For this project we designed a seat selection service into the easyJet booking experience.
In 2012 easyJet had taken a bold decision to position itself more for the middle-market traveller. Allocated seating was a central part of this, but it was a risk. The existing booking journey was highly-tuned for conversion; how could we introduce this new step without disrupting revenue? Answer: design carefully.
We had designed the original easyJet booking engine back in 2008 so the client came back to us for this new challenge. We had to be rigorous and methodical, but we also seized the opportunity to explore the creative opportunities of the brief.
Our task was to introduce a new seat booking step into the existing easyJet booking journey
We needed to generate new seat revenues through an easy-to-use process and preserve overall performance in a highly optimised booking flow.
The project was planned with regular user research throughout. At first we used research to understand the user’s context and explore the different motivations for picking particular seats. This allowed us to generate and test a range of concepts for presenting seat options. We played with motivations as wide as legroom and exit time through to the view out of the window on different sides of the plane.
We had twice weekly workshops with easyJet to make sure that technical and business feasibility was constantly in focus. With regular input from the client and from customers (in user research) we cycled through progressive levels of design fidelity. Our final deliverables were an interactive prototype, an annotated functional specification and build-ready assets to move into development.
The company’s business performance and share value strengthened substantially after launch: several press reports link this to seating revenues. easyJet’s Chief Executive has cited the successful implementation of allocated seating as a significant factor in their recent results.
Carefully crafted design made sure that the strategic decision to introduce allocated seats was translated into a successful user experience. Happier customers, higher revenue: the win/win.