Designit, Wipro Limited’s experience innovation business, is moving into the next phase of its work with JFK International Air Terminal (JFKIAT), the operator of JFK Terminal 4 (T4) in New York, as the strategic experience partner for its ‘North Star’ vision and experience strategy.
This will entail driving engagement of the North Star within the T4 community, refining and implementing CX concepts that bring the strategy to life, and providing support to JFKIAT in ensuring its existing projects and programs align with the overall vision. This project is part of Wipro's ongoing work with JFKIAT, which includes building an AI enabled data strategy for JFK International Air Terminal and supporting the business with a carbon reduction roadmap to meet its sustainability targets.
The announcement comes as T4 concludes a $1.5B transformation as part of the $19B redevelopment of JFK Airport. The project, which broke ground in 2021, has brought significant investments in both the physical and digital aspects of the terminal to support continued passenger growth, cutting-edge technologies, and innovative operations.
In 2025, as JFKIAT continues to make infrastructural investments in the terminal, the company will also implement initiatives to elevate its best-in-class customer experience at T4, reshaping its entire commercial program to offer new shopping and dining experiences, opening new lounges and amenities, and bringing best-in-class culture of service to the next level.
Designit was tasked with articulating and clearly defining the comprehensive North Star vision for the terminal. The collaboration will cement and maintain JFK Terminal 4’s reputation as a leader in overall passenger and employee experience.
JFKIAT sought a strategic partner to define and articulate T4’s distinctive terminal experience, while aligning the vision across the company’s stakeholders and business partners, including the Port Authority of NY & NJ. JFKIAT’s collaboration with Designit will ultimately develop a strategic roadmap to elevate all aspects of the T4 experience, including passengers, employees, commercial, airlines, and ambience.
Designit was selected for its expertise in experience design and its proven ability to translate strategic visions into tangible and impactful concepts.
In the first phase, Designit conducted market research, user research, workshops with airlines, T4 business partners and JFKIAT stakeholders, and gap analyses to identify opportunities for innovation and improvement. The consultancy identified T4’s unique positioning in the market, gathering feedback on potential concepts to implement at the terminal.
The team also developed an experience strategy guide and high-level roadmaps, identifying innovations and new concepts to implement the North Star vision and enhance the overall terminal experience.
Belinda Jain, VP, Customer Experience and Commercial at JFKIAT, comments: “It is a unique challenge to create a holistic strategy that not only takes into consideration the world-class vision set by the Port Authority of New York & New Jersey but also builds upon it to craft a distinct experience for Terminal 4—one that reflects the specific requirements of our passenger profiles within a complex environment, with many external factors and partners to consider.
“A key part of Designit’s work is not only focusing on IT and digital innovations, but also understanding the significance of improvements and enhancements that underpin T4’s commitment to overall quality. Thanks to our existing collaborative relationship with Wipro, we look forward to continuing to weave digital innovation into the customer experience at T4, balanced with human touchpoints to bring the T4 experience to life for everyone who walks through our doors.”
Madeline Kossakowski, Executive Experience Design Director at Designit, adds: “We are aiming to create a cohesive strategy and vision for Terminal 4, an anchor that ensures alignment and continuity so that the experience is consistently exceptional whether you’re a traveller, an employee, an airline, or business partner. This will enable Terminal 4 to maintain its acclaimed standing as a best-in-class airport terminal experience in New York.”
