The document discusses plans to redesign Alitalia's website, Alitalia.com, and digital applications. It provides an executive summary and overview of the redesign goals, working group, development timeline and budget. The redesign is planned to be implemented in 5 blocks over 40 weeks to improve conversion rates, integration with social media, and the user experience on mobile and applications. Benchmarking of competitors like British Airways, Delta, and EasyJet is recommended to help guide the redesign process.

1. ALITALIA.COM & DIGITAL RESTYLE
Rome 23 Apr 2012

2. 2
EXECUTIVE SUMMARY
1. Alitalia.com & Digital devices/applications restyle will start once new brand guidelines have been
defined and mock-ups for blocks 1&2 have been delivered(expected by 06/07/2012)
2. Adapt New brand guidelines to benchmarked –selected HomePages (BA, DL and EasyJet) is highly
reccomended coeheretly with A/B testing results in order to reduce any risk of User Experience
deterioration.
3. Restyle is planned to be release in 5 blocks and will take an estimate of 40 weeks in total
4. First block development will include: Home Page and will take 10 weeks (excluding realization of
graphic templates - mock-ups- ).
5. Restyle will be executed by a Transversal Working Group lead by a Project Officer (at eBusiness)
reporting to the Steering Board.
6. Running develpoment plan (eMotion12) will integrate the restyle project and will be revised to
optimize any possible carry-over
7. Full restyle will estimately cost between 200-250K plus 50K mock-ups developments.
8. Extra Budget (200-250 plus 50K) must be approved by 30 May 2012

3. •Refine the look&feel according to the latest de facto digital standards and brand
guidelines
•Improve the conversion rate*
•Maximize the integration with Social Media and other platforms.
•Allign and optimize the user experience for Mobile browsers (Tablet &
SmartPhone) and App navigation
*0,5% reduction in conversion equals around 50 million revenue loss and 2 seconds increase of response time = 8% higher abbandon rate = 26 million of revenue loss
3
RESTYLE GOALS

4. 4
WORKING GROUP
Steering Board
Project Manager
e-Business
IT
(L. Martini)
Design Frame
N. Arnese
G. Mitelli
C. Pittis
A. Giudice (e-
Business)
Executive Board
Marketing
e-Business
(Names TBA)
Brand/Layout
Owners
+
e-Business
(F. Nassetti)
Digital Content
IT
e-business
(Names TBA)
Development/UAT
M. Sansavini
A. Stolfa
G. Di Francesco

5. 5
TENTATIVE GANTT
Block 1 Block 2 Block 3 Block 4 Block 5 Block 6
Home Page
- Normal version
- Crisis version
- Splash Page
Light adaptation to new style
guidelines, (rimoval red stripe,
header and footer )
Social Platform Restyle
- Facebook Page Restyle
-Twitter Page Restyle
Restyle of all Newsletters/DEM
Adaptation of white-labels
- WhatsOnWhen
- Expedia
- Maggiore
- Europassistance
- MilleMiglia Gallery
- MilleMiglia Mall
- Alitalia Store
- DoorToDoor
- Parking
- NCC
Restyle of Content Pages
- Section Index
- Content Pages level 2,3,4
Restyle of Special Offers
Restyle of SEO pages
Restyle of News
Travel Classes (NEW)
Restyle of F.A.Q.
Restyle Google Site Search
Booking Restyle
- Choose your flight
- Ticket Details
- Passenger details
- Payment
- Receipt
- Email
- Multi destination
- Travel Ideas
- Calendar search
- +/- 3 days search
- Choose your seat
WebCheck-in Restyle
- Search for your flight
- Choose passenger
- Choose your seat
- Add baggage
- Print your boarding pass
- email Alert
Restyle of Mobile & Apps
Restyle of Kiosk (Self Checkin)
Manage my booking Restyle
- Search your
ticket/reservation
- Detail Page
- Add baggage
- Request invoice
Corporate Reward
Flight Status Restyle
- Search your flight
- Your flight status
TimeTable Restyle
- Search
- Timetable
Carnet
Youth / CUGS
* * * * * * * * * * * * * *
Development “Block5
Development “Block4
Development “Block3
Development “Block2”
*
Development “Block 1”
Layout Mock-Up “Release 1 & 2
Definition Brand Guidelines
Restyle Budget approval
Current Development (emotion12)
Development “Block6”
Layout Mock-Up “Release 3-5

6. 6
BACK UP

7. 7
12%
6%
5%
*
* *
*
*
*
*
*
*
* More than 200 links with less than 0,2% share
CUSTOMER BEHAVOUR FROM HP
ACTUAL HP SCOPE
•Grant immediate access to flight search and
purchase
• grant access to main services functionalities
(checkin, flight status, timetable)
•Grant visibility to Alitalia pricing and products
•Grant vibility to partnership activites
ALITALIA.COM HOME PAGE

8. 8
BA
ANALYSES
1. Functional Box on the left
2. Wide banner (1280px) on a slideshow
promoting Fares for packages or flight only
tickets.
3. Not clear guidelines on threating pictures:
Close-ups, use of vintage/toy-camera
variations (Instagram maybe?).
4. Very long page! (you need to scroll 3 times to get all the
content)
5. Repetitive Last Minute Deals concept
6. Focus on Packaging
7. “Explore” channel contains other widgets
released by BA in the last four years (Trip seeker
– search by temperature, activities, distance, price, etc..,
Holiday finder, destinations, Value Calculator vs Low Cost
Carriers, etc..)
8. Territory Co-Marketing opportunities (Visit
California in this case)
9. Site-Wide links for SEO purpose
Fold line
1 2
3
3
4
5
5
6
6
67
7
8
9

