Case Study: Southwest Airlines improves online booking conversions with Agile Velocity

Southwest Airlines boosts booking conversions with Agile Velocity in a 12-month pilot

Southwest Airlines, a major US airline, sought to optimize its online booking experience despite already having a leading platform. They partnered with Agile Velocity to apply Business Agility concepts and Agile practices, aiming to make incremental, data-driven improvements for their customers.

Agile Velocity assembled and trained a pilot Agile Team from Southwest's Marketing department, coaching them through design sprints and rapid iteration. This resulted in 19 hypothesis-driven tests, 61% of which led to successful website changes. The solution delivered millions of dollars in additional annual revenue and a cleaner, more intuitive booking system for customers, leading to calls for Agile Velocity's methods to be scaled across other departments.

Southwest Airlines