Etihad Airways: Conversion Optimisation and Mobile App Strategy
Etihad Airways sought to improve conversion performance and customer adoption of its mobile application across key customer journeys. The existing hybrid mobile application provided full functional coverage across Android and iOS, but Etihad leadership wanted clarity on what was limiting its performance. Colmenero IO was engaged to conduct a focused strategic and technical assessment to inform Etihad's short and long-term mobile app strategy.
Conversion performance and customer adoption needed to be optimised.
The root cause of performance issues was unclear, potentially technology architecture, user experience, communications, or a combination.
Customer communication touchpoints, in-app promotions, and deep links needed a consolidated view, making it easier to assess their contribution to engagement and conversion.
Etihad needed a strategy and prioritised path forward rather than a list of individual fixes.
Conversion and User Flow Analysis
Analysed mobile data, modelled user flows and quantified drop-off rates at each stage of the booking and Manage My Booking journeys to identify each conversion opportunity.
Competitive Benchmarking
Tested and scored leading airline and travel applications across usability, speed, conversion design patterns, and feature depth, to build a benchmark reference set for evaluation.
Customer Communication Audit
Inventoried customer communication touchpoints, app-based promotions, and deep link paths, identifying engagement opportunities across the customer journey.
Hybrid vs Native Technical Analysis
Conducted technical analysis of the hybrid build against native iOS and Android equivalents, modelling UX and performance to give Etihad an evidence-based answer to the hybrid versus native question.
Recommendations and Prioritised Plan
Synthesised findings into recommendations, with UX mock-ups, covering the path from hybrid to native and the customer experience improvements required to lift conversion into a prioritised plan for Etihad.
Project delivered on time with findings and recommendations presented in person at Etihad HQ in Abu Dhabi.
Recommendations covered the path from hybrid to native mobile architecture.
Identified customer communication opportunities and deep linking improvements.
Provided UX enhancements with supplied mock-ups.
Delivered a structured list of identified friction points.
Outputs validated Etihad's future mobile development direction, including support for a full native app strategy.