KLM ‘important flight information’
KLM (Royal Dutch Airlines) asked us to improve the emails that travellers receive after booking a ticket.
The emails contain important flight information, but also aim to boost the use of online services like online check-in, upgrading your seat or ordering a special meal.
The goal was to improve the customer experience and at the same time boost click through rates (CTR) to the extra services that could be booked on the website.
The desired behavior
have customers see and save important flight information
more online conversions like: check in online, upgrade seat or order special meals,…
The result after applying behavior design
Some techniques applied
How we made it work
Combination of qualitative and quantitative research
We co-worked in design sprints
We are obsessed with what we call the “unknown unknown”: what are the things that prevent people from doing the desired behaviour, especially the things that we didn’t think of before? To find out, we developed a powerful research approach, combining different research methods.
While working closely together with KLM’s email team in several design sprints, we designed new responsive versions of the emails.
What was the end result?
As expected we saw:
Higher open rates (OR)
More clicks (CTR)
But most importantly, KLM and Buyerminds received many compliments from travellers about the new e-mails and the new ticket.