PROJECT
ETIHAD AIRWAYS

AGENCY
REAKTOR

ROLE
DESIGN CONSULTANT

CONTRIBUTION
DESIGN DIRECTION
PRODUCT VISION
VISUAL IDENTITY
PROTOTYPING

YEAR
2020

INDUSTRY
TRAVEL
TRANSPORTATION

The next-generation mobile app for customers is designed around the “Choose Well” value proposition, highlighting the ability of the individual passenger to customise their journey. A seamless experience that aims at removing all obstacles to buying and paying for upgrades.

01.

Context

Etihad Airways is exploring a strategy for creating its next-generation mobile app for its customers. The Etihad brand platform and consumer-facing communication are built around the notion of “Choose Well”, highlighting the ability of the individual passenger to customise their journey when flying with Etihad. “Choose Well” is also viewed as a high-level strategic guideline when embarking on a project like this: How can the Next-Generation App make it possible for a traveller to ​choose well? For a prestigious airline like Etihad, having a well-serving app is practically a hygiene factor. How can Etihad make sure that investments in customer experience will generate as much business value as possible? How can we make buying and paying for journey upgrades an enhanced customer experience at all moments of the customer journey?

02.

Approach

Air travel can be a long process with many pain points for passengers. In the current post-COVID-19 world, the travel experience has become even more challenging. Given the significant impact on the industry, this is an opportunity to revitalise the brand and prepare for future demand focusing on features that efficiently improve the customer journey experience. The Next-Generation App helps customers quickly and easily select key elements for their journey. It offers a seamless user experience aimed at removing obstacles when purchasing upgrades and enhances the customer experience at every stage of the Etihad journey.

03.

Outcome

The product vision is developed based on a hypothesis-driven approach. The assumption is that investments in customer experience will generate business value by simplifying and speeding up the process of buying and paying for journey upgrades at every stage of the customer journey. The goal is to provide simple and intuitive features that feel personalised for each customer, leveraging machine learning and automation (AI) to deliver relevant content at the right moment in the experience. The success of this feature will be measured by metrics like the reduction in customer experience investment relative to the booking and upgrading ratio. This includes tracking booking increases, time taken to upgrade, the timing of upgrades before flights, which upgrades are most frequently purchased and when, the most-used touchpoints for upgrading, and customer feedback collected through the app.

+2x

Expected increase in ROI (return on investment).

+2.5x

Expected increase on packages upgrades.

+60%

Expected positive customer feedback on new features.

It’s all about the journey. Inspiring customers to travel and helping them create memories during the trip. Understanding their needs and providing the most enjoyable travel experience. The design conveys a feeling of simplicity with a layer of premium service ●

Credits
Samuel Viani ⸺ Design Consultant (Product Design & Design Direction)

Duration
3 weeks

Agency
Reaktor

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