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TRANSCRIPT
Designing the Optimum Mobile Customer Experience
Vueling May 2013
By Arianna Tregon E-com Manager Vueling Airlines
1. Market
2. Mobile at Vueling
3. Mobile client profile
4. Examples
Agenda
5. Conclusions
Who are we?
• 103 destinations • 15 bases
• +55 Million pax
Low fare airline with a wide range of products and services
Mid-short haul destinations
Mix of distribution channels
New technologies early adopters
• 500 Flights / day
• Online and traditional channels
Where we fly…
The facts…
1.2 BN Global market
smartphones penetration
2.5 average connected devices per
person
27 times per hour
The facts
A challenge:
To charm them
The facts…
2011 2012 2013
?
2x people
connected globally more…
Key point. Speed
The facts…
The user
Time savers
Multi screen consumers
Demanding
My Pain is your gain
Multi tasking brain
My time
My devices
Things Now
My new arm
The challenge starts…
Review the basics
From 2011 to May 2013
Result: 13% more searches
9 Useful Tips
Tip 1: Instant answer
Give to the user what they really care about!
9 Useful Tips
Tip 2: Listen to what they want
Fine tuning on the search engine:
Most of our mobile clients book one way flights on the app
Most of our clients book for the same day or the day after
Most of our clients repeat the same route, so add favourite destination to the list.
9 Useful Tips
Tip 3: Navigation Assistance
Include some easy functionalities:
Create a cascade flow on search engine
Use geolocalization to increase findability on list / menus
Make calendars easy to decide
9 Useful Tips
Tip 4: About Forms
If you really need to fill the forms:
- Retrieve all information from account members
- Prefill information using geo localization
- Take advantage of keywords settings
- Connect with the correspondent keywords
- Use next or previous functionality to jump over the fields
- Use Voice recognition to fill the fields
9 Useful Tips
Tip 5: Storing data
Use passwords to store personal and payment data:
- Store user information and credential
- Store sensitive data such as credit card numbers
9 Useful Tips
Tip 6: Add new features
Add added value features:
Add flight following track
Only relevant days
Passbook - IOS
9 Useful Tips
Tip 7: Add your promotional sale
Add your seasonal sale:
- Your promotions are part of your brand identity
- Eliminate purchase mobile barriers
9 Useful Tips
Tip 8: Trackings
Trackings and SDK:
As a driver of decision making process is fundamental
But: 20% analysis and 80% sweat
9 Useful Tips
Tip 9: KPI
Mobile Indicators:
Don’t measure the mobile as a new distribution channel only
Mobile, website and tablets are an ecosystem
The challenge continue…
Understanding the client…
Uses and also situation…
So What …
Answering mobile user needs…
Vueling lovers
Useful
Frequent
Semi frequent flyers
Spontaneous buyers 1. Satisfying by having the optimal functionality in the app is a must
3. Make it easy
2. Satisfying making the information in the app reliable (check in, flight stats, my booking)
4. Make it unforgettable for flying – boarding pass, Passbook, my flying wallet
5. Last but not least make me love your airline… coming soon!
So What …
Axis…
Functionality For Granted
Make it easy Reliable information
Make it unforgettable for flying
Performance and time to market
Easygoing process Trustability and detail oriented
Add value
VUELING AIRLINES SA | PARQUE DE NEGOCIOS MAS BLAU II - PL. DEL PLA DE L’ESTANY, 5 | 08820 EL PRAT DE LLOBREGAT - BARCELONA· SPAIN
Arianna Tregon E-commerce Manager