Rdesigning klm.com - getting users on board

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Rdesigning klm.com - getting users on board

  1. 1. Redesigning KLM.com Getting users on board
  2. 2. http://www.klm.com
  3. 3. 76 countries 608 destinations 20 languages 57 airlines 15 back end systems 7 third parties
  4. 4. Online sales Last year : € XXX million 21× as big as in 2002
  5. 5. Continuous growth So, why change?
  6. 6. Back to 2006 9
  7. 7. KLM: “We want it to do more”
  8. 8. Customers: “It’s hard to find the most suitable flight”
  9. 9. Schedule (most suitable flight?) Price
  10. 10. Schedule? (most suitable flight?) “Flexibility” Higher Price
  11. 11. Example: Amsterdam – Copenhagen Depart 9th september Return 18th september
  12. 12. 9th september: 8 flights to Copenhagen
  13. 13. 16th september: 6 flights back to Amsterdam
  14. 14. 48 flight combinations (travel plans)
  15. 15. 10 “flexibilities” (price classes)
  16. 16. 480 combinations of schedules and flexibilities (tickets) Just for Amsterdam to Copenhagen On these particular dates
  17. 17. 4.000 for some destinations.
  18. 18. Travel plan (most suited flight?) Budget
  19. 19. “Yellow? I don’t know, maybe easter?”
  20. 20. Customers: “It’s hard to find the most suited flight”
  21. 21. KLM: Want it to do more Customer: Quite complex already
  22. 22. KLM: Want it to do more User Centered Design Customer: Quite complex already
  23. 23. User centered design Observe, sketch and test
  24. 24. The plan
  25. 25. Concept Development & design
  26. 26. Who is the user? What’s his travel behaviour?
  27. 27. Desk research + 24 Interviews at Schiphol airport
  28. 28. Meet Dave & Robert
  29. 29. Schedule and flexibility
  30. 30. Price (and schedule)
  31. 31. What tools do Dave and Robert need to find flights?
  32. 32. Ideas + 12 × Dave and Robert
  33. 33. “What should this do?”
  34. 34. Not really needed. Enough info to compare
  35. 35. Is this the right direction?
  36. 36. First sketches + 28 × Dave and Robert
  37. 37. “How would you use this?”
  38. 38. “Yellow? The cheapest flights!”
  39. 39. Two interface variants Which is best? (and how to improve)
  40. 40. Candidate A Candidate B “separated” “paired”
  41. 41. Two ‘working’ prototypes + 300 × Dave and Robert
  42. 42. “Find a suitable flight” + Satisfaction + Actual behaviour: - Time, clicks, selected flights
  43. 43. Candidate A Candidate B “separated” “paired” Objective measures: Non conclusive! - Same amount of time and clicks needed. - Equally successful in finding best flights
  44. 44. Candidate A Candidate B “separated” “paired” Subjectives measures: We have a winner! - More confident - More satisfied with chosen flight - Bigger intention to book
  45. 45. 450.000 lines of code New server park New call center Transition to new ticketing platform
  46. 46. The devil is in the details
  47. 47. The real thing + 5.000 × users online 18 × eye tracking in lab
  48. 48. Concept Development & design
  49. 49. Ready for take off
  50. 50. Result?
  51. 51. Old New
  52. 52. Change Small steps
  53. 53. Not only the website
  54. 54. Organisation. Process and persona’s adopted for new e-services.
  55. 55. Redesigning KLM.com Getting users on board

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