Ryanair-improves-industry-leading-customer-service

Ryanair have a stated aim to reach 225 million passengers by 2026 and a key part of achieving that goal is to improve their digital offerings. A key part of this process is the role of Ryanair Labs, the technology Hub of Ryanair. Ryanair was known in the past for its poor website. Colin O Brien head of QA at Ryanair Labs identified this as a key reason for growth not breaking through the 80m barriers, and this resulted in a major re-think about digital strategy. This produced a renewed emphasis on redeveloping digital services. Lead by Ryanair labs user experience (UX) is at the heart of this re-design. An extensive process of user feedback is built into development and deployment strategies. Activities include:

• User Testing 
• Empathy maps 
• Contextual Inquiries 
• Job to be Done Interviews 
• Competitor Reviews 
• Benchmarking 
• Surveys 
• Intercepts 
• Polls 
• Shadowing 
• Diary Studies 
• Card Sorting 

Development involves a Five-stage process Research, Design, Prototype, User Testing and Develop and launch. Users are heavily involved in the Research, testing and Deployment phases. Ryanair continues to grow its digital offering and has added services like a Day of Travel App and Digital Wallet. An important initiative in meeting its goals is its use of a customer panel. By driving a user lead policy Ryanair is on its way to achieving its 225 m passenger goals.