The concept was to run a social media competition to motivate people to tweet, or post on facebook/instagram their tips, photos and must-do's of destinations which easyJet flew to - to be into win flight credit. From this competition we aimed to gain user lead content about destinations and use social media to add real-life timely content about locations to entice customers to travel to new destinations.
This concept was a big departure from easyJet's current offering, and shifted the focus from the functional aspect of the booking tool, to a more emotive experience which catered for the customer who hadn't yet decided where they wanted to travel to.
We came up with a simple UI search pattern to help customers explore destinations they may not of necessarily known about or considered themselves. Unlike the traditional search experience, where you need to know what you're searching for to get information, we asked simple questions with pre-populated answers to engage with the customer and present them with a variety of destination options.
From the curated, personalised results, a customer could then explore the destination further, taking insight from other travellers experiences rather than a guidebook.
88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts
