most (flights, parking, weather) moved to the front, and everything else was structured so it stays out of the way until it’s wanted.

Solution
The new site leads with what matters right now and lets people explore further at their own pace, including MET’s innovation lab and sustainability initiatives. At its core is a custom AI assistant trained on airport-specific data, so it returns verified answers instead of generic ones, covering everything from flight updates to parking and weather. The result feels fast, human, and quietly confident.








Results
2.6s
Response time
Median answer time from the AI assistant
1,456
Questions a day
Answered by the assistant on average
Daily
Repeat visits
Travellers return by choice, and engagement with key services rose sharply