Transform customer experiences
To kickstart this journey to shifting their customer preferences towards more sustainable travel, easyJet set out with the goal of reducing each customer’s individual carbon footprint by nudging them to choose a lighter bag option.
Customers who aren’t inherently motivated by the motion towards sustainability face several psychological barriers which stand in the way of them choosing lighter baggage.
Most don’t even know that heavier aircrafts have greater carbon emissions.
Some do, but don’t feel as though packing lighter themselves will make any significant difference to solving the greater problem at hand.
Under the surface and in the subconscious, customers are also grappling with an empathy gap - finding it hard to imagine what the needs and wants of their future selves will be when it comes to the day they need to actually start packing…
So, they opt for what is safe. Larger bags offer customers more certainty around how much they can pack, reducing the anticipation of loss we fear for having to remove items when we’ve not got enough space to pack them.
In reality, though, on the big day itself… we pack what we do because we’ve got the space to. We’re anchored to the weight and size of the bag we’ve already purchased, and we pack more to maximise the space we’ve got, making use of the money already spent to confirm that we were right all along - we needed that bag.
…but how much are our choices actually determined by how the options are presented?
To kickstart this journey to shifting their customer preferences towards more sustainable travel, easyJet set out with the goal of reducing each customer’s individual carbon footprint by nudging them to choose a lighter bag option.
By using colour and size to create contrast on the page, we can enhance the visual saliency of the lighter bag option so that it would attract more attention relative to the others on offer, while shifting the customer’s focus to consider the eco-friendly impact behind the lighter choice.
Take a look at this before and after to see exactly what we did to achieve this:
Saliency
The saliency of the 15kg bag option is driven by its size and colour. Salient options attract customer attention and make them more likely to be considered and chosen.
Framing
We judge the importance of an object by its relative size to others around it. Since the 15kg option is twice as large, customers are more likely to perceive it as twice as popular, making it more likely to be chosen.