Design Museum

22.11.2018

  • About
  • Award Categories
  • Why Enter?
  • Nominees
  • Hall of Fame
  • Contact
  • What’s New?
  • FAQs
  • About Market Gravity
  • CEA Judges
  • Back to Nominees

    Creative baggage solutions: Hands Free & AirPortr

    easyJet

    We know that dragging baggage to and through the airport, unpacking it at security and then rushing for locker space, can take all the fun out of travelling. With Hands Free and AirPortr simply hand us your baggage and we will take the hassle out of the airport experience.

    What customer problems did you set out to solve?

    Customers who travel with baggage can have a negative experience due to the minor hassles they encounter. Getting to the airport can be tricky, security a hassle, dragging a suitcase difficult and then there’s the rush for on-board locker space. Customers also don’t enjoy the uncertainty of whether their cabin bag will be taken off them at the gate, causing an anxious wait. Our Hands Free options takes the hassle out of each of these elements and also rewards customers.

    What differentiates your proposition from other offerings in the market?

    A new generation of customer has become accustomed to travelling with all of their baggage on-board for convenience. This has caused all airlines operational headaches. Some airlines have opted to reduce this issue by associating a charge to take a cabin bag on-board. That was a realistic option for us however, we valued giving customers choices rather than taking choices away. This is in addition to the introduction of a new hold bag proposition which was launch in November last year. Today, we’re the only low cost carrier that offers a Hands Free solution.

    How have you proven that your concept has potential for impact?

    In the easyJet Product Team, our philosophy is to adopt small proof of concepts against specific measures and then scale the product based on results. We call this ‘Micro-Battles.’ We trialled Hands Free on London to Nice routes and saw instant positive feedback. Hands Free has continued to exceed all key metrics as it has grown, resonating with people across Europe. It spoke to customers who did not need a hold bag but also wanted a hassle free airport experience. We’re in that trial phase with AirPortr. Early signs are positive with an NPS score of over 90!

    Where do you see this proposition in 12 months time?

    Airportr will be available at our major European bases and there'll be increased targeted products to suit different customer groups.
    Hands Free will grow to become a well-known easyJet product as well as further enhancements to the proposition by working with partners and brands.

    Find out more about Creative baggage solutions: Hands Free & AirPortr here

    Stay in touch with the latest #CEA2018 news