Why iPads Are the New Retail Design Must Have More commercial spaces are using tablets for everything from digital signage to point-of-sale systems. Here's how to create a great user experience.

As far as airport experiences go, the Delta Airlines terminal at New York City's LaGuardia is a fairly memorable one. There are iPads as far as the eye can see: at restaurant tables, on food counters and within reach of every waiting area. It's clear that travelers appreciate being able to browse news sites, write Facebook updates and play games. But OTG Management, Delta's food and beverage partner at LaGuardia, debuted the iPads in June 2012 for one main reason: to drum up business.

The tablets are designed to encourage travelers to buy food from the instant they pass security to the moment they board. In fact, if you happen to be online 30 minutes before your flight, an alert will pop up suggesting a snack to order. The result? Customers ordering via the iPad spent 15 to 20 percent more than other patrons, with sales per passenger double the industry average.

"In general, businesses need to be thinking about digital strategies beyond content, and what platform or device will help create that experience for their customers," says Charlie Miller, associate partner of New York-based design and development agency Control Group, which was tapped to execute the iPad project. "OTG's choice to invest in an iPad experience clearly paid off. It has enabled them to transition from a food and beverage company into a technology company."