Time frame:Apr 2016 - Present
I led a product team to redesign Ryanair’s user account experience called myRyanair.
The project goal was to drive increase membership as a myRyanair customer is two times more likely to purchase with us over others.
As a part of the project, I defined the product strategy for web and mobile, and led product design. Currently, the project is in implementation and is estimated to increase sign-ups by 50%.
The key business objective of this project was to drive an increase in membership sign-ups and account usage. It was determined that myRyanair customers were twice as likely to purchase as compared to regular customers. Also, increased usage of myRyanair accounts will improve brand loyalty and drive higher revenue.
We started defining the project by:
We analyzed the existing myRyanair experience to identify the problem and opportunities. This was essential before we could delve into re-designing it. We uncovered the following three main shortcomings:
To improve the myRyanair experience we came up with following product strategies
To incentivize users to sign-up for myRyanair accounts, we decided to (1) launch campaign for providing discounts on flight purchases if a user signed-up for an account, and (2) create better awareness of the benefits of myRyanair user account.
Sign-up user experience
It was essential to make the sign-up experience very easy and intuitive. We decided to introduce the following changes: (1) sign-up using Facebook, Google (2) sign-up on native app, (4) provide realtime feedback on password strength and requirement, (5) ensure seamless sign-up by not taking the user out of the sign-up flow for email verification.
Account usage Incentive
A big component of the re-design involved creating better incentives for using the myRyanair account. We decided on introducing: (1) ability to view past trips, (2) saving customer details such as passport and credit card information for ease of future bookings, (3) targeted offers and discounts, (4) speed booking where flight time/destination and ancillary product preferences will be saved future purchases.
Here are some examples of the various design assets we created for this project. These includes wireframes as well as visuals.
We wanted to ensure that we keep a track of how the new design is achieving the business goals. We defined some metrics to measure the product performance and continued to track them. These include:
Customer feedback and Re-iteration
We are currently interviewing a sample set of customers to gather feedback on the product. This qualitative user research is being done using the job-to-be-done methodology. It is still under-way and the findings will be used to further improve myRyanair design.