Restyle plan 04052012

ALITALIA.COM & DIGITAL RESTYLE

Rome 23 Apr 2012

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EXECUTIVE SUMMARY

1. Alitalia.com & Digital devices/applications restyle will start once new brand guidelines have been

defined and mock-ups for blocks 1&2 have been delivered(expected by 06/07/2012)

2. Adapt New brand guidelines to benchmarked –selected HomePages (BA, DL and EasyJet) is highly

reccomended coeheretly with A/B testing results in order to reduce any risk of User Experience

deterioration.

3. Restyle is planned to be release in 5 blocks and will take an estimate of 40 weeks in total

4. First block development will include: Home Page and will take 10 weeks (excluding realization of

graphic templates - mock-ups- ).

5. Restyle will be executed by a Transversal Working Group lead by a Project Officer (at eBusiness)

reporting to the Steering Board.

6. Running develpoment plan (eMotion12) will integrate the restyle project and will be revised to

optimize any possible carry-over

7. Full restyle will estimately cost between 200-250K plus 50K mock-ups developments.

8. Extra Budget (200-250 plus 50K) must be approved by 30 May 2012

•Refine the look&feel according to the latest de facto digital standards and brand

guidelines

•Improve the conversion rate*

•Maximize the integration with Social Media and other platforms.

•Allign and optimize the user experience for Mobile browsers (Tablet &

SmartPhone) and App navigation

*0,5% reduction in conversion equals around 50 million revenue loss and 2 seconds increase of response time = 8% higher abbandon rate = 26 million of revenue loss

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RESTYLE GOALS

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WORKING GROUP

Steering Board

Project Manager

e-Business

IT

(L. Martini)

Design Frame

N. Arnese

G. Mitelli

C. Pittis

A. Giudice (e-

Business)

Executive Board

Marketing

e-Business

(Names TBA)

Brand/Layout

Owners

+

e-Business

(F. Nassetti)

Digital Content

IT

e-business

(Names TBA)

Development/UAT

M. Sansavini

A. Stolfa

G. Di Francesco

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TENTATIVE GANTT

Block 1 Block 2 Block 3 Block 4 Block 5 Block 6

Home Page

- Normal version

- Crisis version

- Splash Page

Light adaptation to new style

guidelines, (rimoval red stripe,

header and footer )

Social Platform Restyle

- Facebook Page Restyle

-Twitter Page Restyle

Restyle of all Newsletters/DEM

Adaptation of white-labels

- WhatsOnWhen

- Expedia

- Maggiore

- Europassistance

- MilleMiglia Gallery

- MilleMiglia Mall

- Alitalia Store

- DoorToDoor

- Parking

- NCC

Restyle of Content Pages

- Section Index

- Content Pages level 2,3,4

Restyle of Special Offers

Restyle of SEO pages

Restyle of News

Travel Classes (NEW)

Restyle of F.A.Q.

Restyle Google Site Search

Booking Restyle

- Choose your flight

- Ticket Details

- Passenger details

- Payment

- Receipt

- Email

- Multi destination

- Travel Ideas

- Calendar search

- +/- 3 days search

- Choose your seat

WebCheck-in Restyle

- Search for your flight

- Choose passenger

- Choose your seat

- Add baggage

- Print your boarding pass

- email Alert

Restyle of Mobile & Apps

Restyle of Kiosk (Self Checkin)

Manage my booking Restyle

- Search your

ticket/reservation

- Detail Page

- Add baggage

- Request invoice

Corporate Reward

Flight Status Restyle

- Search your flight

- Your flight status

TimeTable Restyle

- Search

- Timetable

Carnet

Youth / CUGS

* * * * * * * * * * * * * *

Development “Block5

Development “Block4

Development “Block3

Development “Block2”

*

Development “Block 1”

Layout Mock-Up “Release 1 & 2

Definition Brand Guidelines

Restyle Budget approval

Current Development (emotion12)

Development “Block6”

Layout Mock-Up “Release 3-5

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BACK UP

7

12%

6%5%

*

* *

**

*

*

**

* More than 200 links with less than 0,2% share

CUSTOMER BEHAVOUR FROM HP

ACTUAL HP SCOPE

•Grant immediate access to flight search and

purchase

• grant access to main services functionalities

(checkin, flight status, timetable)

•Grant visibility to Alitalia pricing and products

•Grant vibility to partnership activites

ALITALIA.COM HOME PAGE

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BA

ANALYSES

1. Functional Box on the left

2. Wide banner (1280px) on a slideshow

promoting Fares for packages or flight only

tickets.

3. Not clear guidelines on threating pictures:

Close-ups, use of vintage/toy-camera

variations (Instagram maybe?).

4. Very long page! (you need to scroll 3 times to get all the

content)

5. Repetitive Last Minute Deals concept

6. Focus on Packaging

7. “Explore” channel contains other widgets

released by BA in the last four years (Trip seeker

– search by temperature, activities, distance, price, etc..,

Holiday finder, destinations, Value Calculator vs Low Cost

Carriers, etc..)

