Mark Kelly, Head of Research and Usability at Ryanair Labs. All-in-One Platform to Rapidly Test Usability & Measure User Experience

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1 Customer Case study

2 Userzoom has given us another string to our bow by providing invaluable qualitative and quantitative insight from remote usability testing. Our internal research and usability team benefited from Userzoom s capability to conduct research at scale, and the quick turnaround of this feedback has been a key factor in helping us to launch our new website. Mark Kelly, Head of Research and Usability at Labs

3 Introduction is one of the most recognizable airlines in Europe known for democratizing air travel for the masses. has orders for a further 380 new Boeing 737 aircraft, which will enable the company to lower fares and grow traffic from 105m passengers in 2016 to 180m p.a. in has a team of more than 10,000 highly skilled aviation professionals. at a glance more than 1,800 daily flights from 78 bases connecting 200 destinations in 31 countries fleet over 300 Boeing 737 aircraft Challenges: Status quo before testing what they really needed was a research partner who could help deliver large scale quantitative insights from remote user testing. In 2014, set about changing the perception of the company, by launching an initiative aimed at improving customer experience. s approach was called Always Getting Better. At around the same time, the airline launched Labs, a digital and IT innovation hub based in Dublin which sought to change the world of online travel. They began a massive recruitment drive for over 200 roles including digital marketers, software developers, data analytics specialists and user experience (UX) and design professionals. The airline s plan is to turn its website which attracts 50m hits a month into an online travel platform. User experience (UX) was quickly recognized as a key area of focus and the UX team grew to 25 people as part of the wider digital team at Labs. From the

4 outset, design research was seen as an important part of keeping the user at the center of everything was doing, by providing actionable insight to improve the experience of the customer. The strategy was for the unmoderated testing to generate a mix of qualitative and quantitative data, and for these tests to be conducted in more phases than before. An ambitious target for the team was the development and launch of a brand new website by the end of The new site was a key part of the wider Always Getting Better program and had a number of enhancements including drastically reducing the number of steps required to book a flight, an enhanced account section, allowing regular travelers to store information about their travel documents and payment card, and delivering a better, more consistent experience across mobile devices and channels The Research team at had its own panel, and some external support from third party suppliers to conduct benchmarking, but what they really needed was a research partner who could help deliver large scale quantitative insight from remote user testing. Solution: Proven UX testing approach to improve situation The research team chose to utilize Userzoom s remote usability testing expertise with task-based research, which measured the user experience of 100 people per test. The tasks assessed specific user scenarios such as how to select the cheapest fare or book certain travel dates. Users were timed and recorded as they navigated the test site to complete these set objectives. Tests were also created to measure first impressions, discoverability and the look and feel of the website from early prototype development through to launch. The strategy was for the unmoderated testing to generate a mix of qualitative and quantitative data, and for these tests to be conducted in more phases than before. UserZoom has allowed to increase the numbers of users involved in the research process and at the same

5 It was critical that the testing was carried out across all channels mobile, tablet and PC and on different platforms (Android, ios, Windows) time enabled them to deliver the results back to the organization quicker than ever before. This enabled the UX research and usability testing to fit seamlessly into the rapid, agile development cycle in Labs It was critical that the testing was carried out across all channels Smartphone, Tablet and Desktop and on different platforms (Android, ios, Windows) as one of the key upgrades to the new website was to implement a responsive website design. The research was designed to test, iterate and validate a consistent, seamless experience for users on all devices and on every platform. In addition, ran some of the same scenario tests on the websites of competitors, providing the research team with benchmarking insight. Direct competitor and industry wide benchmarking is something the company is now conducting continuously thanks to the ability of Userzoom to perform such testing on a regular basis. Key to the business new digital strategy is a commitment to be disruptive in it s vertical and to provide its customers with the best experience through our platform. is able to compare UX performance and ensure this goal is being achieved through regular benchmarking. Results: The remote testing gave us scale and reach in the design testing process, and a wealth of data that we did not have access to before. How did UX testing improve the ROI? Userzoom helped build a better user experience for its website, which launched in November Large sample sizes across different mobile platforms and devices identified opportunities for improvement in a rapid, iterative time-boxed process. User feedback reinforced decisions that were made in the platform redesign and helped ensure development milestones were achieved. As a result, s development and UX teams were able to make informed decisions based on real data, in real-time.

6 Rui Pereira, Senior UX Researcher at Labs, said Userzoom provided the research with a quick turnaround which was critical in the period leading up to the launch of the new website. Previously, we had a reliance on lab based, face-to-face usability testing. Typically these sessions would take circa 2 to 3 weeks to plan, conduct and report and focused on a targeted profile sample of users. This reliance caused significant bottlenecks for us in terms of our testing schedule versus our development schedule. Now, with Userzoom, and the same budget, we have more flexibility to conduct simultaneous tests with hundreds of users, across our international markets and turnaround these activities in line with our development schedule, while still having resources to conduct other research streams too. The remote testing gave us the scale and reach in the design testing process, and a wealth of data that we did not have access to before. The insight was fed into the design team quickly through an agile and lean reporting process, much to the delight of our UX and development teams who were working to tight deadlines. Having a brand like who truly understands the value of the Remote Unmoderated Testing has been fantastic. We have been working with them and supporting their testing roadmap since September 2014, they truly pushed UserZoom s capabilities over the 12 month period up to the new site going live with more than 30 tests collecting feedback from thousands of participants. We look forward to working with them throughout 2016 as they further innovate and test their digital offering. Arthur Moan, Client & Professional Services Director / EMEA at UserZoom About Userzoom UserZoom is the. Our Worry-Free solution offers a quantitative and qualitative research platform to help UX/CX, Product Managers and Marketing professionals test and measure all aspects of their web and mobile properties.

7 Contact Information UserZoom UK LONDON Office 143, Southbank House, Black Prince Road, London E1 7SJ Phone: + 44 (0) CHESHIRE 4-6 Bank Square, Wilmslow, Cheshire SK9 1AN Phone: + 44 (0) UserZoom Spain BARCELONA Av. Diagonal 618 3o D Barcelona, Spain Phone: MADRID Calle Fortuny 3 2o izqda Madrid Phone: UserZoom Germany MÜNCHEN Ainmillerstr München Phone: +49 (0) UserZoom USA SAN JOSE 10 Almaden Blvd #250, San Jose, CA Phone: SAN FRANCISCO 665 3rd St., Suite 100 San Francisco, CA Phone: