Skyscanner Customer Experience Strategy

Role: Head of Product and UX Copy

Brief: Enable more rich and cohesive travel planning experiences to support a brand transformation

Responsibilities: Brand strategy, CX strategy, UX strategy, content strategy, operations strategy, leadership and direction

Introduction

When travel stalled in 2020, the business had to assess how it attracts, engages and retains customers.

This led to an identity shift - from functional booking service to full-funnel travel experience.

I collaborated in a cross-functional leadership team and oversaw numerous initiatives to help shape the new experience-first, content-led identity.

Enter Project Red Thread, a mammoth omni-channel CX strategy…

mission and goals

Aligned to a new company strategy, the CX mission is to:

  • Surface need-driven information at every stage of the journey to activate traveller intent.

CX goals:

  • Provide deeper content engagement across all touchpoints

  • Connect operational systems to enable more cohesive engagement

Audit and analysis

Discovery focused on 4 areas: audience behaviour, experience design, brand positioning and perception, and internal operational models.

I oversaw the audience behaviour and experience design discoveries, commissioning input from around the business and providing my own analysis.

Audience behaviour - key findings

Experience design - key findings

Brand position and perception - key findings

Internal operational model - key findings

Solution architecture

The starting point was to define an end-to-end traveller journey (from undefined wanderlust to returning home).

Optimisations then focused on 3 key areas…

Experience design

I mapped key user flows and information requirements, creating our experience ‘5x5’ - a matrix of content needs across the journeys.

This framework set the blueprint that new content and interactions are based on.

Click an image to view it full-screen.

content strategy

I defined 3 key content purposes and mapped comms channels to them, based on where the channels fit in the decision-making journey.

I then created and mapped messaging frameworks to all relevant touchpoints.

Click an image to view it full-screen.

Operational models

New cross-functional teams are assigned to journey stages so travellers are ‘handed off’ between teams in more informed ways.

Teams share holistic OKRs measured on audience progression, not sessions or conversions.

Click an image to view it full-screen.

touchpoint-specific content strategies

Audit findings surfaced numerous lower-level issues with our content ecosystems. I led the strategy to improve the mid-funnel experience, outlined in this presentation.

I also delivered our ‘gateway’ strategy, focusing on 2 key brand touchpoints - web and app homepages - and all content connections from them.

Find out about my role on the new logged-in profile experience too.

Performance