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World Usability Day 2017
David Tuč, Head of Design
Bratislava, Slovakia 9th Nov 2017
Today’s journey
1. KIWI.COM INTRO
2. EXPERIENCE DESIGN AT KIWI.COM
3. IT JUST BEGINS WITH BOOKING
4. Q&A
It all started with one trip...
“We want to make affordable
air travel easy and safe for everyone.
Kiwi.com really is by t...
The Journey
Where do we stand today?
7,000 bookings per day
50 million searches per day
172 TB of incoming data every day
Q3/2017 TOP ...
Service provided by Kiwi.com
SEARCH
BOOKING GUARANTEE
POST-BOOKING
Virtual Interlining
85% OF BOOKINGS
Virtual Interlining
No competition – our content
Majority of bookings sold are Virtually interlined
15% OF...
Kiwi.com Model
Advanced Flight Search
Schedule changes Flight cancellations Flight delays
2015 2016 2017
7.4 8.4 8.8More than 10.000 reviews!
Growth
Only €1,5 mil. Initial funding
WE ARE PROFITABLE
2012 2013 2014 2015 2016 2017
Number of employeesAir ticket sales ...
Global Footprint
1400 Talented Individuals Worldwide
Suva
Future Growth
2015 2016 2017 2021
€150
mil.
€310
mil.
€700
mil.
Today’s journey
1. KIWI.COM INTRO
2. EXPERIENCE DESIGN AT KIWI.COM
3. IT JUST BEGINS WITH BOOKING
4. Q&A
The Evolution of Design @ Kiwi.com
CEO-Centered
Design
Designer-Centered
Design
User-Centered
Design
2011 - 2013 
 2014 - ...
Age of CEO-Centered Design
Credits to Imagesbuddy
Age of CEO-Centered Design
“I always do it like this…”
“For my travels I’d need…”
Age of CEO-Centered Design
The Crystal Ball Score
100%0%
Age of CEO-Centered Design
60% 100% 100%
Credits to Public Domain Pictures, Public Domain Pictures, Flaticon
Age of CEO-Centered Design
POSITIVES

• Brutal-fast prototyping in code
• Enthusiasm
• Feedback from CS & Partners
• Still...
Age of CEO-Centered Design
Credits to Stanford Medicine
Age of Boss-Centered Design
Age of CEO-Centered Design
Age of CEO-Centered Design
Age of CEO-Centered Design
Reached Level: Functional
Credits to Design.org
Age of CEO-Centered Design
How do you think has this been
affecting the product & business?
Age of CEO-Centered Design
Credits to Zoran Bosancic, iStockphoto
Age of Designer-Centered Design
Credits to Thomas Digital
Age of Designer-Centered Design
“This data must mean…”
“I think users need… and they will…”
“Design and prototype quickly…”
Age of Designer-Centered Design
30% 70% 90%90%
1x
Credits to Canddi, Public Domain Pictures, Public Domain Pictures, Flati...
Age of Designer-Centered Design
POSITIVES

• Fast prototyping (design), not that
much in code
• Enthusiasm
• Feedback from...
Age of Designer-Centered Design
Age of Designer-Centered Design
Age of Designer-Centered Design
Reached Level: Usable
Credits to Fio Banka
Age of Designer-Centered Design
How do you think has this been
affecting the product & business?
Age of Designer-Centered Design
Credits to San Diego Free Press, Zoran Bosancic, iStockphoto
Age of User-Centered Design
Credits to Coding Horror
“Who our customers are? What are
their needs and goals?”
“How might we solve their problems?”
“What’s the meaning of ‘seam...
“What’s the earliest possible thing we
can test now?”
“How our customers feel in various
touchpoints of our service?”
Age ...
Age of User-Centered Design
approx.
45%
Moment of truth…
Credits to My Lol Face
Age of User-Centered Design
>30%
Credits to Skills Society
Age of User-Centered Design
• 8x UX or Product Designers: Problem solving, translates answers to user needs into UI

• 1x ...
Age of User-Centered Design
• Right People:

Mindset > Experience > Dribble;
diversity
Leadership
• Design process:

As sh...
Age of User-Centered Design
Early 2018 - stay tuned :-)
Today’s journey
1. KIWI.COM INTRO
2. EXPERIENCE DESIGN AT KIWI.COM
3. IT JUST BEGINS WITH BOOKING
4. Q&A
Our Vision & Ultimate Goal
…TO BECOME THE GLOBAL LEADER IN TRAVEL BY 2021
How to get to our ultimate goal?
1. Becoming Leader in A<>B transportation
● flights
● ground public
● door2door
2. End-to...
Kiwi.com – one travel app
Kiwi.com is increasing customer experience in the following ancillary areas:
Accommodation
Trave...
Mission
FIX TRAVEL TO WORK FOR CONSUMERS NOT TRAVEL INDUSTRY
How to make it happen?
1. Tailored experience
● relevance
● personalisation
2. Seamless travel
● convenient
● natural exte...
Today’s journey
1. KIWI.COM INTRO
2. EXPERIENCE DESIGN AT KIWI.COM
3. IT JUST BEGINS WITH BOOKING
4. Q&A
Q&A
Time for your questions :-)
THANK YOU!
World Usability Day 2017, 9th November 2017
Contact info
Tel: +420 736 503 495
Mail: david.tuc@kiwi.com
LinkedIn: https://www.linkedin.com/in/davidtuc/
Twitter: @davi...
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WUD 2017 - KIWI, David Tuč

