Ryanair.com was showing signs it wasn’t going to be able to help the business achieve its goal of being the Amazon of travel, with this in mind our team was asked to explore the idea of Ryanair being more than just airline. The business goals were to increase conversion and awareness on auxiliary products, Improve the users experience and drive users to our other core products (Rooms, Transport, Attractions). The site also needed to able to be reskinned and support third party products including flights from other airlines.
Finding & insights
Using the jobs to be done method we interviewed our users to find out how they plan travel and the role Ryanair currently plays in the process. We also ran customer journey map workshops to map out the experience to find potential issues and discover new opportunities. Some of the key findings were that the current site treated traveling planning in a liner manner and all our products are hinged off booking a flight. The insights team also came back to us with quantitative data illustrating similar issues and findings.
With all this information and data, we began by creating wire flows and overall site structure of the new platform to help remove some the barriers and pain points customers currently have with travel planning. This was validated with users and approved by the business.
With the site structures we began breaking down the site into smaller projects and designed solutions for each project keeping in mind the overall flow and experience. During this design, testing and iteration phase we used many methods and approach’s such as, Design thinking, Workshops, Wireframing, User testing, User interviews, Prototyping, Journey mapping, Micro interactions, Dev discovery sessions etc
The solution came in the form of a trip planner that allows users to add different products from our platform into a trip container. This new platform allowed users to create trips with the products they want in the order they want, giving them more freedom, control and flexibility. The platform also allows Ryanair to deliver personalised content, flows and offers.
Delivery and results
A mobile MVP has just gone live across multiple markets and the so far, the results have been very positive with an increase conversion on auxiliary product in the mobile flight flow, meaning we are surpassing our targets. We have also seen increases in other KPI’s such as, Performance & speed, Click though rate, Engagement, Net promoter scores etc. We continue to gather insights and make improvement to the flow based on our findings.
My role during the project was Lead UX designer. It was my responsibility to discover and explain what type of platform was needed that would be helpful for our users, while also making sure it met the business objectives and targets set for us. Another key part of my role was to explain to the stakeholder and other design teams what the solutions was and looked like and why it was the correct solution.
To do this I had to use many methods and deliver many outputs such as, research reports, competitor reviews, user & stakeholder interviews, wire flows, wireframes, guidelines, prototypes, micro interactions, animations and user testing reports.
I was also responsible for guiding, mentoring and supporting the wider design team (10+ designer) on the 3.0 project and be the go-to on all things UX related.
Other duties as lead was to make sure the UX was aligned to the vision initially set out when the project went to dev. This meant working with 8 dev teams and supporting and helping when questions and issues arise.
Note: While I have documented my role it’s only fair to mention this was team effort and the success of the project is due to the whole team working together, supporting each other and complementing one anothers skill sets.