What Zurich Airport Can Teach Us About Challenging Customer Assumptions

Have you ever noticed something small that makes you rethink an assumption?

While passing through Zurich Airport, I discovered there are two separate lounges: one for smokers and another for vapers. We often lump these groups together, but this thoughtful design choice made me realize their needs and preferences might be more distinct than we assume.

Swiss law allows smoking inside as long as they are separate, well ventilated and meet legal standards; they have 18 smoking lounges throughout the airport so they can be specific in their offerings. 

The distinction between these two types of lounges, even without a clear explanation, got me thinking about how often we make broad assumptions about our users or customers. Digging deeper and segmenting them more thoughtfully can reveal meaningful differences that drive better experiences.

Perhaps people who vape do not want exposure to second-hand smoke.

Perhaps vaping is part of an effort to smoke less, and they don’t want to have heavier smokers around. Or perhaps these groups have different needs and preferences and prefer to be with “people like them”. 

Innovation doesn’t always require breakthrough technology. It often starts by looking closer, questioning our assumptions, and responding to people’s real needs with greater precision.

What’s one assumption about your customers or users you could challenge this week?