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

2. 128’000 Visitors per day
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3. Every 17 seconds: one booking worth 610 CHF
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4. 48% of all coupons/segments departing in Switzerland are sold on swiss
48% of all coupons/segments departing in Switzerland are sold on swiss.com
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5. 853’000’000 CHF Revenue in 2013 on swiss.com
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6. The revenue on swiss.com has almost doubled between 2007 and 2014.
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7. swiss.com: Not only a sales, but also a strong servicing channel
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8. Why is it a Relaunch and not only a Redesign?
Final project: Relaunch
Projects planned for Redesign
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9. A team of 48 project member
9 external agencies
2.4 Mio lines of code
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10. 3’100 A4 pages of copy revised & re-written
Translated into 9 languages
All of this integrated into the Content Managemend System.
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11. 8 months of testing on 23 different devices and browsers
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12. More than 1’340 bugs reported and solved
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13. January 2012: Agency review / RFP September 2012: Project Kick-off
March 2014: Go Live after 18 months
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14. User behavior on swiss.com homepage
Total Visits: n = 0.51 Mio. (Switzerland / German) 4%
23% 1%
12% 2%
57%
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15. Old setup: no consistent customer experience
swiss.com before relaunch: each channel has it’s own layout and functionality
swiss.com
47 Mio. visits in 2013
mobile.swiss.com
20’000 bookings in 2013
Apps
535’000 downloads 2013
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
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16. 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
(content management in 8 languages?)
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17. «Please build a new website for us» CCO Swiss Int
«Please build a new website for us» CCO Swiss Int. Air Lines at project kick-off

18. The briefing to the agency: Ideal customer booking process
Weakness of old swiss.com platform
Dream
Prepare
Plan
Book
Fly / Experience
Share
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19. The briefing to the agency: set a benchmark for the airline business
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 = copy eines Heftes
Man geht nur auf .com um zu buchen / Transaktionen durchzuführen
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20. Solution: Follow the customer process
Online
Booking path
Personalized «Widgets» - Login based
- Behaviour based
Digital travel guide
- Crew Tips
SWISS Magazine
Own content
Partner Integration
Offline
Download on iPad Logbook
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21. Solution: Responsive Design
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
Desktop view
Mobile view
Responsive Design
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22. Result: swiss.com fully responsive
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23. 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 2014

24. Overview of all changes due to the Relaunch
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).
| SWISS.COM Relaunch 2014

25. Overview of all changes due to the Relaunch
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.
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26. Thank you for your attention!