Download - United Airlines: Chicago AMA Evening With Experts: Developing A Customer Centric Mobile Strategy
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United Airlines
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“Fly the friendly skies” 1965 - 1996
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Brought back in September of 2013
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Products, network, service and technology
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United Mobile App
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United App Evolution
Nov 2010 June 2013 Nov 2013 May 2014
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United.com and United App today
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New United.com
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Wi-Fi Rollout – Mobile app features are free to use on the plane
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Sales on the Mobile app
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Flight booking drives 80% of app revenue
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Farelock will allow a mobile customer to complete a purchase on united.com
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Social Media support, travel inspiration.
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Day of travel United Mobile app
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Mobile Boarding Pass + Passport scanning
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Flyer friendly, through irregular operations
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Dynamic merchandising engine driving upsell
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Flight status and upgrade lists
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United Club access, incorporated in the app
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Free streaming movies and TV shows
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United flies you, Uber drives you
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My Mileageplus account
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Travel tools
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Optimizing based on customer feedback
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United Mobile App Results
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The United App has over 14 Million downloads
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2
4
6
8
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14
16
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014
Total A
pp Dow
nloa
ds in Millions
Android
iPhone
4
11
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The Mobile App is launched nearly 400,000 times each day
0
50
100
150
200
250
300
350
400 May-‐13
Jun-‐13
Jul-‐1
3
Aug-‐13
Sep-‐13
Oct-‐13
Nov-‐13
Dec-‐13
Jan-‐14
Feb-‐14
Mar-‐14
Apr-‐14
May-‐14
Jun-‐14
Jul-‐1
4
Aug-‐14
Sep-‐14
Daily laun
ches in Tho
usan
ds
United Mobile App Daily Launches ( 30 Day Rolling Average)
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Most of our users and revenue comes from Apple devices
iOS 73%
Android 27%
Users By OperaBng System
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Our best customers use the app
Member 23%
Premier Silver 13%
Premier Gold 11%
Premier PlaJnum
7%
Premier 1K 10%
Global Services 2%
Not Logged-‐in 34%
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Empower customers with options Transparent information
Don’t be afraid to show the details User experience is critical
User friendly = flyer friendly The app belongs to the customers, not United.
It need to meet their needs or they’ll delete it Omni-channel strategy
Summary and Questions
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Thank you
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Appendix slides
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Adapt the United brand to the iOS or Android HIG
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Flight status example
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App Tips and tricks
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Save on Premier Access
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Best deal for Premium Cabin
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Home Screen Cards
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Internal UX
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Change your flight or seat
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Airport and flight maps
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