Case Study: KLM Royal Dutch Airlines improves multilingual booking experiences with Optimal Workshop

KLM Royal Dutch Airlines reduces booking abandonment with Optimal Workshop

KLM Royal Dutch Airlines faced the challenge of organizing its complex digital ecosystem to serve diverse European markets across language barriers. The airline needed to ensure its core e-commerce platform, BlueWeb, and its subsidiary Transavia's website offered intuitive navigation and a consistent experience for both English and Dutch-speaking users. To tackle this, KLM partnered with Optimal Workshop and utilized its Card Sorting and Tree Testing products to gain user insights.

Optimal Workshop's solution involved conducting multilingual tree testing to improve BlueWeb's information architecture and closed card sorting to categorize user queries. This strategic approach revealed distinct navigation patterns between language groups, enabling KLM to create optimized, language-specific interfaces. The results included increased booking completion rates, reduced support inquiries, and lower abandonment rates on the Transavia site, ultimately strengthening KLM's digital presence and contributing to its competitive advantage.

KLM Royal Dutch Airlines