Etihad Airways
A Digital Transformation
New website: content interaction
The project's inception focused on the website. We delved deep into content topics, analyzing analytics and call center data. Our research spotlighted 'Baggage' as a primary concern for users. Through interviews and observation, we unearthed invaluable insights, like the misuse of the booking tool for baggage-related queries.
Stopover: A Strategic Product for Abu Dhabi
Stopovers, or flight transfers, are common for hub cities like Abu Dhabi. We envisioned transforming these stopovers into mini-vacations. Our research revealed varied perceptions of stopovers globally. Post our benchmarking, we identified a gap in the market where airlines weren't effectively promoting stopovers. Our strategic placement in the search/booking flow led to a significant uptick in stopover bookings.
Holidays: Gaining Growth
While airlines traditionally focus on flight bookings, the real growth potential lies in additional products like accommodations, activities, and car rentals. Our research indicated a shift in user behavior from a single flow checkout to a more exploratory, multi-product approach.
