Founded in 1995 by British Cypriot entrepreneur Stelios Haji-Loannou, easyJet is a low-cost
European airline based in London United Kingdom. EasyJet expanded into Europe with
acquisitions including Swiss charter TEA Basel AG and British Go-Fly in the early 2000s.
EasyJet outlined a renewed digital strategy in 2012 which gave it a competitive advantage in
increased revenues, increased connection with passengers and cutting costs.
In October of 2018 easyJet worked with travel technology company Travelport to create a
Look&Book app to help customers search for and book flights using just an Instagram photo
of a destination. The app recognises the destination and suggests the nearest airport and prepopulates the booking form with the details.
easyJet customer feedback suggests that customers are enjoying the Look&Book app but are
often frustrated because they are forced to go elsewhere to research the particulars of their
journey and destination. easyJet would like to enhance the app to provide detailed
information on each destination and give options to customers based on their preferences. for
example, some customers may be interested in sightseeing, or entertainment, or perhaps
historical sites. easyJet would like to incorporate google search services to customise the
information to be relevant to customer’s particular interest and make appropriate suggestions
and recommendations. easyJet plan to relaunch their renamed app ‘DiscoverNBook’ to
incorporate the destination photo functionality but also include the new customised
information and recommendation functionality.
easyJet has asked you provide the following Analysis and Design requirements. However,
you are free to design and include any process and design components into ‘DiscoverNBook’
you feel important to easyJet. Keep in mind there are many possible answers – the key is to
make your design, logic and explanations clear.
Sample Solution