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WUD 2017 - KIWI, David Tuč

  1. 1. World Usability Day 2017 David Tuč, Head of Design Bratislava, Slovakia 9th Nov 2017
  2. 2. Today’s journey 1. KIWI.COM INTRO 2. EXPERIENCE DESIGN AT KIWI.COM 3. IT JUST BEGINS WITH BOOKING 4. Q&A
  3. 3. It all started with one trip... “We want to make affordable air travel easy and safe for everyone. Kiwi.com really is by travellers, for travellers.” OLIVER DLOUHÝ Founder & CEO
  4. 4. The Journey
  5. 5. Where do we stand today? 7,000 bookings per day 50 million searches per day 172 TB of incoming data every day Q3/2017 TOP ROUTES BOG - CTG DMK - HKT MEX - CUN *Bogotá – Cartagena Moscow – Phuket Mexico City – Cancún
  6. 6. Service provided by Kiwi.com SEARCH BOOKING GUARANTEE POST-BOOKING
  7. 7. Virtual Interlining
  8. 8. 85% OF BOOKINGS Virtual Interlining No competition – our content Majority of bookings sold are Virtually interlined 15% OF BOOKINGS Standard GDS Content Competiotion: Expedia, Crip, Fliggy, Tripsta, Go to gate, AviaCenter, Student Agency, HRG, HRT And many other OTA’s…
  9. 9. Kiwi.com Model
  10. 10. Advanced Flight Search
  11. 11. Schedule changes Flight cancellations Flight delays
  12. 12. 2015 2016 2017 7.4 8.4 8.8More than 10.000 reviews!
  13. 13. Growth Only €1,5 mil. Initial funding WE ARE PROFITABLE 2012 2013 2014 2015 2016 2017 Number of employeesAir ticket sales (bookings) 2012 2013 2014 2015 2016 2017 €800M €700M €600M €500M €400M €300M €200M €100M 0 1400 1200 1000 800 600 400 200 0 1 3 23 153 800 1400 10.000 220.000 5 m 80 m 310 m 700 m €90 million REVENUE
  14. 14. Global Footprint 1400 Talented Individuals Worldwide Suva
  15. 15. Future Growth 2015 2016 2017 2021 €150 mil. €310 mil. €700 mil.
  16. 16. Today’s journey 1. KIWI.COM INTRO 2. EXPERIENCE DESIGN AT KIWI.COM 3. IT JUST BEGINS WITH BOOKING 4. Q&A
  17. 17. The Evolution of Design @ Kiwi.com CEO-Centered Design Designer-Centered Design User-Centered Design 2011 - 2013 
 2014 - 2016 
 2017 - now 
 Credits to St. Rose Catholic Church
  18. 18. Age of CEO-Centered Design Credits to Imagesbuddy
  19. 19. Age of CEO-Centered Design “I always do it like this…” “For my travels I’d need…”
  20. 20. Age of CEO-Centered Design The Crystal Ball Score 100%0%
  21. 21. Age of CEO-Centered Design 60% 100% 100% Credits to Public Domain Pictures, Public Domain Pictures, Flaticon
  22. 22. Age of CEO-Centered Design POSITIVES
 • Brutal-fast prototyping in code • Enthusiasm • Feedback from CS & Partners • Still low user volume -> low responsibility • The company moved fast ahead NEGATIVES
 • Zero knowledge of users and their needs • Design decisions made on gut feeling • No usability studies • No UXers permanently on board • Not much analytical data to work with • The only designers output were images • Prototyping and tuning a wrong thing? • Generating more problems TOOLS USED:
 • Photoshop, sales analytics & & more.
  23. 23. Age of CEO-Centered Design Credits to Stanford Medicine
  24. 24. Age of Boss-Centered Design
  25. 25. Age of CEO-Centered Design
  26. 26. Age of CEO-Centered Design
  27. 27. Age of CEO-Centered Design Reached Level: Functional Credits to Design.org
  28. 28. Age of CEO-Centered Design How do you think has this been affecting the product & business?
  29. 29. Age of CEO-Centered Design Credits to Zoran Bosancic, iStockphoto
  30. 30. Age of Designer-Centered Design Credits to Thomas Digital
  31. 31. Age of Designer-Centered Design “This data must mean…” “I think users need… and they will…” “Design and prototype quickly…”
  32. 32. Age of Designer-Centered Design 30% 70% 90%90% 1x Credits to Canddi, Public Domain Pictures, Public Domain Pictures, Flaticon
  33. 33. Age of Designer-Centered Design POSITIVES
 • Fast prototyping (design), not that much in code • Enthusiasm • Feedback from CS & Partners • Approx. 3 Designers on board • Analytical data available • Screen recordings available • The company moved fast ahead NEGATIVES
