Watching for new behaviours and sharing what we learn

We focus on people. Digital tools are changing the way we think and make choices. Understanding this change is the key to making better business and design decisions. We write and share something pretty much every day.

      Ryanair’s U-turn on customer experience

      By Ed Walker 12 Feb 2014

      As Ryanair turns its attention to the customer experience, will its strategy go far enough towards creating a culture where both Ryanair and its customers are winners?

      Tags: Brand & marketing, Experience design, Travel & leisure

      ATOC launch new product and web experience

      By Luke Romeril 03 Mar 2014

      Foolproof partnered with the Association of Train Operating Companies to design the product page for the launch of its new railcard - 'Two Together'.

      Tags: Foolproof news, Travel & leisure

      How did you book your last holiday?

      By Rob Sterry 20 Aug 2014

      Little has changed when it comes to the holiday decision process, but guerrilla interviews with holidaymakers reveals just how much more self-sufficient we are when it comes to booking. This is great news for customers, but not such great news for travel agents.

      Tags: Travel & leisure

      A handy way of staying in touch abroad

      By Elsa Plumley 25 Jul 2013

      We put 'Handy' to the test. Does this service, which rents smartphone handsets to travellers with unlimited data and calls included, enhance the holiday makers’ experience.

      Tags: Technology, Travel & leisure, International

      Behavioural economics and the perfect holiday

      By Tom Wood 21 Jun 2013

      Booking a holiday can be a stressful experience for customers. Using insights into the way humans think, feel and act you can create a holiday booking experience that evokes positive memories, maximising the potential for brand loyalty and repeat purchase.

      Tags: UX design & practice, Consumer behaviour, Travel & leisure

      Do travel add-ons add up?

      By Elsa Plumley 19 Jun 2013

      Holiday add-ons such as travel insurance, airport transfers or extra leg-room are high margin products for the travel industry and because of this are aggressively pushed in the online sales journey. Our research suggests there are more effective ways of making these ancillary sales.

      Tags: UX design & practice, Travel & leisure

      The secret to Butlins' business transformation

      By Lauren Coleman 12 Nov 2013

      Sketchnotes from our interview with Jamie Thomson, Head of Entertainment at Butlins, on the internal and external transformation of the business.

      Tags: Travel & leisure

      Trailblazing in online customer service

      By Foolproof 18 Feb 2011

      Getting customers to engage in online self-service is an obvious route to cost reduction for most businesses. But by getting the offering right, the online service environment can be something which delivers real customer value; increasing loyalty and even winning advocacy.

      Tags: Consumer & retail, Travel & leisure

      Time for search engines to step up

      By Peter Ballard 11 Apr 2011

      There’s a lot of very good published research on the subject of human decision making, and especially the mess we appear to get ourselves in when faced with too much choice. The fear of making a bad decision and the stress this creates leaves the question: ‘when is a search engine going to be able to do this job for me?’

      Tags: Consumer behaviour, Travel & leisure

      What could be your future pre-flight travel experience?

      By Foolproof 02 Jun 2015

      We visited the Future Travel Experience Europe conference to find out more about where the industry is heading. This got us thinking about other ways the pre-flight experience could be improved and what it might look like in the future.

      Tags: Experience design, Travel & leisure

      Tnooz: Five design principles to attract the Millennial traveller

      By Peter Ballard 29 Jul 2016

      This article for Tnooz written by Peter Ballard explores ways in which we can design better and more relevant travel services for millennials.

      Tags: Travel & leisure

      Online Shopping Survey: Travel

      By Foolproof 06 Sep 2013

      In this first OSS review of the online travel market we use our established ethnographic research method to examine the various factors shaping the customer experience and influencing online holiday bookings today.

      Tags: Consumer behaviour, Travel & leisure

      WeChat: Inside a Super App

      By Foolproof 07 Nov 2017

      We sent a team to Shanghai to run a rapid ethnography with both consumer and business-owning WeChat users. We conducted both guerrilla research and in-depth interviews with a range of people from baby boomers to millennials to get a clear picture of WeChat ecommerce from all sides.