The Manchester Airports Group – the firm which owns Stanstead, East Midlands, Bournemouth and Manchester airports – is overhauling its digital strategy to get closer to the 42 million passengers which go through its airports each year.
The group has appointed digital agency Code Computerlove to implement the digital transformation, designed to get a better understanding of its customers and use data in a more effective way.
The partnership will begin with a programme of performance optimisation for each of the airport websites, where the agency will work in rapid cycles to develop and publish new user features and customer experiences focusing on the most visited and commercially important sections of the site.
Using its Design Sprint process, Code will then identify opportunities that will be further explored with user experience methodologies and iterations on the live sites as insights are gained with real users. Work will also be done laying the foundations for further development with regards to the group’s technical infrastructure.
Manchester Airports Group EVP of ecommerce Nolan Hough said: ”We commissioned Code to help drive more commercial value from our main traffic driving landing pages, looking at how users behave in order to fuel new ideas, without redeveloping the underlying software or adding complexity.
”We’ve very much bought into Code’s approach. Rather than spend months in development, Code’s philosophy to digital development means that we can have live prototypes in the hands of real users collecting real data rapidly – which for us is great. We learn fast whilst limiting our exposure to commercial risk.”
The long-term vision is to apply more sophisticated digital technologies and techniques to achieve the group’s overall commercial ambitions.
“Our vision is to be come the world’s most customer-centric and stress free travel experience by focusing on mobile first, intuitive and personalised digital airport experiences.”
Code Compuerlove’s clients include MS Society, Asda and Amnesty International.
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