Optimised for mobile booking has been rapidly expanding its mobile and tablet presence so we delivered a detailed customer experience strategy for their mobile proposition.

The challenge needed to optimise their mobile offering in line with customer requirements, with the further aim of producing results that would improve brand experience, customer satisfaction and loyalty through their mobile channel.

The main objectives were to:

  • Gain a full understanding of smartphone users' use of mobile sites and apps to guide the development of the mobile website and iPhone/Android apps
  • Find out more about how customers use smartphones to research, plan and book travel
  • Research how smartphones are used by customers during travel, and after they have arrived at their destination
  • Pinpoint the different needs of business travellers and leisure travellers

Knowing how our customers use mobile technology is crucial for us. The study designed and delivered by Webcredible was invaluable in providing the depth and breadth of information we required.

Jonathan Baker-Bates

Web Director,

Our approach

To glean real-time and in-depth insight, we ran a diary study with 30 participants about to go abroad, an equal split of business travellers, holidaymakers without children and families:

  1. We had participants keep track of all their mobile/tablet interactions before they went abroad, whilst away and when back in the UK. Participants recorded their activities digitally, through text and video, reporting back to us in real time.

  2. We closely analysed the data, paying close attention to the stages of app use across booking, travelling and arrival.

  3. We ran in-depth interviews with all participants so as to explore their behaviour and activities in more detail.

  4. We analysed all the data and presented back our proposed mobile strategy, highlighting specific opportunities to increase engagement with customers. 

Impact & results deployed our suggested mobile and tablet strategy to optimise their mobile proposition and differentiate themselves from the competition.

Our recommendations and suggestions gave direction for future development of their mobile apps and website, offering opportunities for expansion in a rapidly changing marketplace.

Here are some more clients we work with

  • Heathrow Express

    Multichannel service design ensures optimal customer experience

  • Virgin Holidays

    User-centred customer journeys inspire revolutionary new way to book holidays

  • TUI Travel

    Redesigned internal booking systems ensure staff efficiency and satisfaction

  • easyJet

    Rapid user-centred design helps to create best customer help site in the world

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