EarlyBird Experience Improvements
My Digital Experience team redesigned the EarlyBird Check-In purchase experience, making it easier for customers to understand, evaluate, and purchase this popular boarding position product.
The Problem
The existing EarlyBird purchase flow had several friction points:
- Unclear value proposition - Customers didn’t fully understand the benefit
- Confusing pricing - Per-passenger, per-segment pricing was hard to calculate
- Poor mobile experience - Desktop-oriented design didn’t work well on phones
- Timing confusion - Customers unsure when EarlyBird applied vs. regular check-in
These issues led to abandoned purchases and customer support calls for clarification.
The Solution
We redesigned the EarlyBird experience with clarity as the primary goal:
Clear Value Communication
- Boarding position explanation - What EarlyBird does and why it matters
- Automatic check-in - Emphasizing the convenience factor
- Success stories - Testimonials about better seat selection
- Comparison - EarlyBird vs. regular check-in timing
Pricing Transparency
- Total cost upfront - Clear calculation for all passengers and segments
- Per-person breakdown - Individual costs clearly displayed
- No surprises - All fees visible before purchase
- Refund policy - Clear information about EarlyBird refundability
Mobile Optimization
- Touch-friendly design - Large tap targets, easy scrolling
- Responsive layout - Works perfectly on all screen sizes
- Simplified flow - Fewer steps to complete purchase
- Quick payment - Saved payment methods for fast checkout
Results
The improved EarlyBird experience delivered strong results:
- 15% increase in EarlyBird conversion rate
- Reduced support calls about EarlyBird questions
- Higher mobile purchases with optimized experience
- Improved customer satisfaction scores
Revenue Impact
EarlyBird Check-In is a key ancillary product for Southwest. By making the purchase experience clearer and easier, we help more customers access the boarding position benefit they want while driving incremental revenue for the airline.
Customer Value
EarlyBird customers want a better boarding position without the stress of setting alarms for check-in. Our improved experience makes that value proposition crystal clear and the purchase process effortless.
Redesigned EarlyBird purchase flow, increasing conversion by 15% through improved clarity and mobile optimization.
