united airlines: chicago ama evening with experts: developing a customer centric mobile strategy
DESCRIPTION
United Airlines paired up with Georama in a marketing mashup of big brand and start-up at 1871 for Chicago AMA's Evening With Experts event Oct. 7, 2014TRANSCRIPT
United Airlines
“Fly the friendly skies” 1965 - 1996
Brought back in September of 2013
Products, network, service and technology
United Mobile App
United App Evolution
Nov 2010 June 2013 Nov 2013 May 2014
United.com and United App today
New United.com
Wi-Fi Rollout – Mobile app features are free to use on the plane
Sales on the Mobile app
Flight booking drives 80% of app revenue
Farelock will allow a mobile customer to complete a purchase on united.com
Social Media support, travel inspiration.
Day of travel United Mobile app
Mobile Boarding Pass + Passport scanning
Flyer friendly, through irregular operations
Dynamic merchandising engine driving upsell
Flight status and upgrade lists
United Club access, incorporated in the app
Free streaming movies and TV shows
United flies you, Uber drives you
My Mileageplus account
Travel tools
Optimizing based on customer feedback
United Mobile App Results
The United App has over 14 Million downloads
-‐
2
4
6
8
10
12
14
16
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014
Total A
pp Dow
nloa
ds in Millions
Android
iPhone
4
11
The Mobile App is launched nearly 400,000 times each day
0
50
100
150
200
250
300
350
400 May-‐13
Jun-‐13
Jul-‐1
3
Aug-‐13
Sep-‐13
Oct-‐13
Nov-‐13
Dec-‐13
Jan-‐14
Feb-‐14
Mar-‐14
Apr-‐14
May-‐14
Jun-‐14
Jul-‐1
4
Aug-‐14
Sep-‐14
Daily laun
ches in Tho
usan
ds
United Mobile App Daily Launches ( 30 Day Rolling Average)
Most of our users and revenue comes from Apple devices
iOS 73%
Android 27%
Users By OperaBng System
Our best customers use the app
Member 23%
Premier Silver 13%
Premier Gold 11%
Premier PlaJnum
7%
Premier 1K 10%
Global Services 2%
Not Logged-‐in 34%
Empower customers with options Transparent information
Don’t be afraid to show the details User experience is critical
User friendly = flyer friendly The app belongs to the customers, not United.
It need to meet their needs or they’ll delete it Omni-channel strategy
Summary and Questions
Thank you
Appendix slides
Adapt the United brand to the iOS or Android HIG
Flight status example
App Tips and tricks
Save on Premier Access
Best deal for Premium Cabin
Home Screen Cards
Internal UX
Change your flight or seat
Airport and flight maps
