Air France

Rethink the website’s
design and user paths

A full graphic redesign

Air France is a worldwide leading company in air transport, freight and maintenance & servicing. Air France is part of the Air-France-KLM group.

The challenge:  rethink the website's design around the new Air France brand image.

The other requests were to increase the conversion rate of both the website and the client satisfaction among tablet users, since this is a key device for travelers. This project should also federate the different Air France departments.

A website made for users

Numerous user tests as well as qualitative and quantitative analytics data, contributed to rethink the user paths in its whole whatever the entry point of the user (homepage, intern pages, etc.)

We worked side by side with the Air France teams in order to facilitate adjustments on all platforms and web pages. The collaborative approach has been a real success factor.

  • 200
    testers for the website’s beta version
  • 155
    countries affected

We wanted to work with an agency expert in both web and tablet. Backelite was able to bring this expertise while placing user needs at the center of the project.

Jérémy Henry
Head of Digital Content and Experience at Air France

Simplified customer paths

The graphic rework of the website helped us rationalize the customer paths. If the new interface was designed for tablet first, it is also perfectly suited for frequent use on desktop.

The website’s entry points have been simplified and navigation has been made easier, allowing us to better guide users in the ticket reservation process. In addition to this, connection is quicker and easier thanks to a brand new login page.

  • 1
    Visual design

    We focused on the aesthetic aspect of the website.

  • 2
    User centric

    We undertook several large-scale user tests.

  • 3
    Tablet first

    The design was optimized for tablet, even if the website can adapt to all kind of device.

The result: a streamlined user experience

Our work has helped launch the rework of all reservation and post-sales processes, as well as a progressive transition to a responsive website.

Thanks to the conversion rate increase on the test market, Air France has progressively developed this platform in its 155 foreign markets.