Revamped customer experience contributing to higher revenue for a leading US airline
Overview.
A leading airline in the USA servicing over 10 million passengers annually, on its fleet of 65+ aircrafts, wanted to provide a richer and seamless digital experience for its customers by redefining their travel across the channels, devices and touchpoints. Their ambitious goals were to:
Modernize the digital channels for enhanced user experience
Rebuild the middleware to flawlessly integrate with the solutions offered by their new PSS
Increase ancillary revenue based on analytics-driven customer insights, via third-party integrations
Revamp practices and processes for a quicker Time to Market
Website and the corresponding middleware, built over a decade ago using legacy tech, posing maintenance difficulties and causing performance and scalability issues during promotional traffic
Issues from Web transferred to Mobile Apps them being hybrid apps
Missed revenue opportunities due to lacking analytics information and higher Time to Market
Operational (debugging/tracking/monitoring) difficulties due to physically distributed systems causing longer bug-fixing timespan.
Solution.
Having delivered Agile digital e-commerce platforms for over 50 airlines, we:
Developed the website using Angular 13+, supporting internationalization and localization aspects
Built Native Mobile Apps using Xamarin to utilize the native features for better experience and eliminate dependencies on the website
Established the middleware using MuleSoft, following the API-Led Connectivity architectural approach. This includes building a Shopping Engine and a Booking Engine using Amadeus Enterprise APIs, with automated Pytests.
Delivered complex integration with Barclays, Allianz, CarTrawler, Points.com and airline’s Merchant Partner for ancillary services as part of the booking and post-booking processes.
Introduced advanced Agile practices and guided process improvements to reduce Time to Market
Built a Pylenium based Test Framework and used it to automate the regression suite for Web.
Provided complete DevOps and release management support along with Technical/Functional consultancy and QA across the applications/integrations/features.
Integrated Web and Mobile with Adobe Analytics and Adobe Target to get insights to deliver personalized experiences.
Employed Quantum Metrics for capturing issues proactively and Usersnap to collect issues and suggestions from users directly.
The Impact.
Results Achieved: Enhanced user experience with minimal wait times across the Shopping, post-Booking and Check-in flows, irrespective of the traffic load.
Quantitative Metrics:
Book:Look increased by 40%
Booking success rate increased by 15%
Increase in passenger revenue by 5%
Increase in ancillary revenue by 4%
Targeted revenue derived from direct channels – 69%
Time to Market for new features reduced to 8-12 weeks
