swiss.com show case relaunch 2014 tiziana larosa / roman seeli / janos heé / parand rohani...

swiss.com Show CaseRelaunch 2014

Tiziana Larosa / Roman Seeli / Janos Heé / Parand Rohani

SWISS.COM

May 2014

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128’000 Visitors per day

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Every 17 seconds: one booking worth 610 CHF

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48% of all coupons/segments departing in Switzerland are sold on swiss.com

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853’000’000 CHF Revenue in 2013 on swiss.com

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The revenue on swiss.com has almost doubled between 2007 and 2014.

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swiss.com: Not only a sales, but also a strong servicing channel

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Projects planned for Redesign

Final project: Relaunch

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Why is it a Relaunch and not only a Redesign?

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A team of 48 project member

9 external agencies

2.4 Mio lines of code

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3’100 A4 pages of copy revised & re-written

Translated into 9 languages

All of this integrated into the Content Managemend System.

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8 months of testing on 23 different devices and browsers

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More than 1’340 bugs reported and solved

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January 2012: Agency review / RFPSeptember 2012: Project Kick-off

March 2014: Go Live after 18 months

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User behavior on swiss.com homepage

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Total Visits: n = 0.51 Mio. (Switzerland / German)

4%

23%

1%

12%

1%

2%

57%

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Old setup: no consistent customer experience

swiss.com47 Mio. visits in 2013

Apps535’000 downloads 2013

mobile.swiss.com20’000 bookings in 2013

swiss.com before relaunch: each channel has it’s own layout and functionality

• Mobile share of swiss.com visits : 13.4% (incl. tablets)

• iOS share of visits: 86%

Bookings via mobile/apps: from 221 (2009) to 20’000 (2013) per year

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Findings before the relaunch

• swiss.com is reflecting the internal organization, but not the customer view… Customer behavior shows potential for improvement

• Missing „customer experience“:- no consistent information architecture- outdated design and language- booking process not ready for current airline trends (ancillary revenue)- interface changes when moving from one system to next (e.g. check-in)

• Growing number of mobile users …… but maintenance expensive, offering limited functionality … no app existing for tablets

• Differentiation from the competitors … … where the regular website still lacks customer experience

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–

«Please build a new website for us»

CCO Swiss Int. Air Lines at project kick-off

Weakness of old swiss.com platform

The briefing to the agency:Ideal customer booking process

Dream

Prepare

Plan

BookFly /

Experience

Share

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The briefing to the agency:set a benchmark for the airline business

1. Functional excellence Improving usability and technology

• improve the booking process for better conversion

• support for smartphones and tablets better

• create new information architecture

2. Customer experience Increase the reach and the «stickiness»:

• Personalization (local, social)

• Search engine optimization

• More interactive and emotional product presentation

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Solution: Follow the customer process

Booking path Digital travel guide- Crew Tips-SWISS Magazine-Own content-Partner Integration

Personalized «Widgets»- Login based- Behaviour based

Online

Offline

Download on iPad Logbook

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• One code for all device

…all services (e.g. rebooking, offers, …) are available on all devices, regardless of backend (content, booking engine)… significant cost saving, because content and changes have to be handled only on one platform

• «Hybrid» Apps will use the responsive swiss.com website

… offering the user the same experience on all channels

• Not only design is adapting to the device, but also functionality

…4 defined «Break Points» : Desktop / Tablet Landscape / Tablet Portrait / Mobile

Solution: Responsive Design

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Desktop view

Mobileview

Responsive Design

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Result: swiss.com fully responsive

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Overview of all changes due to the Relaunch

Technology

•Introduction of three new technologies: HTML5, .net MVC und CMS Sharepoint 2013. This new modular structure will make us faster in adapting to new requirements (e.g. AVO). It also reduces the maintenance efforts for the sites of all local markets. swiss.com will become the most modern airline site worldwide.

•Responsive Design: significant cost savings, because all content needs to be developed, tested and integrated only once (before: 3X for mobile site, apps and desktop)

•Faster loading of the site due to the new server infrastructure.

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Overview of all changes due to the Relaunch

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Sales

•Increase mobile sales: additional sales via new iPhone/Android apps and the responsive site. All web services like rebooking and offers page are also available mobile now.

•Origin-based homepages will allow local markets targeted marketing and sales (e.g. all US departure airports will have their own homepage and offers page)

•Booking path has been optimised for conversion with 61 single changes (more prominent “SWISS Choices”, shorter pages, …)

•“Explore”, our all-new travel guide will allow users to book directly their favourite destinations and give us the chance to sell destination-specific advertising space to partners.

•Faster loading, HTML 5 and the new “Explore” section will make swiss.com much more search-engine optimised than before (e.g. when a user searches for “Holidays Miami”, we should show up top-ranked).

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Overview of all changes due to the Relaunch

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Customer Experience & Loyalty

•Personalized widgets (with flight and trip related information) will accompany our customers during the whole trip, on all devices. •The new iPad Logbook App (featuring the Explore section) will increase the customer loyalty, enabling us to build up a travel community. •The new iPhone and Android Apps will offer all relevant services on the go (rebooking, check-in, …) •The new online branding section “World of SWISS” will set a new benchmark in digital branding and take our customers on a virtual journey of SWISS. •A new, dedicated corporate plattform (corporate.swiss.com) will be launched and the Web Check-In will receive a complete new and modern look&feel, offering the same layout as swiss.com.

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Thank you for your attention!