Offering “choice”
We provided a more appealing way to express the idea of control in the airline category and fulfilled the need of control for customers so strongly that they would be willing to pay for something that was free in the past.
Our Approach
ICG researchers designed a highly empathetic approach to discover how the complex need for control of airline travelers could be satisfied during the very stress-inducing activity of commercial air travel. Through in-depth interviews, ICG unearthed a unique insight that would make the process and experience feel less constricted and rigid for passengers, and would also serve as a rich product development area for United. Offering “choice” is a more appealing way to express the idea of control in the airline category and fulfilled customers need for control so strongly that they would be willing to pay for services that were free in the past. The research insights generated new merchandising product concepts in collaboration with United that would give customers more “control” over their travel experience— such as, choosing your seat, extra legroom, boarding priority, or being able to purchase travel upgrades
Give customers more “control”
We let customers customize their travel experience—like choosing their seat, extra legroom and boarding priority.
The Result
ICG’s Empathetic Research Framework not only identified ways to satisfy the need of control, but then guided the marketing messaging of the new products and services so they could be successfully communicated to a diverse range of travelers. The launch of the new merchandising products and services helped United recover during a challenging time by generating over $1 billion in additional revenue annually, and changed how the entire industry thought about the customer experience.
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