8. Territory Co-Marketing opportunities (Visit

California in this case)

9. Site-Wide links for SEO purpose

Fold line

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3

3

4

5

5

6

6

67

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8

9

9

DELTA

ANALYSES

1. Wide background “inspirational” image (1024px)

2. Overlaying promotional ads (1 main + 3 on a

slideshow)

3. Functional box aligned to the left. Booking

form is reduced to “from/to” fields and

expanded when clicked.

4. Special offers grouped by categories (Asia,

Europe, Islands,P)

5. Lot of empty space in case content is not

available

6. Mobile and Social editorial box

7. Banner at the bottom of the page promoting

Delta’s products or sold to advertisers.

Fold line

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2

3

4

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7

5

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EASYJET

ANALYSES

1. Functional box aligned to the right

2. Keeps a cookie from user’s last search to

prefill origin for the booking form and promote

targeted fares in the special offers box.

3. Slideshow of banners (vey fast moving)

promoting geo-targeted fares aligned to the

left.

4. Relevent space allocated for main ancillary

products (packages, car rental, hotels).

5. Content pages navigation (eg. Travel informations,

customer services, etc..) located at the bottom of the

page.

6. There are always people (smiling and having

fun) in the pictures.

7. Site-wide links for SEO purpose

Fold line

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A/B TESTING

A/B Testing is a way to test changes to a new page against the current design and determine which ones

produce the best results. By testing changes before implementing we get quantitative answers about what

modifications create positive results. By constantly testing and optimizing our pages we can increase

revenue, conversions or other goals. In this case we analyzed the impact of 3 different designs on:

• Look to book (visits to booking on total visits)

• Booking conversion rate (booking made on total visits)

• Look to check-in (visits to check-in on total visits)

• Look to Newsletter (newsletter sign-ups on total visits)

Methodology

Our tests are managed by a specific product, WebTrends Optimize, capable of testing, segmentation and

targeting. With Optimize we can produce almost infinite version of a page, define specific segment/targets

(by geography for example) and test vs any conversion goal (from a visit to a page to a click on a button).

Past experiences:

Alitalia used A/B and Multivariate testing to:

1.Optimize current Special Offers Page. In this case we splitted the page in 16 blocks, producing 16

variations for each of them (Multivariate testing). This lead to a test of 512 combinations and the best

performer produced +5,5% in look to book conversion rates.

2.Prove efficiency of Geo-localization. We created an ad hoc page for Calabria residents, where all the

offers and text referred to Calabria’s Point of Origin. 50% of Calabria residents (recognized by IP address)

were redirect to that page wich demonstrated +2,2% in look to book conversion rates.

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A/B TEST: CONSERVATIVE VERSION

ANALYSES

1. Booking form aligned to the right side

2. Tab navigation for other services (my

res, web check-in, hotel and auto)

3. Login area on the top right side

4. Slideshow of banner with overlaying text

promoting six fares

5. Icons for main service functionalities

(flight status, timetable, contacts and

assistance)

6. Ancillary spaces in textual boxes

Note:

Final version of this Home Page will include geo-targeted

fares and automatic prefilling of origin in the booking form

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2

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A/B TEST: META SEARCH VERSION

ANALYSES

1. 100% wide booking form aligned in the

middle of the page

2. Tab navigation on the top of the booking

form links to the main services (my res,

check-in, flight status, hotel and auto)

3. Login area on the top right side

4. Banner-free

1. Display of nine promotional fares on the

right side

2. Newsletter box next to the promotional

fares

3. Ancillaries space located at the bottom

with text + icons

Note:

Final version of this Home Page will include geo-targeted

fares and automatic prefilling of origin in the booking

form

1

2

3

4

56

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Fold line

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A/B TEST: EVOCATIVE VERSION

ANALYSES

1. Evocative image on the background

2. Booking form is reduced to “from/to”

fields and expanded when clicked.

3. Vertical navigation of the main services

(my res, web check-in, hotel, auto and

ancillaries)

4. Rotating banner area at the bottom of

the image on the right side

5. Login area on the top right side

6. Display of six promotional fares

Note:

Final version of this Home Page will include geo-targeted

fares and automatic prefilling of origin in the booking

form

1

2

3

4

5

6

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A/B TESTING

Results from 18/04/12 to 02/05/12

Actual Conservative Meta Search Evocative 1 Evocative 2 Evocative 3

Visits to HP 103.000 101.000 103.000 102.500 102.000 102.000

Visit to

booking

37.000 36.500 38.000 37.500 36.500 37.000

Look to Book 36.22% 36.06% 37.07% 36.37% 35.79% 36.5%

Receipts 2.491 2.420 2.378 2.426 2.461 2.342

Conv. Rate 2.42% 2.39% 2.31% 2.37% 2.41% 2.30%

Revenue € 570.5K € 554K € 544.5K € 555.5K €563.5K € 536.5K

Look to

Special Offers

7,91% 8,82% 8,85% 10,03% 9,86% 9,88%

Look to

Checkin

5.94% 5.62% 5.88% 6.33% 6.44% 6.44%

Look to NL 0.03% 0.05% 0.04% 0.03% 0.04% 0.05%

Source: WebTrends Optimize