ClientRyanair
My RoleI worked independently on aspect of the project from discovery, to analysis, ideation, prototyping, and testing.
ObjectiveRyanair is implementing plans, as part of the AGB (Always Getting Better) initiative, to improve and expand customer outreach through its mobile platform.
Overview
Ryanair is a low-budget airline carrier that that depend on customers to overlook no-frilled accommodations for the lowest ticket prices. However, complaints about the quality of customer service have negatively impacted the company's reputation. As a result, Ryanair initiates the AGB (Always Getting Better) campaign to improve customer outreach. Part of the AGB campaign sought to redesign its mobile platform to address usability issues and increase customer satisfaction.
Project Plan
This project challenge involves research use to determine the frictions between Ryanair and their users and to evaluate their application against their competitors. The analysis from this research will guide us towards the next steps and recommendations on how to improve the current product.
Sense of Gap
The targeted demographics for Ryanair are families and low-budget travelers. Although the ticket prices appeal to their customers, the lack of quality customer service, easy access to relevant information, and price transparency for add-on services harm the company's public image. Customers might find using Ryanair's service would be more trouble than it is worth.
Project Scope
I explored the challenge by using the Elevator Pitch technique on Milanote. The Elevator Pitch technique allowed me to define the scope of the project and outline the area of focus.
Competitive Analysis
I used SimilarWeb to compare the mobile traffic between Ryanair and its competitors. Ryanair ranks higher than its European rivals. Although it is different geographically in the market, Southwest was included in the analysis due to its mobile performance closely matching to Ryanair's.
I furtherer inspected the reviews of each of the applications to make notes of the pros and cons based on real users.