case study
flights to holidays cross-sell
overview
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Jet2 is one of the largest holiday operators in the UK, and it consists of the multi-brand channels of Jet2.com (flights), Jet2Holidays, Jet2CityBreaks and Jet2Villas. It caters for Business and Personal travel across Europe and America, flying out from airports all over the UK.
my role
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In my UX Designer role at Jet2, I worked on the Jet2 Holidays, Flights, Villas, and City Breaks brands. Across these brands I worked on:
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Ideation and User Research
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Sketching and Wireframing
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Hi-Fidelity Design and Prototyping
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User Testing
design process
My process for design is steeped in research and observation. I gather as much information as possible regarding the user, client, business market and competition. I then set this alongside my passion for the understanding of design and user trends, to build a context.
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My process is based on Research, Analysis, Ideation, Design, Prototyping and User Testing taking in the oxygen to feed the design process. Also, like breathing, this process should be continuous and ongoing.​
Introduction to case study​
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Across Jet2 Flights to Jet2Holidays, a key business goal was focused on how to cross-sell holidays to Flight Only customers.
Research​
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The first thing I focused on was our research strategy. In order to identify the flaws in the current UX and UI, I conducted a usability test by interviewing people that fit our user archetype. These were users over the age of 50 who had booked a flight using our website in the last 9 months. Before I began the interviews I first needed to do two things.
First I conducted a competitor analysis. Aside from using and understanding Jet2, this also gave me insight into the market space and provided additional context for the problem I was working on.
Secondly I created an interview guide in preparation for Usability Testing. This enabled me to conduct interviews in a consistent and controlled manner.
insights
As part of our Competitor Analysis and usability test, a recurring theme among users feedback was the lack of awareness of holiday availability based on their selection criteria commonly being based on destination first.
I focused the research on User Interface elements and User Experience Flows – including the Search process, Results Presentation, and Holiday Features, and pulled out the five most common points.
user flow
After numerous testing and feedback I identified the user flow of the app, and then thought about restructuring the flow and cross-over so it would be a better experience for all users.
how might we...
I conducted a brainstorming session, reframing the problem.
I started thinking about the recording process, and spent time sparking ideas for possible innovative solutions.
sketches
The next steps was to each do a 6-up
lo-fi sketch using the new user-flow I created. Here quickly incorporating my brainstorming ideas into rough sketches.
lo-fi wireframes
After sketching out wireframes, I moved into Figma and created lo-fidelity wireframes. Following the user journey map, I chose a single ‘happy journey’ and mapped out the different designs.
design system / styleguide
We had a design system to add consistency, structure and communication across all team members. We had built a system of governance for the incorporation of the new design components into the existing system structure, using a two-tick check process.
hi-fi designs
After building out our design system components, I took the lo-fi wireframes and recreated in Hi-Fidelity in Figma. Following the user journey map, I chose a single ‘happy journey’ and mapped out the different designs.
success metrics - cross-sell
The HiFi Designs were built and set up as part of an A/B test on the live site in both the incorporation of the search journey and CTA from flights directly to both flights and hoildays, and the following flow highlighting the comparative breakdown of the features of each.
Pre-2017
POSt-2017
Alongside the homepage CTA integration, I incorporated a comparative feedback element to the user once they had pursued a flights journey, where post journey detail completion, the user is able to continue purchasing a flight only or be linked to holiday results.
Desktop
Mobile
live a/b test & results​
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The Homepage Split CTA and the post-search comparative component were run in an A/B test, 50% split in traffic on the live site from March 2018 to March 2019.
83.91%​
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Conversion rate lift on Holidays site on new design compared to old design.
1.06%​
Conversion rate lift on Flights site new design (this was expected to be negative)
£4.21m​
Total Revenue gain for the total year tested (new design vs old design)
success metrics - search optimization
The second area of the A/B test to go alongside the CTA and search journey from flights was the search results display optimization to enable the users to more easily navigate holiday search results, to further enable the improvement of the entire journey from flights into holidays, and on to conversion.
previous design
The existing solution was very long-form, taking up a lot of space and was therefore elongating the user journey when browsing potential options of hotels to choose from in the selected destination.
NEw design
live a/b test & results​
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The Search Result Card new design was run in an A/B test, alongside the pre-existing design, 50% split in traffic on the live site over a
4 week period.
12.82%​
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Conversion rate lift on Holidays site on new design compared to old design.
-19.6%​
Bounce Rate reduction on search result page using new design compared to old.
-4.8
Total Average viewing seconds spent per result (average) for new design