Skyscanner:
Transforming brand from a search engine to travel partner
USER RESEARCH / STRATEGIC DESIGN / TRAVEL
As a researcher and strategic designer for the project with intO and Skyscanner, I conducted user research to explore 2 perspectives of the Skyscanner brand and service – the internal (the Skyscanner employees) and the external (Skyscanner users) – to plot their crossovers and discrepancies, and to use this map to inform and inspire Skyscanner teams to take their brand to the next level.
Date
July – Sept 2017
Role
User Researcher, Strategic Designer
Responsibilities
Voxpop, in-depth interviews, research analysis, workshops, affinity mapping infographics, editorial design
Tools
Google Suite, Miro
The challenge
How will Skyscanner transform from being an established worldwide flights search engine to becoming a constant travel partner?
The outcome
By interpreting the context of travel-related products and services, and analyzing travel patterns in ten countries, we were able to identify and present strategic opportunities for Skyscanner. Just as crucially, the work delivered a springboard for the brand transformation process and motivated active engagement amongst Skyscanner stakeholders around the world.
Read about Skyscanner’s brand transformation:
→ It’s Nice That
“The quality, attention to detail and results were exceptional and we are very pleased with the results and impact."
– Gareth Williams (CEO and Co-founder of Skyscanner)
Process
Our research began by comparing user perspectives about Skyscanner’s brand and features with those belonging to internal stakeholders from each of Skyscanner’s offices around the world. A qualitative insights sprint across ten countries followed (with research rolling out concurrently in each region), consisting of trends analysis and in-depth interviews with 220 travellers. This identified compatibilities and differences that enabled the Skyscanner team to define unified, forward-thinking objectives for the brand during engaging, inclusive stakeholder workshops.
Internal employee research
10
Cities
7
Executive interviews
56
One-on-one interviews
448
Participants
External user research
10
Countries
10
Expert interviews
50
In-depth interviews
160
Voxpops
