Case

More use of extra services

How can personalized emails improve the customer journey of travellers?
Our redesign of KLM’s email lifecycle increased both usability and conversion.



Challenge

KLM (Royal Dutch Airlines) asked us to improve the emails that travellers receive after booking a ticket.

The emails contain important flight information, but also aim to boost the use of online services like online check-in, upgrading your seat or ordering a special meal.

The goal was to improve the customer experience and at the same time boost click through rates (CTR) to the extra services that could be booked on the website.




Unknown unknown

We are obsessed with what we call the “unknown unknown”: what are the things that prevent people from doing the desired behaviour, especially the things that we didn’t think of before? To find out, we developed a powerful research approach, combining different research methods.




Discoveries



We obtained many valuable insights that helped us improve both customer experience and conversion rates.

For example, we found that in the world of air travel there is no standard in how tickets are sent and designed. Customers had questions like “Do I have to print the whole email?” or “What’s the difference between an e-ticket and a normal ticket?” We solved this by changing the ticket into a separate pdf file, making it easier to save and forward it. For the best customer experience, we designed it ergonomically and printer friendly. To avoid any confusion, we designed a special icon to make it clear that the pdf was attached to the mail.




Another interesting find was that product names like “Economy Comfort” were not self explanatory enough, so we wrote more customer centric copy for all services (“more leg space”). To improve conversion further we emphasized the fact that the more spacious seats are limited.





Behaviour design

While working closely together with KLM’s email team in several design sprints, we designed new responsive versions of the emails.

In this example, we can see that on a small “design canvas” a great number of behavioural design principles are applied.

Click on the pink dots on the infographic below, to learn more about which design principle was used and how it contributes to conversion.




Result

As expected, the redesign generated higher open rates (OR), more clicks (CTR) and higher conversions. But most importantly, KLM and Buyerminds received lots of compliments from travellers about the new emails and the new ticket.


More design examples

Here are some examples of other emails we
designed in all phases of the customer journey.

Abandoned shopping cart

Flight changes

soon to be
released

Pre-travel


Other cases

bol.com

Twice as many customers leaving a product review

Qiayina on Tmall

Increased conversion rate and more online revenue

Mercedes Benz

More test drives

Prijsvergelijken.nl

Increased conversion

Sea Rangers

Found candidates

Lendahand

Faster funding

Caiway

A persuasive website

Vergelijk.nl

Increased conversion

Blendle

More memberships

WIGO

Higher conversion

Flying Blue

Persuasive emails

back

Vergelijk.nl

We designed a new, customer centric “quick filter”, helping people find the right washing machine within seconds. The filter led to a double digit increase in CTR for the categories we tested. After a successful experiment, the filter was applied to other categories and is now boosting revenue for this widely used comparison website.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

WIGO

For Wigo, part of Belgian telecom provider Telenet, we redesigned their landing pages and sales funnel for internet and mobile phone packages. In an AB test our version beat the existing landing page by far.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Sea Rangers

Using the lean startup method, we discovered which people are interested in becoming a Sea Ranger and how to reach them. Based on these insights, we developed an online campaign to recruit candidates.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Mercedes Benz

We boosted the number of test drives for Mercedes-Benz vans by designing a campaign website and test drive application forms based on customer insight and behavioural design.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Flying Blue

Flying Blue, KLM’s loyalty programme, sends highly personalized emails to promote “earn and burn” of Flying Blue miles (loyalty points).

We designed responsive email templates for all types of emails, based on behavioural design principles. We also created a visual style guide with clear instructions on how to use the templates and compose effective emails.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Prijsvergelijken.nl

Prijsvergelijken.nl is the most user friendly and transparant comparison site in The Netherlands. We proposed a series of design improvements that led to more conversion and an even better customer experience.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Lendahand

Our redesign of this crowdfunding website caused projects to get funded 6 times faster and increased the amount of individual donations.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Blendle

Blendle is well known for its outstanding UX design and copy, so we were honoured to work with them in raising the conversion rate of their subscription flow.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Caiway

Caiway is a Dutch internet and cable television provider. We delivered responsive UX and UI design for the complete website, based on behavioural design principles and customer insights. We also coached their developers during the implementation phase.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Create anticipatory enthusiasm

