swiss.com Show Case Relaunch 2014 Tiziana Larosa / Roman Seeli / Janos Heé / Parand Rohani SWISS.COM May 2014

| SWISS.COM Relaunch ’000 Visitors per day 2

| SWISS.COM Relaunch 2014 Every 17 seconds: one booking worth 610 CHF 3

| SWISS.COM Relaunch % of all coupons/segments departing in Switzerland are sold on swiss.com 4

| SWISS.COM Relaunch ’000’000 CHF Revenue in 2013 on swiss.com 5

| SWISS.COM Relaunch 2014 The revenue on swiss.com has almost doubled between 2007 and

| SWISS.COM Relaunch 2014 swiss.com: Not only a sales, but also a strong servicing channel 7

Projects planned for Redesign Final project: Relaunch | SWISS.COM Relaunch 2014 Why is it a Relaunch and not only a Redesign? 8

| SWISS.COM Relaunch 2014 A team of 48 project member 9 external agencies 2.4 Mio lines of code 9

| SWISS.COM Relaunch ’100 A4 pages of copy revised & re-written Translated into 9 languages All of this integrated into the Content Managemend System. 10

| SWISS.COM Relaunch months of testing on 23 different devices and browsers 11

| SWISS.COM Relaunch 2014 More than 1’340 bugs reported and solved 12

| SWISS.COM Relaunch 2014 January 2012: Agency review / RFP September 2012: Project Kick-off March 2014: Go Live after 18 months 13

User behavior on swiss.com homepage | SWISS.COM Relaunch 2014 Total Visits: n = 0.51 Mio. (Switzerland / German) 4% 23% 1% 12% 1% 2% 57% 14

Old setup: no consistent customer experience swiss.com 47 Mio. visits in 2013 Apps 535’000 downloads 2013 mobile.swiss.com 20’000 bookings in 2013 swiss.com before relaunch: each channel has it’s own layout and functionality Mobile share of swiss.com visits : 13.4% (incl. tablets) iOS share of visits: 86% Bookings via mobile/apps: from 221 (2009) to 20’000 (2013) per year | SWISS.COM Relaunch

Findings before the relaunch swiss.com is reflecting the internal organization, but not the customer view … Customer behavior shows potential for improvement Missing „customer experience“: -no consistent information architecture -outdated design and language -booking process not ready for current airline trends (ancillary revenue) -interface changes when moving from one system to next (e.g. check-in) Growing number of mobile users … … but maintenance expensive, offering limited functionality … no app existing for tablets Differentiation from the competitors … … where the regular website still lacks customer experience | SWISS.COM Relaunch

– «Please build a new website for us» CCO Swiss Int. Air Lines at project kick-off

Weakness of old swiss.com platform The briefing to the agency: Ideal customer booking process Dream Prepare Plan Book Fly / Experience Share | SWISS.COM Relaunch

The briefing to the agency: set a benchmark for the airline business 1.Functional excellence Improving usability and technology improve the booking process for better conversion support for smartphones and tablets better create new information architecture 2. Customer experience Increase the reach and the «stickiness»: Personalization (local, social) Search engine optimization More interactive and emotional product presentation | SWISS.COM Relaunch

Solution: Follow the customer process Booking path Digital travel guide - Crew Tips -SWISS Magazine -Own content -Partner Integration Personalized «Widgets» - Login based - Behaviour based Online Offline Download on iPad Logbook | SWISS.COM Relaunch

One code for all device …all services (e.g. rebooking, offers, …) are available on all devices, regardless of backend (content, booking engine) … significant cost saving, because content and changes have to be handled only on one platform «Hybrid» Apps will use the responsive swiss.com website … offering the user the same experience on all channels Not only design is adapting to the device, but also functionality …4 defined «Break Points» : Desktop / Tablet Landscape / Tablet Portrait / Mobile Solution: Responsive Design | SWISS.COM Relaunch 2014 Desktop view Mobile view Responsive Design 21

Result: swiss.com fully responsive | SWISS.COM Relaunch

Overview of all changes due to the Relaunch Technology Introduction of three new technologies: HTML5,.net MVC und CMS Sharepoint This new modular structure will make us faster in adapting to new requirements (e.g. AVO). It also reduces the maintenance efforts for the sites of all local markets. swiss.com will become the most modern airline site worldwide. Responsive Design: significant cost savings, because all content needs to be developed, tested and integrated only once (before: 3X for mobile site, apps and desktop) Faster loading of the site due to the new server infrastructure. | SWISS.COM Relaunch

Overview of all changes due to the Relaunch | SWISS.COM Relaunch 2014 Sales Increase mobile sales: additional sales via new iPhone/Android apps and the responsive site. All web services like rebooking and offers page are also available mobile now. Origin-based homepages will allow local markets targeted marketing and sales (e.g. all US departure airports will have their own homepage and offers page) Booking path has been optimised for conversion with 61 single changes (more prominent “SWISS Choices”, shorter pages, …) “Explore”, our all-new travel guide will allow users to book directly their favourite destinations and give us the chance to sell destination-specific advertising space to partners. Faster loading, HTML 5 and the new “Explore” section will make swiss.com much more search-engine optimised than before (e.g. when a user searches for “Holidays Miami”, we should show up top-ranked). 24

Overview of all changes due to the Relaunch | SWISS.COM Relaunch 2014 Customer Experience & Loyalty Personalized widgets (with flight and trip related information) will accompany our customers during the whole trip, on all devices. The new iPad Logbook App (featuring the Explore section) will increase the customer loyalty, enabling us to build up a travel community. The new iPhone and Android Apps will offer all relevant services on the go (rebooking, check-in, …) The new online branding section “World of SWISS” will set a new benchmark in digital branding and take our customers on a virtual journey of SWISS. A new, dedicated corporate plattform (corporate.swiss.com) will be launched and the Web Check-In will receive a complete new and modern look&feel, offering the same layout as swiss.com. 25

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