The company I will be analysing will be EasyJet, EasyJet is the second largest budget airline brand in Europe. EasyJet is low cost carrier airline established in the UK with its headquarters in London Luton Airport. Offering domestic and international flights on over 820 routes in more than 30 countries.
As you can see the EasyJet website is very clear and easy to use, the customer using the website can clearly check the available flights by typing in their airport they are flighting from and also their chosen destination along with their departing and returning dates, after clicking “Show Flights” all available flights from the days intended and also a day in advance and a day before, by showing both days makes the person booking the flight more aware of the difference in price some days are to others, by doing this make it easy for the customer to find the cheapest flight of the day and also the week, for customers of EasyJet this would be beneficial as the purpose of using EasyJet is to travel at low cost, this feature in the website makes it easier for customers to find the cheapest flight as possible.
The picture above is taken from the EasyJet website, this show that the business are clearly offering, promotions to these chosen destinations. EasyJet have got chosen destinations at a sale price, this is advertised on the home page with the name of the destination and how much a return ticket would be, this appeals to many customers as firstly it is clear to see on the home page of the website, there is also a bold option to “Book Now” this make it more enticing for the customer.
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Attracting |
The brand name is stated in the top left of the website. There is a banner advertisement when scrolling down the website, this shows the other services that are related to traveling abroad, and these include car hire, travel insurance and hotels bookings. |
| Informing | The EasyJet website is extremely user friendly, it is very clear how to access the main purpose of the website and this is booking a flight. The information contents is all the way at the bottom of the website, this could possibly be hard to locate for some customers. |
| Positioning | Position is used very well on EasyJet’s website, they offer discounted flights and promote them on their website front page, and this would attract many customer in possibly purchasing them. |
| Delivery |
The customer support is at the very bottom of the page this could be difficult for some customers to find. |
A persona is a representation of a particular audience segment for a website / product / service you are designing, based on various types of qualitative and quantitative research (The UX Review, 2018).
| BUYER PERSONA | Name: EasyJet customer Allen. |
| Background | · A university student looking to travel over Europe. |
| Demographics | · A male student aged 21, a low income from a part time job. Location of the student would be in Brighton. |
| Identifiers | · Customer has a clam demeanor.
· Communication preferences via phone call. |
| Goals | · Primary goal is to arrive at the destination on time.
· Secondary goal is to find transport to the place the customer will be staying. |
| What can we do | · As an airline we would have to make sure everything is running smoothly to minimise the risk of unpreventable delays.
· The EasyJet very well could offer a recent feedback page on the website. |
| Real Quotes | · “There is nowhere I can see peoples review of EasyJet’s service.” |
| Common Objections | · The customer maybe hesitant to buy the ticket as there is nowhere they can see recent feedback.
· The customer wants to travel outside Europe but EasyJet do not offer this as they only offer short haul flights. |
References
The UX Review. (2018). Personas – The Beginner’s Guide – The UX Review. [online] Available at: https://theuxreview.co.uk/personas-the-beginners-guide/ [Accessed 10 Dec. 2018].
Easyjet.com. (2018). Home | easyJet.com. [online] Available at: https://www.easyjet.com/en/ [Accessed 13 Dec. 2018].