By showing the view of New York from the airplane, people will anticipate on the trip they just booked. Neuroscientists have found that anticipation on the future reward releases the neurotransmitter dopamine in our brain. Dopamine is important for goal directed behaviour. In other words, anticipation creates a happy, confident mood and gets us in to action.

back

Reduce perceived effort

Making the desired behaviour easy is one of the foundations of behavioural design. Not only the actual simplicity, but also the perception of simplicity prior to the behaviour plays an important role. When people feel that it will take a long time to go through the checklist, they will be less likely to start. That’s why copy like “it only takes a minute” is important in behavioural design.

back

Use the right frame

In our research we found that checking and double checking is considered a necessary task before you travel. That’s why we used “checklist” as a frame to describe the content in the email. A checklist feels like something to make this job easy. The frame “checklist” boosted open rate and stimulated scrolling.

back

Reduce mental effort

When we want customers to read all the content in the email, we can boost this behaviour by making it as easy as possible. This “processing fluency” can be created by ergonomic design.

In this email, important details like flight number and departure time are separated from the checklist itself, so they can be easily found, but also easily ignored so they don’t get in the way. Another important element is a clear visual hierarchy of headers and subheaders to communicate the structure of the checklist. Above all: we used a one column design, so there is only one direction to move from the current to the next item. When you use 3 columns, it takes extra mental effort to decide where to focus after reading one piece of text.

back

Ask small commitments

When you want to interest customers for an upsell or upgrade, it’s better to ask for small commitments (“check availability”) instead of asking for a big commitment directly (“book now!”) .

back

Communicate reasons why

Cialdini found out that stating the reasons why someone should show certain behaviour increases the chance that they will do so.

Saving time and money are two very good reasons to upgrade luggage and to check in online. Although it sounds obvious, stating these reasons increases the chance people will consider doing this.

back

Give social proof

Unconsciously, if we are asked to show certain behaviour, we check if other people also show this behaviour. It makes sense, because if nobody else is doing it, it is probably not a wise thing to do. Showing that other people show the desired behaviour is called “social proof”. This has been investigated extensively by psychologists. It’s one of the strongest persuasion tactics used in sales. In this example, we show that many people are checking in online.

back

Use soft call to actions

This one is about the text on buttons. Using “soft call to actions” like “check availability” instead of “order now” increases the chance people will click. Unconsciously, it feels like there is no obligation, so it is safer to click.

back

Vergelijk.nl

We designed a new, customer centric “quick filter”, helping people find the right washing machine within seconds. The filter led to a double digit increase in CTR for the categories we tested. After a successful experiment, the filter was applied to other categories and is now boosting revenue for this widely used comparison website

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

WIGO

For Wigo, part of Belgian telecom provider Telenet, we redesigned their landing pages and sales funnel for internet and mobile phone packages. In an AB test our version beat the existing landing page by far.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Sea Rangers

Using the lean startup method, we discovered which people are interested in becoming a Sea Ranger and how to reach them. Based on these insights, we developed an online campaign to recruit candidates.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Mercedes Benz

We boosted the number of test drives for Mercedes-Benz vans by designing a campaign website and test drive application forms based on customer insight and behavioural design.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Flying Blue

Flying Blue, KLM’s loyalty programme, sends highly personalized emails to promote “earn and burn” of Flying Blue miles (loyalty points).

We designed responsive email templates for all types of emails, based on behavioural design principles. We also created a visual style guide with clear instructions on how to use the templates and compose effective emails.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Prijsvergelijken.nl

Prijsvergelijken.nl is the most user friendly and transparant comparison site in The Netherlands. We proposed a series of design improvements that led to more conversion and an even better customer experience.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Lendahand

Our redesign of this crowdfunding website caused projects to get funded 6 times faster and increased the amount of individual donations.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Blendle

Blendle is well known for its outstanding UX design and copy, so we were honoured to work with them in raising the conversion rate of their subscription flow.

Want to learn more about this case?
Contact us, we would love to tell you more about it.

back

Caiway

Caiway is a Dutch internet and cable television provider. We delivered responsive UX and UI design for the complete website, based on behavioural design principles and customer insights. We also coached their developers during the implementation phase.

Want to learn more about this case?
Contact us, we would love to tell you more about it.