 • Zero knowledge of users and their needs • Design decisions made on interpretation of analytics & screen recordings • No primary research • Only a few usability studies • Most of designers’ output were images • Generating more problems TOOLS USED:
 • Sketch, InVision, Framer, Exponea Analytics, Jaco, Smartlook & & more.
  34. 34. Age of Designer-Centered Design
  35. 35. Age of Designer-Centered Design
  36. 36. Age of Designer-Centered Design Reached Level: Usable Credits to Fio Banka
  37. 37. Age of Designer-Centered Design How do you think has this been affecting the product & business?
  38. 38. Age of Designer-Centered Design Credits to San Diego Free Press, Zoran Bosancic, iStockphoto
  39. 39. Age of User-Centered Design Credits to Coding Horror
  40. 40. “Who our customers are? What are their needs and goals?” “How might we solve their problems?” “What’s the meaning of ‘seamless’ and ‘conveniency’ in travel?” Age of User-Centered Design
  41. 41. “What’s the earliest possible thing we can test now?” “How our customers feel in various touchpoints of our service?” Age of User-Centered Design
  42. 42. Age of User-Centered Design approx. 45% Moment of truth… Credits to My Lol Face
  43. 43. Age of User-Centered Design >30% Credits to Skills Society
  44. 44. Age of User-Centered Design • 8x UX or Product Designers: Problem solving, translates answers to user needs into UI
 • 1x UX Design Team Lead: Team organisation, traffic management, mentoring
 • 3x UX Researchers: Primary research, usability testing, personas, customer journeys
 • 1x Product Copywriter: Product copy, voice and tone strategy • 1x Localisation Lead: Linguistic quality, localisation and internationalisation strategy
 • 1x Head of Design: 10.000 feet view, service/ecosystem design, experience strategy, CX vision • … and hiring more (7 team members by 6/2018) The Xperience Design (XD) Crew Today
  45. 45. Age of User-Centered Design • Right People:
 Mindset > Experience > Dribble; diversity Leadership • Design process:
 As shown on previous slide; meaning of design, role of a designer, tailoring methods to project/task • Design tools:
 Personas; customer journey; design system; and more • Design culture:
 Understanding and respect; intentionality; universality; free to fail; proactivity; mindsets; design ownership; rituals; inspiration • Strong point of view:
 Compelling vision; inspiring others; taking risks • Feedback culture:
 Questions, motivation. • Coaching and guidance
 Present, engaged, right questions, control the pace, changing mode, workshop leadership, experimentation
  46. 46. Age of User-Centered Design Early 2018 - stay tuned :-)
  47. 47. Today’s journey 1. KIWI.COM INTRO 2. EXPERIENCE DESIGN AT KIWI.COM 3. IT JUST BEGINS WITH BOOKING 4. Q&A
  48. 48. Our Vision & Ultimate Goal …TO BECOME THE GLOBAL LEADER IN TRAVEL BY 2021
  49. 49. How to get to our ultimate goal? 1. Becoming Leader in A<>B transportation ● flights ● ground public ● door2door 2. End-to-end travel service provider ● accommodation ● preflight, airport, destination activities ● day-to-day life services ALL-IN-ONE APP FOR TRAVEL
  50. 50. Kiwi.com – one travel app Kiwi.com is increasing customer experience in the following ancillary areas: Accommodation Travel insurance Cars Ground transportation Parking spots Lounges Tours & activities Additional services
  51. 51. Mission FIX TRAVEL TO WORK FOR CONSUMERS NOT TRAVEL INDUSTRY
  52. 52. How to make it happen? 1. Tailored experience ● relevance ● personalisation 2. Seamless travel ● convenient ● natural extension on customers’ life ● don’t disrupt customers’ life
 3. Meaningful product ● add value to people lives ONE STOP SHOP
  53. 53. Today’s journey 1. KIWI.COM INTRO 2. EXPERIENCE DESIGN AT KIWI.COM 3. IT JUST BEGINS WITH BOOKING 4. Q&A
  54. 54. Q&A Time for your questions :-)
  55. 55. THANK YOU! World Usability Day 2017, 9th November 2017
  56. 56. Contact info Tel: +420 736 503 495 Mail: david.tuc@kiwi.com LinkedIn: https://www.linkedin.com/in/davidtuc/ Twitter: @davidtuc DAVID TUČ Head of Design Kiwi.com, Brno, Czech Republic

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