Improved booking via KLM

KLM recently launched a new booking tool where the user interface has been substantially changed. The conversion has been spectacularly improved since then; 30% more users go from searching to booking in this new version. Valsplat has contributed to this success.

User-Centered Design

KLM is aware that a single user test at the last minute only leads to small cosmetic adjustments. This airline company therefore chooses for user-centred or user-focussed designs. With this it is essential that ideas, sketches and designs in every phase of the development process are explained to end users. Designs will be continually adjusted and improved on the basis of their behaviour and feedback. This process requires time, money and primarily dedication from all involved parties, but has the results to show for it.

In 2007 KLM and external design agency Mirabeau commenced the development of a new online booking tool. User-centred design has also been successfully applied with this major project. Valsplat was involved right from the start.

More than airline tickets

The booking tool was frequently used and the turnover showed continuous growth. However, KLM wanted to offer its clients more services when booking a flight, for example the option to book a hotel or lease a car at their destination. The previous booking tool was inadequate for this. A new booking tool should expand the offer of travel products and should therefore above all also be user friendly.

Iterative process

Following two years of development, 12 user researches have taken place. These researches consist of single interviews, concept tests, an online a/b test with a prototype, numerous eye tracking and usability studies, expert reviews, a large public beta test, and online questionnaires. Subsequent to every research the designs were adjusted and improved, culminating in the booking tool being launched in 75 countries in July 2009.

Additional options, easier to use

Despite the number of steps which lead to booking a flight being increased from 6 to 9, users have the impression that they are going through the process quicker. KLM has a wealth of services on offer in combination with an improved user experience.

KLM and valsplat

Valsplat is carrying out more research for KLM. In addition to the booking tool, valsplat has also implemented user tests for Manage my Booking, Internet Check-in, airport kiosks, the Destination Guide and the main navigation on KLM.com.