easyJet CRM iPad App
EasyJet's digital business has developed rapidly over recent years. The budget airline reported an 18% increase in the number of people visiting its platforms between 2013 and 2015. Planning ahead for the increasing digital workload easyJet wanted to become more agile and creative with managing its customer relationship management (CRM) work.
Role. As the UI / UX designer I worked closely with the creative director to create the wireframes, sitemaps and visuals for the prototype.
The Problem. Digital Agency Rapier were in a pitch process for creative work and campaigns for easyJets European CRM account. But through the conversations with the CRM project managers learnt about shortcomings of its current working methods with agencies. Rapier saw a potential opportunity to produce a product the client needed but hadn’t requested to potentially achieve more efficiency in managing digital projects.
As this was not part of the original scope for the CRM work Rapier wanted to develop the product on the side and present it to the client as a proof of concept.
Developing the product without the clients knowledge meant we couldn’t conduct research with easyjet’s project managers through interviews to further understand the needs and wants of the users.
Discovering the user needs
Without the option to conduct interviews we relied on two methods to obtain research data for the product. The first were conversations with the stakeholders and second was research into project management software to understand what functionality would help our user.
Stakeholder conversations. Due to time constraints our main source of research were informal conversations with the stakeholders in easyJet’s CRM department. From conversations with the project managers we discovered the following current paint points and frustrations from their daily management of projects.
Due to the location of its Luton based office, employees were spending lot of time travelling to agencies in central London for meetings.
Currently the CRM system of working was suited to smaller projects but could potentially struggle with a bigger workload or projects. A lot of daily management of projects was still being handled by email and attachments.
The turn around time of some of the projects was quite quick and problems need to be raised and dealt with quickly which wasn’t always possible under the current way of working .
Defining the goals
Concept. The idea was to develop an iPad app as a proof of concept to help easyJet’s team manage the increased workload allowing a more integrated way of managing projects between client and agency. Its purpose was to create an efficient workflow through the following objectives.
Provide a centralised way to project manage briefs between client and agency
Easy access to agency and client contacts
A portable way to manage briefs between client and agency offices whcih could potentially provide some productivity in the travelling time.
At the time the agency had promised the client a pitch presentation for creative work but planned to also showcase a prototype of the iPad concept as a ‘surprise extra’ to show an idea on how both agency and client could work together more efficiently.
Sitemap. As the app was essentially being developed in secret, its functional requirements were determined through several sources. These included:
Pain points and frustrations in spoken conversation with the client.
Investigation of functionality of project management software.
Conversations with Project management colleagues to understand more about their daily work.
There were a lot of commonalities between these sources of information such project status, contacts, budgets and research which helped us plan the main functionality of the app. With this information I created a sitemap to get an overview of the information architecture and an understanding on how to meet the requirements of the user.
Working alongside the creative director we started to plan in more detail what information should go into each page and how elements should sit on the page.
We placed the burger menu on the top right corner hand-side as opposed to the left because to make it slightly more accessible as we felt that most people who were right handed would tend to support the tablet with their left hand and navigate with their right.
Clickable areas were made large for easy functionality
The main functionality was presented prominently on the homepage to make the options more intuitive with the burger menu serving as a secondary navigation for functionality the user was likely to use less often.
Visual designs for prototype testing
For the look and feel of the app we wanted to use the same visual language as the existing easyJet apps. This reference helped us with decisions on image selection, fonts usage and colour. We felt this continuity of the visual language would also help make the app more familiar and intuitive with easyJet staff.
Once we had created the hi fidelity screens they were taken into inVision to create a prototype which was then presented to the client.
What was achieved?
The iPad app was met with great enthusiasm and excitement at the client presentation. This proof of concept alongside other creative work helped Rapier become a major contender as Easyjet’s agency for the CRM account.
Due to the quick turnaround time of the project there was still much more we could do to develop the app further. The app was meant to be a starting point for user testing with the client so that we could develop a user-centred product to help make their management of products more efficient.