Expediting the Traveler Journey
Mobile Passport Control (MPC) User Research
What I did: Usability testing, user interviews, contextual inquiry, synthesis, user personas, marketing
MPC is a free mobile app designed to help travelers move through Customs more quickly when returning to the U.S. after an international flight. During usability testing on websites for traveler programs, we discovered that many travelers were confused about MPC after reading the program’s informational content. They didn’t understand its purpose, who should use it, or how it differs from Global Entry, a paid service. A common misconception was that MPC was only for making declarations.
As a result, eligible users were unaware of the benefits of using MPC, and many missed out on this free, expedited experience. To improve the clarity of program information available to the public, I spoke directly with MPC users to learn how they discovered the app and how they perceive its value. The idea: boost MPC adoption by incorporating real user insights into program communications.
My research plan consisted of two main activities:
Structured interviews with current MPC users to gain insights into their experiences with learning about and using MPC during re-entry, including identifying pain points. I asked users about their travel habits, how they would explain MPC to a friend, and to walk me through their journey of discovering and using the app from start to finish.
Contextual inquiry at the Dulles Airport Main Customs Arrival Area, conducted during both high and low traveler volumes. This allowed me to observe travelers moving through the line and interacting with officers during processing, providing an operational snapshot of the program.
I synthesized the qualitative data and shared my findings with key program stakeholders, who I’d included in research planning from the beginning. With user feedback and field research as evidence, the team was open to my recommendations. The overall takeaway was positive: users who knew about MPC found it effective in speeding up the Customs process, but the program's success was limited to those who were aware of it.
4th – Dulles airport’s MPC usage ranking, after JFK, YYZ, and MIA
1.8M – MPC users in FY23
54 – Ports of Entry with MPC
$0 – MPC is free
12 – People that can submit travel information from one device
Takeaways:
Reminders, reminders, reminders.
No more mixed messages.
Groups and families matter most.
Reminders, reminders, reminders.
Many successful users learned about MPC before reaching the Customs arrival area, assuming the app would be too stressful to download and use while waiting in line. However, these same users often struggled to recall key details about their experience. In interviews, participants frequently used phrases like "I think," "I don’t remember," and "might have." This indicates that, while they were satisfied with the app, their experience recall was diminished, likely because negative moments tend to stand out more than positive ones. As a result, both first-time and repeat users found themselves confused when navigating the Customs arrival area, without clear expectations from one arrival to the next.
To reduce confusion, I recommended placing MPC signage throughout the entire arrival journey–from deboarding to the officer booth–providing real-time guidance without depending on users' prior experiences. I also suggested that airlines share MPC information with travelers via emails, texts, or push notifications just before departure from the U.S., again before their return flight, and during the flight through onboard announcements.
No more mixed messages.
There are several stakeholder groups involved in managing travel experiences, including airports, airlines, CBP, and TSA–but there is minimal coordination in their marketing and communications efforts. For example, JFK and IAD use completely different colors, logos, and messaging on their signage. Some airlines recommend MPC in pre-flight emails using inconsistent language, while others don’t mention it at all. These mixed messages created unnecessary cognitive load for travelers, making it difficult for them to understand MPC and take advantage of its benefits.
To increase program awareness, we developed marketing materials aimed at reaching travelers when they’re most receptive—before departure. We simplified the content to focus on the essential information: MPC’s value proposition and the process steps to use it.
Officers at Dulles Airport emphasize that "the more, the better" when it comes to MPC adoption. Redirecting travelers from the regular line to the MPC line helps streamline processing in the Customs arrival area. However, the most significant time savings occur when groups are processed together through a single photo capture at the primary booth. The more families using MPC, the faster the entire process flows for everyone. This operational improvement is particularly beneficial for parents with young children, who are focused on staying together, keeping track of their belongings, and getting home as quickly as possible.
Groups and families matter most.
I redesigned the informational web content to highlight the benefits for groups, ensuring that maximum efficiencies are achieved in the Customs arrival area. The page content emphasizes the ability for families to stay together and submit travel information from a single device. It also includes a step-by-step guide for using MPC, with each step connected to the tangible benefit for users.