Finnair
Digital transformation creating award-winning airline customer experience and booking platform
Summary
Made by Many partnered with Finnair for four years, transforming their digital presence from basic e-commerce to a sophisticated, customer-centric platform that drove 35% increase in order value, 20% increase in conversion, and 800% increase in ancillary sales.
The challenge
Finnair needed to move beyond basic e-commerce to serve the entire customer journey effectively. Their online ticket booking was managed by a third party, limiting their ability to create competitive advantage and direct customer relationships. They wanted to establish a customer-first approach and become a digital leader in the airline industry.
The transformation required more than technology - Finnair needed to build internal culture, teams, capabilities, and operating models to support this digital shift. They had to compete with established players while creating seamless experiences across acquisition, purchase, post-booking, and loyalty stages.
What we did
We served as Finnair's first experience design partner, working with them for over four years starting in 2014. Our approach centered on shifting the business to a customer-focused digital strategy, designing services and features mapped specifically to the customer journey from initial contact through ongoing loyalty.
We delivered a next-generation booking engine designed to increase revenue through upsell and cross-sell, plus an online account ("My Finnair") allowing customers to manage bookings and loyalty status. We integrated services across digital channels, including mobile app and Nordic Sky In-Flight Entertainment system. Beyond products, we helped build the internal foundation for digital leadership and defined their overall digital strategy and end-to-end customer experience.
Impact
The commercial results were transformational: 35% increase in order value, 20% increase in conversion to sale, and 800% increase in ancillary sales. Mobile conversion increased 300%. Direct bookings in the home market reached 50%, reducing dependency on third-party channels and increasing profitability.
Customer satisfaction reached 68 NPS, while Finnair became recognized as among the most desired employers for technology professionals in Finland. Most significantly, our work was so impactful that we were asked to define the airline's entire digital strategy and end-to-end customer experience, establishing Finnair as a digital leader in the airline industry.
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