Lufthansa Innovation Hub
Mirovi
A flight bidding platform
My role
UX/UI Design
UX Research
Timeline
May - August 2023
(4 months)
Results
Achieved a 20% conversion rate in our website validating the desirability of the product.
What if…we create a platform where people can bid for their flights?
During my time at Lufthansa Innovation Hub (LIH), I had the privilege of being part of the Mirovi project.
LIH is a daughter company of the Lufthansa Group, and operates with the mission to push the limits of innovation, and one of the ways they do it is by incubating innovative ventures.
While looking at the challenges faced by both airlines and travelers, it was evident that:
airlines struggled with distressed inventory.
travelers were seeking alternative and affordable ways of booking flights.
But wait a minute… what is distressed inventory even?
Do you know all those empty seats you see on flights? Airlines refer to them as distressed inventory. This means that there is a potential to optimise tickets so that none of these seats go to waste.
The solution
Mirovi is a unique flight-bidding platform that enables spontaneous travelers place bids for affordable distressed inventory.
The process
Doing the research
Certain of the problem's reality, I interviewed 10 revenue managers from various airlines, all confirming their need for an overcapacity optimization solution.
Simultaneously, we gauged traveler interest in Mirovi by designing a smoke landing page and opening a waiting list which revealed strong interest.
Understanding the user
After initial desk research to grasp user pain points and desires, the team prioritized creating user journeys. Each member crafted one for our envisioned users.
We then collectively reviewed and voted on the most resonant steps, aligning on our target user for solution design.
User Journey
Designing the mockup
To bring our idea to life, I started planning how the app would work and look for the first prototype.
Together with the team, we then discussed the ideal user experience and iterated on different versions.
First prototype version
Refining the experience
The aim was to create a seamless and intuitive user interface that would encourage engagement with the platform.
Final iteration
To measure the product's desirability we decided to create a smoke landing page and create a waiting list.
As we transitioned from ideation to product validation, we understood the significance of gauging potential user interest. We needed to ascertain whether Mirovi fulfilled their needs, wishes, and goals.
To achieve this, we collaborated closely to design an informative and captivating landing page for our potential customers to register for the beta version of Mirovi.
The Workshop
During a productive workshop session, our team brainstormed ideas to make the landing page compelling. By voting on the most relevant sections, we curated a comprehensive wireframe that would lay the groundwork for the live website.
Implementing the website
To deliver the smoke landing page I decided to use Framer, a no-code website builder that allowed me to bring the landing page to life.
The results
The results of the waiting list exceeded our expectations as the conversion rate went up to an 19.75% within two weeks of launch.
This achievement significantly surpassed our initial target of 0.5%.
