With the Low-Cost airline market maturing, my client wanted to transform its retail website from a simple booking engine to a complete travel proposition addressing all aspects of the travel planning journey.

There were a number of key challenges to deliver over a 12-month timeframe:

– Refresh the website design, addressing branding and usability issues and preparing the ground for the introduction of a large number of product features without negatively impacting the user experience or conversion rate

– Introduce a number of innovations to the booking process: shopping basket which can hold multiple flight segments (100+), introduce dynamic packaging capability for insurance, car hire and other products; introduce insurance to the booking process; create a propensity model for in-funnel car hire to present the right car for the party, destination and season; improve itinerary confirmation, increase payment perceived security, support the introduction of many new routes, languages and currencies/payment methods.

– Design and deliver completely new products: online check-in, speedy boarding, on-airport check-in kiosks, sales and price alerts, abandoned cart programme, CRM and dynamically packaged complete holidays

I delivered a programme of work using Agile ways of working and autonomous multidisciplinary teams, completely revamping every aspect of the online journey and transforming the business, ahead of time and below expected cost.

As a direct result of this programme of work, the client experienced unprecedented growth in its non-flight revenue, while more than meeting its flight targets, resulting in thoroughly successful business outcomes and millions of happy customers, cementing its position as unassailable number one and increasing its lead in a very competitive market.