Case Study: Qantas improves digital customer experience with Optimal Workshop

Qantas reduces booking abandonment with Optimal Workshop

Qantas, Australia's flagship airline, partnered with Optimal Workshop to address challenges with its digital customer experience. The airline was uncertain about its brand perception and needed to solve issues with complex website navigation and confusing payment options that were causing booking abandonment.

Using Optimal Workshop's card sorting and tree testing tools, Qantas conducted extensive studies to understand customer mental models and improve its website over several years. This solution led to a more intuitive booking process, stronger brand positioning, and measurable results including a reduction in abandoned bookings and an increase in first-attempt checkout completions.

Qantas