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Are You Making This Common Mistake With Your Airline’s Mobile UX?

NPS provides a simple way of estimating whether people are likely to recommend your app to others. Being able to identify promoters or detractors of your mobile UX indicates whether the design is doing its job – pleasing your travellers. The more heavily detractors outweigh promoters, the more serious the design problem.

Why This is Flawed

There are many reasons someone may or may not recommend your app, few of which relate to how well it is designed.

Firstly if your customer’s number one motivation is getting the cheapest fare, their rating will be based on whether they managed to achieve their goal – even if they hated using your app. If they find a cheaper fare with a competitor they have no reason to travel with you.

The second problem is that you need a representative sample size to make the NPS value meaningful. If you only have a handful of responses, a few reviews from a minority of unhappy travellers will skew the score.

Thirdly, and most importantly, this system is too crude. You might have unhappy travellers using your app, but you don’t know why their experience was negative, or what to do about it. It may be that the negative review is down to some fact or rather than the mobile UX itself.

If you don’t know the source of the problem you cannot tell where to deploy resources to fix it. Without context, the NPS is effectively useless.

So – What Can You Do?

In reality, NPS is a well-meaning, but ultimately faulty, metric that should never be used in isolation - if at all.  Fortunately there are other more effective ways to measure and report on mobile app user experience.

The best way to improve user experience is to systematically investigate it, using a combination of research and analytics. This means understanding the key customer journeys - check in, ancillary purchase, booking, checking flight status and so on.  This granular level of detail will identify potential problems.

Relying on NPS score alone does not help optimise user experience or even tell you how to go about addressing problems reported by detractors. Oversimplify too much and you risk missing opportunities to improve and optimise the app and your traveller’s experience.

The best way to tell whether a customer is genuinely happy with their experience is if they use your app to book travel with you in future. Even the inventor of the NPS grading system admitted that, for most industries, the best indicator of customer loyalty is likelihood to revisit, repurchase or reuse.


Want to know more about what to build and and what to measure in a mobile platform? Read the 5 step guide.

David MacHale - Digital Marketing Director

David is the Digital Marketing Director at Travelport Digital. He is a digital marketing specialist with almost 15 years experience working with B2B and B2C brands in the travel, retail and learning tech industries. David has been at the forefront of introducing next-generation product platforms such as Oculus Rift, 360 video, gaming and mobile apps. Today, he manages the marketing strategy, content and digital platforms for Travelport Digital as well as supporting new clients on their engagement journey.

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