© Ryanair 2014

2017

BARCELONA 2018

© Ryanair 2014

2

Always Getting Better: the engine of change in Ryanair

–Where we came from

–Why we changed

– How we are getting there

–What we have achieved

–What still puzzles us

Transfor mation in f l ight

© Ryanair 2014

Europe’s Favourite Air l ine

Lowest fare/lowest cost carrier – gap widens

No. 1, Traffic – FY18 130m

No. 1, Cover – 86 Bases/210 apts/430 a/c

No. 1, Service – “Always Getting Better” Prog

240 a/c order = grow to 200m p.a. by FY24

© Ryanair 2014

© Ryanair 2014

5

2000 – Launched its first website

Built by two 17 year old students

Ryanair IT – Where we came from

© Ryanair 2014

Europe’s Favourite Air l ine

6

Within 3 months it was taking 50,000 bookings a week.

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2000 – 2014 !

And Then……

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© Ryanair 2014

Avg. Fare Change % > Ryanair

Ryanair €41 -13%

Wizz €51 -11% +24%

easyJet €77 -15% +88%

Norwegian €78 -3% +90%

Air Berlin €115 -7% +180%

IAG €198 -14% +383%

Air France/KLM €215 -7% +424%

Lufthansa €218 -4% +432%

Avg Competitor Fare €136 +232%

Europe’s Lowest Fares

(Source: FY results/Annual Reports)

© Ryanair 2014

87 bases

210 airports (111 Prim)

34 countries

1,800 routes

130m c’mers (+1m)

430 x B737 fleet

240 x B737s on order

Europe’s No. 1 Coverage

© Ryanair 2014

The Good Guys Of Eu ropean A i r T rave l

The Good Guys Of European Air Travel

© Ryanair 2014

Useful

Future

Today

Likeable

Become As L iked As We Are Use fu l

Become as Liked as we are Useful

© Ryanair 201413

2014 - Change in Ryanair – Always getting better.

– Improve the flying experience.

– Broaden the appeal.

– Improve our product.

– Keep the focus.

– Embrace Digital.

Vision

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Ryanair in Transit ion – From this. . .

© Ryanair 2014

Ryanai r i n Tr ans i t ion – To th is…

Ryanair in Transit ion – To this. . .

© Ryanair 2014

The Problems We Faced

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Negative Feedback Faced

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What this resulted in wasA picture of a war zone

© Ryanair 2014

Ryanair Labs – Head Of f ice

© Ryanair 201420

New mobile app

New website

Personalisation

Increase ancillary sales

Create new products

Become the Amazon of Travel

The chal lenge

© Ryanair 2014

The Solution

• Customer First

• Cross-functional teams

• Bias towards actions

• Don’t hate - iterate

© Ryanair 201422

Ability to react rapidly

Early delivery of features

Frequent delivery of features

Faster feedback on products

Faster feedback on processes

Why Agi le

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Agile in Ryanair : Single product owner

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Agile in Ryanair : Planning

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Agile in Ryanair : Empowered teams

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Embrace new technologies

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Agile in Ryanair : Embrace data

© Ryanair 201428

Agile in Ryanair : Communication

© Ryanair 2014

DevOps & NoOps :

• Speed of delivery multiples in a day.

• Traditional Infrastructure engineers are being reborn as Operations

engineers.

• Moving to a cloud-first strategy for any new app deployments.

Agile in Ryanair : Frequent releases

© Ryanair 2014

What we have achieved?

© Ryanair 2014

Our new App

© Ryanair 201432

Has i t worked? – Happy Customers

© Ryanair 2014

Our new Website

© Ryanair 2014

Ancil lar ies

© Ryanair 2014

MyRyanair

© Ryanair 2014

Responsive Website:

– 2.5M visitors daily

– Worlds busiest Airline Website

Native App launched in March 15

– 29 M downloads on iOS and Android

– 6 M active users monthly

8

Has i t worked? – The Data

© Ryanair 2014

What st i l l puzzles us

© Ryanair 2014

© Ryanair 2014

Continuous Struggle

Rapid Delivery v UX/UI

Reaching for the perfect productLong term view

Daily releasesMVPSimple Designs

© Ryanair 2014

What Puzzles us: Dev-ops culture

© Ryanair 2014

What Puzzles us: Deadl ines

© Ryanair 2014

Copy well and quickly rather than think up new stuff

Second mover advantage is the sweet spot

Start with Simple and enhance

Build a flexible back end

Use data don’t just harvest it or get lost in it

Integrate your data with external data well

Our Guiding Pr inciples

© Ryanair 2014

Leave you with 3 simple messages :

You have to embrace Digital or you will die

It is all about the customer

Get it going, lots of frequent changes

I f you remember 3 things

© Ryanair 2014

@RyanairLabs

Thank You