Ryanair Website
As the largest low-cost airline in Europe, Ryanair's website receives roughly 20 million hits per month
Ryanair briefed us to design several pages on their website. The focus of which was the homepage and a fare comparison tool that is currently under performing called the Fare Finder. The purpose of which is to sell cheap fares to customers far in advance.
We approached the the tool considering the decision making process that customers make when deciding on a budget destination and simplified the tool into three simple questions.
My roles included:
- Lead Experience Planner on the project
- Stakeholder engagement and presentation
- Creating user journeys
- Creating sketch concepts of webpages for presentation
- Wireframing, briefing and collaborating with design
- Visit ryanair.com
Homepage redesign
Ryanair briefed us to look at the redesign of their homepage, implementing the new strategy of Low Fares. Made Simple. Although the brief did not encompass a mobile view, we were encouraged by the client to consider this as an evolution of what we designed. We designed a horizontal booking widget that would free up the top of the site for more rich imagery. I focused on the narrative of a destination as a way to communicate ancillary services. I also designed a section at the bottom of the site for any news with social media integration in order to convey an always on presence.
Farefinder redesign
As part of the redesign it was necessary to consider all of the comparatives user's would make when deciding on a flight
Farefinder concept sketch
Farefinder design
Every element was carefully considered, from the scarcity that drives the messaging on the flights to the smart defaults that are set by the tool the first time that the user comes to this page.
Map view
We found the use of a map to communicate the savings proposed by Ryanair, as well as give context to lesser known destinations that Ryanair fly to.
Histogram view
Once a customer selects a destination, they were then brought to a histogram view. We highlighted the cheapest fare and used this as a benchmark to judge all other fares off. We also automatically selected the cheapest return fare for the customer as a smart default.