Etihad Engineering website
Etihad enginnering MRO Responsive website
Intro
Etihad engineering provides aircraft maintenance and services to other airlines from Abu Dhabi. This online website assists users to know more about their services and convinces them to submit a query, so the sales team can schedule a meeting with the clients and respective department heads.
The Problem
Etihad engineering services decided to launch a dedicated responsive website as their current page inside airline websites was not ideal for their customer to locate all their product offerings.
Target users not able to locate: Despite being prominently featured on the Etihad website, engineering services proved difficult for online customers to locate with precision.
Poor navigation: Users had a problem with navigating the services as identified from user interviews attributed to the drop-off rate.
Limited target users availability: Getting users for foundational user research was hard as users were purchasing head, CEOs of airlines.
Approach
To get research insights for forming strategy i planned to use quantitative data and qualitative data
Quantitative data source: I analyzed current etihad.com engineering sub page to understand customer behavior and SEO data which customers used to locate MRO services.
Qualitative data: Qualitative data from user interviews from potential and existing clients visited the office gave a full picture on the insights gathered from quantitative data.
Empathize:Created persona and user journey with the above insights to empathize with users which helped in forming an ideal digital strategy for the app
Results
Enhanced discoverability: During A/B testing with potential customers in user testing users able to locate important services within 90 secs
Increased lead generation: Within 2 months of website release lead generation increased by 25%
Reduction in drop off rate: Post release new website reduced drop off rate by 60% then the previous one page inside etihad.com
Conclusion
The responsive website design for Etihad Engineering successfully met the needs of B2B users by providing an engaging and seamless user experience. The project not only exceeded customer expectations but also delivered measurable business outcomes, demonstrating the power of a strategic approach to UX design. Metrics post-release confirmed decreased drop-off rates and increased user traffic, resulting in five sales leads within three months. The redesign also addressed previous discoverability issues, which were inherent in the single-page subpage format, ensuring users could easily find the services and products offered.
