Overview

PROJECT TYPE

Responsive Web

App

My Role

UX Designer

Deliverables

High Fidelity Mockup

Presentation

Tools

Adobe XD

Business Goals

With the world beginning to open back up and people making travel plans, Frontier Airlines wants to ensure that customers choose to fly Frontier instead of competing airlines.
The goal of this project is to increase Discount Den sales, Frontier’s paid membership program, so the airlines is top of mind when travelers plan their future trips.

The Problem

How can we present Discount Den information in a way that is informative and effective for potential customers but does not distract or takeaway from customers who are purchasing a flight and not interested in a Discount Den Membership?

The Solution

For the scope of this project these are the areas to improve

Banners - that draw the attention to someone purchasing a flight. Focus on placement and contrast from the rest of the page
Differentiating between Discount Den and standard fare prices
Informative sliders - this is where people go for more information and is what they see in the booking process. This is the biggest area during the booking flow where customers can have their attention

Internet Booking Engine (IBE)

Before and After

Zooming in

First I added a banner to draw the attention of the customer, show them how much they could save by purchasing a Discount Den member, without overly detracting from there flight booking process. Here placement was very important so I decided to put the banner just above the flight information so users wouldn’t miss it.

Here I made a few tweaks to add a highlight to the lower Discount Den fares. I also wanted to highlight that the top STANDARD and DISCOUNT DEN labels were information buttons, so I decluttered the buttons by removing the logo, making them a little larger, and making the information icon larger. This is especially helpful for people who are just perusing flight options, they can click in and learn more about what Discount Den includes and how much it costs.

Informative Sliders

The next opportunity for was our sliders - making these clearer, more appealing, and something that customers wouldn’t just quickly skip through.

The Fare Info slider pops up when someone clicks the information button. The previous slider:

Wasn’t very eye catching
Price was hidden in with the list of benefits
Repetitive and includes standard fare info instead of just highlighting DD perks
Doesn’t tell interested members how to sign up

Updated slider:

Catches the eye of the customer
Prioritizes and clearly lays out the Discount Den benefits
Price is easy to find
Clear instructions for a customers next steps

I incorporated these same changes into the Join the Club slider - this is what pops up when a customer chooses a DD fare when selecting their flight. This is also what customers see before signing up for the Discount Den program so it needs to convince that this is the right purchase to make. The original slider was not selling the deal but these updates help to attract customers, show them the great benefits the membership has, and hopefully leads them to make a purchase.

View Mobile Screens

Thoughts and COnclusions

The timing and scope of this project unfortunately didn’t allow for research from Frontier Airline so a lot of the decisions were made based off of assumptions as a frequent frugal flyer, and my UI/UX experience. I would hypothesize that the customers who are more likely to purchase a Discount Den membership are repeat customers who have had a positive experience. In order to make this project more successful we need to better understand the customers who are purchasing Discount Den memberships and what is their main motivation in purchasing a membership. That way if we learn if our users are more likely to be big families or frugal Gen-Z adventurers. This would help to create the best designs for the users most likely to buy into the program

Further suggestions

One of my other suggestions was to do more of an email push with customers who have already flown with Frontier. Many times when people are booking their flights at Frontier, they are looking for the cheapest option, so when customers making a flight purchase might not be the best time to convince them to also buy a Discount Den membership. Instead if we send emails out after a flight reminding them of Discount Den, we could hit the customers who are planning ahead, planning on being return customers, at a time when it would make more sense for them financially.

Outcomes

When these designs went live Frontier saw a huge increase in Discount Den member purchases.

We saw the most purchases of Discount Den memberships (when not offering a discount) in years!

This was such a great improvement that I was proud to be able to accomplish!