Ryanair Check-in
Project Overview
Ryanair had a quite old check-in process, so me and my team were assigned to re-design the whole Ryanair desktop check-in flow offering the best-in-class user experience and improving the way Ryanair shows ancillary products in order to improve its conversions, taking into consideration behavioural economic principles.
Company
Ryanair, Europe’s largest airline group.
Ryanair carries around 154m guests p.a. on more than 2,400 daily flights from 82 bases, the group connects over 200 destinations in 40 countries on a fleet of over 470 aircraft.
My Role: Product Designer
User research, user flows, sketching, UX, low and high fidelity mockups, prototyping, testing, development hand off.
The problems
Ryanair’s check in web experience wasn’t performing as expected. The two main problems it was facing were:
1. Ryanair check-in rules were very complex to be understood by most travelers. Its politics says that:
In order to check-in for free you need to check-in within the 24 hours before the departure. If you want to check-in earlier you need to book a seat in order to be able to check-in without any extra cost.
2. The way ancillary product were offered in the check-in flow (extras) was very aggressive and with very old fashion persuasive techniques. The ancillaries sale was dropping so new ways of offering these extra products needed to be addressed.
Goals and scope of the project
- Reduce call rates to customer service.
- Best in class check in flow: easy and intuitive aiming to solve Customer Service problems
- Increase products conversion rate during the check-in flow
- Ensure that users understand adding products is always optional but beneficial
- Standalone page accessible from different touchpoints Homepage, Upcoming trip block, Trip Overview page, My Bookings section and e-mails
- Include new features and functionalities
- Personalisation approach
- Ability to share boarding passes and sending them by email
The Design Process
The Solution
Mobile Experience
Desktop Experience