9. 9
DELTA
ANALYSES
1. Wide background “inspirational” image (1024px)
2. Overlaying promotional ads (1 main + 3 on a
slideshow)
3. Functional box aligned to the left. Booking
form is reduced to “from/to” fields and
expanded when clicked.
4. Special offers grouped by categories (Asia,
Europe, Islands,P)
5. Lot of empty space in case content is not
available
6. Mobile and Social editorial box
7. Banner at the bottom of the page promoting
Delta’s products or sold to advertisers.
Fold line
1
2
3
4
6
7
5

10. 10
EASYJET
ANALYSES
1. Functional box aligned to the right
2. Keeps a cookie from user’s last search to
prefill origin for the booking form and promote
targeted fares in the special offers box.
3. Slideshow of banners (vey fast moving)
promoting geo-targeted fares aligned to the
left.
4. Relevent space allocated for main ancillary
products (packages, car rental, hotels).
5. Content pages navigation (eg. Travel informations,
customer services, etc..) located at the bottom of the
page.
6. There are always people (smiling and having
fun) in the pictures.
7. Site-wide links for SEO purpose
Fold line
1
2
2
3
4
5
6
7
4

11. 11
A/B TESTING
A/B Testing is a way to test changes to a new page against the current design and determine which ones
produce the best results. By testing changes before implementing we get quantitative answers about what
modifications create positive results. By constantly testing and optimizing our pages we can increase
revenue, conversions or other goals. In this case we analyzed the impact of 3 different designs on:
• Look to book (visits to booking on total visits)
• Booking conversion rate (booking made on total visits)
• Look to check-in (visits to check-in on total visits)
• Look to Newsletter (newsletter sign-ups on total visits)
Methodology
Our tests are managed by a specific product, WebTrends Optimize, capable of testing, segmentation and
targeting. With Optimize we can produce almost infinite version of a page, define specific segment/targets
(by geography for example) and test vs any conversion goal (from a visit to a page to a click on a button).
Past experiences:
Alitalia used A/B and Multivariate testing to:
1.Optimize current Special Offers Page. In this case we splitted the page in 16 blocks, producing 16
variations for each of them (Multivariate testing). This lead to a test of 512 combinations and the best
performer produced +5,5% in look to book conversion rates.
2.Prove efficiency of Geo-localization. We created an ad hoc page for Calabria residents, where all the
offers and text referred to Calabria’s Point of Origin. 50% of Calabria residents (recognized by IP address)
were redirect to that page wich demonstrated +2,2% in look to book conversion rates.

12. 12
A/B TEST: CONSERVATIVE VERSION
ANALYSES
1. Booking form aligned to the right side
2. Tab navigation for other services (my
res, web check-in, hotel and auto)
3. Login area on the top right side
4. Slideshow of banner with overlaying text
promoting six fares
5. Icons for main service functionalities
(flight status, timetable, contacts and
assistance)
6. Ancillary spaces in textual boxes
Note:
Final version of this Home Page will include geo-targeted
fares and automatic prefilling of origin in the booking form
1
2
Fold line
3
4
5
6

13. 13
A/B TEST: META SEARCH VERSION
ANALYSES
1. 100% wide booking form aligned in the
middle of the page
2. Tab navigation on the top of the booking
form links to the main services (my res,
check-in, flight status, hotel and auto)
3. Login area on the top right side
4. Banner-free
1. Display of nine promotional fares on the
right side
2. Newsletter box next to the promotional
fares
3. Ancillaries space located at the bottom
with text + icons
Note:
Final version of this Home Page will include geo-targeted
fares and automatic prefilling of origin in the booking
form
1
2
3
4
5
6
7
Fold line

14. 14
A/B TEST: EVOCATIVE VERSION
ANALYSES
1. Evocative image on the background
2. Booking form is reduced to “from/to”
fields and expanded when clicked.
3. Vertical navigation of the main services
(my res, web check-in, hotel, auto and
ancillaries)
4. Rotating banner area at the bottom of
the image on the right side
5. Login area on the top right side
6. Display of six promotional fares
Note:
Final version of this Home Page will include geo-targeted
fares and automatic prefilling of origin in the booking
form
1
2
3
4
5
6
Fold line

15. 15
A/B TESTING
Results from 18/04/12 to 02/05/12
Actual Conservative Meta Search Evocative 1 Evocative 2 Evocative 3
Visits to HP 103.000 101.000 103.000 102.500 102.000 102.000
Visit to
booking
37.000 36.500 38.000 37.500 36.500 37.000
Look to Book 36.22% 36.06% 37.07% 36.37% 35.79% 36.5%
Receipts 2.491 2.420 2.378 2.426 2.461 2.342
Conv. Rate 2.42% 2.39% 2.31% 2.37% 2.41% 2.30%
Revenue € 570.5K € 554K € 544.5K € 555.5K €563.5K € 536.5K
Look to
Special Offers
7,91% 8,82% 8,85% 10,03% 9,86% 9,88%
Look to
Checkin
5.94% 5.62% 5.88% 6.33% 6.44% 6.44%
Look to NL 0.03% 0.05% 0.04% 0.03% 0.04% 0.05%
Source: WebTrends Optimize