Manchester Airport Group

Global checkout optimisation

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

RECOMMENDATIONS

Create a prioritisation matrix that aligned business goals and user needs.

After consolidating all the research, data and user testing results, I was able to identify and prioritise the next steps. I worked with the product owner to create a prioritisation matrix that aligned the business goals with the user needs. This takes into account the goal we defined in the early stages. 

No items found.
OVERALL RESULTS

Good vibes only

The overall results exceeded the stakeholder's expectations which was really exciting. I learnt a lot from this experience, particularly around A/B testing, stakeholder workshops and the pivot strategy. If something didn't go to plan, it was essential to reflect quickly and effectively.

Once progressing through the design recommendations, I started to consider how this could be implemented out onto the other airport websites. But, three key takeaways from this project are:

✔️ Kickoff meetings are such a critical moment in any design project. I needed to understand the business goals and requirements very quickly to create effective design solutions.

✔️ A data analyst is a critical member of the UX team. The data stops stakeholders, arguing about what is happening on the website. Data can highlight what is performing well and can inform future UX decisions.

✔️ Sticking to a roadmap is so important when it comes to the momentum of the testing strategy. Once other priorities take its place, it's quite tricky to get the process back in action.

Manchester Airport Group on behalf of Together Incredible

Manchester Airport Group

Global checkout optimisation

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

RECOMMENDATIONS

Create a prioritisation matrix that aligned business goals and user needs.

After consolidating all the research, data and user testing results, I was able to identify and prioritise the next steps. I worked with the product owner to create a prioritisation matrix that aligned the business goals with the user needs. This takes into account the goal we defined in the early stages. 

No items found.

Manchester Airport Group on behalf of Together Incredible

Manchester Airport Group

Global checkout optimisation

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

RECOMMENDATIONS

Create a prioritisation matrix that aligned business goals and user needs.

After consolidating all the research, data and user testing results, I was able to identify and prioritise the next steps. I worked with the product owner to create a prioritisation matrix that aligned the business goals with the user needs. This takes into account the goal we defined in the early stages. 

DESIGN & TEST

Getting stakeholders to trust in the testing strategy was essential

Once I had prioritised the recommendations, it was time to design up the solutions. Initially, I focused on the checkout as this was considered the most crucial section of the website — I firmly believed with a few small tweaks, we could reduce the number of dropoffs at the final step of payment. By getting early reliable results enabled stakeholders to trust my work and therefore could move onto the bigger project plans. 

When it came to testing the work, I worked alongside the developers and a data analyst to ensure the set up was accurate before pushing it live. Due to the high volume, the test was initially set to reach 10% of users. Once we saw results coming through, and nothing was broken, then increase the traffic to the test. 

It was great fun; the majority of tests set out saw exceptional results. On the contrary, some experiments didn't perform so well but, we learnt from these results. The successful tests were pushed into production and ready to go live to 100% of the traffic.

No items found.
No items found.
No items found.
OVERALL RESULTS

Good vibes only

The overall results exceeded the stakeholder's expectations which was really exciting. I learnt a lot from this experience, particularly around A/B testing, stakeholder workshops and the pivot strategy. If something didn't go to plan, it was essential to reflect quickly and effectively.

Once progressing through the design recommendations, I started to consider how this could be implemented out onto the other airport websites. But, three key takeaways from this project are:

✔️ Kickoff meetings are such a critical moment in any design project. I needed to understand the business goals and requirements very quickly to create effective design solutions.

✔️ A data analyst is a critical member of the UX team. The data stops stakeholders, arguing about what is happening on the website. Data can highlight what is performing well and can inform future UX decisions.

✔️ Sticking to a roadmap is so important when it comes to the momentum of the testing strategy. Once other priorities take its place, it's quite tricky to get the process back in action.

Manchester Airport Group on behalf of Together Incredible

Manchester Airport Group

Global checkout optimisation

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

RECOMMENDATIONS

Create a prioritisation matrix that aligned business goals and user needs.

After consolidating all the research, data and user testing results, I was able to identify and prioritise the next steps. I worked with the product owner to create a prioritisation matrix that aligned the business goals with the user needs. This takes into account the goal we defined in the early stages. 

No items found.
No items found.
No items found.

Manchester Airport Group on behalf of Together Incredible

Manchester Airport Group

Global checkout optimisation

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

RECOMMENDATIONS

Create a prioritisation matrix that aligned business goals and user needs.

After consolidating all the research, data and user testing results, I was able to identify and prioritise the next steps. I worked with the product owner to create a prioritisation matrix that aligned the business goals with the user needs. This takes into account the goal we defined in the early stages. 

No items found.
DESIGN & TEST

Getting stakeholders to trust in the testing strategy was essential

Once I had prioritised the recommendations, it was time to design up the solutions. Initially, I focused on the checkout as this was considered the most crucial section of the website — I firmly believed with a few small tweaks, we could reduce the number of dropoffs at the final step of payment. By getting early reliable results enabled stakeholders to trust my work and therefore could move onto the bigger project plans. 

