Client: Sterling Airlines
År: 2007
What
Sterling Airlines, a discount carrier based in Denmark, discovered that it was losing almost EUR 200,000 per month because passengers were only purchasing specific seat assignments for the outgoing portion of their journey. FatDUX was asked to review the booking engine and suggest improvements.
How
FatDUX usability experts examined the site in detail and also conducted interviews with se- veral experienced travelers. We also examined the booking engines for 11 other airlines. Our findings were then presented to the management of Sterling.
Results
Although the people responsible for Sterling’s web operations pressed to have our sugge- stions implemented, senior management from Sterling decided not to make any changes. By early 2008, the company was in serious financial difficulty. They declared bankruptcy in October 2008. An industry expert later estimated that the economic loss from the failure to implement our recommendations could have been as high as EUR 2 million.
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