Jet2.com Home Page Progression Optimisation

To comply with my non-disclosure agreement, I have omitted and blurred confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Jet2.

Client

Jet2 PLC

Project

Homepage redesign

Role

Research, Ideation, conceptual design, UI design, and testing

Sector

Airlines, leisure, travel

Duration

3 months

Tools

Quantum Metric, Userzoom, Figma, Miro, Optimisely

Overview

Jet2 is the UK’s leading tour operator, specialising in friendly low fares from its award-winning airline, Jet2.com, and package holidays you can trust from the UK’s largest package holiday provider, Jet2holidays. Jet2 take our customers on their well-earned breaks to more than 65 sun, city and ski destinations across Europe.

Problem statement

User progression rate is subpar from homepage to the search results page, as well as low interaction rate with the search panel and scroll rate on average is also low.

Goals

Our primary goals are to increase interaction and progression rates from the homepage to the search results page, and as a byproduct increasing conversion.

The process

Research

Ideation

Design

Testing

Reflection

Research

Data analysis

Used G4A data provided by our data analyst team as well as pulling data from Quantum Metric to determine user journeys, progression, and pain points.

Data findings

Homepage to search results progression was subpar
Bounce rate was extremely high for users who interacted with the “Find holidays” button, especially on mobile
Low average scroll on the homepage and users didn’t interact with many components due to this

Competitive analysis

Conducted research on our top direct competitors in the UK, global industry leaders, and indirect aggregators to find best practices.

Good practice

Meaningful label titles
Placing the search panel at the forefront of all components
Docking the search panel
Clean minimalist header

Bad practice

Busy search panel
Long page scroll
Distracting colours
Poor colour contrast

User testing

Conducted a series of usability test to gather both qualitative and quantitive usability data.

Usability

Users were less likely to scroll down too far as they had to scroll all the way back to perform a search
Users got frustrated when accidentally clicking the find holidays CTA
Some users struggled to find what the search panel as it was very busy and had a lot of red on the site
Confusion with users hovering back and forth on both buttons before making a choice
Accidental clicks on the find holidays button
Calendar caused confusion with the available states looking like a selected state, users had to scroll down to see the key
Users were confused when clicking on the “done” button after selecting outbound flight due to it not being disabled and caused a pain point when they received an error message
Messaging wasn’t clear enough

Accessibility audit

After conducting an accessibility audit, I came across a few non WCAG2 compliant features