When it came to testing the work, I worked alongside the developers and a data analyst to ensure the set up was accurate before pushing it live. Due to the high volume, the test was initially set to reach 10% of users. Once we saw results coming through, and nothing was broken, then increase the traffic to the test. 

It was great fun; the majority of tests set out saw exceptional results. On the contrary, some experiments didn't perform so well but, we learnt from these results. The successful tests were pushed into production and ready to go live to 100% of the traffic.

Manchester Airport Group on behalf of Together Incredible

Manchester Airport Group

Global checkout optimisation

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

RECOMMENDATIONS

Create a prioritisation matrix that aligned business goals and user needs.

After consolidating all the research, data and user testing results, I was able to identify and prioritise the next steps. I worked with the product owner to create a prioritisation matrix that aligned the business goals with the user needs. This takes into account the goal we defined in the early stages. 

No items found.
DESIGN & TEST

Getting stakeholders to trust in the testing strategy was essential

Once I had prioritised the recommendations, it was time to design up the solutions. Initially, I focused on the checkout as this was considered the most crucial section of the website — I firmly believed with a few small tweaks, we could reduce the number of dropoffs at the final step of payment. By getting early reliable results enabled stakeholders to trust my work and therefore could move onto the bigger project plans. 

When it came to testing the work, I worked alongside the developers and a data analyst to ensure the set up was accurate before pushing it live. Due to the high volume, the test was initially set to reach 10% of users. Once we saw results coming through, and nothing was broken, then increase the traffic to the test. 

It was great fun; the majority of tests set out saw exceptional results. On the contrary, some experiments didn't perform so well but, we learnt from these results. The successful tests were pushed into production and ready to go live to 100% of the traffic.

No items found.
No items found.

Manchester Airport Group on behalf of Together Incredible

Manchester Airport Group

Global checkout optimisation

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

RECOMMENDATIONS

Create a prioritisation matrix that aligned business goals and user needs.

After consolidating all the research, data and user testing results, I was able to identify and prioritise the next steps. I worked with the product owner to create a prioritisation matrix that aligned the business goals with the user needs. This takes into account the goal we defined in the early stages. 

No items found.

Manchester Airport Group on behalf of Together Incredible

Manchester Airport Group

Global checkout optimisation

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

DESIGN & TEST

Getting stakeholders to trust in the testing strategy was essential

Once I had prioritised the recommendations, it was time to design up the solutions. Initially, I focused on the checkout as this was considered the most crucial section of the website — I firmly believed with a few small tweaks, we could reduce the number of dropoffs at the final step of payment. By getting early reliable results enabled stakeholders to trust my work and therefore could move onto the bigger project plans. 

When it came to testing the work, I worked alongside the developers and a data analyst to ensure the set up was accurate before pushing it live. Due to the high volume, the test was initially set to reach 10% of users. Once we saw results coming through, and nothing was broken, then increase the traffic to the test. 

It was great fun; the majority of tests set out saw exceptional results. On the contrary, some experiments didn't perform so well but, we learnt from these results. The successful tests were pushed into production and ready to go live to 100% of the traffic.

No items found.

Manchester Airport Group on behalf of Together Incredible

Manchester Airport Group

Global checkout optimisation

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

RECOMMENDATIONS

Create a prioritisation matrix that aligned business goals and user needs.

After consolidating all the research, data and user testing results, I was able to identify and prioritise the next steps. I worked with the product owner to create a prioritisation matrix that aligned the business goals with the user needs. This takes into account the goal we defined in the early stages. 

DESIGN & TEST

Getting stakeholders to trust in the testing strategy was essential

Once I had prioritised the recommendations, it was time to design up the solutions. Initially, I focused on the checkout as this was considered the most crucial section of the website — I firmly believed with a few small tweaks, we could reduce the number of dropoffs at the final step of payment. By getting early reliable results enabled stakeholders to trust my work and therefore could move onto the bigger project plans. 

When it came to testing the work, I worked alongside the developers and a data analyst to ensure the set up was accurate before pushing it live. Due to the high volume, the test was initially set to reach 10% of users. Once we saw results coming through, and nothing was broken, then increase the traffic to the test. 

It was great fun; the majority of tests set out saw exceptional results. On the contrary, some experiments didn't perform so well but, we learnt from these results. The successful tests were pushed into production and ready to go live to 100% of the traffic.

No items found.
No items found.
OVERALL RESULTS

Good vibes only

The overall results exceeded the stakeholder's expectations which was really exciting. I learnt a lot from this experience, particularly around A/B testing, stakeholder workshops and the pivot strategy. If something didn't go to plan, it was essential to reflect quickly and effectively.

Once progressing through the design recommendations, I started to consider how this could be implemented out onto the other airport websites. But, three key takeaways from this project are:

✔️ Kickoff meetings are such a critical moment in any design project. I needed to understand the business goals and requirements very quickly to create effective design solutions.

✔️ A data analyst is a critical member of the UX team. The data stops stakeholders, arguing about what is happening on the website. Data can highlight what is performing well and can inform future UX decisions.

✔️ Sticking to a roadmap is so important when it comes to the momentum of the testing strategy. Once other priorities take its place, it's quite tricky to get the process back in action.

Manchester Airport Group on behalf of Together Incredible

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