LONG STORY SHORT
Optimising the users experience and improving conversion rates
MAG is a leading UK airport group running three UK airports - Manchester, London Stansted and East Midlands — serve around 42 million passengers every year. I joined an existing team as a consultant to improve the airport parking eCommerce strategy. It was my role to address the obvious issues on the website and develop a process for long-term optimisation.
I worked closely with the product owners, data analysts, and developers, to understand customer behaviours, which enable me to provide recommendations and roadmap plans to optimise the user's experience and improve conversion rates.
The project involved a lot of research, stakeholder buy-in, A/B testing and implementation. For the time I was there, I established a roadmap of recommendations, a testing strategy and UX focused team.
DEFINING THE GOAL
Understand the challenges by diagnosing the problem.
The initial kickoff meeting was to understand what the project is? What are the requirements? It was to reduce the number of dropoffs in the checkout funnel and to help users understand the services on offer. By doing this, we could create numerous touchpoints to get more users into the sales funnel successfully.
RESEARCH & DISCOVERY
Reviewing the website's effectiveness
At the start of the project, I carried out a website audit — heuristics, performance, user journeys, accessibility, user experience, content quality, calls to action and competitor benchmarking.
I worked with the data analyst and studied any previous research so that I had some substantial evidence when it came to stakeholder buy-in. Once I had complete the report, I was able to outline a program of work that can help to improve how users engaged with the parking services