Finnair

We defined the strategy and coherent action plan that guides Finnair’s successful transformation into a customer-focused airline, with a digital proposition tuned to different markets and integrated across its business operations. We also redesigned the mobile booking experience with an initial 800% increase in ancillary sales over the old unresponsive mobile booking flow. The recently launched finnair.com, which features the new responsive booking flow designed by Made by Many has achieved 35% increase in conversion overall (web and mobile) and 20% increase in average order value. NPS for the new mobile app is 68.

Our partnership with Finnair began in 2015 with a brief to create a next-generation booking engine, one that optimises revenue and differentiates Finnair from competitors by taking a customer-centric approach.

The work was deeply collaborative and shared across the operational, commercial and digital teams. Detailed prototypes of flexible booking and up-sell were followed by the design of a price acquisition tool, personalised flight booking and flight management. We established lean make-test-learn practices and a playbook with a practical guide to the prototypes, design principles and insights developed over the course of this project.

This was a new way of working for Finnair and as the digital ambition grew, our partnership evolved from a focus on increasing revenue through cross-sell and up-sell to improving the end-to-end customer experience; then to building in-house digital culture, new ways of working, and ultimately an overarching digital strategy that complemented Finnair’s brand focus on smart premium travel between Europe and the Far East via the Helsinki hub.

This was followed in 2017 with a new digital strategy, guiding principles and a coherent action plan that - along with key organisational changes - is being implemented progressively and successfully by the Finnair digital team during 2018 and '19.

Finnair is highly regarded in the aviation industry as a digital leader. The company has built a strong independent digital capability, closely integrated with the core business, organised around a deep knowledge of the customer and a unifying ambition: to treat every customer as an individual and tailor their experience to give them control and comfort before, during and after their journey.

This is a value proposition delivered by an emerging intelligent travel ecosystem, one that builds a direct digital relationship with customers, with data driving personalised, context-sensitive offers and information.