Case Study - airberlin flight booking

Flight booking redesigned from the ground up. The transformation of Germany's second largest airline
Client
airberlin
Area
Product Experience
Release date
2017
Platforms
Web, Mobile, Communication

Overview

We created a straight forward digital world for Germany’s second largest airline. Closely together with the amazing ui/ux and e-commerce team we successfully rethought one touch point after another.

WHAT WE DID

  • User research
  • Information architecture
  • User experience design
  • User interface design
  • Analytics & Optimization

WHAT WE DID

2 x

faster through the flight booking process than before. On average 3.8 minutes.

4,8 M

increase in revenue per year. Already with the first beta.

10 %

10 % increase in conversion of first time bookings.

10 eur

higher shopping cart value on average per booking.

3 sek

needed to complete 70% of use cases within the app.

6 %

6.33 % increase in micro-conversion in the booking process.

| Two months became a commitment of almost 2 years and they would still accompany us today. Dumbo worked closely with us to revolutionize the digital world of airberlin step by step while making themselves both technically and personally indispensable for our team. So I'm really looking forward to the next collaboration wherever that is going to be. |

Bianca Ramljak
Head of UX/UI, airberlin
woman of color sitting at the gate waiting for her flight

Highlights

01 A booking flow selling tickets worth a billion euros annually A radical redesign
02 An app that knows what you need even before you interact with it React to intentions
03 A homepage that leads to more sales with a radical focus RIP »Stage Offer Carousel«

A booking flow selling tickets worth a billion euros annually

The redesign was radical. And the first beta went live before it was optimized for mobile. And it was right to do so. Despite missing features and numerous bugs, the early beta version outperformed the old version in every way.

Service not promotion

We turned annoying promotions into friendly service offers by unintrusivly unifying them. Paired with illustrations that provide optimum depth of detail for every screen size.

Mobile view of airberlin's additional services page

Eliminate obstacles

Have you ever tried to weigh a dog while booking a flight? airberlin required you to. We questioned every barrier always prepared to motivate departments in charge to change operations which had a strong impact on the customer experience.

Safety first

People are stressed when booking a flight. We addressed their concerns in many ways. For example we gave a quick summary with a »floating button« at every step of the process to always make them feel safe and in control.

Selecting a departure date during the booking process from airberlin
Booking extra baggage on airberlin

An app that knows what you need even before you interact with it

Airberlin customers used the app as a traveling tool – which it wasn't. We transformed it into a smart companion; aware of where you are in your journey. The gate is open? You get the boarding pass.

Month before departure

Weeks before departure

Days before departure

Day before departure

Minutes before departure

In the air

After arrival

A homepage that leads to more sales with a radical focus

Airberlin's home was a billboard. We put user needs first, brand experience second and promotion last. We created a clear navigation, we staging the airline’s brand and a strong focus on the core business - selling flights.

airberlin homepage with a radical focus on flight search

We want to give a special thanks Bianca Ramljak, manager UI/UX, for the perfect team work and all responsible managers for the huge amount of trust and courage necessary to follow our radical concepts.

It breaks our hearts that we will never see these products fly in their final versions. Rest in peace you amazing company †

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