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Case Study: Ryanair

commissioned Digital Eire in late 2011 to work on new designs for their existing website www.ryanair.com. This was an exciting challenge as we were a new start up company with a small, but very experienced team. We worked directly with Mr. Dara Brady and Mr Breandain O Cealleachain of the advertising department. The brief for the project was very detailed and involved a total of 15 page designs which had to be delivered within a two month time frame.

The key objectives of the project were to

  • increase bookings,
  • increase ancillary click through,
  • improve site usability.

There were three key elements to the overall project. The first involved the re design of the whole booking flow process to establish a clean and consistent booking flow that combined ease of use with a strong cross partner sell, for example a 1% increase in travel insurance purchases by Ryanair customers on their website is worth €10 million to Ryanair per year. There were 8 page designs involved in this process.
The second element of this design was the Special Offers page to deliver tangible benefits to Ryanair customers through offers that are unavailable on other areas of the website, with cleaner more unified design, more relevant content for the user with strict adherence to Ryanair style guides. Consideration had to be given to key working partners of Ryanair and each offer had to have clear call to action to increase overall sales.
The third element was the Airport Transfers pages to provide easy access to relevant airport transfer information for Ryanair customers. The page was again based on their style guides with best practice employed for web 2.0 capability. The objective was to get customers where they wanted to go as quickly and easily as possible on the website offering a solution to their transfer needs once they arrived to their destination with plenty of options to choose from. This element has gone live on the website at http://www.ryanair.com/EN/airport-transfer and the other designs are being implemented presently.
This project was completed in house by our team and we delivered on time and within budget. The majority of the project was handled through email contact but we also had some key work shop meetings which helped move the project on when required.

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